A Spy Experience
- Brand
- Turkcell
- Year
- 2013
- Objective
- Product Launch
- Industry
- Tech & Telecom
- Mechanic
- Adventure & Quest
- Platform
- Installation
- Agency
- Nerdworking
Objective
Turkcell wanted people to physically crave its new 3G tablet, not just glance at it in a shop window. The brand needed a crowd magnet for its youth festival circuit — something that turned the device itself into a prize worth chasing and gave onlookers a reason to stop and watch.
Solution
You step into a narrow, smoke-filled corridor about eight metres long, crisscrossed at different heights by green laser beams. A Turkcell 3G tablet sits in plain sight on a stand at the far end — that's the prize, and reaching it is the only goal. You duck under some beams, thread between others, and step over the rest, racing a 2:30 clock. Brush a single beam and sirens and lights go off instantly, ending your run on the spot. Clear the course before time runs out and you walk away with the tablet, while the crowd waiting outside watches every contortion through the haze.
Results
More than 100 people ran the course at its premiere; the installation went on to reach roughly 250,000 visitors as it toured venues across Turkey, including a 10-city run as part of Turkcell's GNCFEST youth festival.
- 1
The player approaches a sealed, smoke-filled pavilion about eight meters long and is briefed on the mission: reach the far end of the room within 2 minutes 30 seconds without triggering the laser alarm.
- 2
The prize — a Turkcell tablet with 3G — sits visibly at the far end of the room, past the entire laser grid, giving the player a clear physical goal.
- 3
Smoke fills the room and makes the otherwise invisible laser beams visible, letting the player read the obstacle's layout before moving.
- 4
The player navigates fifteen green lasers strung crisscross at different heights and angles — crawling under low beams, stepping over high ones, and turning sideways through narrow gaps — racing the clock while trying not to touch any beam.
- 5
Security cameras record the attempt and broadcast it live, so onlookers outside the pavilion watch the player's progress in real time.
- 6
Touching a beam ends the attempt instantly: the lasers shut off, lights come up, and an alarm sounds, which also serves as a safety cutoff for the beams.
- 7
A player who reaches the end without touching a beam and within the time limit keeps the Turkcell tablet as the prize.
