The Lexus Surface Experience

November 23, 2011

Lexus – the future of performance is clear

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:

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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.

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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)

@maniac13

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Australia Post Launches New National Campaign

July 22, 2011

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.


Project launch: The Fresh Start Project

October 6, 2010

“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.

Visit the site >

Read the rest of this entry »


What are the issues facing the media industry? Starcom to host industry-first debate

August 30, 2010

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.

You can find the live blog here

Starcom’s Future of Media

and follow the tweets via #starcomfom

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!

~ Karalee Evans, Social Strategy Manager


Drum Roll! The SOCIAL ELECTION is launched

July 27, 2010

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.


Alan Wake – The Project

May 12, 2010

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.

Check the site out at http://www.xbox.com.au/theproject/

There’s some more videos you can check out and a bunch of pics on Flickr.


Vote for us to win a People’s Choice Award

April 27, 2010

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!

There is not long to go before the People’s Choice voting closes, so please go to the Mobile & Experience Marketing category and VOTE FOR US.

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.

Thanks for your vote 🙂