Case Studies - Creativity Unfolded · Case Studies - Creativity Unfolded “Creating a magical...
Transcript of Case Studies - Creativity Unfolded · Case Studies - Creativity Unfolded “Creating a magical...
Case Studies -
Creativity Unfolded
“Creating a magical meeting between re-
ality and fiction in order to create high cus-
tomer engagement and profitable brand
amplification for our clients”
Magic matters, especially when telling a story. Whether you are telling a story to a
customer in a store, or about your product in a busy exhibition hall, you need to
engage your audience and hold their attention. Realfiction enables you to extend
your brand message beyond the borders of ordinary communication and marketing
channels and reach for the future brand engagement.
From the very beginning, Realfiction founders Clas Dyrholm and Peter Simonsen
were storytellers, using digital media and special effects to create rich and engaging
experiences. It is with this foundation that they built the Dreamoc product line and
developed a culture of serving our partners in their quest to deliver compelling retail
experiences and strengthen their client’s brands, anywhere a creative story needs to
be noticed and needs to make a product remarkable.
Our promise is always to deliver quality at affordable prices and at scale.
Martell set out to achieve several things with their centennial
celebration including raising consumer awareness of the brand,
dazzling their onlookers and educating shoppers about the rich
story of Martell’s iconic cognac. Ultimately, they wanted to have
consumers purchase the Martell Cordon Bleu Centenary Limited
Edition bottle on location.
Through traditional means, a bottle of Cognac can easily be lost in
the madness of airports, however, with the Dreamoc, the results
were simply astonishing. The overall sales at their three locations
exceeded all expectations, and in some instances they ran out of
stock and had to replace the limited edition bottles with the stan-
dard edition label.
100-Year-Old Brand with Holo-graphic Elegance
The premium cognac brand Martell
turned one hundred years old. For
any brand, being in business for over
a century is a great accomplishment.
Martell wanted to celebrate accord-
ingly and created a ‘Limited Edition
Martell Cordon Bleu’ that was going
to be on display at airports in Singa-
pore and China.
With the help of the Dreamoc by Re-
alfiction, Martell not only delivered
a marketing campaign that reflected
the grandeur of their accomplish-
ment, but also made historical sales
by using this innovative approach.
“In the location where we placed
the Dreamoc, the limited edi-
tion bottles were sold out in
just 3 weeks, while the promo-
tion should really have lasted 2
months. As a comparison, in the
locations where we did not place
the Dreamoc as part of the cam-
paign, only 58% of the limited
editions bottles were sold in 2
months.”
“There is no doubt that we are
very, very satisfied with the re-
sults, which has positively af-
fected the bottom-line. In the
short-run the display has had a
huge promotional power, and
this case is the largest success
we have ever had with a “new”
product”Ricky Overeem, International Food Manager at Magasin
How to make li-quorice be the most compelling product in a store
In collaboration with the largest and
most prestigious department store
in Denmark - Magasin du Nord - the
Danish company Lakrids by Johan
Bülow used the Dreamoc to show-
case its top-of- the-range liquorice
products.
The Dreamoc‘s “Stop and Wonder” effect has been shown in
multiple videos and pictures, however, now the even more
powerful effect of the Dreamoc - increased sales because of its
high promotional power - has been clearly measured.
By providing Realfiction with product sales figures, Magasin
du Nord and Johan Bülow have made the effect of the Drea-
moc measurable.
The effect of the Dreamoc’s integration was astonishing. Af-
ter just a couple of days the impact was clear and within two
weeks’ sales had more than doubled without any special prize
campaigns or additional advertising. After one month of im-
plementation, sales of Johan Bülow liquorice increased 180%.
“Our customers
have stopped and
looked at the dis-
play with great
wonder, and those
who have not pur-
chased the product,
have at least be-
come potential cus-
tomers and gained
the impression that
the product is a
premium product,
which will have a
positive long-term
effect on future
sales”.Ricky Overeem, International Food Man-
ager in Magasin
How Blackberry stole the lime-light at Moscow airports
Production company Stardust created in collaboration with
BBDO Moscow a range of eye-popping holographic content for
their client Blackberry MTS, which was shown on the Dreamoc.
