TELUS: Urinal game

Objective

TELUS sought to capitalize on 2014 FIFA World Cup momentum and promote its 4G LTE network reliability during the tournament season. Without the investment of official FIFA sponsorship, the brand needed to build associations with the World Cup and create memorable experiences targeting sports bar audiences in Toronto to drive brand recall and positive sentiment around network performance.

Solution

Taxi Vancouver created urine-activated interactive installations placed in urinals at Toronto sports bars (including Fionn MacCool's, Betty's, and Rasputin Vodka Bar). Users controlled a soccer ball on an overhead digital screen by directing their urine stream, attempting to score goals past an animated panda goalie defender. The responsive, real-time interaction mechanic served as a metaphor for TELUS's network reliability and always-on connectivity, while the World Cup football theme provided immediate cultural relevance during the tournament.

Results

Not published.