The Campaign

With the messaging #BigOnIdeas, we used the hologram technology in a prism that reflected some of the biggest thoughts of the 21st century. #BigOnIdeas encouraged users to share their ideas with Aditya Birla Group who would further take one of the ideas ahead and implement it. The hologram was a simple yet effective way to help the attendees make their unique contribution to the world.

Creative Execution

Innovations are often a huge investment in today’s scenario but the idea was conceptualized and executed with a budget of less than 5 lacs INR. The innovation also reinforced the purpose of the event in a simple way and encouraged attendees to make their contribution in changing the world. The conception and execution of the idea was done within a span of just 48 hours. The main team was divided into two teams- Technology and Production which worked simultaneously and left no stone unturned in devising a strategic game plan that defied all the hurdles. We also converted the attendees to become our media vehicle and ambassadors to spread the word. They were given a special mobile friendly version as a mini hologram that they could carry back home and share with friends and family, thus encouraging the message to be spread.

Over 700 users shared their ideas with us ? More than 4000+ conversations, 22 million Impressions, 4 Million Reach generated on social media ? With earned media of over 2x on investment, the campaign was highly effective and generated great ROI ? Mr. Florian Radke, Augmented Reality Futurist, loved the innovation and said, “I really liked how low tech has been used to create a high tech idea.” ? The campaign won 5 Metals at Asia Pacific Customer Engagement Awards for ‘Best use of Innovation’ and ‘Best Use of Technology’ across different mediums such as Digital, Mobile, BTL, Events and Promotions

The hologram was a simple and unique medium that was created to amplify the core purpose of the TEDx Gateway event i.e. thinking big for a better world. As a key presenter, Aditya Birla Group reinforced the message of the event and inspired the attendees to share revolutionary ideas. Great ideas need great inspiration and the goal was to create something for the event that wasn’t just unique but was also aligned with the event’s overall theme and purpose.

Insights, Strategy and the Idea

The attendees of the TEDx Gateway event were the TG for the activation. We wanted to reach out to them in an innovative yet simple way that wasn’t too intricate but rather intriguing. The objective was to encourage the attendees to think big and share ideas on how they could make a big impact on the world. As humans, we often underestimate our ideas and are hesitant to share them with the world. The objective was to help them realize that a small step can lead to a big impact and it all starts with sharing of ideas. Hence, we brought alive some revolutionary ideas and views of speakers through an innovative format of a hologram. The device was placed at the entrance of the auditorium and encouraged visitors to share their ideas on changing the world.