Campaign Overview
Translating A Digital Message into the Real World
Icelandair’s campaign message: Iceland is too unique to be faked by AI. The brand created a playful open email to “AI companies” asking them to say no to AI-generated images of Iceland and instead send people real photos or better, the real place. We turned that message into a moving PR stunt across London and Dublin using three of our Monster Digital Advertising Vans.
Project Goals
- Take the “You can’t prompt Iceland” idea off the screen and into the streets.
- Generate PR-ready imagery of the message in front of iconic landmarks.
- Provide Icelandair with a content bank for global PR, social and case study use
Activation Strategy & Routes
Landmark Focused City Circulation
- 3 × Monster Digital AdVans carrying Icelandair’s “You can’t prompt Iceland” creative (email visual + Icelandair branding).
- 5 days total split across London and Dublin.
- Pre-planned shot list and schedule to hit key landmarks in both capitals.
Estimated Unique Reach
Projected Audience Exposure
Applying conservative assumptions for 3 ad vans deployments in high footfall city-centre locations:
80,000 – 160,000 people
Daily impressions (3 vans):
400,000 – 800,000 people
5-day total impressions:
220,000 – 420,000 people
Estimated unique reach over 5 days:
Content & Reporting
Creative Output & Performance Tracking
In addition to operating the bilboard advertising vans, we provided a full PR/content package:
- On-street PR photography at all key landmarks in London and Dublin.
- Short-form video content optimised for social, PR cut downs and Icelandair’s own channels.
- A curated asset gallery delivered to Icelandair’s global PR and social teams.
- Route notes and timings for internal and external reporting.
Outcome
Extended Camapign Lifecycle
The multicity deployment delivered sustained mobile advertising exposure across two European capitals. Landmarked routing produced distinctive PR imagery and reusable global content assets. The campaign successfully expanded digital messaging into high visibility urban environments.