Echo Communications_FERRERO.wmv

This is a digital experiential marketing project I managed and directed in December 2009 for Ferrero Rocher and One Green Bean while heading up Fireback Digital.

Background:

We were approached to design and implement a 3D architectural building projection for Ferrero Rocher, over six nights, in the lead up to Christmas 2009. Essentially to launch the Christmas party season.

Objective:

The campaign was specifically designed to engage opinion formers, generate press coverage and drive talkability during the lead up to Christmas.

Strategy:

Custom's House in Circular Quay was chosen as the canvas for the projection due to its unique architecture and high foot traffic.

To meet the campaign objectives this needed to be more than a light show or a static projection. All content had to be video with the animation being mapped to the lines and shape of the building, something rarely done on Australian shores before.


Execution:

We created nine minutes of animated 2D and 3D content using Maya and After Effects, all of which made use of the intricate architecture of the building. As an example, one content piece showed 3D gold Ferrero Rocher balls falling from the roof. As the balls flowed down the building they 'ricocheted' off window frames and finally seemed to magically 'bounce' off the balcony.

The campaign, dubbed The Ferrero Festival of Light, was opened to the public, media and VIP's at an official unveiling party on the first night of the activation, with the projection running from 8:30pm -- 11h30pm over a two-week period.

The projection was supported by music (composed specifically for the campaign by Jam Music), which added to the sophisticated yet celebratory nature of the animation.

Results:

1.Editorial
The campaign achieved over 40 pieces of editorial worth in excess of $300,000, with the top five outlets being Channel 7 Sunrise, The Sydney Morning Herald, The Daily Telegraph, News.com.au and Famous magazine.
2.Youtube
The Ferrero FOL Youtube channel, which contains highlights of the show (see www.youtube.com/ferrerofol), has received in excess of 27,000 views to date.

3.Foot Traffic
The number of people exposed to the projection at Customs House over the six nights wasn't tracked. However, December is one of the busiest times of the year for foot traffic in the area and the estimated number of exposures runs in to the tens of thousands.

Overall this was a highly successful campaign illustrating the ability of digital experiential marketing to cut through.

Category:

Film & Animation

Tags:

• building projection