Case Study 05 / Icelandair

Icelandair
“You Can’t Prompt Iceland”
London & Dublin PR Roadshow

Icelandair’s message was simple: Iceland is too unique for AI to fake. We took that idea off the screen and drove it past the landmarks of two capitals with three Monster Digital AdVans.

Digital AdVan advertising truck mobile billboard

01 / 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 wrote 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.

Summary

Client

Icelandair

Location

London & Dublin

Format

3 × Monster Digital AdVans

Time Period

5-day dual city activation

Estimated Impact

400,000 - 800,000 impressions
220,000 - 420,000 unique reach

Icelandair You Cannot Prompt Iceland Monster Digital AdVan on the street

Digital AdVan mobile billboard campaign close-up

02 / Project Goals

From Inbox to Street Corner

01
Take the “You can’t prompt Iceland” idea off the screen and into the streets.
02
Generate PR ready imagery of the message in front of iconic landmarks.
03
Give Icelandair a content bank for global PR, social and case study use.

03 / Activation Strategy & Routes

Landmark Focused City Circulation

3 × Monster Digital AdVans carrying Icelandair’s “You can’t prompt Iceland” creative: the email visual plus Icelandair branding.
5 days in total, split across London and Dublin.
A pre planned shot list and schedule to hit key landmarks in both capitals.

Digital AdVan 35sqm LED mobile billboard on UK roads

Monster Digital ad van used for van advertising during Icelandair campaign in London and Dublin - Mobile Billboard

04 / Estimated Unique Reach

Projected Audience Exposure

Estimated Ranges

Applying conservative assumptions for three van deployments in high footfall city centre locations:

80,000 - 160,000

People, estimated daily impressions (3 vans)

400,000 - 800,000

People, estimated 5-day total impressions

220,000 - 420,000

People, estimated unique reach over 5 days

05 / Content & Reporting

Creative Output & Performance Tracking

In addition to operating the billboard advertising vans, we provided a full PR and content package:

On-street PR photography at all key landmarks in London and Dublin.
Short-form video content optimised for social, PR cutdowns 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.

06 / Outcome

Extended Campaign Lifecycle

The multicity deployment delivered sustained mobile advertising exposure across two European capitals. Landmark focused routing produced distinctive PR imagery and reusable global content assets, and the campaign successfully expanded a digital message into high visibility urban environments.