Title | THE MINDFUL OCEAN |
Brand | BLACKMORES |
Product / Service | STORE LAUNCH & BRAIN HEALTH PRODUCTS |
Category | D02. Data Storytelling |
Entrant | HOLLER SYDNEY, AUSTRALIA |
Idea Creation | HOLLER SYDNEY, AUSTRALIA |
Production | HOLLER SYDNEY, AUSTRALIA |
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 |
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.
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.