We have ongoing research into our idea of encouraging a young audience into helping the wildlife. After looking over the brief again, we noticed we needed to implement a digital artefact into our design. We want interactive. We want to use billboards in the street to attract a person passing by to our campaign.
Below is a small description of the campaign.
Above, spotters that spot passing Mini drivers and record their car colour, information.
This is the part that I love and makes it personal. A passing Mini Paceman driver in red passes along the highway and these billboards are set up ahead. The guy in the first photo is where he records information about that driver. This then beams up to the billboard a message, which the driver can see. You da man?
Another shot above of the passing driver.
Above is the second billboard saying that this Paceman driver is the man. This at first would make me feel a bit strange seeing these live feeds if I was the driver but Its a really great idea of a communication message.
Another example here a billboard saying to a Mini driver to wave to star in that poster.
Another ahead saying Get ready.
Followed by SMIIIIIIIIIIIILE!!!!!!
Followed by another message.
And now we have the final photo. Its great interactivity and in my opinion on another level. A creative level too.
Here's another example above.
The whole point of this campaign was to reward Mini drivers as they pass. One other example was on a billboard 'Are you hungry' or something like that and they asked them to pull in the next lay-by and rewarded them with hot sandwiches and food. The main focus was rewards. The Campaign was called NotNormal. I love the way they just rewarded Mini drivers and the whole interactive part of whilst there driving is great on a hot summers day. Below are some screenshots of people being rewarded by Mini.
Mini girls telling them to pull in.
Drivers being rewarded with food.
Driver being rewarded with a Mini giveaway.
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