DDB MudraMax brings wall to life using interactive tech

By afaqs! news bureau , afaqs!, New Delhi | In Advertising
Published : July 25, 2017
The innovation was done for Forevermark Diamonds at an event in Kolkata earlier this month.

Forevermark Diamonds has partnered with DDB MudraMax to engage their visitors with a seamless use of technology in the various sections of the event. Forevermark is the diamond brand from The De Beers Group of Companies.

Animation 1 & DOUBLE & # title= An animated explanation of a diamond's joruney from a mine to a ring

Animation 2 & DOUBLE & # title= A dinosaur coming to life on the 'Forevermark Journey' wall

The agency created a wall called 'The Forevermark Journey' that took the onlookers through the wondrous journey of a diamond from a mine to someone's finger and gave an animated explanation to the viewers about how brand selects its diamonds. This first of its kind, custom made 'Forevermark Journey' wall was essentially a normal printed wall, with each design element loaded with projection mapping and armed with different micro sensors to track the movements of the audience and display the content. Forevermark will be showcasing the same wall at IIJS, Mumbai from 27th July to 31st July 2017.

Along with this, the agency had also set up a technology advanced training kiosk, 2D transparent display unit and a 360- degree photo booth at the forum. The training kiosks displayed the mystery shopping result of Forevermark Jeweler stores, their monthly magazines highlights amongst other content. In order to restrict the viewing of mystery shopping results to the jewelers only and to maintain the confidentiality of the scores earned by them, an invisible magic screen was put up where one couldn't view the content on the screen unless they wore the magic glasses. The magic screen was navigated with the help of an iPad application.

The audience also got to experience a display of the functional and versatile jewelries of the brand. As they gazed into the transparent display units, a 2D image of the jewelry was constructed on the display glass.

Toranj Mehta & DOUBLE & # title= Toranj Mehta

Sanjay Shukla & DOUBLE & # title= Sanjay Shukla

Sommnath Sengupta & DOUBLE & # title= Sommnath Sengupta

The pre-function area of the forum was converted into an interactive fun zone with 360-degree photo booth, where 16 cameras were set around a trampoline and pictures were clicked in one shot as the person jumped on the trampoline. These images were compiled into GIF images and were shared with respective attendees via emails and messages.

Toranj Mehta, marketing director, Forevermark Diamonds, says in a press note, "The technology presented along with the creative excellence offered by DDB MudraMax was an excellent combination offered by the agency for us to bring alive our Forevermark story in a unique, innovative and interesting way."

Sanjay Shukla, president, DDB MudraMax, OOH & experiential, says, "Tech story telling is the game changer in today's communication business. Our client Forevermark Diamonds being the best of its class, wanted something best and unique, so we created this experience for them. We are also in the process of executing some unique tech innovation in the coming months. With Sommnath leading it, we have now in-house tech content development team to offer custom made solution for our clients. Most of the communication offerings of DDB MudraMax will have technology as the main driver."

Sommnath Sengupta, head, tech innovations, DDB MudraMax, OOH & experiential, adds, "Our approach has been very clear from the beginning. Rather than focusing on the technology, we focus on the 'storytelling experience'. Once we are clear on that, it becomes easier for us to customize and build the technology around it. For this campaign, we exactly did the same. We developed a custom made micro sensor software to activate our content, keeping the user experience in mind."

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