TOUCHWALL 2009 by Schematic for Cannes Lions

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TOUCHWALL 2009

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Industry Shows, Events & Festivals
Media Promo & PR
Market United States
Agency Schematic
Director Trevor Kaufman
Creative Director Dale Herigstad
Art Director Andy Jonez, Jason Brush, Jimmy Chen
Designer Daniel Williams, Carlos Palacio
Producer Mitchell Gould
Released June 2009

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: CANNES LIONS FESTIVAL 2009
Product/Service: INTERACTIVE TOUCHWALL
Agency: SCHEMATIC
Date of First Appearance: Jun 21 2009 12:00AM
Entrant Company: SCHEMATIC, New York, USA
Entry URL: http://touchwall2009.scienceofexperience.com
Director: Trevor Kaufman (Schematic)
Creative Director: Dale Herigstad (Schematic)
Art Director: Jason Brush (Schematic)
Art Director: Jimmy Chen (Schematic)
Art Director: Andy Jonez (Schematic)
Designer: Carlos Palacio (Schematic)
Designer: Daniel Williams (Schematic)
Solutions Architect: Marvin Varela (Schematic)
Producer: Mitchell Gould (Schematic)
Solutions Architect: John Barton (Schematic)
Solutions Architect: Jeff Maki (Schematic)
Account Director: Chelsea Greene (Schematic)
Media placement: Temporary Exhibition - Palais, 2009 Cannes Lions International Advertising Festival - 21 June 2009

Describe the objective of the promotion.
We designed and built a 12’ by 5’ multi-user Touchwall to be the information and connection hub of the 2009 Cannes Lions festival. The overall intent was threefold: to demonstrate the strategic opportunity represented by Digital Out of Home (DOH); to position the Cannes Lions Festival as dynamic and innovative; and to promote the Touchwall’s creator as a visionary industry leader in DOH. The Touchwall was designed to provide a useful, usable, and delightful multi-touch, multi-user experience at a scale and level of sophistication that no one had tried before.

Describe how the promotion developed from concept to implementation
To meet our shared objectives, we knew the Touchwall had to merge its high-tech design with superb usability. It encouraged delegates to explore 3D maps of Cannes and the festival hall; send themselves directions to local restaurants/bars; connect with one another; and interact with the entire schedule - every event was expandable into a unique “event widget” and sharable via email. RFID tags in the delegate badges let the wall identify approaching users, and offer each one a personalised experience. Useful, usable, and delightful.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over seven days at the 2009 Cannes Lions Festival, the Touchwall enjoyed 6,000 authentications, with an average of four minutes spent per interaction. During peak traffic times, dozens of people crowded around the wall at the same time. The Touchwall facilitated nearly 1,200 person-to-person connections and, of the 1,400 requests to exchange contact information, 90% were accepted. The launch attracted over 50 million media impressions worldwide,including features in Fast Company, USA Today, Creativity, and Boards, among dozens of others.

Explain why the method of promotion was most relevant to the product or service
To demonstrate that DOH could provide the perfect medium for participation and activation, the Touchwall was irresistible to festival delegates. RFID tags allowed the Touchwall to acknowledge people as they approached and provide them with genuinely useful services; visual and sonic design prompted and rewarded interaction; festival delegates eagerly interacted because of the innate value the Touchwall provided. Furthermore, while the DOH industry still measures ROI primarily by number of impressions, the Touchwall could quantify a user’s level of engagement and how valuable the interaction was.