CREATING EXCITEMENT THROUGH DIGITAL
ICAP plc is a global voice and electronic dealer broker. Once a year they hold a charity day where they give all of their revenues and commissions away to charity. Our brief was to create an experience for all their staff, all over the world in the lead up to the day that would inform them of the date and about how it helps.
We wanted to create something that got the staff really excited about the day, so we decided to take an approach that used both digital and physical elements to create a sense of anticipation. In order to do this, we though we’d create somthing that has never been done before. A 3D charity site.
Working with Burgopak, I designed a special die-cut piece of packaging that would be placed on the desk of every employee and posted to their clients, which not only informed them of the site URL and the day itself, but housed some bespoke 3D glasses.
The site was created as a stereoscopic Flash app so that the target audience could have a rich experience in IE7. The user is taken on a journey around the world, where they can discover stories that show how Charity Day is helping with over 5000 individual animated lights which run in 3D and 2D mode to create a unique 3D charity experience.
As well as telling the stories, a bit of fun was injected by including a 3D messaging tool, where the staff could email 3D messages to eachother. This added a shareable element, bringing more visitors to the site.
Billboards in Canary Wharf and Times Square were created to further advertise the day and encourage ICAP’s clients to call in and make trades on that day, as well as advertise the work that is being done with the money raised.