Wednesday, May 6, 2009

london proves actions speak louder than taglines

What is it about London that inspires out-of-the-telly-box thinking? I'm not just talking T-Mobile's flashmob events, such as in January when Saatchi sent breakdancers diguised in business clothes to Liverpool Street Station where they flabbergasted commuters by breaking into dance on the platforms. Or, last Thursday when they text-messaged their customers to gather in Trafalgar Square, drawing 13,000 into what was surely the world's loudest karoake rendition of Hey, Jude...

I'm talking the quieter but just as engaging McDonald's digital display at Piccadilly Circus, one of the world's most photographed locations, where 1.1 million people who visit a week can now snap photos against an ever-changing backdrop that makes it look like they're blowing out birthday cake candles, avoiding a bop on the head or wishfully thinking about (what else) fries or a burger. Agency Leo Burnett cleverly extends engagement by inviting consumers to post photos to a branded Flickr page.  Because as every marketer knows, one CG photo is worth 1000 words of copy.

3 comments:

golublog said...

People do love to pose in front of billboards. Mountain Dew did something similiar a couple years back. And there's the great economist billboard with the lightbulb that lights up when you go under it. That's my favorite to this day, but these are pretty cool.

Teenie said...

Getting people to take a pic of your ad as a constant reminder of your product--now that's brilliant.

I wonder how many of these Mickey-D ads are now adorning the walls of tourists everywhere?

Ad Broad, oldest working writer in advertising said...

@Golublog Hadn't heard about the economist one. OOH sure has changed since the days of Burma Shave, right? ;)

@Teenie I know, I know. Like designers a few years ago getting ppl to wear their names emblazoned on their fronts and backs, like walking sandwichboards