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

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STORE 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
Art Director Nicole Manojovlic
Copywriter Annabel Slingsby, Marcelle Du Plessis
Designer Mary Murray, Alex Hayn
Released February 2011

Credits & Description

Category: Best Consumer Engagement
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
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: Marcelle du Plessis (The Jupiter Drawing Room South Africa, Cape Town)
Designer: Alex Hayn (The Jupiter Drawing Room South Africa, Cape Town)
Designer: Mary Murray (The Jupiter Drawing Room South Africa, Cape Town)
Art Director: Nicole Manojovlic (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)
Augmented Reality Developers: Pixel Project Team (Pixel Project)
3D Developers: Wicked Pixels Team (Wicked Pixels)
Copywriter: Annabel Slingsby (The Jupiter Drawing Room South Africa, Cape Town)
Media placement: Expo Stand - Design Indaba Expo - 24 February 2011

Insights, Strategy & the Idea
Objectives: Create a stand for the Design Indaba brand at the annual Design Indaba Expo. Illustrate the brand’s core belief, that through creativity comes upliftment; and, as part of a through-the-line campaign, create a communication resolve. Target market: the broad spectrum of visitors to Design Indaba Expo, an annual showcase of South African creativity and design. Our insight: Imagine a future where creative thinking has created 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 products and their benefits as if they really existed. Relevance: Expos are an opportunity for traders to showcase their wares. Visitors can enquire about and touch the products. We wanted to showcase our ‘products’ too – even if they didn’t yet exist.

Creative Execution
We turned a conventional Expo stand that would ordinarily sell physical items into a store of the future. An interactive experience that sold a fictitious company (DIXIV) and its fictitious products. Consumers were encouraged to hold and interact with actual packaging, and engage in an augmented reality experience that brought our products and their benefits to life. The consumer takeout: use creativity to create the future you want to live.

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.