Interactive Poster in Liverpool - Elvis Communications

Background

The journey time between London and Liverpool has been reduced down to just 2 hours and 8 minutes. The task was to let the good people of Liverpool know about this in a way that was relevant and memorable.

Idea

Taking advantage of Europe’s largest single digital poster site, the copywriter sat hidden from the passers-by but with a full view of the poster.

He typed in lines straight onto the poster and was able to move the cursor on the poster site so that it was pointing at specific objects and people.

It appeared as if the poster was talking to everyone who walked past, with every message tying back to the quick journey-time.

Headlines included the cursor pointing at a bus and the line: “We’re faster than that No.45 bus”; and pointing at a boy on his bike, “We’re faster than you are, mate.”

Results

The idea generated a certain amount of buzz but as a brand-building exercise first and foremost, results have not been accurately measured.

Our Thoughts

You would be praying your copywriter wasn’t having a bad day with this one, wouldn’t you? Or secretly hoping s/he would have a meltdown! Surely you would be tempted to push the boundaries. This idea of the live response has been done a wee bit recently on banners but this doesn’t detract from the fact that it’s great fun and very engaging. I would stand and watch this for ages before removing my pants and walking past. Just to see what gem the writer might come up with….