This Campaign Will Make You Yawn
Gail Chiasson, North American Editor
We first saw this in Adweek and couldn’t resist making our own readers aware of this campaign for Café Pelé out of ad agency Lew’Lara\TBWA in Brazil.
You know how when you see someone yawn you are likely to do the same thing? (70% of people will do so, according to a study by State University of New York. It’s contagious.)
Well, that’s exactly what this campaign aims at happening. The shop set up a digital panel equipped with a motion sensor at São Paulo’s busy Fradique Coutinho subway station at morning rush hour. When commuters approached the sign, the face on the panel would yawn. Naturally, many if not most of the commuters themselves also began yawning, at which point the screen then made a product pitch.
And, in case the sign wasn’t enough of a wake-up call, perky glamour gals looking much like the cigarette girls of old time clubs and casinos arrived on the scene with some product samples to wake up the sleepy commuters.
Rather a fun campaign integrating digital out-of-home with experiential!
I’m sure we’ll be hearing a lot more about Brazilian campaigns and networks in the coming months. Brazil is enjoying impressive growth in digital signage. In 2012, DOOH grew 22.2% over the previous year, becoming the second fastest growing media in the country. DOOH is also the second most influential medium for the economically active population in São Paulo.
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