S7 Airlines - The Imagination Machine

S7 Airlines - The Imagination Machine

Imagine flying a plane by just, well, imagining it. That’s what Russian LCC S7 Airlines helped adventure-seekers in Moscow accomplish with its ‘Imagination Machine’ (video).

Using special EEG-brainwave headset controllers, which monitor brain activity through a forehead biosensor, contestants could take a flight of fancy. The more participants focused on their dream destination, the truer the flight path of their imaginary plane, projected on a 2-meter mapped globe on display at a mall in Moscow.

Those who could concentrate on their dream destination for the 45-second virtual flight, were rewarded with a real-life ticket to go wherever their heart desired within S7’s network and that of its oneworld alliance partners. Over 250 people were game to try throughout the day of the promotion, of which 49 won tickets.

Those whose flights were cut short by distractions—one remembered she had to pick up milk—still walked away with a nice consolation prize of 5,000 air miles, bringing them a little closer to that dream journey.

This initiative ties-in with S7’s ‘Fly To Anywhere You Can Imagine’ campaign by Wieden & Kennedy Amsterdam, which centres around the power of imagination.

“As a part of the campaign #IWANTTOGOWHERE we used a nontypical promotion instrument,” Tatiana Fileva, S7 Group Marketing Deputy Director, said, “Imagination Machine vividly demonstrates embodiment of ideas and fantasies into real life. It’s enough to be ready to discover something new, to have courage to dream, and S7 Airlines together with other oneworld alliance member airlines will help you to make this dream real.”