Case Studies / Experiential & Product Launches

ADI provided an iCONIC 100 mobile LED screen for a huge advertising campaign in Trafalgar Square for mobile communications giant T-Mobile.

The giant experiential campaign saw 13,500 people gather in Trafalgar Square for a huge karaoke sing-along to promote T-Mobile’s ‘Life’s for Sharing’ campaign, with an ADI iCONIC 100 used to play out the lyrics and live action of the crowds singing along.

The event was organised by renowned Advertising Agency Saatchi & Saatchi and was a closely guarded secret, with no-one sure what to expect. By using ADI’s iCONIC 100 – which has a 30 minute setup time – they were able to complete the event in just a single day, helping not only to ensure the secrecy of the event, but also to minimise the costs of using Trafalgar Square.

ADI arrived on-site at 6am to setup the iCONIC 100, around which a stage was built whilst camera positions were setup around the Square. Throughout the day, ADI’s screen played out teaser images and video, informing people that the follow up to the ‘Dance’ campaign would be taking place that evening, whilst interested crowds gathered, keen to find out more!

By the time the event kicked off at 6pm, Traflagar Square was teeming with a crowd of over 13,000. Host Vernon Kay led them in a huge Sing-along to hits including Hit Me Baby One More Time, Hey Jude and Is This The Way To Amarillo.

Following the event, the edited footage was used to make television and internet advertisements broadcast over the coming months across Europe.