An innovative experiential campaign that plays on the playground game of ‘staring out friends’ will travel around Switzerland late this month, publicising the new Samsung Galaxy S4’s eye tracking technology.
Perfect Fools, the creative studio, was commissioned by HEIMAT, advertising agency for Swisscom, one of Switzerland’s largest telecoms operators, to create a City Light Poster (CLP) showcasing the smartphone’s eye-tracking interface.
The first-of-its-kind installation, conceived by HEIMAT, will travel to Lucerne, Bern and Lausanne city squares at the end of May. Passers-by will be encouraged to stare continuously at the Galaxy S4 phone inside the CLP – the longer they do, the greater the discount.
Sounds easy? Participants will be bombarded by actors asking for directions. As soon as the player’s eyes stray from the screen, it’s game over.
A printed receipt of a discount is redeemable against a Galaxy S4, calculated according to time spent looking. Last more than a minute and get 100 SFr off; keep eyes locked for more than an hour and the handset is free.
Video of the first installation at Zurich Hauptbahnhof, which also incorporated Instagram ‘funnies’ and Twitter distractions, is being seeded by Zürich-based film company McQueen.
Beyond the physical experience, social media activity will drive traffic to the microsite. The site will also show the film footage and advertise more Galaxy competitions.
The microsite will also be accessible via tablets and mobile devices.
www.perfectfools.com
http://www.all-eyes-on-s4.ch