Tag: interactive out-of-home

Volkswagen Polo GTI: Fast Lane

Fast Lane: turning routine into a shortcut you choose

Volkswagen is soon going to launch its new Polo GTI. To create awareness and generate buzz, it built a “Fast Lane” in subways, malls and elevators around Germany, dedicated to everyone who likes to go beyond the regular, who is curious for new stuff, and who enjoys speeding it all up a little.

How it works: add a faster option that feels like play

The mechanism is simple. Place an obvious “normal” route next to an unexpected alternative that is quicker and more fun. Then let people self-select into it. The viewer controls the switch by choosing the fast lane, and that choice becomes the story.

In German urban commuting environments, small design changes in high-footfall spaces can shift behaviour quickly because routine is strong and the contrast is instantly visible.

Fast Lane 1: The Slide

Long staircase. Next to it a slide. Which way would you go?

Fast Lane 2: The Shopping Carts

Some carts are pimped with a skateboard. Up for some extra shopping fun?

Fast Lane 3: The Elevator

A sound system turns the ride into a rocket take-off. Welcome on-board.

Why it lands: speed becomes a feeling, not a spec

The campaign does not explain performance. It lets people experience a mindset. Faster. Lighter. A little rebellious. Each execution creates a moment where the “fast” choice feels like a reward, not just efficiency.

The business intent: borrow everyday behaviour as proof

For a GTI launch, “fast” can easily become generic language. Fast Lane makes it concrete. It attaches the idea of speed to real-world micro-decisions, and turns the resulting participation into shareable proof that travels beyond the physical placements.

What to steal if you want to turn a feature into a behaviour

  • Build the contrast into the environment. Normal route next to the fun shortcut.
  • Make the faster choice self-evident. People should understand it in one glance.
  • Let viewer control do the persuasion. Choosing it is more convincing than being told.
  • Create a story per location. Each execution is a complete, watchable moment on its own.

A few fast answers before you act

What is Volkswagen’s “Fast Lane” for the Polo GTI?

A set of playful public-space installations (slide, skate carts, rocket-sound elevator) that let people choose a “faster” option, designed to build buzz for the Polo GTI.

What is the core mechanism?

Put a normal route next to an unexpected shortcut that is quicker and more fun. People self-select, and the choice becomes the story.

Why does this work better than talking about performance specs?

It turns “fast” into a felt experience. Participation makes the feature believable without needing explanation.

What business intent does it serve?

It makes the GTI’s positioning concrete and talkable, then relies on the resulting participation moments to travel beyond the physical placements.

What is the most transferable takeaway?

If you want people to believe a feature, design a situation where they can choose it and feel it, not just read about it.

Cadbury Creme Egg: Egg-Splatting Bus Stands

Turning bus-stop boredom into a reason to play

Only available from New Year’s Day to Easter Day, the Cadbury Creme Egg is one of the best selling confections in the U.S., Canada, and the United Kingdom.

In a bid to boost Creme Egg sales in the lead-up to Easter, Cadbury’s has come up with some really unique bus shelter ideas in the UK.

Waiting for a bus is boring. Now though, you can fill this time by playing Cadbury’s first ever interactive outdoor game called Splat the Egg.

How the idea works: time, place, and a simple interaction loop

The mechanism is classic context hijack. You take a moment with unavoidable dwell time, add a clear instruction, and reward participation with a small burst of fun. The shelter becomes the interface, and the product becomes the “game object”.

In European FMCG launches with seasonal availability, interactive out-of-home can act as both reminder and recruiting surface, converting passive footfall into active brand experience.

Why it lands: it gives the viewer control over the medium

It works because it reframes waiting as choice. Instead of being stuck, you get something to do. And once one person starts, the social proof pulls in the next. A bus stop is already a small crowd. The game turns it into a moment people watch and talk about.

The business intent: make seasonal scarcity feel like an event

Creme Egg’s limited availability is built for anticipation. This activation makes that anticipation physical. It pushes mental availability ahead of Easter and ties the product to a playful ritual rather than just a purchase.

What to steal for interactive out-of-home without overbuilding it

  • Exploit dwell time. Bus stops, queues, and waiting areas are built-in attention pockets.
  • Keep the interaction legible in two seconds. If it takes explanation, it will not scale in the street.
  • Design for spectators as well as players. The crowd is part of the distribution.
  • Connect the physical to an accessible fallback. An online version extends reach beyond the locations.

A neat extension for people who cannot try it in person

Is this the future of advertising. Every lamp post and bus shelter calling out to be stroked, touched or hit?

For those who won’t have the chance to experience the real thing. You can have a go at the online version at www.cremeegg.co.uk/greateggscape/.

The Great Eggscape

A few fast answers before you act

What is Cadbury’s “Splat the Egg” bus shelter idea?

An interactive out-of-home activation that turns a bus shelter into a playable game, letting people waiting for a bus engage with a Creme Egg-themed experience.

Why choose bus shelters for an interactive campaign?

Because they come with natural dwell time. People are already waiting, so the activation converts idle minutes into engagement without asking for extra effort.

What is the core mechanism?

Context hijack plus a simple interaction loop. A clear instruction turns a waiting moment into a quick burst of fun, and the shelter becomes the interface.

What is the business goal behind this activation?

To build anticipation for a seasonal product and tie scarcity to a playful ritual that increases mental availability ahead of Easter.

What is the most transferable takeaway?

Build simple viewer control into the medium at moments of forced waiting, and design for spectators as well as participants so the crowd becomes distribution.