Click to view Overview Video

Overview Video

Click to view Microsite

Microsite

Click to view QR Codes

Click to view Online Banners

Click to view AR Pictures

AR Pictures

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Brief:

The Design Indaba is a platform that celebrates creative thinking, while highlighting the economic and environmental benefits that flow from it.

For this year's Design Indaba conference, we were asked to help create digital touch points that would reflect and evolve the theme, 'What will creativity hold for the future?'

Intended Audience:

Industry creatives, as well as Design Indaba conference attendees, who have an Internet connection with broadband speed capability.

Solution:

The result was a digital campaign linking to traditional mediums, which included online advertising, email, a microsite, QR codes and an augmented reality experience.

At the heart of this was a microsite, which showcased five fictitious consumer products, seemingly developed by a brand named DIXIV (an acronym for Design Indaba 14) that were also featured in TV and print ads.

Although the TrashPac, SkyJack, Dry Colliders, SolarSheet and 10°+Creme don't actually exist, the technology that underpins them does. The entire campaign endeavoured to show its audience that thanks to creative thought, they could be a reality in the not too distant future and could in fact have a profound effect on the future.

Because of the constraints of time and space in TV and print advertising, we decided to use the Internet to unwrap and tell the fuller stories behind these products.

All communication directed viewers to the fictitious DIXIV website.

On entering the site, visitors found themselves at the Design Indaba portal, which resembles a typical static, blog-style layout. However, upon interacting with each of the five products, an innovative and animated story unfolds about each one, making very unusual use of the screen real estate.

The format of the blog is broken and the story flows visually from content space to content space. With the help of a bespoke soundtrack, the viewer is taken on a journey to discover the background story to the product and the effect it could have on the environment today and into the future.

Rich media advertising as well as standard banners were used on partner websites, and emails were sent to the Design Indaba database. Both posed unusual questions to viewers, which deep linked them to the relevant story within the microsite.

During the conference, we also used QR codes in the printed brochures, so that seated conference attendees could use their cellphones to unlock further information about the speakers on stage and the DIXIV stories.

At the expo, where local artisans display their designware, we also set up a store for the DIXIV brand. In order to allow visitors to view the products, real packaging was created, but with AR codes printed on the reverse side. Visitors then showed this packaging to the cameras installed on the stand, unlocking an augmented reality experience, which allowed them to explore the products and discover how creative thinking can impact the world.

Results/ Outcomes:

The DIXIV microsite generated 45,807 views within the first 3 months of its launch and the DIXIV stand was one of the busiest at the expo.