How we did it
Across every region of the UK, we deployed 1,000 playful OOH special builds that would allow people from all walks of life to place themselves within our ads as future potential millionaires.
These took the form of mirrors, see-through billboards and a live spotlight mechanic that lit up unsuspecting passers-by as night fell. We married creative copy to location, to dramatize that the next millionaire might be “at this crossing, staring at this poster” or “at Kings Cross station.”
To coincide with the launch of the new brand platform, we unveiled a transparent billboard outside the front of one of London’s largest and busiest train stations – King’s Cross St. Pancras. Live for two days, the billboard targeted an estimated 200,000 commuters and tourists per day.
Placing even more people in the heart of our campaign, we launched a static billboard that utilised stage spotlights and motion sensors to shine spotlights on unsuspecting passers-by as they walked past.
When the motion sensors weren’t in use, the billboard featured a single spotlight that casted, “Will you be next?” onto the ground. As a person walked in front of the billboard, the corner spotlights triggered, moved to the centre of the billboard and illuminated the person.
