The Lexus LFA is the new limited edition supercar that came to Australia just a few month ago and was showcased at the Lexus stand at the Melbourne International Motor show 2011.
George P. Johnson came to us to create an interactive way to showcase the car that you can’t touch.
Straight away a few ideas popped into our heads and after presenting to the client we went with this:
The idea was simple:
We gave out a see through brochure to visitors of the motor show that will generate intrigue and drive them to Lexus stand to see what the completely clear brochure was all about. The brochure then came to life when it was placed on the Microsoft Surface table, launching an app that gave them an interactive way to learn about and experience this amazing $750 000 car without actually touching it.
Lexus was the only stand at the motor show with a Microsoft Surface table and people from all over Australia got to experience the app and were blown away by it. On the app itself you could explore Images of the car, videos of it in action, a time line of its development and a section where you could “drive” a virtual LFA yourself. The competition gave everyone the chance to win a once of a life time experience where 1 lucky winner could drive in the LFA with a professional race driver.
Additionally we incorporated a separate section called “The Extraordinary Way” where Lexus showed off their way of developing cars to show that all the effort and research that went into the LFA is also used in all their other cars.
Check out our video below:
The results speak for themselves:
1502 people took the brochure to the table 4312 unique content views 1487 went to the competition the virtual LFA was driven 1972.6km (that is 1472.6km more than the real LFA at that time)
Australia Post has just released a national campaign to promote parcel delivery services to small and medium online businesses in Australia.
The campaign uses a metaphor to represent the different products and services that small businesses may provide. The metaphor, called “ZING”, is a red furry ball that comes in any size.
The campaign will launch with television, online film, press, outdoor, digital and DM. Amnesia Razorfish has done the digital work of the campaign. The ZING website was built in HTML5.
“We wanna make this digital” is the cry of many a client when they enter their ‘digital’ agency with a shiny new TVC and poster under their arm. Too many agencies will take a client’s TVC (and money) and make it ‘digital’ simply by putting a browser around it or sending it’s animated cousin off to Double Click.
I’m proud to say that’s not what we do here at Amnesia Razorfish. When our client, realestate.com.au, shared their really nice ATL spring campaign with us, we got really fired-up by the challenge of making this campaign come to life in the digital space. We didn’t want to simply TELL consumers that realestate.com.au helps give people a fresh start, we wanted to actually GIVE someone a fresh start. Some one that really needed a fresh start.
Say hello to The Fresh Start Project from realestate.com.au. The aim of the campaign is simple. Build a a new home, for a family in need, through people’s use of realestate.com.au. As users interact with realestate.com.au they collect ‘bricks’ which they can donate to the 1 million brick target. In partnership with Habitat for Humanity Australia, the house will be built. There’s no augmented or virtual reality here. Sure – it won’t cause world peace, but it will make a real difference to a real family in real need. And that’s why I love this project so much. Hope you do too.
Tomorrow, Starcom (our sister agency) will host an industry debate among media buyers and planners in what it believes to be an industry-first event, bringing agencies and media professionals together with leading spokespeople to discuss key issues facing the media industry.
Tim Burrowes, founder of leading online media and marketing publication, mUmBRELLA, will join Starcom MediaVest Group Sydney Managing Director Bob Goodge to debate major events that are shaping the media industry.
In what is sure to be an entertaining and insightful event held at The Lord Nelson Hotel in The Rocks, the social media team at Amnesia Razorfish will share the debate via a Live blog and Twitter feed during the night.
The event will open with a discussion about major events that are shaping the industry.
This will be followed by an open debate moderated by Starcom executives where everybody will be encouraged to have their say. The event is expected to attract agency executives, clients, media students and all levels of media people working in the industry, bringing professionals together in a productive socialenvironment designed to give all voices equal share.
So if you haven’t registered to attend the event (there’s still time by registering here), but want to hear what Tim and Bob, as well as other senior media and agency figures think will shape the media and agency environment, join in and watch us report it live.
