Who can resist a good pillow fight? Demonstrate and PTOC started a huge cushion brawl at the Antwerp Central station. The first 1000 pillow warriors who didn't back away from this pyjama party / all-out fight got to stay at one of the Ibis Hotels in Belgium and Luxemburg in exchange for a shiny one euro coin.
All amateur pillow fighters were professionally warmed up by an aerobics instructor before the feathers started flying. Demonstrate made sure things didn't get out of hand by allowing 40 'pillow fight animators' to blend in with the crowd and making sure the hundreds of downy pillows were soft enough to avoid injury.
More than 600 people actually showed up in their pyjamas. Needless to say, the whole thing was a huge success. The humongous central hall of Antwerp Central Station was temporarily transformed into a dorm room, with thousands of feathers covering the floors and dancing through the air to the soundtrack of "I am dreaming of a white Christmas."
The action was supported by an efficient abri-campaign, courtesy of Be One and a poster wave by Mobile Interactive Advertising. Demonstrate added a countdown clock to some of the mobile advertising vehicles and a team of promo people ran around in their pj's to support the action.
The media definitely didn't sleep on this event. Ibis received press coverage most brands can only dream of.
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| Demonstrate is a Brussels-Amsterdam based revolutionary ONE ON ONE communication agency where marketing isn't played by the
numbers. It means we love to interact. For every interaction, there is a reaction, see?
To reach real people, we use real people and real innovative contact. Here is some real life proof of our gripping storytelling. |
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