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 Promo & PR, Case study
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Creative Director Joanne Thomas The Jupiter Drawing Room Cape Town
Art Director Nicole Manojovlic
Copywriter Annabel Slingsby, Marcelle Du Plessis
Designer Mary Murray, Alex Hayn
Released February 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: INTERACTIVE AFRICA
Product/Service: DESIGN INDABA XIV
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Feb 24 2011
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Entry URL: http://www.dixiv.com
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa, Cape Town)
Creative Director: 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 Manojovlic (The Jupiter Drawing Room South Africa, Cape Town)
Copywriter: Marcelle du Plessis (The Jupiter Drawing Room South Africa, Cape Town)
Production manager: Debbie Sher (The Jupiter Drawing Room South Africa, Cape Town)
Designer: Mary Murray (The Jupiter Drawing Room South Africa, Cape Town)
: Gloo Digital Team (Gloo Digital Design)
3D and TV Developers: Wicked Pixels Team (Wicked Pixels)
Augmented Reality Developers: Pixel Project Team (Pixel Project)
Account Manager: Masha Roginsky (The Jupiter Drawing Room South Africa, Cape Town)
Media placement: TV - 3 Spots - DSTV - 18 December 2010
Media placement: Print - 5 Ads - Elle Décor/Visi/IDN/Axis/Novum/Icon - 18 December 2011
Media placement: Microsite - http://www.dixiv.com - 18 December 2010
Media placement: Press - Editorial - Mail & Guardian/Design Indaba Supplement - 18 February 2011
Media placement: Expo Stand - DI Conference/DI Expo - 24 February 2011
Insights, Strategy & the Idea
Objectives: Make consumers more aware of the Design Indaba brand at the annual Design Indaba Expo, an annual showcase of South African creativity and design. Illustrate the brand’s core belief that through creativity comes upliftment. Convince South Africans that by thinking creatively, we can create a far brighter future. Target market: South African consumers who see creativity as being the realm of designers. Insight: Imagine a future where creative thinking has created mass consumer products that shape our world positively, rather than destroy it. We wanted to make these products and their benefits seem real. We created a fictitious company, DIXIV (Design Indaba 14) and conceptualised its product range. We advertised these fictitious products and benefits as if they really existed.
Creative Execution
We advertised our DIXIV products using both traditional and non-traditional channels to target a wide spectrum of consumers. We used broad-reach media like TV, press and magazines for high visibility, and placed informative editorials in national newspapers. To target online consumers, we even sold our fictional products ‘second-hand’ on a classifieds website, rewarding interested ‘buyers’ with a 10% discounts to the Expo. 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 that the products didn’t yet exist, but through creative thinking they could and encouraged them to book for the Expo. At the Expo, using augmented reality, we turned a conventional stand, into a store of the future. Consumers could interact with the fictitious products and see their benefits.
Results and Effectiveness
It was the most talked about campaign Design Indaba’s ever run. The campaign lead up to Expo generated such 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 38000 people, and crowds surrounded it at any given time. During the campaign period, website traffic increased 207% compared with the same period of the previous year. We achieved a 12% Expo visitor increase on last year’s figures.