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Objective:
Drive awareness and interest in east village – the former Olympic athlete’s village – with an immersive experience that will bring to life London's most exciting new community.

The Campaign:
iD created a range of multi-sensory stands that toured train stations, shopping malls and lifestyle events across Greater London culminating in a 6 month pop-up shop at Westfield Stratford - in close proximity to East Village.

Consumers could experience what life in East Village would be like via:
A virtual bicycle ride through East Village
An interactive green screen photo mechanic – which allowed consumers to be pictured in front of Olympic venues and instantly share their image on social media
Engaging tactile panels, AV content and info graphics to communicate East Village’s USPs
A Lego reconstruction of the Queen Elizabeth Olympic Park encouraging children to become part of the Olympic ‘LEGOcy’

The Results:
120% of lead generation target achieved to date
50% of consumers opened email communication with 30% CTR (benchmark 6%-20%)
420,000 face-to-face interactions to date (107% of target)
Brand attribution at 84% (benchmark 82%)
Message recall 94% (benchmark 86%) at 2 week follow up
Winner of 3 industry awards