How far can you take a dream? Tellart collaborated with Wieden+Kennedy Amsterdam to find out – creating the Imagination Machine for S7 Airlines. At a busy Moscow mall, travellers were asked to sit in front of the globe and to choose their dream destination – then control their plane’s flight using only the power of the mind. The prize for touching down with a cool head? A plane ticket to that dream destination.
signed up to the loyalty program on the day of the event
of the event film after one week
in online bookings with S7
in unique site visitors
It is incredible to live in a time when we can access almost every corner of our planet through sensors, video feeds and global communications that are practically free. Even with the highest-fidelity connections, the sense of virtual presence in a remote location will always pale in comparison to the real experience of being there–the sounds of a street, the smell of food, the light, the faces of strangers. The Imagination Machine combines sensing with a digital Earth and the exciting opportunity to travel the real world in all of its colour.
Matt Cottam, Tellart CCO
If you could travel anywhere, where would you go? Barcelona? Ayers Rock? Lake Victoria? Now imagine you could get to your dream destination just by thinking hard enough about it. What a fun thought, but that’s not how the world works. Unless, that is, you’re one of the lucky 49 people who got free tickets for successfully participating in S7 Airlines’ recent marketing campaign.
People are fascinated by controlling machines through their brains or having their feelings translated into the digital world. Putting together gamification, bio-feedback and real world engagement to tell a brand’s specific story is very innovative marketing.