Consumers looking at the digital screens at London Victoria rail station and outside the Bullring Shopping Centre in Birmingham, were able to interact with digital angels imposed into live footage of the consumers, being shown on digital screens.
On each outdoor site, on the station concourse at Victoria and on New Street in Birmingham, a halo image was drawn on the pedestrian zone in front of the billboard, with a notice encouraging people to stand in it.
When consumers stood in the halo, they saw themselves appear on the digital outdoor screen in front of them, alongside a virtual angel, which they could interact with (as seen in the video above).The outdoor activity involved WPP media agency Mindshare and out-of-home agency Kinetic, with production agency Grand Visual and JCDecaux in Victoria, and Ocean Outdoor in Birmingham.
The activity accompanies the "Even angels will fall" campaign created by Bartle Bogle Hegarty, and the Tullo Marshall Warren-created game, which allows consumers to tempt Kelly Brook, the only angel left in heaven, down to earth.
The idea behind the campaign is that the attraction of the Excite spray is so strong, that the angels grab their halos and fling them to the ground and the first TV ad, made by BBH, appeared last month.
The Lynx Excite range includes a body spray, APA deodorant, shower gel and eau de toilette, and is being backed by an £8.3m advertising and marketing campaign that includes TV, press, outdoor and digital.