Blog

This year, we presented an updated Entertaining Digital Signage concept that brings together interactivity, gamification and brand storytelling. The stand highlighted our key business directions — Retail DOOH Agency and SOFTLAB — and built on the ideas we introduced last year. Once again, it proved that digital screens can do more than inform: they can engage, respond and create emotion.

The visual concept was inspired by The Matrix. At the centre of the stand was our own “Morpheus”, inviting visitors to choose between two paths: finding new clients or discovering new technology opportunities. Each choice led to a separate interaction zone.

As soon as visitors entered their chosen zone, presence sensors detected their movement and the screens instantly adapted the content. This allowed us to create a personalised, real-time experience and turn brand communication into a live dialogue.

From a technical point of view, the stand combined seven synchronised 4K video streams into one seamless visual experience. The system reacted to presence triggers with no delay, demonstrating the reliability and performance of our technology platform.

Another interactive feature was the integration of our own Content Management System via a QR code. Scanning the code triggered a personalised scenario on one of the screens: the character thanked the visitor for interacting, while the QR code itself led to inotes.tv — a digital leaflets platform that connects the video screen and the smartphone into a single communication space.

The idea continued with a branded gift for those who completed the full quest. It tied the concept together and reflected the DNA of Identity Invest Group — helping clients and partners grow.

Every part of the project was created by the Identity Invest Group team. Content, technology, equipment setup, production, post-production and user journeys were all delivered in-house, with strong attention to detail and quality.

Results from the event:
– almost 900 unique scans;
– dozens of new contacts and professional connections;
– high visitor engagement and a strong WOW effect.

Most importantly, we felt a real connection with the community — and that is the true value of projects like this for us.

This year, Effie Awards Ukraine once again was sold out, reaching record attendance in its 20-year history. We are grateful to everyone who visited our stand, interacted with the content and shared their feedback.

A special thank you to the organisers — the All-Ukrainian Advertising Coalition — and to the wider advertising community, which continues to create strong ideas, support one another and keep standards high, even in challenging times.