AddMirror’s mirror on the wall

The new resto-lounge washroom media product looks like a mirror but is motion-activated to reveal advertising.

Advertising in restaurant and bar bathrooms is nothing new, but a new product from Oakville-based AddMirror Canada is likely to take more than a few loo patrons off guard. On first inspection the product is a regular, aluminum-framed mirror, standard to any commercial washroom. But when one goes to primp in front of it, its digital properties are activated to reveal up to six different panels of advertising.

The AddMirror network consists of 150 locations in Vancouver, Montreal and Toronto and has a reach of approximately two million eyeballs over the course of a four-week cycle, Elliott Atkins, president, AddMirror Canada, tells MiC. The ‘resto-lounge’ locations were selected to target 25- to 40-year-old professionals. Saturation of the product was limited to no more than two bars or restaurants in any given neighbourhood.

What makes AddMirror different than other products in the marketplace is two-fold, Atkins says. The first is that advertisers will be the only advertiser in the panel – and in the washroom it appears in. The second, he says, is that it tends to generate lots of back-at-the-table buzz, based on data out of the UK, where the product launched in 2004.

AddMirror Canada soft-launched in October with Absolut Vodka as a partner across the entire network, and this week marks the official launch of the product in Canada. The launch was done in partnership with Montreal’s Mediacity, and the two companies will work together moving forward under the banner AddMirror Ventures. Mediacity is currently handling sales through their sales team, Media Alternatives OOH.