DISRUPTED CHRISTMAS

TitleDISRUPTED CHRISTMAS
BrandHOLLER SYDNEY
Product / ServiceINTERACTIVE SERVICES
CategoryB01. Corporate Image & Information
EntrantHOLLER SYDNEY, AUSTRALIA
Entrant Company HOLLER SYDNEY, AUSTRALIA
Advertising Agency HOLLER SYDNEY, AUSTRALIA

Credits

Name Company Position
James Theophane Holler Creative Director
Ben Heath Holler Art Director
John Gault Holler Copywriter
Vlad Mehakovic Holler Ux
Anton Sugianto Holler Designer
Catalina Gouverneur Holler Designer
Jessica Tong Holler Designer
Michael Hazell Holler Developer
Scott Swabey Holler Developer
Can Ertel Holler Developer
Nathan Johnson Holler Producer
Brooke Tebbenhoff Holler Producer
Coby Walter Holler Producer

The Brief

Opportunity: In the commercial sector Christmas is both an opportunity for a business to use its corporate messaging as a tool for self-promotion, and a time to give back to the community. Task: Use the annual Christmas Card mechanic to raise awareness of the brand's proposition targeting new clients, potential clients and industry peers, whilst also staying true to the Christmas spirit by giving back to the local community.

Creative Execution

The interface created a physical, and instantaneous connection between the user(‘s finger) and the the subject – bridging the gap often found between real-world experience and interaction: This experience actively demonstrated the agency proposition of "big reactions from simple interactions". The charity (The Factory) was from the agency's locale -- a suburb with a higher than average concentration of poverty -- and engages local artists in community development projects.

Describe the creative solution to the brief/objective.

Disrupt-a-thon: For one exhausting day we turned the tables, gifting the public the power to disrupt advertising, helping raise much needed funds for a local community centre. We re-engineered Electric Muscle Stimulation (EMS) Units to trigger their “ZAP!” live, via a web interface. These were tethered to agency staff. The live experience relinquished control of their day, and limbs the web. We directed the local community to the experience using 300 letter-dropped, “Save-the-Date” Christmas cards. The website featured a “Disrupt” CTA. Clicking this instantaneously delivered a spine-tingling jolt to any chosen exec, raising $1 to the fundraising effort.

Results

We letter dropped our local community with a christmas-card-cum-invite to our online event. We wanted them to not only participate in our fundraising event, but be core to it (using the insight at the heart). The event ran for 8 hours, but we achieved our target of $5500 within 5. The experience gained traction outside of the community. We were inundated with email fwd's, screengrabs and tweets from industry peers, press and marketeers. 59.5k views. 10minute average dwell-time. 9 qualified new business leads. 2 retained pitch invites. 0 Media budget. Trending as top “industry email FW:” for Christmas in Australia.