On January 15th 2009, at 11am, Saatchi&Saatchi staged a 'flash mob' style event in one of Britons busiest rail stations for telecommunications firm T-mobile. The event forms part of their 'lifes for sharing campaign' and was choreographed by Ashley Wallen, one of the countries most recognized choreographers. The piece features 350 people dancing in unison at Liverpool street station to a medley of pop hits being amplified over the stations announcement system. The event left surrounding commuters baffled at what they had whitnessed. The video can be seen here. It was screened first on Channel 4 on 19th May 2008 and lasted over 3 minutes.
Similar to this amazing feat was Hondas slightly more impressive 'Difficult is worth doing' campaign. Honda staged and aired a 3 minute television ad live on Channel 4 during a commercial break.The advert features 19 skydivers descend from 20,000 feet from an aircraft and forming each letter of the word Honda. The stunt was shown on Channel 4 at 8.10pm on 29th May 2008 and was a completely unique form of advertising. The happenings were transmitted live from Madrid, spain and was recorded using cameras fixed to the aircraft, as well as the skydivers, some of who had to travel faster(over 300 mph) than the divers in the formation in order to capture the event. Marketing communications manager of Honda, Harry Cooklin, describes the piece: "The campaign has been difficult but it was definitely worth doing. We are always looking to move boundaries when it comes to our advertising, and so being involved in the UK's first truly live TV ad is perfect for us."
Here we have two similar examples of how the audience have pushed designer & directors to find new ways in which to effectively make a product or service appealing. No longer does something appeal to a consumer simply based upon what it is, or its physically. The consumer is now demanding a brand that does something for them, it must give them a memorable experience to engage with.
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