Interactive Projection at Westfield London

Working with Saatchi & Saatchi, Grand Visual produced an interactive in-store creative event for Lamisil® AT Cream, at the Westfield Shopping Centre in London. The interactive floor projection debuted at the Boots store in the North Atrium of the Westfield Shopping Centre.

John Pallant, Regional Creative Director, Saatchi & Saatchi EMEA said: “Like Saatchi & Saatchi, our client has always been keen to experiment and push creative boundaries. And this is a great example, bringing innovation and fun to a persuasive message to shoppers, right at the point of purchase.”

As the customer enters the store and walks into the “infected” area the projected nasty little fungus creatures begin to move around on the ground and chase the feet of passers-by. The longer the customer stands in the infected area, the more the fungus is attracted to them, quickly multiplying around the feet.

The customer is then directed to a projected tube of Lamisil® where they can find relief from the fungus. As they stand on the tube, it squeezes out rays of light that flash around the Lamisil® shield knocking out all the surrounding fungus. The tag line “Treat your athlete’s foot and free your feet” appears, and the customer is “cured”.

Creative Director, Saatchi & Saatchi Switzerland Derek Green said “We wanted people to interact with the Lamisil® brand and create a conversation starter about the not-so-sexy condition of athlete’s foot in an innovative way. The end result is a real breakthrough for the category.”

Saatchi & Saatchi Worldwide Digital Creative Director, Tom Eslinger said: “People are not only becoming more selective in their choice of products, they are also becoming more specific about how they receive messages from media. Interaction is no longer tied to the home PC and working with Lamisil® has brought interaction beyond the screen and literally to where the product ‘lives’.