We turned the tunnel into the interior of a plane and commissioned paintings to simulate a flight from London, connecting in New York, banking over Manhattan, passed some migrating geese and ultimately landing in San Francisco.

We transformed one part into a departure lounge and placed actors as flight attendants there. They welcomed commuters on board and handed out boarding cards that directed them to the micro-website (for a promotional offer and data capture).

100% of the target audience experienced the installation. There was a 21% take up rate for data capture, versus an industry standard of 2%. From United’s point of view this was four times as effective as other methods of data acquisition.