DIXIV COMPANY OF THE FUTURE by The Jupiter Drawing Room South Africa for Interactive Africa

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DIXIV COMPANY OF THE FUTURE

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Industry Shows, Events & Festivals
Media Case study
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Art Director Nicole Manovjolic
Copywriter Annabel Slingsby, Marcelle Du Plessis
Designer Mary Murray, Alex Hayn
Released February 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: INTERACTIVE AFRICA
Product/Service: DESIGN INDABA XIV
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Dec 18 2010
Entry URL: http://www.dixiv.com
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa, Cape Town)
Creative Director-Design: Joanne Thomas (The Jupiter Drawing Room South Africa, Cape Town)
Copywriter: Annabel Slingsby (The Jupiter Drawing Room South Africa, Cape Town)
Designer: Alex Hayn (The Jupiter Drawing Room South Africa, Cape Town)
Art Director: Nicole Manovjolic (The Jupiter Drawing Room South Africa, Cape Town)
Copywriter: Marcelle du Plessis (The Jupiter Drawing Room South Africa, Cape Town)
Designer: Mary Murray (The Jupiter Drawing Room South Africa, Cape Town)
Digital Strategist: Dave McKay (The Jupiter Drawing Room South Africa, Cape Town)
Account Manager: Masha Roginsky (The Jupiter Drawing Room South Africa, Cape Town)
Production Manager: Debbie Sher (The Jupiter Drawing Room South Africa, Cape Town)
: Gloo Digital (Gloo Digital Design)
TV & 3D Developers: Wicked Pixels Team (Wicked Pixels)
Augmented Reality Developers: Pixel Project Team (Pixel Project)
Media placement: TV - DSTV - 18 December 2010
Media placement: Microsite - http://www.dixiv.com - 18 December 2011
Media placement: Print - Elle Décor/Visi/IDN/Axis/Novum/Icon - 3 February 2011
Media placement: Gumtree Classifieds - http://vimeo.com/22116115 - 3 February 2011
Media placement: Press - Mail & Guardian/Design Indaba Supplement - 18 February 2011
Media placement: Expo Stand - Design Indaba Expo - 24 February 2011

Describe the campaign/entry
The brief: To make consumers more aware of the Design Indaba brand and its core belief that through creativity comes upliftment. To convince South Africans that by thinking creatively, we can create a brighter future. And to encourage people to book for the Design Indaba Expo – an annual showcase of South African creativity and design.
Our solution: Imagine a future where creative thinking has created mass consumer products that actually help shape our world in a positive way, rather than destroy it. We wanted to make these products and their benefits seem real. We created an innovative fictitious company, DIXIV (Design Indaba 14). We conceptualised a range of products for it - like laundry balls that require neither water nor electricity to clean your clothes, or a trash can that converts trash into fuel blocks. And we advertised these products and their benefits as if they really existed.

Describe how the campaign/entry was launched across each channel in the order of implementation
All media communication was used as if our fictitious company and its products actually existed.
We launched using traditional broad-reach media such as TV and magazines for high visibility. We used newspaper advertorials to add credibility to the products and even advertised our products as second-hand, free on online classifieds sites.
All media resolved in a call to action to visit a URL and sign up for a product of the future. At the website we explained the products didn’t exist, but through creative thinking they could become a reality. And finally at the Expo, we turned a conventional stand, which could have sold everyday items, into a store of the future. An interactive experience using augmented reality, where children and adults could physically engage with our future products and see their benefits.

Give some idea of how successful this campaign/entry was with both client and consumer
It was the most talked about campaign Design Indaba’s ever run. The campaign lead up to Expo generated so much hype, we saw a 30% increase in exhibitors on previous years. Hundreds of people visited our classifieds’ pages. Consumers phoned the client, wanting to purchase fictional products. Expo visitors tweeted and blogged so enthusiastically, attendance tripled on day two.
Our stand was accessible to 38,000 people and crowds surrounded it at any given time. During the campaign period, website hits increased 207% compared with the same period of the previous year. We achieved a 12% Expo visitor increase on last year’s figures.