THE MINDFUL OCEAN

TitleTHE MINDFUL OCEAN
ClientBLACKMORES
Product / ServiceSTORE LAUNCH & BRAIN HEALTH PRODUCTS
CategoryD02. Data Storytelling
EntrantHOLLER SYDNEY, AUSTRALIA
Idea Creation HOLLER SYDNEY, AUSTRALIA
Production HOLLER SYDNEY, AUSTRALIA

The Campaign

Forget about ordinary data storytelling and imagine for a moment that you could use someone’s own brainwaves to communicate an important message to them. There’s no kind of data more fascinating, no form of data storytelling more reliable, and no more innovative way to use data in marketing. That’s precisely what we did with The Mindful Ocean. You see, when it comes to health, the mind and body are inseparably linked. Physical health really begins in the mind. However, that’s an incredibly hard concept for most people to accept. It’s hard to see the evidence. And, let’s face it, we’ve all been led to believe that health is all about the body. So, we set about changing that deep-seated misconception, and so begin changing their behaviour fundamentally. How? By demonstrating our point with trusted and scientifically valid technology, applied in a surprising and innovative way.

Creative Execution

We created an in-store installation that used EEG headband to listen to users’ brainwaves. These brainwaves were then translated into a real-time data visualization that allowed them to see their mental state on screen in the form of an ocean storm. First, we used an electroencephalogram device – a scientifically credible technology used to measure brainwaves data – fashioned into an easily-worn headband. Next, we worked with a professor in Cognitive Neuroscience to isolate the appropriate brainwaves as hundreds of data stream can be listen to. We needed to represent the results in a simple way, so we created a webGL ocean fed by the real-time data coming from the EEG device. It provided an excellent visual representation of the wearer’s state of mind – the calmer the mind was the quieter the ocean would be, and vice versa. So, users could now see what was happening inside their own minds. Next, we created tests to simulate relaxation and cognitive discomfort. With a simple meditative breathing exercise we demonstrated to users that when their bodies calmed down, so did their minds. Finally, we asked tricky questions designed to trigger cognitive comfort – to produce knots in the stomach, or to create physical stress. So, once again, wearers could see the direct correlation between their minds and what they were experiencing in their bodies, and these experiences were confirmed with on-screen results. The results? It increased dwell time by 130%, and has been responsible for 12.5% of new leads. In fact, 25% bought brain health products on the spot. Talk about an effective use of data.

Credits

Name Company Position
Cyril Louis Holler Australia Creative Director
Long Truong Holler Australia Art Director
Jonathan Shannon Holler Australia Copywriter
Drew Kilpatrick Holler Australia Designer
Andre Venancio Holler Australia Creative Technologist
Mike Hazell Holler Australia Technical Lead
Kiyo Nishimura Holler Australia Senior Front End Developer
Sesh Varigonda Holler Australia Back End Developer
Vlad Mehakovic Holler Australia Head of CX
Matteo Grand Holler Australia UX Architect
Michael Griffiths Holler Australia Executive Producer
Mike Montgomery Holler Australia Producer
Links
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