25.11.13

This Week...Exercise ticket machine, Kmart Christmas bells, first hand, station toboggan, #lookup in Piccadilly Circus

Exercise ticket machineOlympic Changes

Kmart Christmas BellsKmart

First HandRoyal Roads University

Station toboggan Vodafone Madrid

#lookup in Piccadilly CircusBritish Airways

To promote exercise and the 2014 Olympics, Olympic Changes installed a very special ticket machine at a Moscow subway station. Instead of accepting money as payment, the high-tech ticket machine only accepted exercise. Riders could receive a free ticket by standing in front of the machine’s camera, and performing 30 squats or lunges.

Exercise Ticket MachineOlympic Changes

Kmart Christmas BellsKmart

Last week’s Ignition had the sophisticated NBA’s Jingle Bells. This week’s offering from Kmart is along the same lines but slightly less…traditional.

However they have managed to get serious news coverage during the week.

It’s a cross promotion between Kmart and Joe Boxers.

First handRoyal Roads University

To launch Royal Roads University’s brand campaign, they placed a billboard in a shopping mall and invited people to connect with an alumnus. When people pushed the ‘connect’ button they didn’t really get what they expected.

Station TobogganVodafone Madrid

During the summer Vodafone Spain paid €3m to rebrand Madrid’s red line to ‘Line 2 Vodafone’ for three years. In addition, they took over Madrid’s Sol station and used it as a platform to stage an experiential stunt to show the difference between 3G and 4G i.e. speed. Their experiential toboggan did exactly what it said on the tin.

In a claimed world first campaign, the new British Airways #LookUp billboards in Piccadilly Circus, have some pretty cool tech behind them, allowing a simple, yet very effective story to be told. Courtesy of a little digital magic, the young man in this poster really does know when it’s a British Airways plane that’s flying over it’s head.

As British Airways planes fly over the ClearChannel digital outdoor sites through the Heathrow flight path, they trigger advertising creative showing real-time data of that plane, including destination and flight number; including a weather feed that reads the cloud height to ensure the plane is visible before showing the advert!

#lookup in Piccadilly CircusBritish Airways