And, if you have any questions you want us to pose to either Tim or Bob, just ask them in the comments field!
Launched last night at the Social Election and on Twitter @socialelection, the new Election-analysis blog features commentary on how – and how well – Australia’s political parties are using social media, plus how the major leaders, Gillard, Abbott and Brown, are resonating with people during the election.
Amnesia Razorfish is the only digital agency publishing its full insights into the election and the political parties’ use of all social media and online platforms, including monitoring and analysis.
The 2010 Federal Election, widely touted to be the ‘digital election’, comes after recentexamples of the US and UK elections which used social media to engage and stimulate supportand demonstrated social media’s ability to impact an election. It’s clear that Australian political parties, however, are struggling to understand how to use social media.
Amnesia Razorfish Social Strategy Manager Karalee Evans writes in the Social Election’s opening analysis
When the Prime Minister, Julia Gillard, announced the election for Saturday 21st August 2010, I, for one, believed both the Liberal and Labor parties would hit the ‘activate’ button on pre-planned social campaigns.
Just like the war chest of above-the-line campaigns of attack TV commercials, print ads and pamphlets, I was expecting a social barrage – but I’m still waiting.
The social media efforts of Julia Gillard, Tony Abbott and to a certain extent Bob Brown and the Greens, have been embarrassingly poor, even arrogant.
More and more, people are seeking information, participation and validation from our three party leaders via Twitter and Facebook. And in return people are getting a lot of talking at – not to.
The social movement is happening, with or without Gillard and Abbott.
The Social Election will look at how social media provides a finger on the pulse into how people are responding to each party. Results will be reflected in weekly articles and polls, the socialpulse of a feed of online conversation, a real-time share of voice worm-board and aggregated content.
Topics and issues of most importance, and who they matter most to will be analysed, along with how each politician is resonating with the public, and who is really being heard.
Amnesia Razorfish will consider share of voice between who is being talked about most and will analyse social media sentiment, trending topics, key influencers and reach of each party and leader.
These insights are critical to understanding which way the election will go and how the voting community engages with social media during the election. We hope it will also assist in solidifying social media’s place as a credible channel for people and brands to achieve their own business objectives ~ Karalee Evans.
More content and elements will continue to be added to the blog, such as YouTube, Facebook and other online and social platforms, demonstrating that Amnesia Razorfish is the only one publishing election insights across social media and online platforms.
Here’s a little something we worked on recently for Xbox Australia that was pretty fun. We kidnapped a bunch of Xbox gamers, stuck some probes on them and then left them alone in various locations at the Quarantine Station at Sydney’s North Head. Oh, yeah, they got to play Alan Wake before anyone else in the country.
Interesting to see how the body responds to intense situations in games. Alan Wake has its share of them too. I’ve had a go myself and I’m in no hurry to go wandering in the woods at night any time soon.
Amnesia Razorfish has been nominated for an ‘Interactive Advertising’ Webby for our Lonely Planet application on the Microsoft Surface… and we need your vote for a People’s Choice Award!
Note: You do have to sign up with a valid email address before voting. But I signed up awhile ago have not received any spam thus far, so it can be assumed your email address is safe.
Before computers became useful and the internets invaded our homes, people made things from wood and fabric and paint and sticks. It was messy and sometimes smelly and quite often you’d cut your finger.
What I love about these examples is they demonstrate people going out of their way to use real world materials and knowing when to slow down and consider a different approach. An approach that might seem absurd at the time but could lead to great things.
HunterGatherer makes simply beautiful things. Then they make them appear to move. These guys love their wood grain.
Here in the studio at Amnesia Razorfish we’ve been known to occasionally step away from the keyboards to create things out of real materials.
Sandor Moldan and Mike Kleinman worked bizarre magic on the previous incarnation of Mountain Dew’s site for Australia. Claymation zombies and bitchslapped rhinos adorned a hand crafted mountain of delights. (The site is no longer live, unfortunately.)