The installation incorporated physical products with free-float-
ing holographic elements. MTS showed the installation at major
public venues across Russia, including all three Moscow interna-
tional airports, as well as trade events, conferences and MTS retail
stores.
Director Alan Bibby and the production team at Stardust created
full-colour 3D animated imagery designed to appear as if floating
in space within the Dreamoc. This content was then seamlessly
integrated with a physical MTS Blackberry Storm2 smartphone
placed in the middle of the Dreamoc display.
Aaron Maurer, Senior Art Director of Stardust added, “It was also
an opportunity to work with a new and unfamiliar technology,
something we always welcome at Stardust -- whether it’s using
new software tools and production gear, or creating content for
new platforms.”
Swirling around the Blackberry were compelling visuals of min-
iature worlds - natural environments, menageries, cityscapes,
monuments and other iconography indigenous to each of these
national regions - all projected into the environment in a holo-
graphic 3D illusion.
Ferrero Rocher
Ferrero Rocher wanted to do some-
thing really extraordinary with their
brand. With this in mind they pur-
chased 40 holographic displays from
Realfiction. The device they used to
propel their product into the minds
of every onlooker was the Dreamoc
Scandinavia 360 - a four sided display
that offers the audience a 360-degree
view of the product inside.
The product story was communicated by placing a single Ferrero
Rocher chocolate in the centre of the holographic display. 3D an-
imation developers brought the product to life with eye-catch-
ing visuals that showcased the uniqueness of the product. The
holographic display was built into a POS stand with ready-to-go
packages that consumers could purchase on the spot.
As customers walked by, they couldn’t help but stop and gaze in
the wonder at the Ferrero Rocher display, in most cases taking a
box of chocolates with them.
“Stores that accepted the Ferrero stand with the 3D holographic dis-play had a real success with in-creased sales”Antoine Callens, Senior Project Buyer, Ferrero France
Coca Cola - Arctic Home campaign
Realfiction partner Stereoscape
worked with Coca Cola on launching
their Arctic Home campaign in Fin-
land.
Numerous Dreamoc displays were set up at different shopping
centre locations in the capital Helsinki, to support the ordinary
media channels of the campaign and create a longer lasting im-
pression at point of sale. The installation locations were sourced
with the cooperation of the shopping centre managers.
The partner developed a 3D animation based on the client’s exist-
ing campaign video and other brand materials. Inside the Drea-
moc, an animated sequence rotated around a real Coca-Cola can.
The setup was completed with an audience metrics system that
measured anonymously gender, age group and time spent in front
of the installation. This served both the shop owners and the client
valuable information about the campaigns effectiveness and real
stopping power of the Dreamoc.
“During the 4-week campaign,
Coca Cola sales increased by
over 20% compared to previous
weeks. On one day, over 300
people came closer than 50 cm
from the installation and ob-
served the animation for an av-
erage of 3.1 seconds. ”
Dreamoc Product Portfolio
DREAMOC HD3
Size (WxHxD): 560x342x420 mm
Weight: 18 Kg
DREAMOC XL2
Size (WxHxD): 1170x530x740 mm
Weight: 65 Kg
DREAMOC POP3
Size (WxHxD): 550x370x500 mm
Weight: 13 Kg
DREAMOC Scandinavia XXL series
Dreamoc Scandinavia 360XXL (Large 4 sided display)
Size (WxHxD): 1780x2460x1780 mm, Weight: ~200 Kg
Dreamoc Scandinavia 180XXL (Large 3 sided display)
Size (WxHxD): 1780x2170x1780 mm, Weight: ~200 Kg
Variety of accessories
A variety of accessories are available for Dreamoc displays: Flightcase, Stand, Dreamoc Play App, Magnetic skin for stand
branding. To learn more about Dreamoc displays and accessories visit www.realfiction.com
Phone:+45 70 20 64 90
Address: Øster Alle 42, 7th floor | DK-2100 Copenhagen Ø Denmark
Email: [email protected]
For more information visit:
www.realfiction.com