Giant Body Parts Give Travel Billboards Some Life
Travel agency entices passersby with 3D interactive billboards.
It’s difficult to capture the attention of city-dwellers with a plain old billboard. Jaded and used to being bombarded with advertisements on every corner of the street and underground, it is easy for them to ignore. But travel agency Voyages created a series of bizarre billboards throughout Paris that were 3D, interactive body parts – inviting Parisians to flex their curiosity and engage with the advertisements.
These interactive billboards included a giant mouth, a hairy chest and Marilyn Monroe’s leg. The mouth sings the opera, with its large tongue undulating as an opera singer’s would, Monroe’s famous white dress flutters, with her legs underneath, and the hairy chest, placed at a bus top would launch a disco ball and music when pressed. Then there is the muscly bare back of a French rugby player, washing his back with actually soap running down the advert.
Voyages launched the billboard campaign to promote their new offer – a train ticket and show tickets combination pack, which brings people “closer to their passions”. The dual ticket initiative, dubbed ‘Instant V’ – which we assume means instant voyage, or instant trip – is about bringing travelers closer to cultural events like the opera, sports, movies and music. Voyages explains:
Have you ever dreamt of peeking under an international icon’s dress, taking a shower with a rugbyman, stroking the chest of your favorite singer, attending an outdoor opera? With “Instant V.” you can now book events and train tickets at the same time & place.
The billboards are just bizarre enough to capture the attention of passersby. They attract people with their multisensory elements – appealing not only to curious eyes, but also peoples’ desire to touch – the hair, the soapy back, the tongue – as well as using music. The three-dimensional aspect of the billboards also work in their favour, immediately drawing in eyes that normally glaze over street ads.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
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