Scrabble is launching its mobile app. with the concept of playing outside and everywhere, in turning cities into playground and Scrabble board. Tailor-made billboards and digital billboards have been set up at crossing showing the map of the crossing because the streets intersect each other. So at billboard at the crossing between Picadilly and Haymarket in London shows the words Picadilly crossing with Haymarket, like the streets. So at every corner of the streets, people were confronted to a "proximity" campaign.
