Title | SENSORY LIGHT BOX |
Brand | NIKON |
Product / Service | D700 DIGITAL CAMERA |
Category | B01. Best Use of Transit Advertising |
Entrant | CHEIL WORLDWIDE Seoul, KOREA |
Entrant Company: | CHEIL WORLDWIDE Seoul, KOREA |
Advertising Agency: | CHEIL WORLDWIDE Seoul, KOREA |
Credits | |
Copywriter | Yunyoung Huh |
Art Director | Kakyoun Park/Sungjoon Na/Eunha Ko/Hyesung Baik |
Photographer | H Studio |
Other Credits | Bom Communications |
Background: The location was a multiplex electronics shopping mall, where various brands compete. Ideas were needed could create a differentiable brand image for Nikon D700, starting from the entrance of the mall and eventually generating actual purchases. Solution: Seoul sindorim Subway Station is one of the largest stations in Korea, with a daily passing population of five hundred thousand people. An outdoor light box equipped with a motion detector was installed at the connecting passageway at the station, along with a red carpet leading to the Nikon shop located in the mall. This interactive light box made people feel as though they became superstars walking down the red carpet at a luxurious awards. This experience has created a very special and unique brand image for Nikon D700, and succeeded in triggering purchase intentions. Results: Strengthened positive brand image of Nikon D700, and maximised sales amongst passersby of Sindorim Subway Station (five hundred thousand per day).
The Sensory Light Box