The two-week campaign will include 5 interactive, touch screen advertising sites in London, Manchester and Glasgow.
The digital touch screen sites feature the film character Na’vi’s eyes until a motion sensor detects a passerby and the ad begins talking. The ad runs through the features of the LG handset and its touch screen before showing a 30 second trailer for the film.
Passersby can touch the screen and pull up additional information, take part in a competition or view the trailer again
The outdoor campaign will be supported by online activity produced by Kudo Digital.
The campaign is part of LG’s partnership with Twentieth Century Fox to support the launch of Avatar via its new handsets.
John Barton, sales and marketing director at LG says: “We wanted to have an impactful execution that would bring the new LG Chocolate’s features set to life in an accurate and creative way. This solution is excellent at both grabbing attention and involving consumers in the content.”
Media planning and buying was handled by Mindshare and Kinetic and hosted on JC Decaux Innovate.