You’ve probably seen the billboards and bus ads by now, but in case you weren’t aware, we recently launched the digital side of Pepsi’s new Hit Refresh campaign. MTV are pushing it on television, we’re running it here on the ‘net.
It’s pretty cool, a mash-up of Pepsi re-inventing their image and placing a huge focus on digital marketing the combination of which turned into a Twitter based scavenger hunt, with the prizes coming in the form of cold hard cash. Well, not cash so much as 101 slick little EFTPOS cards loaded up with $250 each.
A brief run down: the refreshment company activation team (known as Pepsi Refreshers) make their way out into the world, choose an obscure location in a well populated Australian city, and then start tweeting out clues about where they are from the Pepsi Australia Twitter page. We’ve rigged it so that game playing, money lusting, Pepsi fans can also catch these updates on the Facebook Page, or at the Hit Refresh site, in order to more effectively race each other to the prize.
This is excellent because the entire thing can essentially be run from a smartphone, an easy thing for a Pepsi Refresher to have on them at all times. Plus, the players themselves aren’t tied into any particular service in order to keep up with the clues. It’s infectious, interactive, and incredibly efficient – social media at its best, really.
Creative mastermind Toby Caves really took advantage of the fact that APIs and widgets basically rule the internet now, and the main campaign site grew into a deliciously crafted overview of everything that’s happened, and is happening in the competition at any given time.
The latest clues are fed in from the Twitter page, Facebook fans are prominently displayed, a schedule and Google powered map let people know which cities the Refreshers are going to pop up in next and the Winners Gallery shows off all those lucky sods with their fancy new free money cards. It’s all ruled over by an explanatory Flash header, and coated in a vibrant blue that only exists between shades of Pepsi and Twitter.
Speaking of those cards, we feel like they’re a bit of a win. Based on the global Refresh campaign posters and candy colour palette, they are a bit more recognisable and fun than straight up cash in your hand while still being just as usable.
Stamped with the new Pepsi globe logo, we’ve also slapped some helpful thematic suggestions for spending the well won dollars. Things like style, scene, and so on – after all, if you win a prize you shouldn’t be using it to pay your bills (unless you really need to, then it’s ok). As a general rule though, prizes are fun, should be used for fun, should be spent on your self, and we wanted to encourage that.
We wanted the prize cards to be like the campaign, simple, effective, fun and it feels like we nailed it.
No, it’s not modest or polite to rave on about oneself, but this is a pretty exciting project for us, and the response so far has been amazing, so we thought we’d throw out a few more details and see what you all think.
Check out the campaign, hit us up in the comments and let us know.
Last week we launched the new P&O Website [cue the trumpets because it took a year!] Whilst e-commerce websites aren’t generally considered somewhere you can ‘get creative’ we decided this should be an interesting challenge …which it was. When we did our early research we found some very interesting insight about that “twilight zone” where air meets water (see images below). We realised there was something here to play with and decided that if we could execute it well enough it could be an important design feature on the site… but execute it poorly and it would just look tacky. (Let us know what you think).
Creating a ‘wave’ was not as simple as we first thought. Animated tests trying to simulate the wave in 3D or in Flash just didn’t cut it. We wanted something which felt as realistic as possible. We next moved to the real world but equally found that water on its own did not work well at all when we filmed it. To cut a very long story short we finally made a glass tank (very lo-tech – a vase with half a CD case fixed using a glue gun) and filled it with 50% water (tinted blue with food dye) and 50% clear peanut oil. The two substances allowed us to create and film the illusion of water moving very realistically but a much slower down rate. Some After Effects magic with the raw film and we now have a looped, low bandwidth wave for the P&O site.
Above: During design research we found a ton of wonderful images which were part of the inspiration for the final wave.
Above: Other features in the site include “Full Screen Experiences” that work without leaving the current page you are on. It’s slightly buried but an unusual feature – especially for an ecom website.
