| Title | PIGEON AIR PATROL |
| Brand | PLUME LABS |
| Product/Service | PLUME LABS |
| Category |
E03. Innovative Use of Technology |
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Entrant
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DIGITASLBi London, UNITED KINGDOM
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Idea Creation
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DIGITASLBi London, UNITED KINGDOM
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Credits
| Matt Steward |
DigitasLBi |
Managing Director |
| Chris Clarke |
DigitasLBi |
Chief Creative Officer, International |
| Pierre Duquesnoy |
DigitasLBi |
Group Creative Director |
| Nikki Stammers |
DigitasLBi |
Strategy Director |
| Helen Fuchs |
DigitasLBi |
Experience Director |
| Jasmin Kocur |
DigitasLBi |
Media Strategy Director |
| Cirine Drira |
DigitasLBi |
Content Strategist |
| Stuart Aitken |
DigitasLBi |
Head of Content |
| Katie Carruthers |
DigitasLBi |
Copywriter |
| Ben Sandhu |
DigitasLBi |
Design Director |
| Alan Chu |
DigitasLBi |
Designer |
| Darryl Morton |
DigitasLBi |
Lead Technologist |
| Kevin Mar-Molinero |
DigitasLBi |
Creative Technologist |
| Thomas Hill |
DigitasLBi |
Developer |
| David Lamb |
DigitasLBi |
Lead Producer |
| Julia Conroy |
DigitasLBi |
International PR & Marketing Director |
The Campaign
The Pigeon Air Patrol…
The world’s first flock of avian environmental crusaders, The Pigeon Air Patrol flew around London equipped with Plume’s tiny air-pollution sensors. The Patrol monitored air-quality in real time – sharing results live on Twitter as they flew. And anyone tweeting @PigeonAir received an instant update on pollution in their local area, from the nearest Patrol pigeon flying above them.
Pigeon Air Patrol allowed us to:
i) Easily uncover important data during times when pollution levels are said to be the most toxic – the morning and evening rush hours, when London is otherwise gridlocked.
ii) Quickly deliver localised air-pollution data in a disruptive, engaging and newsworthy way. Pigeons not only made the subject of air-pollution more accessible, it made it something people wanted to talk about.
It also allowed us to inject some wit and change the tone of the conversation.
Creative Execution
We fitted ten pigeons with custom backpacks containing pollution sensors. Then, over 3 days, released them across London during rush hour.
Going where no bike, car or drone can, they quickly gathered and shared data at the times when air quality is worst.
Anyone tweeting their location to @PigeonAir got an instant response from a pigeon including:
i) Local air pollution levels
ii) Lively info-graphics showing the risks of air pollution
iii) A prompt to visit www.pigeonairpatrol.com
On the campaign site people could:
- View pigeons’ flight paths live
- Learn about air pollution risks
- Download Plume’s app with advice to help protect themselves
- Join the Air Patrol by beta testing a wearable Plume Labs device.
All messaging had a unified tone of voice, which was witty, direct and accessible. And one unified visual treatment that was deliberately bright and colourful to grab attention in the Twitter feed.