Electricity company Powershop’s new campaign lets Kiwis be in charge with interactive street posters.
Working with its agencies, EightyOne and MBM Wellington, Powershop came up with the idea of images that would transform when the viewer got involved.
It then called in Phantom’s in-house team where a solution was engineered with spindles inside the poster frame to flip panels that carried different images. Another solution called for ‘blinds’ that are pulled down to change the scene.
The posters can be seen in Auckland, Wellington and Christchurch.
Lisa Tennant, Powershop’s business manager MBM, says she is pleased to see the alignment of business strategy with marketing mechanics.
“Powershop looks at the world a little differently. For this brand campaign, we wanted to show people that Powershop puts the power in their hands. We wanted to show this by giving people the ability to shift something. Phantom was great to work with. They engineered and developed amazing builds that really brought the campaign to life in a tangible and engaging way.”
Phantom’s commercial strategy manager, Ben Stonyer, says more and more companies are realising the drama they can create when they push the boundary with their executions.
“Street posters already provide a constantly changing gallery at eye level,” he says.
“But now we’re seeing companies like Powershop shake things up. They’re giving the public the ability to interact and have fun with their brand.”