Actiwait AppCollec

O2 App Collect pedestrian crossing game

What if O2 could use ambient media to reinforce its core brand values of bringing people together — and dramatise its campaign thought of “two heads are better than one” through an engaging, shared experience?

The idea

Our client, O2, is a world leader in enhancing people’s lives by providing engaging content on the move.

A little startup called ActiWait was on our Innovation Team’s radar, as we conceived an idea that could work beautifully for the O2 campaign.

Actiwait’s product uses the screens on pedestrian crossings as entertainment devices.

We then commissioned games writer Interone, to develop and engaging game — and App Collect was born: a world first 2-player game between strangers at opposite sides of a pedestrian crossing.

The results

More than 10,000 encounters were logged

• 5,040 minutes of waiting time were enhanced
• And countless thousands of smiles were prompted
• App Collect not only shortens waiting times but also positions O2 as a brand that promotes new digital trends.
• Right now, App Collect is being exhibited in the Eplus BaseCamp Flagship store in Berlin, where new techniques and digital innovations are shown.
• And O2’s brand has proved it can transform a humdrum experience into an engaging one, by bringing people who don’t know each other together across a crowded street.