Spinvox make voice to text technology. Voice spoken through a mobile phone is converted to text and delivered as visual voicemail or as an email or text. We were briefed to create a public demonstration of the technology and a genuine expression of the brand, as a 3 dimensional space. As an outdoor piece, it needed to work hard to differentiate itself from other ‘experiential’ and ambient activity.

People are cautious of new technology and need persuading of its benefits. We needed to create a mechanism, a means to trial, where the technology was buried in a more human experience, allowing people to experience it almost inadvertently as part of genuine brand expression – it was important that people were able to explore the product and brand in their own time on their own terms. It needed to be warm, human and inspiring. Like Spinvox, it needed to be a place of wonder where the magic of voice to text was made real.

Nearly 400,000 people were drawn into the well, spending time with the brand. Nearly 4,000 people were inspired enough to cast their own wish and see it projected large inside. Two people even proposed. National newspapers wrote about it. London’s biggest daily paper ran it as their lead picture story. Each and every caller got a copy of their wish sent back as a text too - no better introduction to the Spinvox brand.

Capturing the mood and spirit of pre-Christmas, we created a 21st Century Wishing Well; people were able to cast wishes, spoken through Spinvox, into the well, where they were projected large as a kaleidoscope of text and colour. Its striking triangular, mirrored form placed the well sensitively in its surroundings, in the heart of London’s Covent Garden, intriguing passers by enough to invite them in.

Where many brands shout to interrupt and capture attention, the Wising Well, as a place of wonder and magic, firstly captured my attention then drew me in by entertaining and engaging. It facilitated genuine interaction.