Digital signage, displays and experiences are no doubt a large chunk of emerging technology—the sleek and shiny altar at which our postmodern, science-based society bows down in the name of making life easier and more efficient. Indeed, everything from the morning commute to ordering breakfast to word processing and even manufacturing jobs have been streamlined by fancy machines thereby saving us precious time and elbow grease. In the process, however, our daily lives have all too often become more sedentary. We are less skilled with our hands and sit behind screens clicking away for dangerously long stretches. The minority has compensated with healthy addictions and rigorous fitness regimens like P90X and CrossFit while the rest of us see our overall health suffer as a byproduct of technological and industrial progress. Sports Experts, the major Canadian retailer franchise clustered in Quebec, took the store’s 50th anniversary as an opportunity to call attention to this very issue while simultaneously putting the brand front and center with a kiosk display worthy of our Installation of the Week label.
The said installation lives inside Montreal’s deepest train station, or at least the one with the steepest set of stairs. Although there are escalators available, Sports Experts encouraged riders to take the staircase to and from their trains so they’d get an aerobic workout and naturally generate more body heat. The thermal imaging device inside the installation measured the amount of body heat and reinforced the reading with the digital display’s color-coded “Predator” vision before dispensing a discount voucher to be redeemed at a Sports Experts location.
The Thermal Discount, as the video below calls it, not only incentivizes a healthier population, but it’s also an ideal example of corporate competition and gamification for brand loyalty. In a riff on the infamous “No Pain, No Gain” adage, Sports Experts wanted to remind local residents (Habs or Montrealians as some call them) that “The more you sweat, the more you get.”