VESTAS Promo, Case study 3D PROJECTION

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Industry Energy & Water Utilities
Media Promo & PR, Case study
Market Denmark
Released December 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: VESTAS
Date of First Appearance: Dec 7 2009 12:00AM
Entrant Company: PHD , Copenhagen, DENMARK
Entry URL:
Director: Rikke Grundtvig (PHD)
Director: Peter Loell (PHD)
Director: Jesper Lysholdt (PHD)
Production Leader: Peter Eriksen (Agenda Group)
Managing Director: Morten Kristensen (PHD)
Managing Director: Rob Delfgaauw (NuFormer)
Managing Director: Christian Bévort (Moland Film)
Producer: Casper C. Rasmussen (Moland Film)
Sponsorship Advisor Group Communications: Rikke Harbo (Vestas)
Concept Creator: Tommy Rae Jr. (Vestas)
Media placement: Large Scale Outdoor Projection - Tivoli Gardens Front Entrance - 7th December

Results and Effectiveness
Many of the international reporters used Tivoli as a broadcast spot, and the opening of the branded content piece was broadcast on Danish TV. As for the business results, now 4 months later Vestas have started picking up large international orders, and although not directly being attributed to the branded content piece, they made their presence known at the COP 15 meeting.

Creative Execution
A deal was struck with Tivoli to use their main entrance as a canvas for a massive branded content piece. The Tivoli Pantomine dancers, famous for portraying feelings/emotions wordlessly through dance, were hired. A green screen movie was shot were they told the story of climate problems facing the world, and how wind energy could help to solve global warming. 6 HD projectors were placed opposite Tivoli and were calibrated so that the dancers appeared to come out of the building walking from window to window, telling the story of global climate problems. On the lower half of the building 32 LED lights were mounted to the wall to enhance the scenery through a variety of colours, emphasising the emotions and events taking place via the projection. To ensure CO neutrality, front entrance light bulbs were turned off, low-power LEDs were used for illumination, and CO2 quotas were brought up.

Insights, Strategy & the Idea
Vestas wanted to connect with top level decision makers at COP 15 climate summit in Copenhagen, showing that the time is now to make decisions about renewable energy. The target audience was spread all over the town and was already being communicated to in all available media, which incidentally was sold out. Many of the competing providers were outspending Vestas manyfold, so a different approach was needed. For Vestas to connect with them, they needed to create their own media, and at a place where they would be relaxed and have their guards down. The ideal location would be the famous tourist attraction Tivoli, where most of them would either pass by or visit during their spare time in between the meetings.