Why is this work relevant for Direct?

We needed a way to talk directly to CTO's and CEO's about our knowledge of IoT. So we used our world leading capabilities to solve a worldwide problem, and demonstrated the answer directly in front of them. Our ambient solution was toured around to our highly targeted audience for them to interact with in a meaningful, memorable and motivating way. Directly leading to millions of dollars in new business so far.

Background

Our firm is at the cutting edge of IoT and it's implementation. We needed a way to directly demonstrate our knowledge to highly targeted group of CTO's and CEO's. To talk directly to this savvy and intelligent audience we decided to not just talk, but demonstrate. We designed an IoT system that solves a hugely complicated issue: Citywide water distribution, and water loss. The sad truth is, 20% of all water world-wide, earth's most precious resource, is lost in leaks in the current system. So, we used this piece of direct ambient to solve the problem.

Describe the creative idea (30% of vote)

We created H2.O Directly selling IoT, by saving H2O. H2.0 is a working prototype of an IoT water distribution network, a smart water system. Using IBM Watson and IoT sensors, this system is able to monitor, control and sustain the flow of water through the network of hidden pipes and channels. To visualise this hard to observe (and understand) flow of water and data, we created a real-time animation all projection-mapped onto an architecturally designed 3D representation of a town. This allowed us to illustrate what was happening above and below the ground, live, and with the help of a voice over, have the solution directly sell itself.

Describe the strategy (20% of vote)

The market for major IoT implementation and digital transformation in Australia is small. We needed a highly targeted, highly engaging, demonstration of our advanced IoT capabilities. The truth is, in last few years this audience of CEO's and CTO's have been inundated with news, data, and forecasts selling the 'power' of IoT. We knew, to have them listen, we didn't need a promise, we needed a product. Our approach was to show, not tell. It was a clear demonstration, directly expressing our expertise to our core audience, with the call to action: See how IoT can solve your business problems, (insert email) to request a follow up.

Describe the execution (20% of vote)

Using flow sensors, the system detected flow strength as water moves through the network underneath the visualisation. By combining IBM Watson and Node Red we integrated real-time event triggers based on the data being reported by the smart flow sensors. By evaluating the data the system can automatically detect when a leak occurs and identify where in the network this event has happened. A voice over, and accompanying interactive screen helped sell the story. A mixture of simple graphics and photo-real representation made the story clear, yet evocative. Meaning the problem was easy to understand and made relevant and therefore motivating to it's audience. Over six months, a team of UX, UI and spatial designers, worked with architects, systems engineers, IoT specialists, copywriters, motion designers, lighting experts, behavioural economists, and of course, plumbers, brought H2.O to life.

List the results (30% of vote)

H2.O was a promotional prototype (or promotype) of a water distribution system that could change the future dramatically. H2.O modelling has shown the system to be capable of reducing leaks and municipal water wastage almost entirely. Understandably, implementation on a wider scale will take dramatic infrastructure change and large capital investment, however, as a model of what the future could look like and demonstration of Deloitte's IoT leadership, the H2.0 promotype and has already garnered significant industry attention and generated IoT projects at Deloitte worth millions of dollars.