By joining the One World alliance, S7 airlines unlocked many new global destinations for Russians—60% of whom had never left the country. Tellart and Wieden + Kennedy created an experiential activation encouraging customers to live the S7 brand through technology. Set in a busy Moscow mall, the Imagination Machine invited would-be travelers to win a ticket to their dream destination by flying a virtual plane using only their powers of concentration.
Tellart custom designed and installed the 3D game environment that was projection-mapped onto a specially made 2-meter globe.
We created a game of skill that made meaningful use of brain-computer interface technology. Players used unbroken concentration to steer an airplane towards their chosen destination.
Participants were fitted with an electroencephalogram (EEG) device. Their brainwaves were processed and used as input to the game engine.
The installation generated long queues and enormous anticipation. As participants awaited their turn, we trained them with the necessary skills to play the game.
“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.”
“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. The Imagination Machine combines sensing with a digital Earth and the exciting opportunity to travel the real world in all of its color.”
Matt Cottam, Tellart Founder
• 82M Earned media views after one week
• 4,500 Signed up to the loyalty program on the day of the event
• 1.3M Views of the event film after one week
• 20% Lift in online bookings with S7
• 53% Increase in unique site visitors
Wieden + Kennedy developed the campaign concept and produced the event. Tellart designed, fabricated and installed all aspects of the installation including interactive user experience, visitor flow, visuals, animation, custom software, hardware selection and implementation.