SHIELD “Motion Sense” : Out Of Home
INSPIRING MOVEMENT IRL BY USING A DIGITAL INTERFACE.
Educate how new technology in the latest antiperspirant works.
It’s a lot easier to get how this microscopic stuff works when you can see it in action. So we had to get people moving (without making them sweat) to understand the more you move, the better our new antiperspirant works. We placed a billboard in the three busiest airports in the country. Motion-tracking created interactive digital displays and triggered the release of scented bubbles smelling like the new variants whenever someone walked past. In-store, shoppers could play games to win prizes and coupons depending on how much they moved, while banners displayed on mobile used accelerometers to recreate the experience at home.
GOLD – Media (Mobile Marketing; Interactive)
SILVER – Craft (Use of New Technologies)
BRONZE – Media (Face To Face Activations, Field Marketing)