I’ve been writing my blog for 6 years and I have never praised projects that I have led (at least not until today). However, on November 2020 while Greece is experiencing the second phase of a lockdown, I had the honor to receive a Platinum distinction in the Event Awards 2020 organized by Boussias Communications for the project “The First Interactive Under Passage in Greece”. I felt that amidst these tough times, this is the right moment to write about this case and highlight the significance of brand experience as we navigate through Covid19. Let me break down for you, why I believe this is a particular good story to share.

In early 2019, I took the courage to propose to my manager an idea to revamp an underground passage in the city I grew up. Why does it take courage to propose something like this?  There are numerous reasons but let me provide my top 5: A. It needs a good amount budget B. You face the risk that the project gets vandalized C. Initiatives like this are often mistaken for CSR actions and not perceived as brand initiatives (ie. there is a weak brand role in the renovation) D. It is almost impossible to hit the right balance between a branded intervention (which also included a high risk of vandalism) and a restoration that cannot be attributed to a brand (ie. this is nice but we don’t know that OPAP did it) E. Collaborating with the Public Sector can be long and cumbersome. Even one single reason of these, could have discouraged us and force us abandon the idea.

The answer to tackle the abovementioned concerns, was to plan everything, very carefully with the advertising agency. The route we decided to take was to blend art with self-standing easy to live experiences. We were going to introduce OPAP as the catalyst to turn a grey and dull passage to an opportunity for play and interaction for the first time in Greece (and in this way provide OPAP brand with a distinct role). We collaborated with street artist b. whose distinctive colorful creations were inspired by the playful world of OPAP. The result was stunning (check amazing time-lapse video here) with clear visual and verbal cues of OPAP woven into the large murals of the underground passage. Lastly, we introduced motion detection LED lighting, push buttons that turned on neon motto signs, uplifting music and a primitive drum pad button set that allowed by passers to interact with them. In other words, we turned a dull passage to a bright, colorful opportunity for instant play. It was the meticulous plan we presented that not only lifted concerns internally but also bent the reluctance of public sector employees and in May 2019 the under passage was delivered to the public. 

The underground passage still stands intact and vivid (for 18 months now and counting), providing a safe and playful experience powered by OPAP every time one passes through it. I feel grateful for being given the opportunity to lead this, happy for the collaboration with my colleagues and partners and satisfied for the end result and distinction. If a simple pedestrian under passage crossing can receive a happy twist like this, then anything can become playful.

Keep playing! A day without play is a lost day!