How to open up Louis Vuitton’s new website launch party to the internet?
The Solution:
Using real life avatars users would get to experience the party first hand by controlling a real party goer holding a 3g ipad 2. They would get to look around using the camera and would instruct the avatar as they saw fit. Talking to people, dancing or just looking around the user would gain an access all areas look at the party.
These avatars would then be live tracked via geotagging creating a moving Louis Vuitton pattern. Users who weren’t lucky enough to control an avatar would then have the opportunity to switch between the views from the different avatars. This gives users all over the world a chance to attend the party.
Whilst at Ogilvy we were asked to design a campaign to try and impress adidas. We decided that instead of dropping one big nike esq. bombshell just before the Olympics, we would create a long running (initially viral) campaign based on multiplatform delivery and real world experiences. This would then mean that by the time nike or another competitor released their campaign, we would have a huge network of people already well established with our brand values. These people would not only be less susceptible to other advertising but would also be walking adverts for the brand.
We proposed turning the city into a virtual arena whereby users could interact with the Olympics and the brand in a host of different ways and on different platforms. The key to most of these events was an app, allowing a two way conversation between the user and the brand. This would then allow users access to events, free stuff, social networking all delivered incrementally to sustain the campaign.
Augmented Reality
We proposed to place markers all over London in key places. These then when looked through a smartphone (via the adidas app) would overlay a key Olympic event on the real world. Through augmented reality when you look at the Thames you’ll see Matthew Pinsent winning gold, Linford Christie racing past you on platform 5 or Tom Daily diving off of Nelsons column. Users would compete to find all the spots, as well as getting to keep the video to create user generated content overlaying it on anything they want …. Think poll vaulting over cats.
Torch Bump
Inspired by the Olympic torch relay we decided to give users the chance to take part. Users pass a single digital torch by “bumping” smart phones. This torch has messages attached to it uploading to a constant twitter page. Users are set challenges by the app that if completed, will earn them a prize. These can be anything from pass the torch 100 times in the next hour, to get the torch to Lands End before dawn. Every user in the chain gets a prize for competing in a challenge, all of which is live tracked via Facebook. This physical passing of a digital element is very cheap to produce but would also inspire real world participation.
These led to one of us being asked to go an pitch directly on a client lunch to adidas.
After the success of our last videos (see bleow) Toblerone contacted us for more work to take a special place on their website. So me, Rupert and our two chums Dan and Turhan went for bigger and better. This is The Good The Bad and The Tastey
After pitching the idea at Ravensbourne we decided to submit our idea to the D&AD. The brief was clear and open: Increase website traffic and raise awareness of the Aviva Street To School Campaign.
Our idea was simple, if Aviva make their money from investing customers money. And Aviva have already committed clandestinely to spending all this money on the cause. As an Aviva customer you have already donated to the cause.
This lead to the line, “turn your monthly bill into a statement.”
Toblerone held a viral competition asking students to explore the weird and wonderful habits of those who eat Toblerone. With help from our comrades Turhan Osman and Dan Palmer we came 2nd and 3rd in the competition with these two videos “Catch” and “The Toblerone Crossbar Challenge”. After these, we were directly contact by the guys at Toblerone (they came bearing chocolate) and we are now working on content to take a special place on their website.
