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
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 December 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: INTERACTIVE AFRICA
Product/Service: EXPO
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Dec 18 2010
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)
Creative Director/Designer: Joanne Thomas (The Jupiter Drawing Room South Africa)
Copywriter: Annabel Slingsby (The Jupiter Drawing Room South Africa)
Designer: Alex Hayn (The Jupiter Drawing Room South Africa)
Art Director: Nicole Manovjolic (The Jupiter Drawing Room South Africa)
Copywriter: Marcelle du Plessis (The Jupiter Drawing Room South Africa)
Designer: Mary Murray (The Jupiter Drawing Room South Africa)
Digital Strategist: Dave McKay (The Jupiter Drawing Room South Africa)
Account Manager: Masha Roginsky (The Jupiter Drawing Room South Africa)
Production Manager: Debbie Sher (The Jupiter Drawing Room South Africa)
Web Development: Gloo Digital (Gloo Digital Design)
TV & 3D Developers: Wicked Pixels Team (Wicked Pixels)
Augmented Reality Developers: Pixel Project Team (Pixel Project)
Media placement: TV - 3 Spots - DSTV - 18 December 2010
Media placement: Microsite - Http://www.dixiv.com - 18 December 2010
Media placement: Print - 5 Ads - Elle Décor/Visi/IDN/Axis/Novum/Icon - 3 February 2011
Media placement: Press - Editorial - Mail & Guardian/Design Indaba Supplement - 18 February 2011
Media placement: Online Advertising - Http://vimeo.com/22116115 - 23 February 2011
Media placement: Expo Stand - Design Indaba Expo - 24 February 2011

Describe the objective of the promotion.
To make consumers more aware of the Design Indaba brand. To illustrate the brand’s core belief that through creativity comes upliftment. To send people to the Design Indaba website to book for the Design Indaba Expo, an annual showcase of South African creativity, and in doing so increase number of visitors to Expo.

Describe how the promotion developed from concept to implementation.
Imagine a future where creative thinking has created mass consumer products that shape our world positively, rather than destroying 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. How could we present non-existent products to consumers? At Design Indaba Expo, among 260 conventional stands selling physical wares, we turned an ordinary stand into a store of the future. Through augmented reality consumers could tangibly engage with our future products and benefits. The takeout: use creativity to create the future you want to live.

Explain why the method of promotion was most relevant to the product or service.
We advertised our DIXIV products using traditional channels to catch the average consumer. We used broad-reach media like TV and magazines for high visibility. Newspaper advertorials added credibility and online classifieds targeted bargain hunters, rewarding them with 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 the products didn’t exist, but through creative thinking they could. At the Expo, using augmented reality, visitors interacted with the fictitious products and saw the benefits of the creative thinking behind them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
It was the most talked about campaign Design Indaba has ever run. During the campaign period, hits to the website increased 207% in comparison with the same period of the previous year. Expo visitors tweeted and blogged enthusiastically to such a degree, Expo attendance tripled on day two. Our stand was accessible to 38,000 people, and crowds of onlookers surrounded the stand at any given time. Ultimately, we successfully achieved a 12% visitor increase to the Expo compared with the previous year’s attendance figures.