Smoothwall

Augmented Reality Installation

Experiential Installation

Region:

Duration:

2017

469k

Unique Views

35k

Visitors over 4 days

750k

Online Reach

Smoothwall wanted to engage with BETT Trade Show visitors. Kids, school teachers and educators makeup the population of over 35,000 visitors over 4 days. They also wanted to stand out from their competition. Ekstasy developed the idea of an Interactive Augmented Reality Animation to attract the show visitors to the Smoothwall stand. Ekstasy was responsible for the complete project: Concept Development + 3D Animation Production + AR Tech Development + Cloud Photo Sharing. 4 adorable 3D characters were developed, namely - Rascal, Teen, Jolly and Instructor and 5 key animation storylines were created. A generic introduction, followed by 4 games: skiping, dancing, balancing, school photograph. The visitors could see themselves on the big screen as a mirror image, as a hidden camera tracked and mapped them and then the animation interacted with them in real time. First Live Interactive AR Project at BETT Show. Highest level of engagement and footfall numbers recorded for Smoothwall brand. The technology was delibrately designed around Augmented Reality (AR) instead of Virtual Reality (VR) as VR headsets would have limited the need for a mass participative experience. Real time photographs were taken during the interactive experience, which then the visitors could share on social media. Over 2000 photos were taken over 4 days at the event.

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3D Characters Interact With Real People using Augmented Reality

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Challenge

Smoothwall wanted to compete for footfall and lead generation with large exhibitors such as Microsoft, Intel and Lenovo at the prestigious education related trade show BETT, which takes place at Excel in London. Their goal was to have more footfall at their stand in comparison to what they’d had over the last 4 years, when they previously exhibited at the event.

Challenge

Strategy

Smoothwall software helps schools protect their students when they browse online. They detect malware and phishing attacks and filter out any online nasties.

We decided to use the nasties, personify them in 3D and call them the “Rascals”. To attract more footfall to the Smoothwall stand we decided to have these 4 x 3D rascals interact with the attendees by inviting them to play games with them in an AR world.

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Strategy

Execution

We created a 5 minute Augmented Reality experience. Where individuals could interact (device free) with a mirror like screen, where the four 3D animated rascal characters lived. The rascals would invite individuals to play games with them.

At the end of the experience, the attendee took a photo with the rascals, which was shared via email and Twitter, with the help of a Smoothwall sales representative. This acted as a data capture function.

Execution

Claire Stead

Head of Marketing - Smoothwall

Overall the experience of working with Ekstasy was an incredible one. From scope and creation, right through to delivery. The process was so much fun. It was so exciting. I am really lucky as a marketeer to be able to work on something like that with a team like the one at Ekstasy. Because they really do understand what you are trying to achieve and they go above and beyond to deliver it.

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