Fox Traveller creates 'SoundTrek' activation in Delhi and Mumbai malls

The interactive campaign was executed by Brandscope using flash mobs and augmented reality where groups of youngsters composed fun loving music by dancing over the virtual keys of a piano in a mall

BestMediaInfo Bureau | Delhi | September 13, 2013

Brandscope India, an outdoor arm of Posterscope Group, performed a digitally led interactive campaign to bring alive the soul of new music based travel show 'SoundTrek' launched by Fox Traveller, a travel & lifestyle channel. The campaign was undertaken in an ambient location of malls in Mumbai and Delhi making optimum use of technology for capturing the target audience. This activity was supported by flash mobs, where groups of youngsters composed fun loving music by dancing over the virtual keys of a piano in a mall.

Haresh Nayak, Managing Director, Posterscope Group, commented, “The changing out of home landscape calls for innovative ways of connecting with the consumer. As an agency that is at the forefront of innovation and technology, we are glad to be associated with clients like Fox Traveller who understand and are willing to use technology in the OOH space to connect with consumers digitally.”

Debarpita Banerjee, VP - Marketing, Fox International Channels, said, “With the increasing clutter in media and communication, there is also a rise in innovative ways of reaching out to one's desired TG. Our show promises to be a visual and melodious treat for music and travel buffs alike. It is this value proposition that we thought of bringing alive through the activation and flash mob. Instead of simple information dissemination, such initiatives compel involvement from the TG, and make for a more memorable message.”

The activation works on augmented reality, wherein the patron walks over the defined area making music on the floor with the flow of the footsteps. This created a lot of surprise amongst the mall visitors as they walked by the sensor.

Fabian Cowan, VP, Brandscope India, said, “The expanding out of home ecosystem demands that we serve solutions in an interesting, interactive and shareable manner, thereby allowing brands to become part of consumer conversations. We were privileged to be part of this activity with Fox Traveller as this exhibits our collective belief of creating and being part of immersive experiences in the out of home space.”

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