An experimental site, www.twinfluencers.com created by Amnesia Razorfish launched ‘softly’ today. It takes a live look into “influencers” and what they are saying on Twitter as it happens.
What does Twinfluencers do? Twinfluencers is a dashboard showing live tweets from Twitter users considered to be influencers within specific groups (Journalists, CEOs and Twitterati). Currently we are breaking these out into Australia and US regions.
FAQs: So what’s the point?
Whilst there are many tools which track trends, hashtags from the masses this tool takes another angle and provides a peek at live information being generated from these influencer groups. You can jump in at any time without needing to be a Twitter user. It also saves you having to follow and segment the 900(ish) people that Twinfluencers is watching!
Why did we build Twinfluencers? Firstly, we love doing experiments – the point is we’re not 100% certain of ‘what comes next’. Secondly, we’re of the school of thought that if we’re going to become better at working in social media then “doing stuff” is the way to go. Building the tool may prove useful or useless, but the mere act of building it allowed us to learn some new things. We might yield some insight and analytics that become usable -that would be a bonus. Finally– we couldn’t find a tool that produced what we wanted to see so decided to do it ourselves (although half way through build we found a similar tool muckrack.com for US journos which is actually very good).
What might the site do in the future? The lists will be keep being compiled and updated. We may add other countries if the demand is there. It would be nice to see some historical data, trends etc from these groups. There are a few minor UI tweaks to be made. We’ve already been asked to do a celebs version, although we specifically avoided celebrities in this round. Alternatively – if we learn nothing or find something better to do then maybe it will just fade away 😉
How many people are in the lists? At time of writing, but being updated regularly at present; Australian: Journalists (500) Twitterati (101) CEOs (30) USA: Journalists (105) Twitterati (101) CEOs (30)
Where do the lists come from? This was possibly one of the harder parts of the experiment and something we consider to be work in progress:
Journalists: We received lots of help from Dave Earley (@earleyedition) in sourcing a very consolidated list of Australian Journalists. US Journalists came from a variety of public sources and some Razorfish US assistance – we also decided to limit the number down to about 100, compared with a much more expanded number of Australian Journalists.
Twitterati: This was a slightly tougher list to quantify. In the end we based the list mainly by combining and filtering results from Grader, Retweetability index, Twinfluence, Twittercounter. We removed known ‘spammers’ or those using ‘follow agents’ to grow their count and occasionally factored in the start date of the account (earlier being better).
CEOS: Various sources (some tips) including Laurel Papworth.
How can I get my hands on the full list of these groups? Whilst we’re still in beta testing we’re not openly distributing. The plan is that if the site generates any ongoing interest we will open the lists up – initially to individuals who are willing to contribute to the ongoing maintenance of the lists, and then open to public. Please remember, keeping these lists up to date is quite a lot of hard work.
”How can I get on the list? ARrgh – I deserve to be there!” Firstly – tweet something and wait a couple of minutes (there can be a delay before you see your tweet appear). Not there? Yes… We know how this works and of course there are people who should be on there who aren’t and vice versa. We’ll keep adding but we’re trying to make this less about the egos, more about a tool that offers some value that we can learn a little from. For those who believe they have been wronged (and we do not mean to wrong anyone) there are some instructions on the site at the bottom of the page to suggest follows, “but” we will apply the same filtering and vague scrutiny to try to keep a balance. 🙂
So, our fearless leader Iain is across the pond right now, stirring up trouble at the Razorfish Client Summit in Las Vegas. While we were sleeping, he challenged the world to another Google battle (remember Velociroflcoptersaurus?) and this time, I’ve decided I’ll actuall DO something about it. This time, it’s a battle for the word Razorfunfish. Here’s a little stop-motion we threw together this afternoon:Vodpod videos no longer available.
Open Studio 2008 was great so we thought we’d do it all again only bigger and better…
Are you a digital design student or just starting your career?
