Scala’s flexibility allows MegaBus to reach consumers in buying mode


Posted on February 12th, by scala-norway in Case Study, Transportation. Comments Off

The MegaBus channel currently serves 303 HD LCD screens in 101 Russian MegaBuses

“We chose Scala because the software allows for centralized management of an unlimited number of video players, regardless of their location.”
Tony Yammine, IMTV

Quick Facts

  • Bus company servicing routes between city centres and large shopping malls
  • 303 HD LCD screens, 104 Scala players
  • 3 screens in each bus: 1 in the front and 2 in the middle facing opposite ways
  • Content updated and managed via satelite link
  • Displays news and product offers

The concept of the MegaBus is to offer a reliable and comfortable non-stop bus service between the two biggest cities in Russia and large shopping centres in their vicinity. The company’s 101 comfortable buses serve more than 1.2 million passengers in the two cities of Moscow and St. Petersburg every month.

Time to spare
Anyone who has traveled by public transportation knows that this mode of transportation leaves the passenger with some time to spare while moving from A to B. Time that can be spent on reading, sleeping, looking out of the window or something completely different.

A journey on the Russian MegaBus leaves passengers with about 40 minutes of such spare time. The company understood that this offered a huge opportunity to communicate with and
influence its customers. It found that digital signage offered the perfect tools to reach their audience and therefore turned to Captivate Media and IMTV to implement an interactive online digital network on its bus fleet. The solution allows MegaBus to present its passengers with a balanced mix of infotainment and commercials for products and events at the destination.


En route with flexible communication
104 Scala players were installed in MegaBuses in Moscow and St. Petersburg. The busses were equipped with 22 inch HD LCD screens, 3 in each bus. Via a satellite connection the screens are in permanent contact with the MegaBus offices. This allows the company to instantly change the reproduced content if there are special events or offers at the destination without having to “physically” download the content to the screens.

“Captivate Media powered by IMTV system realized the first phase of MegaBus interactive online digital network in Moscow and St. Petersburgtogether with Scala”, says Tony Yammine, Chairman of the board at IMTV.“We chose Scala because the software allows for centralized management of an unlimited number of video players, regardless of their location. It accommodates all forms of communication, including mobile phones. For examples, players in Moscow buses use WiMAX, while those in St. Petersburg use 3G”.

Reaching customers in shopping mode
Out of the more than 1.2 million passengers on the MegaBus the majority are affluent females aged 20-40, studies show. They are expected to view the video sequences shown on board at least once during their journey with the MegaBus. It is evident that the potential for influencing the buying behavior is significant when the customer is reached whilst in buying mode. The expectation is therefore also that sales of the advertised goods will increase.

“One of the best moments to reach a consumer is when he or she is in buying mode. With this project, Megabus fully exploits the opportunity they have to reach an affluent customer group with the right message at the right time”, concludes Alain Bodenstedt, Scala EMEA Director of Partner Sales.

About Megabus
MegaBus is a shuttle bus offered by MEGA, a new concept for shopping, leisure and relaxation for the entire family initiated by IKEA. The MegaBus transports passengers from major transportation hubs in Moscow and St Petersburg to the MEGA malls usually located in the outskirts of the city. For more information, visit: http://eng.megamall.ru

About Captivate Media
Captivate Media powered by IMTV system is a company under the international holding Form Trust Holding, which has provided advertising on the Russian market for more than 20 years, and is a member of the American Chamber of Commerce and Industry in Russia, DSA, ISA, POPAI Russia, PRI and the IAA. Captivate provides the most interesting and effective solutions in Digital Signage: “turnkey” solutions: concept of the project, customized design, Interactive online signal, content creation, content management. Captivate Media in Russia is in partnership with Auchan retail networks IKEA-MEGA shopping malls, Capitoliy malls and others. For more information, visit http://www.imtv.ru/

About Scala
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 or their blog. Connect with Scala via Twitter and Facebook.

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