November 2007 – Vodafone, a leading telecommunications company, wanted an amazing visual display to showcase their new line of cell phones at the high profile SIMO TCI show in Madrid, Spain (the country’s leading office equipment show).  The display highlighted how people could use their mobile device to access the web as fast as with a computer. As part of their product marketing strategy, Vodafone also wanted to install similar eye-catching interactive displays in movie theatres throughout Madrid and Barcelona.

Vodafone chose GestureTek’s stunning GroundFX system, an innovative visual display medium that allows people to use their body movements to interact with dynamic multi-media special effects, advertisements or games that are projected onto a surface of any size.

Under the direction of ATRAE (www.atrae.es), GestureTek’s dealer in Spain, a vinyl mockup in the shape of Vodafone’s newest phone was created and the GroundFX system simulated the phone’s display screen. The display communicated that high-speed Internet access was available with Vodafone.

Show attendees could walk over the display and step on an icon to navigate on their favourite web pages (Google, Yahoo, etc). A dazzling interactive multi-media display entertained users, with randomized content that featured a mist that could be swept away to reveal a brand logo and a series of bouncing balls that reacted to people’s body movements.

“GroundFX is different from traditional advertising, because people are able to interact directly with the brand, creating real engagement,” said  Manuel Carbajo, Director of OMD Ignition, a Spanish advertising agency.

“Children and adults alike love GroundFX and enjoy playing with it,” said Luis Albares, Regional Manager of Abaco, a movie theatre network, where Ground FX was installed.

Vodafone video