Thomas Cook India Uses Mixed Reality & Anamorphic Outdoor To Break The Clutter
Thomas Cook (India) has leveraged outdoor media in a disruptive initiative to create buzz in both - the outdoor and digital - social media space. The format, built on mixed reality and anamorphic displays is intended to grab attention and encourage social sharing by young India - amplifying Thomas Cook’s brand visibility and cool quotient.
To emphasize its campaign theme – Europe, Best Experienced with Thomas Cook – the brand has conceptualised a 3D anamorphic creative that showcases a breathtaking shot of Switzerland’s Glacier Express on a journey across the iconic Brusio Spiral Bridge. The moving display of one of the most scenic train rides in Europe, features the Glacier Express popping out of the hoarding, making it an exciting experience for the motorists/pedestrians passing the hoarding.
In addition, Thomas Cook India has also smartly utilised mixed reality to create the illusion of an outdoor hoarding installed at an iconic location in Mumbai. This short video of the outdoor site, showcases a train zipping through the Swiss Alps, while creating an illusion of snow cascading from the hoarding onto the streets, surprising/shocking onlookers.
The campaign is conceptualised and executed by Outdoor Advertising Professionals.
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 encourage social sharing among today’s digital natives, hungry for vibrant new formats/content. We intend to increase brand visibility via exciting/innovative concepts and to up our cool quotient/appeal to target young India.”
Abhijit Sengupta, CEO, OAP Mediatech added, “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 for a holiday destination and that too entire Europe, was a challenging proposition. We did not have any stock pictures or video shoots to work on. That’s when we thought of making Rail the hero, the ambassador. Everything was done from scratch - CAD modelling, to texturing, light & shadowing and finally rendering and compositing.”
