SHANGHAI – January 6, 2014 – Quaker Oats has implemented an interactive 3D display in a number of Shanghai’s highest-traffic areas to attract attention and garner recognition for the new ready-to-drink Quaker Oats product, DDB Group Shanghai said in a press release.

The OOH campaign is currently running in subway stations along People’s Square, East Nanjing Road and Lujiazui, which are the city’s top three commercial pit stops. When commuters pass by the large display screen, the original image of celebrity endorser Jimmy Lin holding a Quaker product vanishes and is replaced by a gigantic Quaker Oats drink which dances and mimics the passerby’s movements.

DDB Group Shanghai is the lead creative agency on this outdoor advertising campaign, described as the city’s largest interactive 3D display, having already attracted the attention and participation of many pedestrians since its official implementation on December 16. The interactive displays will stay up through to January 16, 2014.
This outdoor campaign is a synergized extension of the Quaker Oats TVC that is currently being run across SH local TV. It utilizes Kinect technology to bring out the full creative potential for passersby to experience ‘magic’ through interaction. Gwantsi Interactive is the production house behind the 3D displays.


“We are all very excited for the new ready-to-drink product from the Quaker brand. In order to create buzz around this launch, we decided to try something new using a traditional medium. There is a very strict 3-second-rule for outdoor displays where an ad will only get that many seconds of attention from people, but with the help of the Kinect technology we were able to lengthen that timeframe – not only giving consumers more time to take in our message but also providing them with some fun during their commute,” said Angie Wong, Business Director of DDB Group Shanghai.
