For this campaign we expand the message beyond the borders of traditional OOH. We used a giant interactive piano of 4.5 meters wide that perfectly reflects the piano genius of Sir Elton John. People could play the song Rocket man with the help of the score on the ground. This one-of-a-kind action allowed people to use the piano for the first time in Belgium. The eye-catching campaign led to a high number of consumer interactions. The system was equipped with a monitoring device, which made it possible to register every keystroke. Passengers hit the piano keys over 400.000 times during the 14 days campaign period. This results in more than 67.000 hits during peak days.
