For the grand opening of Hong Kong International Airport’s newest terminal, Motorola had exclusive usage of all media. But where this campaign stood out was allowing people to participate and interact within the medium. Two large LED screens were available to broadcast your own “Hello” or “Goodbye” by taking a picture of yourself and sending it to the “Big Screen” along with a personalized message via your mobile phone. We also placed Bluetooth units all over the terminal. Upon entering, passengers were ‘Bluetoothed’ one of 6 messages from David Beckham and Jay Chou, which could then be forwarded onto others with a personalized message.

We are entering this campaign for its innovation rather than its integration. But in the single space in which we were operating, we were able to reach a huge percentage of the 87 million passengers that pass through HK Airport every year. And due to the viral nature of the campaign, we were able to start a relationship with not just the millions who were exposed to the campaign, but also the countless others who received the videos second and third hand.