TAKING BRAND EXPERIENCE TO DANGEROUS EXTREMES? THE CASE OF THE JWT/SHELL ”PEDESTRIAN GHOST CAMPAIGN’’
Experiential marketing is all about customer experience. It’s about the engagement and interaction with brands products and services using the human appeal for sensory experiences.
Experiences allow people to connect to a brand or a message which in turn allows them to make intelligent and informed purchasing decision, or as you will see in the following video, life saving decisions… at least that’s what Shell and JWT Ukraine had in mind when they launched ‘’The Pedestrian Ghost Campaign’’, but at what cost?
Being that speeding and pedestrian safety seems to be a big problem in Ukraine with the highest percentage of pedestrian collisions in Eastern Europe (56%), an ambient advertising in the form of human shaped balloon popping up right beside the speeding car was designed and implemented to educate motorist about the dark side of speeding.
What an experience and brand connection! I bet all the drivers senses where put to the test here. Imagine yourself speeding in the middle of the night when suddenly a ‘’Pedestrian’’ pops almost in front of you…
Take a look at the video and let us know what you think about this campaign:
The JWT/SHELL Pedestrian Ghost Campaign.
For my part, even though the ‘’Experiential Theory’’ seems to be present at all levels (although in regards to brand association… it is still not clear how Shell made it’s presence clear during the whole thing… maybe another balloon popping out a few meters away saying: This scary moment brought to you by Shell!), I feel that this is way to dangerous and if I was JWT and Shell, I would be worried about the possibility of actually provoking that same accident the campaign is trying avoid, never mind the law suits that could follow…









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