Digital Communication at Your Service on Your Road Trip
Tank & Rast installs the largest “Autobahn” digital signage network in Europe
”An optimal Scala powered digital communication network that creates extra sales and advertising revenue and therefore has a great return on investment.”
Helge Haarig, Scala
- More than 300 locations
- Gas & Rest Stations at motorway
- Almost 1,000 players
- Screens located at cash register areas, above beverage shelves and on center displays
- Brand advertising, special value and special menu offers
- Modernization of look and feel
- Enhancement of customer experience
The German Autobahn welcomes many drivers and is the world`s third longest network of high quality highways. If you are one of the 500 million travelers who annually visit these roads, you have surely seen many Tank & Rast locations.
Tank & Rast is the leading provider of restaurant, hotel, retail and fuel services on the German Autobahn. They operate approx. 340 gas stations and 370 rest stations alongside the roads and make sure the travelers have easy access to whatever they may need to compliment their journey.
As a service provider, the primary focus of Tank & Rast`s activities, is their customers. They are focused on the changing needs of different customers, and adjust the services accordingly, enhancing their overall experience at the various locations. As a part of this modernization program, service areas have been remodeled and the range of services offered has been extended significantly. A key element in this program is the realization of digital signage.
Responsible for this implementation was ISS Intelligent Service Solutions GmbH who in only 3 months successfully rolled out the system, consisting of more than 3,000 big screens. High-resolution LCD screens were installed in the cash register areas, above beverage shelves, and on the center displays of rest station shops. They show brand ads, special value offers and menus with mouthwatering pictures of their various servings.
Seeing is buying
More than 300 restaurant areas were equipped with large-format screens and now a total of 980 Scala Players are managed by Seen Media to ease the communication and promotion for every site. This puts Tank & Rast in a position to offer their suppliers and co-operative businesses an advertising platform with a highly modern and dynamic image that has country wide coverage.
“The management team of Tank & Rast made a crucial decision by incorporating digital communication in their remodeling plan from the start,” states Helge Haarig, Sales Manager DACH at Scala. “The companies that worked together on this project are all specialists in their field, resulting in an optimal Scala powered digital communication network that creates extra sales and advertising revenue and therefore has a great return on investment. The Scala software enables the system operators to distribute, adjust and plan top quality messaging and imagery with the utmost flexibility, creating the perfect platform for Tank & Rast to reach their target audience.”
“Scala software enables the system operators to distribute, adjust and plan top quality messaging and imagery.”
Helge Haarig, Scala
A study of the Association for Consumer Research impressively demonstrated the effectiveness of the advertising messages on the screens of Tank & Rast as the customers were clearly inclined to purchase the displayed product vs. what they had in mind originally. This high association between ads and sales is exactly the desired outcome of marketing.
With more than 3,000 digital screen channels, 290 city-lights, 100 travel-boards and many further possibilities for digital advertising opportunities, Tank & Rast stands out as a unique publishing partner. They represent a modern, effective way to reach both their own and other companies` target groups- around the clock, 365 days a year all across Germany.
This digital signage system receives their content centrally from ISS via UMTS connection; all screens are centrally managed and monitored. Disruptions of broadcast operations can thus be recognized and repaired quickly per remote maintenance. A network of specialized service technicians is able to repair or exchange hardware components in each location in Germany within 48 hours or less. This allows ISS to guarantee a broadcast rate of over 99% for the entire network.
The playback hardware was supplied by Philips (screens), Fujitsu-Siemens (playback PCs) and Kramer (signal transmission); the UMTS data network is managed by Vodafone. Scala software is used for powering and managing the digital communication network; the content for the digital signage systems is managed by Seen Media. Smart TV-Networks in Munich provided the concept, preparation, and management of the tender.
About Autobahn Tank & Rast
The autobahn services company Autobahn Tank & Rast and its tenants provide comprehensive services on German autobahns. For travelers on the German motorway network, the approximate 340 filling stations and 370 service area (including approximately 50 hotels) are a place to relax and recuperate. Around 500 million guests visit Autobahn Tank & Rast’s service facilities each year. Since privatization in 1998, the company has invested around Euro 800m, mainly in its autobahn services and petrol stations
About SEEN MEDIA
For more than 10 years, SEEN MEDIA has been developing and marketing custom-made digital display systems for use at POS and POI. The full-service digital signage agency offers all services from one source, everything from consulting to concept development, content creation, provision of the technology, all the way to roll-out, service, and support. More than 12.000 sold Digital Signage Software licenses and satisfied customers in more than 90 countries prove the high level of acceptance and performance of SEEN MEDIA solutions. For more information, visit: www.seen-media.com.
ISS Intelligent Service Solutions GmbH, a subsidiary of the Intelligent Group, has been implementing large-scale IT projects for more than 10 years. ISS specializes in construction integration of technology into architecture and screen networks (signage TV) in shopping malls and large retail chains. As a general contractor, ISS takes care of the acquisition, financing, and installation of hardware. ISS also manages the IT infrastructure per remote maintenance from the center in Hamburg and using local service teams.
Driving more than 500,000 screens worldwide, Scala Inc. is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platforms for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. Scala is headquartered near Philadelphia, Pa. USA, and has subsidiaries in Canada, The Netherlands, France, Norway, Germany, Japan and India, as well as more than 500 partners in more than 90 countries. For more information, visit: http://www.scala.com.