This is a very interesting idea, not sure how well it’s going to work though, Time Out Shanghai wanted to demonstrate their deep knowledge of the city, so they decided to take 2 random people in a special tour. The bait was a lost phone that helped Time Out in guiding whoever found it into this special tour, taking into consideration that whoever found won’t turn it off and sell it, and welling to get kidnapped by strangers!
I think the idea behind the campaign is to get media coverage, I mean the cost of such a project is very hight if you want to impact such a small audience, and the below YouTube video didn’t really go viral to increase the exposure.
However, it is such a cool idea!
Advertising Agency: Energy BBDO, Shanghai, China
Creatives: Kevin Lynch, Nate Gagnon, Alex Zhao, Alex Lim
Production Company: Limelight Studios
Director: Kristian Hansen
Music Title / Artist: “Shen Xian Yao” / AM444
Samer Marzouq
Digital Media Superhero, Online Marketing Pro, Mad-Men Fellow, Tech Junkie, Advertising Whiz, Chief-Blogging-Officer, Bilingual Copywriter, Amateur Photographer