How These Brilliant Digital Billboards Are Delivering a Hair-Raising MessageThe viral campaign -- and a reimagined successor in the name of charity -- illustrate the kind of marketing magic that occurs when technology and humanity intersect.
ByGeoff Weiss•
Opinions expressed by Entrepreneur contributors are their own.
去年2月,数字广告活动的年代weden that appeared to respond to the comings and goings of bustling subway cars captured the imagination of local passersby -- and subsequently wentviralthe world over.
Electronic billboards were placed underground to promote a new haircare range from the Swedish brand Apolosophy, featuring models whose hair wafted wildly in the wind whenever trains approached stations.
The digital signage, which had been equipped with ultra-sonic sensors to monitor the arrival of trains, lent an uncanny effect and also touted the artful tagline: "Makes your hair come alive." Check it out.
Related:Market to Empowered Women: It's Ethical -- And It's Good for Business
Now, after having garnered substantial attention, the concept has been repurposed by Barncancer Fonden -- a Swedish nonprofit that raises money to fight childhood cancer -- for an even more hair-raising message.
The reimagined ads similarly feature a young girl named Linn whose hair starts whooshing as trains speed past -- until, suddenly, her hair flies off completely. Several commuters, as captured in this video by the foundation, gasp at the sight of the child's bald head, as a message appears onscreen, "Every day a child is diagnosed with cancer," alongside a mobile donation code.
In a rapidly evolving ad industry where "living pictures" are making a play to supplant traditional visual messaging, the Swedish campaigns illustrate the kind of marketing magic that occurs when technology and humanity intersect.
Related:Advertising's Next Frontier: Retroactive Product Placement
