Mall diversions

Get a feel for the Philippines at this virtual kiosk.

Waiting on their significant other on a shopping day can drive some guys up the wall. That was literally the case at shopping centres in parts of North America, where some guys (and ladies too) were given the chance to virtually climb a rock wall in a promotion for the Philippines Tourism Board. Pearl Media set up the kiosks to let people know that the nation is ready for tourists post-Typhoon Haiyan, inviting folks to virtually climb rocks or scuba dive. The board made stops at malls in Chicago, L.A., San Francisco, Vancouver (Aberdeen Centre) and most recently, Toronto (Toronto Premium Outlets), racking up 3,636 interactions as of Aug. 7. Getting people to move like no one’s watching in the middle of a shopping centre is an accomplishment in itself. Getting them to interact with what is essentially an interactive ad for your country is even more impressive.


Brand: Philippines Tourism Board
Agency: Pearl Media