afaqs!

Blender's Pride: Playing fashionable

By Nandana Das , afaqs!, New Delhi | In OOH News | September 05, 2011
At a fashion show in Bengaluru, the whiskey brand made all guests feel like a celebrity walking down the red carpet.

As part of a multi-city fashion tour across the country, Seagram's Blender's Pride organised a fashion show in Bengaluru, which saw the participation of various designers. Nothing unusual about it.

The whiskey brand made all guests feel like a superstar or a celebrity walking down the red carpet, The activity was executed by Platinum Outdoor and its technology partner, Xenium Technologies.

The outdoor agency created a huge display of rear projection screen of 10 feet x 6.5 feet, and equipped it with tracking cameras installed strategically at the entrance of the Blender's Pride Fashion Show. The screen showed some photographers waiting eagerly for the arrival of a VIP or celebrity. A red carpet was also laid down for the guests.

The moment a guest entered the venue and reached the welcome area, walking by the backlit display, the tracking camera sensed the movement and triggered the 'paparazzi' into action. As the guest approached the defined area, the virtual paparazzi started clicking their photographs.

The idea was to make all present at the event feel like celebrities. Speaking to afaqs!, Lokesh Kumar, chief operating officer, Platinum Outdoor, says, "As seen in various events, photographers start clicking photos of celebrities upon their arrival. The same was achieved here, but virtually."

Speaking about the technology, N M D Parveez, director, Xenium Technologies, says, "For the execution, we have used a motion-sensor camera-based patented technology called WallFx; this was exclusively developed for Blender's Pride. The whole content is in vector graphics with special effects. This interactive display created a wonderful experience for our guests and made them feel special."

This experience created a very a unique brand image for Blender's Pride and succeeded in triggering brand recall, positioning it as a brand which is associated with fashion and style.

The approximate spends for the activity were Rs 5 lakh.

According to Kumar, there were a lot of challenges in way of executing the activity, right from getting the idea approved from Blender's Pride to getting the right technology partner. "Moreover, executing the actual virtual paparazzi was difficult. Setting up the entire display and carrying out the operation effectively required a lot of patience," says he.

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