Final D&AD boards

Advertising and promotion

People with pink seat

A2 Boards

Book your seat today at lastminute.com, live every lastminute.
A series of public seats are turned pink, these range from train to bus to stadium to theatre seats. They will form the basis for a competition, within which if you see a pink seat while on your travels and take a photo of the seat, then upload it to lastminute.com or send a picture message and you could be in with a chance of winning 50% off your next booking.
Images will appear on the website and be entered into a prize draw, with the winner receiving 50% and 10 runners up each receiving 10% off. The basis for the campaign is that most of lastminute.com services all to a certain extent involve the booking of a seat, book your seat today with lastminute.com. Advertising for the promotional campaign can be featured around the event in which the seat is situated, e.g. on the train it could appear in the Metro, in the carriage or on the platform. In a stadium it could be on the billboards or in the programme.

Pink seat scenarios

Locations and environments within which the transformation
and implementation of a pink seat could include,

Shopping centres
Trains (Tube)
Station platforms
Buses
Bus stops
Stadiums
Cinema
Theatre
Roller coaster
Park benches
Public toilets
Taxi seats
Restaurants
Aeroplane (airport)

New pink seat

Materials

Pink seat competition:

By James Housego
www.graphxlevel3.blogspot.com

Book your seat today at lastminute.com, live every lastminute.
I plan to turn a series of public seats pink, ranging from train to bus to stadium to theatre seats. They will form the basis for a competition, within which if you see a pink seat while on your travels and take a photo of yourself with the seat, then send
it in to lastminute.com and you could be in with a chance of winning 20% off your next booking.

Advertising for the promotional campaign can be placed around the event in which the seat is situated, e.g. On the train it could appear in the metro, in the carriage or on the platform. In a stadium it could be placed on billboards or in the programme.

In addition to the pink seat, a sound element could also be introduced to promote the company, when you take your seat the chair could project the latest offers or information about the competition.

‘Thank you for choosing this seat, with great offers including three nights in 5* Paris from as little as £142 and two nights in 4* Prague from just £98, why not book your seat today at lastminute.com, live every lastminute.’
‘Get away from it all, live every lastminute.com.’
‘Had a rough day at the office, book your seat today at lastminute.com, live every lastminute.’