Preparing for a Dubai mall activation aimed at UAE residents, Signal sought to gain dynamic participation of stand visitors with something that had not been done previously in Dubai. Attracting a crowd without being gimmicky was important.
Using a Kinect-based dance game, Signal used the WHAT YOU DO THEY DO theme. Accurately follow the moves of an on screen dancer, and your mini-avatar will dance as well. Get it wrong, and they will stand there staring blankly at you. The Signal mall activation was an incredible success, drawing hundreds of participants and thousands of observers while nearby stands for other brands stood empty.
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