In an effort to promote French telecom provider Orange, a campaign entitled 'Go Europe' fooled visitors with a fake Mona Lisa in Paris's Louvre. Ad agency Publicis Conseil designed an electronic version of the Mona Lisa to replace the real one. The new painting was composed of a digital screen placed within a frame. Visitors were fooled into thinking that the fake was the real painting since it was indistinguishable from the real masterpiece.
The only difference between the fake painting and the real one was that the virtual painting would occasionally move. The painting would subtly wink, blink and smile at visitors. After thoroughly confusing its audience, the painting let visitors off the hook by transforming into an advertisement for Orange. The ad stated that "Trips abroad are full of surprises. But not your phone bill."
What's Driving This Trend
- Virtual Art Installations
- Adopting digital technologies to create virtual art installations can increase brand visibility and engagement
- Interactive Advertising
- Integrating interactive elements into advertising campaigns can create fun and engaging experiences for customers
- Disruptive Outdoor Advertising
- Incorporating disruptive elements into outdoor advertising campaigns can capture the attention of passersby and increase brand recognition
Who This Affects Most
- Telecommunications
- Telecommunications companies can adopt disruptive advertising strategies to capture the attention of potential customers and stand out in a crowded market
- Tourism
- Using interactive art installations in tourist attractions can create unique experiences for visitors and increase tourism revenue
- Advertising
- Advertising agencies can leverage advancements in digital technologies to create unique campaigns that capture the attention of viewers and clients
