Cairo Association of Teachers - Newsletter

CAT Tracks for February 12, 2007 LOOK WHO'S TALKING NOW

Hey...I don't make these things up, I just pass them along.

And, anyway, it IS "educational"...and could save a life!

Talking device targets men making one last pit stop before driving

State traffic-safety officials are trying an out-of-the-box solution to discourage drunken driving, but they're staying inside the can.

A new device will deliver a recorded message to bar and restaurant patrons via talking urinal cakes, which are placed above the drain in urinals to disinfect and deodorize them. The state has ordered 500 of the marketing tools to target men who might be making one last pit stop before getting behind the wheel.

"Hey there, big guy. Having a few drinks?" a female voice says a few seconds after an approaching male sets off a motion sensor in the device. "It's time to call a cab or ask a sober friend for a ride home."

The message is a way to reach one group that is a target of state safety campaigns, Transportation Department spokesman S.U. Mahesh said. Men commit about three times as many drunken-driving infractions as women.

The devices are manufactured by a New York-based company called Healthquest Technologies Inc., which also sells a product for women's restrooms that flashes messages on a screen affixed to the stall door.

The urinal version, called a Wizmark Interactive Urinal Communicator, was invented by Richard Deutsch, who says there's no other device like it on the market.

Public awareness campaigns in New York, Pennsylvania, Wisconsin, Minnesota and Australia have used the devices, as have commercial advertisers.

"The idea is based on the concept that there is no more captive audience than a guy standing at a urinal," Deutsch said. "You can't look right and you can't look left; you've got to look at the ad."

In New Mexico's case, the device uses the DWI slogan that has appeared in recent Transportation Department television commercials and printed material: You drink, you drive, you lose.

Tom Trowbridge, who works in the department's marketing division, said he plans to distribute the devices to Santa Fe bars and restaurants -- including the first local participant, Tiny's Restaurant and Lounge -- as well as establishments in Farmington, Gallup and Las Cruces. Some Albuquerque bars installed the devices this week.

The state spent $21 for each talking urinal cake for the pilot program but will ask bars and restaurants to pay for future orders if the devices catch on, Mahesh said.

The cakes have enough battery power to last about three months.

TEXT OF THE NEW CAMPAIGN

Hey there, big guy. Having a few drinks? Listen up. Think that you’ve had a few too many? It’s time to call a cab or ask a sober friend for a ride home. It is safer and a hell of a lot cheaper than a DWI. Make the smart choice tonight. Don’t drink and drive.

Further research from PC World Canada...

Talking urinals for a captive audience

Jim Ducharme
Editor, PC World Canada

Every advertiser's dream is to have a captive audience, and there are few groups more captive than guys using urinals. Given that most sacred rule of urinal etiquette, never look left or right - just stare straight ahead - - you've probably got a man's undivided attention for at least 30 seconds, which is just enough for advertisers to run their spiel by him.

In the past, advertisers have used everything from posters to LCD screens placed above urinals in an attempt to exploit this unique opportunity: a male's undivided attention. And, let's face it; it's not as if they have anything else to do in that kind of situation, unless they are in the habit of bringing a book to the washroom (and, if that's the case, I'd really like to know how they can hold a book and still use a urinal).

But, technology has not stopped at LCDs. Healthquest Technologies, a Long Island, New York company offers the Wizmark device, which is essentially a talking urinal puck holder - you know, those plastic screens which sit at the bottom of the urinal. Headed up by Dr. Richard Deutsch, the company has been marketing the device, which has been used by clients ranging from MTV to even Molson breweries here in Canada, for about three years.

The Wizmark is powered by a microprocessor and can feature flashing lights, images and even sound. Yes, you heard me - the urinal puck holder will talk to you. Now, you may ask what exactly can a urinal device have to say. Well, it could be a pitch for a beer company or even a public service announcement urging bar goers not to drink and drive. Can you imagine the reaction of someone who's a little tipsy after hearing the puck holder start talking to them? I would think just this experience alone might convince some poor guy it's time to hail a cab and call it a night.

According to Dr. Deutsch, the Wizmark is a great example of viral marketing. Often, guys will drag friends into the washroom because they can't believe the urinal is talking to them. (In fact, some have even dragged their incredulous girlfriends to see the Wizmark in action).

What this means is that consumers are not just talking about the advertising message, but the medium itself as well. I suspect, however, that people don't drag others in there because they are excited, but because they need someone else to verify they are not completely snonkered. Talking urinals? Can a thundering herd of pink elephants be too far behind?

Healthquest hasn't forgotten the ladies either. They offer an equivalent device which can be attached to the stall door and features all the bells and whistles of the male version, including scrolling LED messages. Both devices have motion sensors, so they wait till the person is rather, how shall I put this, unable to avoid the message.

In the future, Dr. Deutsch has plans to use RFID technology so that the Wizmark will be able to remember individuals and address them by name (how that is going to actually work is anyone's guess). Besides, having a urinal call me by name doesn't hold much attraction for me. I don't know about you but, I'm already interactive enough with a urinal. LCD screens will soon be added too and yes, they plan to offer interactive target games. Gives a whole new meaning to the term "point and shoot" doesn't it?

Although marketing people love this advertising method, Dr. Deutsch admits it is a hard sell to convince executives to have potential customers wizz on their corporate logo.

Sure, there could be some abuse of this product. Just think about how it might be used for mud slinging during political campaigns. On the upside, for clients though, one thing is certain: with the possible exception of frat houses, it's unlikely these devices run a high risk of theft.

And, finally, if you have broadband, enjoy a video report from the CNN.com website...

Talking urinal cakes preach against DUI