Direct > Strategy
CP PROXIMITY, Spain / NEGONE / 2006
Overview
Credits
ClientBriefOrObjective
NEGONE is an entertainment factory that produces, operates and distributes leisure concepts based on state-of-the art technology, combining virtual and real experiences.After the success of their first experience, called THE MACHINE and inaugurated in July 2003 at the Nassica Shopping Centre in Getafe, Madrid, they decided to open up a new, evolved version in downtown Madrid.NEGONE – THE ESCAPE is an interactive virtual reality game in which participants test their ability, their wit, their senses and their capacity to surprise in order to escape from a futuristic prison.
Outcome
100% of the media invited attended the presentation of NEGONE – THE ESCAPE.
There were 22,530 visitors at the noalacarcel.com site during the week of the teaser stage. The negone.com site had an average 269 visits per day in September, rising to 3,138 during the campaign period (a 1165% increase).In the first 15 days after opening to the public, Negone – The Escape was visited by 7,000 people, with an average revenue of 15 euros per head. Therefore, the campaign investment was recovered in one month. By comparison, The Machine receives 700 visits per month.
Solution
What would happen if a prison was opened up in downtown Madrid? It’s obvious: the neighbours would rise in protest and we would rally them in the process.Graffiti appeared on canopies, billboards and buses: ‘NO TO A PRISON AT CAPITÁN HAYA’. At www.notoprison.com the neighbours could join in the protest.Higher resolution showed the message purportedly covered up by the graffiti: ‘NEGONE – THE ESCAPE: Break out from the prison at Capitán Haya. It’s a game. It’s real’.
We invited the media to be the first to break out, with a file concealed inside a loaf of bread.
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