James Jordan, one of our traders in the UK, sent through a engaging concept for Glaceau Mineral Water which he worked on with Posterscope in London.
As you can see in the video below, this is a unique outdoor execution on arguably the world’s most famous billboard. It made great use of the giant Digital Piccadilly Coke screen, and the concept was also replicated in all major train stations around the UK.
James coded an application where Coke experiential staff could log into the signs, interrupt the current ad playing, and adjust the creative to be a direct message in real time. Coke staff would type messages targeted to specific people in Piccadilly Circus from their vantage point above.
Look carefully at the LED in the video and you can see it interacting with the crowd below, it says…
“hey you cool kids!
yeah! all of you with your rucksacks on,
on your feet!
line up! great now lets see the conga”
This was the first time anything like this had been done in both the train stations, and on the Piccadilly sign.
Glaceau Mineral Water - Digital Out of Home
Client:Glaceau Mineral Water (Coke)
Agency: Posterscope / Hyperspace
Tech Applications used: PHP, Flex, Flash Media Server and Actionscript
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