Omnichannel travel services company Thomas Cook (India) has leveraged outdoor media using mixed reality and anamorphic displays, to drive home its premise of ‘Europe, Best Experienced with Thomas Cook’.
The campaign was conceptualised and executed by Outdoor Advertising Professionals.
The 3D creative put up in Mumbai showcases Switzerland’s Glacier Express on a journey across the Brusio Spiral Bridge. As the train approaches a bend, it seems as if it splashes a heap of snow across to the road outside the hoarding, surprising onlookers. A video of the installation has the same impact on viewers.
This was intended to grab attention and encourage social sharing by young India, amplifying Thomas Cook’s brand visibility and cool quotient, informed an official statement.
Another video creates the impression of the train popping out of the hoarding, going around it.
Abraham Alapatt, President & Group Head, Marketing, Service Quality, Value Added Services & Innovation, Thomas Cook (India), said, “I am delighted to bring an innovative concept to our new-age Indian consumers, intended to create excitement/buzz around travel. We have smartly leveraged mixed reality and 3D anamorphic displays to bring to life the iconic Glacier Express speeding through Switzerland’s spiral Brusio viaduct – while showering snow from the hoarding onto unsuspecting bystanders! The shock and awe encourages social sharing among today’s digital natives, hungry for vibrant new formats/content. Our intent is to increase brand visibility via exciting/innovative concepts and to up our cool quotient/appeal to target young India.”
Abhijit Sengupta, CEO, OAP Mediatech, said, “With optical Illusion on billboards having been a monopoly of an overseas agency, I was waiting for an opportunity to experiment on anamorphic executions as well as the mixed reality content in India. And then came Thomas Cook’s brief! While creating anamorphic designs with physical items like a can or car is relatively easy, but to come up with an idea on a holiday destination and that too entire Europe, was a challenging proposition. And we did not have any stock pictures or video shoots to work upon. That’s when we thought of making rail the hero, the ambassador. Everything was done from scratch – CAD modelling, to texturing, light and shadowing and finally rendering and compositing. In both the cases we chose a 1-plane anamorphic drawing, since the digital billboard chosen was a flat one. For the round bridge, a 3-plane perspective grid and for the tunnel a 2-point but reverse perspective grid was chosen. I would like to thank Thomas Cook for the opportunity and the faith in us.”
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