On leaving the experience, participants would report a surprising feeling of exhilaration as the rush of endorphins evaporated leaving them wondering what the hell just happened. Some likened it to a rollercoaster. None would forget it in a hurry.
A few minutes later, an email would ping into their inbox giving them a selection of three download formats, for Instagram, Snapchat or Facebook. Most chose two different sizes, revealing a trend of sharing across multiple platforms.
Because our client is international, we knew that if our idea was good enough it would be activated by all their territories from Europe, the Middle East, Latin America to Asia.
When it did, some fundamental anthropological observations emerged. 40,330 reactions, from the discombobulated Europeans to the irrepressible Southeast Asians, highlighted a beautiful global diversity.
The conclusion drawn as to why HIT THE NOS was such a successful concept, is that NOS is the greatest leveller. No matter how cool and collected you are when you enter that booth, everyone’s Charlize Theron in a heatwave (a hot mess) when they leave.