Lotus Knows More Than You Think
Issue 16 | September 2010
Agency
Ogilvy One, London
Creative Team
Katriona Gordon & Kristal Knight
Production Team
Digital Producer: Rosemary Faulkner; Head of Technology: Mark Sweatman; Developer: Teresa Chao
Other Credits
Creative Directors: Charlie Wilson & Emma De La Fosse; Head of Digital Creative: Pavlos Themistocleous; Account Manager: Kieran Bradshaw
Date
21st June 2010 – 4th July 2010
Background
‘Lotus Knows’ is a global campaign to encourage people to re-think what they think they know about Lotus. As part of this campaign, OgilvyOne as tasked to make business travellers aware that Lotus has the ability to use live data by streaming live Wimbledon scores into 75 digital screens at Heathrow’s terminal 5.
Idea
The digital screens within Terminal 5 were linked to a live data feed directly from the Wimbledon Information System, which is run by IBM.
The nationality of the players on court were matched to a live flight number, so all passengers en route to Switzerland, for instance, were told that Roger Federer was about to bow out of Wimbledon. Passengers to Scotland got the bad news about Andy Maurray as it happened, offering proof that ‘Lotus really does know more than you think’.
Results
Not known
Our Thoughts
If you can go where your audience goes and share an experience of some sort with them, then you are infinitely more likely to make an impression than if you are just an interruption. All too often experiential marketing means a group of people dressed up and looking silly getting in your face but OgilvyOne here demonstrate you can be witty and engaging. They have a captive audience, of course, but because the messages were also breaking news they would have been interesting, if only by contrast with the numbing dehumanization of the general airport experience.