Tasked with creating an engaging brand experience to dramatise the phone's new and unique BestPic feature - which allows users to press the shutter button once and instantly get nine full quality pictures to choose from - they called on the rear projection display specialists to help bring the concept to life via a series of outdoor installations. These were set across ten countries over 15 weeks, starting at London's Victoria Station.
Potential participants are encouraged to the 'Body in Motion' installation by promotional staff and asked to strike a pose for a nine-shot action photo sequence, triggered by an adapted K800i. The photos are then instantly processed, appearing on nine 72" dnp black bead screens, distributed by Paradigm AV, and configured in portrait shape.
Concealed within the superstructure, at locations chosen in conjunction with outdoor specialists Kinetic, are nine special Paradigm mirror rigs, each harnessing a Sanyo XP57L projector positioned at the optimum viewing angle. These are fed from five rack-mounted media servers.
The curvilinear construction has created a real eye-catcher for onlooking crowds, who have been able to choose their BestPic and take home a printout of all nine images.Said Paradigm AV's account manager, John Jeffreys: "A rear projection solution would always be the best way of realising this concept, both in terms of cost-effectiveness and picture transparency. Aside from supplying the mirror rigs, displays and special crates, we were also able to provide advice about other packaging, transport and assembly logistics."
The rig travels in a single artic and takes four hours to set up, for a six-day stay in each location. Alexandra Wulff, Advertising and Digital Manager Western Europe, Sony Ericsson stated: "This concept represents a new direction for Sony Ericsson and we are excited about the response and reaction it is creating."
(Lee Baldock)