Amnesia Razorfish – AdNews Interactive Agency of the Year for 2006, 2007 and 2008 – is committed to helping young designers and students get the best start in their career possible and is hosting an evening of seminars and dialogue this 7 th & 8th of April from 6pm to 9.30pm.
With the success of last year’s program we’re opening our doors again and this Open Studio 2009 will be even better. For a recap of last year’s event, visit www.amnesia.com.au/openstudio2008
Open Studio is open to all design students and young designers and is focused on giving practical advice on a variety of topics through short seminars and one-on-one sessions with our Senior Designers and Art Directors.
The evening runs over two nights and includes seminars and info on:
Portfolio preparation Tips and tricks on how to prep your portfolio for interviews
Ideas out of thin air The best techniques for creating ideas and brainstorming
From student to designer How one of last years’ Open Studio attendees ended up working full time for Amnesia Razorfish
A different side of social Facebook, MySpace and Twitter like you’ve never seen them before
Designing and developing with Flash The dark art of Flash explained
Portfolio review We’ve seen a lot and can help you tweak yours
Creative surgery Designer’s block? Get some advice from our Art Directors
Best of all, it’s totally free, no strings attached!
Space is very limited and it’s first come best dressed, so register immediately to avoid disappointment.
You might have seen the ads on the TV with the rhino or on the buses on the way to work. It’s all about doing the dew, with the official launch of Mountain Dew in Australia.
Following on from the award winning Pepsi Australia website, Amnesia Razorfish were tasked to create an online presence for Mountain Dew. The result is a surreal experience that challenges users to ‘do the dew’. B*tch slap rhinos, ride a ferret while whacking zombies, lick putty dew drops, and surf Mount Dewmore – all in a days work. Australian users can also win $500 worth of prizes every day by captioning images.
Pepsi and XBox asked Amnesia Razorfish to create a competition where Pepsi and Pepsi Max drinkers can win an XBox 360 console and Gears of War 2 game every day just by naming a new soldier for the game.
So get chugging some Pepsi and start naming your army…..hmmm…..Colonel Cold Mountain, Stealthy Surfer, Major Malfunction….this may take some time.
Go to pepsi.com.au and click on the feauture link to get your entry in!
New South Wales Department of Education approached Amnesia Razorfish to design an online ezine to support their Click Magazine, a publication aimed at teaching parents about the technology their children work and play with daily. The result is an engaging experience that makes adult learning fun! Check it out at http://www.schools.nsw.edu.au/news/technology/
Yes, digital agency Amnesia has changed it’s name – from something unforgettable, to something unpronounceable. (It’s fun – say it three times really fast). For those who don’t know our history, digital agency Amnesia (Sydney) was acquired two years ago by Avenue A Razorfish who were themselves acquired by Microsoft in 2007.
The short is – they’re a great brand, and we also like ours …so the result is:
It looks kind of good on our Microsoft Surface Table (which gets more attention than everything else in here of course).
Kick a Migrant has won BEST in SHOW at W3 – the highest accolade possible at the international W3 awards. These are fairly tough awards to win – we’ve only managed a couple of Silver in the past. Ironic that we should win for a mock AD brief posed to us by AdNews. Does show that when you take risks they occasionally pay off.
Kick a migrant has seen 1,690,091 games played with a $0 media spend
Blog Action Day 2008, Oct.15, is a chance for the digital community to unite against global poverty by creating loud messages of hope, outrage and solutions to this difficult global problem.
To inspire bloggers across the nation to participate, World Vision Australia is running a contest (here) to see who can write, draw, record and share the most compelling message about global poverty.
With the help of Amnesia, Yahoo!7 and Google, the grand prize winners of the WVA contest will be flown to Sydney for an exclusive digital training day with each of the above. It even includes an hour of time getting hands on with one of the only Microsoft Surface tables in Australia here at Amnesia.
So don’t be a passive observer. 1.GET INVOLVED with Blog Action Day and REGISTER (HERE) 2. Submit your link in the comments of the page above (HERE)
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