An Electrifying Product Launch

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Holden Volt Interactive Installation for Product LaunchClient:  Holden
Agency:  URBAN
Brief:  “Electrify” the launch of Holden’s new electric car with an interactive installation

URBAN approached Big Kahuna to help them launch the VoltHolden’s long-range electric car.

The brief was to imagineer the concept that URBAN sold to Holden — an interactive Volt game with the new car’s logo. To trigger the “buzz” about Australia’s first long-range electric car, URBAN pitched a dual-purpose build that would entice passers-by to engage with the brand through an interactive version of “Buzz” by day and serve as a glowing advertisement by night.

While the concept was there, a few questions remained such as the effects of wet weather, how it would appeal to all ages, what does a “buzz” trigger in the public’s response, how to demonstrate the car’s electric characteristics in daylight and so on.

Production drawings to match the Volt logo and take into account the size of the lettering to accommodate participants of various heights were output.

Holden Volt Interactive Installation-letter TThe logo was constructed from 316 grade stainless steel enabling, structurally, a massive span for the continuous 40mm SHS cantilevered, electrified track. The letters were assembled with connectors so that they could be dismantled for easy storage and transport.  The logo-circuit/ artwork was then affixed via heavy-duty steel tangs at either end of the aluminum composite clad steel base box. Engineering all okay… it was on with the dressage!

Holden Volt Interactive InstallationThe low-voltage LED strip lighting around the perimeter looked brilliant at night. In play,  as a participant touched the logo with the metal wand, they simply closed the normally open circuit. Integrated relays switched the lighting from the lettering to the lightning bolt (illustrated left) accompanied by an über-annoying and very loud custom gang of buzzers we concocted.

As a massive skill-tester (at 5-metres long), each participant was given three chances to run the metal wand from one side of the logo to the other as quickly as they could without setting off the buzzer.  The best performing participant of the hour received movie passes or a magazine subscription and the best performing participant of the day won an iPad mini.  (Rumour has it, the score to beat was 7 seconds!)

With each activation, Big Kahuna managed the transport, logistics and installation. Throughout December, the installation was found in Queensbridge Square, Fed Square (VIC), Bondi Beach and Martin Place (NSW).

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Interactive Installation built by BKI for Holden Product LaunchInteractive Installation built by BKI for Holden Product Launch

A High-Flying Big Kahuna Project for Ogilvy Impact

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Client: FMCG Client
Agency: Ogilvy Impact
Brief: Create a team-building game around the art of paper planes

Big Kahuna Imagineering was recently brought in to help design a team-building game involving “aerogami” — the art of paper-plane making.

Now, with a Managing Director equipped with a Bachelor Degree in Aviation, this job was right up our alley!

The interactive game was to be part of a product knowledge training program for Ogilvy Impact’s leading FMCG client.

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Aerogami Trolley Concept Illustration

Big Kahuna designed two paper planes (one easy, one more advanced) and provided a box kit complete with instruction guides and the gear players would need to customise their own flying design (different weights of paper plus various accoutrements like tape, staplers, paper clips, and even little propellers).

As the kits had to be transported by plane to the Sunshine State, we used a bit of Big Kahuna ingenuity to customise an inflight service trolley to serve dual purposes — A) neatly store the aerogami boxes and B) serve as a transportation box.

To accompany the kits, Big Kahuna also customised a fold-out scoreboard branded with vinyl stickers for the overall competition.

Designed to communicate the company’s renewed focus on the product and bringing the consumer product experience to the center of everything they do, Ogilvy Impact worked with their client to develop an interactive, team based experience  that aligned with the core steps in their product journey.  The aerogami challenge was just one of several that the 150 participants competed in during the 3-hour product knowledge training program.

At the end of the overall experience, 95 percent of participants not only found the experience enjoyable and valuable but also said they felt confident in the company’s new marketing strategy.

Another high-flying project to soar out of the Big Kahuna workshop!

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