The execution took form as a customised bus shelter. This was a standard, full sized bus shelter that we customised to look as if an Angel had literally fallen to earth with a bump and damaged it.

Key to the one-day installation's success was the fact that it looked authentic: other than the large and rather obvious dent on its roof and a few angelic looking feathers around it, it could easily have passed for an actual bus shelter. Its location in a busy, working bus station added to its authenticity, and, in fact, a number of people during the course of the day mistakenly actually used it as a real bus shelter.Post-activity online helped spread the idea further, and added to existing conversation at the time of how London and the country as a whole was currently under siege by beautiful Angels enticed by the scent of Excite.

In addition to garnering a lot of positive attention on the day of the event, the bus shelter added a novel, engaging and interesting element to an already very integrated campaign.The idea was not something you'd see every day, and through its successful execution it became a talking point in amongst the existing conversations online with our target audience discussing this additional element of angelic activity.

The event and ensuing conversations enhanced the campaign as a whole.