In Exterion Media’s recent Creative Idol competition, participants were tasked with creating a proposal for a Digital Out-of-Home campaign to launch on one of the media owner’s interactive pods at Westfield London and Westfield Stratford City.
Rapport, alongside Grand Visual, were awarded the top prize of £30,000 in media space and £5,000 cash at London’s Adweek Europe, for a conceptual idea to promote the DVD release of hit film Kung Fu Panda 3.
The campaign aims to engage shoppers with an interactive game where the objective is to keep a character from the movie, Po, balanced on top of a totem pole. Using the accelerometer on a smartphone, players must gently tilt and sway their phone to keep Po level, dodging obstacles, which are distracting and knocking him off balance.
A dynamic leader board displays the players who have been able to keep Po balanced the longest, and ultimately scored the highest points. The top player will be rewarded with a prize, as well as exclusive content sent directly to the their mobile.
Claire Kimber, Creative Strategist at Rapport, commented:
“Judges described the award as simple, fun and exciting, had totally understood the audience and environment, and would bring out the inner child in all of us.
My view is that award-winning work shouldn’t only be about ‘firsts’, it should also be about ‘things done brilliantly well’… And the judges appear to agree!
We don’t always have to reinvent the wheel, but we do have to continue pushing and testing boundaries to always deliver solutions that address our clients problems. And creativity that is ‘real-world’ will always deliver.”