As a consumer, we have all enjoyed different brand experiences in our lifetimes. Beautifully constructed activations that generate wonder, amazement and have us itching to reach for our pocket-sized communicator to capture the moment and share it with our social channels.
In a society where many of us have access to most items, through finance, contracts etc. These ‘experiences’ are what the new generation craves, something that goes beyond a product or a possession. It’s something to experience, to feel and it’s real. Understandably, these activations are becoming increasingly popular.
Have you ever thought about how these activations came to be?
Well, as you can probably imagine, there’s a pretty intricate thought process behind big projects like this, and it often goes a little bit like this …
A big old bag of nerves hits, then stress, ideating, more stressing, planning, testing, slightly more stressing, hustle, grind and a light sprinkle of hair loss.
Jokes aside, as the old saying goes, fail to plan and plan to fail. It really is as simple as that. If you spend the time, exploring the right avenues, with a tight team that runs like clockwork, you’re on to a winner.
Exploring one of our more recent activations, where we teamed up with agency jungle creations and global mobile phone manufacturer OnePlus. We were tasked with creating a digital piano made from their latest handset, that would be touring Europe to really make some noise. So, we embarked on one of our favourite projects to date.
Let’s start from the top…
These projects can be broken down into six specific stages, each crucial to the successful execution.
This is the key dictator of the whole project. What did we want those who see the project to experience? The answer is we wanted to create an experience of togetherness. A moment that could be enjoyed with friends, family or a complete stranger. To stand still in a moment of time and be brought together by the powerful combination of technology and music.
Ideas time. We set our creative heads to work on different designs of the piano. These spanned from classical, modern and even conceptual designs. Working closely with the agency and brand, we refined these ideas to optimise performance, impact and functionality.
With the design set, it came to the nitty gritty of how the piano would function. How would 17 phones link together and play with no delays? So much as a .5 second delay is noticeable to the untrained ear. Our development team got their heads down, they tried, tweaked and tested, until we had a working prototype. A cute mini version of just 4 phones. It was alive!
With a signed off design and a working prototype of the application, we turned our heads to constructing the faux piano itself. Specific measurements and components were required to ensure the phones could be played like a traditional piano; extreme care was taken to create bespoke fittings.
Working to tight deadlines is nothing new. But with a tour scheduled and working with bespoke and custom technology, there was no margin for error. We ensured we achieved this tight schedule by sticking to the previous points, working as one with the agency & brand and maintaining constant communication. It’s our culture.
This is the best bit. What all of the hard work, stress and testing boils down to. Finally ready to introduce our creation to the public and have our talented pianist, karim, take the reins, we set up the piano for it’s first show in London.
It was amazing to see, from the first song to the last, passers by would stop and pause from their hectic schedules and were brought together to admire the sounds and atmosphere. Arms were held around partners, family members and friends, as they stood peacefully and revelled in the moment together.
It was amazing to see such genuine reactions when the passers by realised the piano was in fact made of mobile devices, as their ears could not tell the difference! These reactions continued across the European tour, wherever it visited, smiles and joy soon followed.
The activation gained significant traction both in person and online, with the official video clocking up over 800,000 views alone.