On the walls of Tornoto’s Bloor subway stands Lord of the Rings HyperTag / blue tooth ad. It looks really good: design, concept all very exceptional. But why is it failing in its main purpose? During a span of three minutes three subway trains cast off hundreds of people onto the Bloor platform but only two remained curious enough to investigate the ad. It is obvious from the display that a big company is involved but why were they not good enough to have the idea to place it in a more appropriate place. Subway is a place continually in motion, people are on fast track and even though the downloadable ringtone first attracts people the poor transmission range which is expected in a subway serves to dispel them sooner than 1 minutes.
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