Brand Experience and Activation > Use of Promo & Activation
KAUKO REMOTELY CONTROLLED DESIGN CAFÉ
HASAN & PARTNERS, Helsinki / WORLD DESIGN CAPITAL HELSINKI 2012 / 2012
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
World Design Capital Helsinki 2012 (WDCH) wanted to point out that design is everywhere - people just take it for granted. Anything that makes things work better is design, design is everywhere, it affects everyone and anyone can affect it. It’s important to communicate this thinking, as the year itself isn’t really about anything concrete like events.
Effectiveness
In the first 3 months 141,290 unique visitors spent an average of 2:50 minutes on the site. PR from around the world, including Time, BBC, national Finnish television.Amount of PR became news in Finland.
Implementation
At the core of the marketing communication is Kauko – a movable café with design anyone can remotely control in real-time on the web. Chairs, tables etc. move when controlled by the web user. After this, users are directed to share ideas on how to make things work better on the web or using the WDCH mobile application. During the year, the café will be moved to different public locations, including a shopping mall in the center of Helsinki and the biggest fairs in Finland. A major national newspaper (Huvudstadsbladet) arranged a series of events in the café.
Relevancy
We are talking to those not naturally interested in design and wanted to make them aware of the fact that design is everywhere and it affects you and you can affect it.
We gave people a chance to affect design and the visitors in the cafe could experience the effect.Design is everywhere - people just take it for granted.All communication directed people to visit the café.
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