Cannes Lions

TV CHANNEL

MEDIAPLUS, Munchen / NBC / 2011

Presentation Image

Overview

Entries

Credits

Overview

Execution

To call attention to Syfy, we took the claim “Do you see it too?” literally, then placed hidden messages to be discovered in our advertising spaces. The result: the first integrated 3D moving-image campaign.Thanks to the nationwide use of Augmented Reality for stationary media spaces, the entire brand presentation is a stage for moving images and animation.To do this, each advertising medium was equipped with a tag that recognised smart phones which then played the stored images and audio content.With the help of their mobile phones, the viewers were able to unveil the secrets of each placard and experience the surreal world of Syfy first hand.

Outcome

The success was seen in a Syfy contest. Users discovered and photographed phenomena and sent them directly to Syfy, resulting in the winning of new subscribers.

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