Sir Mary: Faux out-of-home for Samsung
Following in the footsteps of Maybelline, Chelsea FC, and others, the FOOH trend is taking off in Switzerland: Sir Mary is operating a giant hand-shaped chairlift for Samsung—real or fake?
Videos with absurd advertising stunts went viral on social media this year: an oversized brush on an advertising poster applies mascara to a passing London Metro train. Big Ben wrapped in a down jacket. Now the premiere from Switzerland: in Amden on Lake Walen there is a hyper-realistic advertising installation for a Samsung smartwatch. But is it really there?
The video on the Instagram profile of Swissmeme shows a Oversized smartwatchwhich is operated by a chairlift in the form of a giant rubber finger. Real or not? One user writes: "Obviously it's not real, but it's not very well done."
Real backdrop, fake video elements
This type of advertising stunt is called "faux out-of-home". Real backdrops are enhanced with hyper-realistic image and video elements. The Samsung video is a Swiss premiere. And very little of what you see actually happened. Only the scenery and the chairlift are real, the rest is computer-generated. The strategy behind it: "The video is deliberately filmed in a shirt-sleeved way so that at first glance you think it must be real," explains Nicolas Hostettler from Sir Mary." Fabian Fehr, Samsung, adds: "With such virtual OOH videos, we want to surprise users and - the most important currency of our time - gain their attention for us." An idea with humor and viral potential.
