IMedi-ad is an interactive advertisement, which showcases the Interactive Media Masters, here at UL. It breaks away from traditional mass media advertising and bombarding push-based strategies, which see users as passive and voiceless. Instead it looks to spark curiosity in the user through recognizing the importance of engagement and interaction.
It allows users to instantly interact with a virtual world, utilizing natural body movement, which has revealed high levels of engagement.
The design is built around our innate sense of fun and play, with the aim of creating a meaningful and enjoyable experience. It puts the user, their motivations and social relationships at the core.
The installation explores user reactions to interactive advertising in the public realm. A key aspect of the advertisement is its aim to encourage social interactions and co-participation.