In order to get the Brits to holiday in Las Vegas, we let them know just how wanted they are here, while reminding this proper bunch that their wild side is waiting for them in the land of adult freedom. The integrated campaign included an aggressive out-of-home buy with the first concept going viral and catching the attention of Virgin Atlantic founder, Richard Branson.
This in-situation image was taken by Simon Buckley as part of a project he calls "not quite Light". So happy to share his work in conjunction with this campaign.
Subway Tube Car Panel.
After partnering with Virgin Airlines, we set up Vine booths around the UK and encouraged participants to record themselves saying,"What happens here, stays here" in their notoriously sexy accents for a linguist to select the lucky person would win a trip for two to Vegas. Videos could also be submitted on Twitter with #HearMeVegas or through a separate microsite.
This is the intro video that played in the booths as pre-roll before the user was prompted to record their voice and upload it to be judged by our linguist.
The Brits are even more of a mobile society than we are here in the U.S. In order to reach them while they’re on the move, we created this interactive iAd that encourages users to "visit a place where their wild side has a wild side". They can take a questionnaire to determine just how wild they really are, or look behind their chosen door to find out what wild scene they could encounter. We would then surprise and delight them with a :03 - :06 Vine video. And finally they were able to create an animated Vegas appropriate outfit that could be shared out on social media. The idea was to allow the user to experience a little bit of Vegas while they were still on their side the pond.
Below are the flats and here is a link to the actual execution that can be viewed on your IOS device once you download the iAd Tester app.
I know this sounds like a pain in the butt, but I think it's worth taking a look at this mobile unit in action.
Download and install iAd Tester app from the iTunes store using the private URL http://itunes.apple.com/app/iad-tester/id426184788?ls=1&mt=8remotead://adsdktest.apple.com/adserver?id=7117ca06-b8bc-4512-aa37-23ba78847382%3A8e91270f-91b2-4ef7-ba6a-35644ad1c715%3Ac5cbb19b-168c-4512-b85a-05af01a4cfe4%3A1.0&sizes=320x50.480x32&u=7117ca06-b8bc-4512-aa37-23ba78847382&name=UK+LVCVA+ad+-+v7-Banner&e=1,2:2&a=2
One of the Vine videos that was hidden behind door number 1, or was it door number 3?
Microsite where Brits could also record their voice and enter to win a trip for two to Las Vegas.
