Thursday, October 15, 2009

Nikon - Habitat Centric

Complete with red carpet directly to store, this Nikon advertisement takes habitat centric advertising and digital technology to the next level.

At a busy Seoul subway station, Nikon mounted a huge interactive, light-box billboard displaying life-like images of paparazzi. Huddled together as if at a premiere, the "paps" appear to be jostling and competing for the best celebrity snap. The celebrities in this case were the passersby, who automatically triggered a deluge of flashing camera lights as they walked past the billboard. The accidental superstars then followed the red carpet all the way out of the station and into a mall - directly into the store where they could purchase the new D700. Mission accomplished. - Lisa Evans

My concern with this advertisment would be the distance that the red carpet would have to run to the store. To me, it seems like this type of advertisement would work best within close proximity to the store. Without that, there seems to be little relation from the advertisement to what the product actually is. Thanks to The Cool Hunter for the heads up on this advertisement!

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