Case Study – Project Tank und Rast – Scala SEEN MEDIA ISS

Tank & Rast
Digital Communication at Your Service on Your Road Trip
Tank & Rast installs the largest
“Autobahn” digital signage
network in Europe
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.
“
QUICK FACTS
•
•
•
•
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
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
“
Customer focus
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. Highresolution 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.
www.scala.com
©2012 Scala. Scala and the Exclamation Point Logo are registered trademarks of Scala
Tank & Rast
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.
www.scala.com
©2012 Scala. Scala and the Exclamation Point Logo are registered trademarks of Scala
Tank & Rast
Many involved
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 (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.
About ISS
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.
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.
www.scala.com
©2012 Scala. Scala and the Exclamation Point Logo are registered trademarks of Scala