Direct > Use of Direct Marketing
KAUKO REMOTELY CONTROLLED DESIGN CAFÉ
HASAN & PARTNERS, Helsinki / WORLD DESIGN CAPITAL HELSINKI 2012 / 2012
Awards:
Overview
Credits
Overview
BriefWithProjectedOutcomes
Kauko - a moveable café with design anyone can remotely control in real-time on the web. Visitors at the café experience e.g. tables and chairs moving up and down, changing music genres inappropriate service commands in Finnish and esperanto and badly designed sugar dispensers. Kauko is moved to different public spaces and fairs during the year.
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.
At the core of the marketing communication is Kauko – a movable café with design that anyone can remotely control in real-time on the web. Chairs, tables etc. move when controlled by the web user. All of the elements of the campaign (print, outdoor and banners) invited people to try out Kauko.
Effectiveness
In the first 3 months 141,290 unique site visitors spent an average of 2:50 minutes on the site.PR around the world, including TIME, the most watched video on BBC Europe week 5, national finnish news (MTV3). Amount of PR became news in Finland.
Relevancy
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.Kauko is at the core of the marketing communication– 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.
People could in real-time experience the effect of bad and good design and after this, users are directed to share ideas on how to make things work better on the web or using the WDCH mobile application.
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