The Brain Tumour Charity caused quite a stir at London's Shepherd Bush Westfield shopping centre this week, when they challenged people to a game of mind ping-pong.
The 'headsmart' awareness campaign used digital outdoor advertising to communicate the work of the charity in a completely novel way.Here's the techy bit:
The innovative idea used a digital screen, two headbands, and the power of the mind. Shoppers were invited to wear a simple Velcro headband, which used electroencephalography (!) technology to read brainwaves. Players were allowed to control an on-screen paddle simply by concentrating up, or relaxing down. The one day event asked players for a £1 donation to play, whilst the message of the campaign was further reinforced with on-site volunteers providing further information.
Richard Malton, marketing director at media owner Ocean Outdoor, said: "This is a simple but relevant use of the power of the mind to communicate the work of a charity, harnessing the technical power of digital out-of-home. The connection between the action and the cause is strong – and what a novel way to have a go at a game of ping pong."
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