The Imagination machine turns brains into game controllers.

By focusing on their dream destination, participants navigate a virtual plane on a 2-meter projection-mapped globe using the power of their imagination. The EEG headset sends brainwave data to an algorithm that calculates the flight path in real-time and maps it on the globe. When the game begins two paths appear on the globe – one ideal direct path to the destination, and one that follows the user’s level of focus. The more focused participants are on their destination, the closer the plane stays to the ideal flight path.

The Imagination Machine stunt was held in Moscow’s Afimall City mall. Over 200 people took part throughout the day. In the end, 49 people won but The Imagination Machine left everyone thinking about the place of their dreams and an airline that can take them there.

RESULTS:

- 4.500+ new S7 Airlines loyalty program members on the stunt day.

- Bookings increased by 20%.

- Unique site visitors increased by 53%.

- The story was covered by leading global media, achieving 82+ million earned views in the first week.

- The event film received 1.3+million views in the first week.

S7 Airlines, Russia’s third biggest carrier, has a reputation for innovation. But few people are aware of S7 Airlines’ partnership with ‘oneworld’ (the world's premier airline alliance) and even fewer appreciated what that meant for them as travellers. Our task was to give the brand new stature by communicating that S7 can connect Russian travelers to 900+ destinations worldwide. Our audience of demanding Russian travellers have high standards and are drawn to brands with a unique point of view rather than just facts and stats, so our priority was to create a strong emotional connection.

This led to our campaign task; “to put the wonder back into air travel”, our insight; “the place of your dreams is just one flight away”.

Our idea: The Imagination Machine - fly a virtual plane to the place of your dreams using just the power of your imagination.