Experiential campaign encourages dancing for Parkinson’s
Train stations are usually a flurry of activity, with busy people blindly rushing from A to B. It’s hard to imagine that an elderly lady could have the power to stop hurrying passengers right in their tracks.
An experiential campaign from La Trobe University set out raise awareness of Parkinson’s disease by encouraging commuters to dance. The aim was to highlight the University’s research into how dance can alleviate symptoms for sufferers of the disease.
Interactive Citylight panels were installed in three of Melbourne’s busiest train stations. Each depicted an elderly lady enjoying a nice cup of tea.
Using motion activated technology, each time a passer-by was identified the corresponding panel sprang to life, with ‘Anne’ - a Parkinson’s sufferer - asking commuters if they would like to have a dance with her.
Once her eager dance partners began to interact with her, a motion sensor triggered footage of Anne standing up and joining in for the fun.
After a short time, information about La Trobe’s research appeared on-screen, providing a memorable research finding at the end of this fun yet emotive experience.
Much like Plan UK’s ‘Because I am a girl’ campaign, this activation used motion sensor technology in a creative and engaging way to bring home an important message. In this case, La Trobe University’s experiential panels showed that actions really can speak louder than words.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.