SENSORY LIGHT BOX

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TitleSENSORY LIGHT BOX
ClientNIKON
Product / ServiceD700 DIGITAL CAMERA
CategoryB01. Best Use of Transit Advertising
EntrantCHEIL WORLDWIDE Seoul, KOREA
Entrant Company:CHEIL WORLDWIDE Seoul, KOREA
Advertising Agency:CHEIL WORLDWIDE Seoul, KOREA

Credits

CopywriterYunyoung Huh
Art DirectorKakyoun Park/Sungjoon Na/Eunha Ko/Hyesung Baik
PhotographerH Studio
Other CreditsBom Communications

Execution

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).

English Translation of Main Headlines

The Sensory Light Box