Remembrance Day Engagement for QLD

Integrated Online and Offline Remembrance Day Engagement  for QLD

Traveling Art Installation of over 100,000 poppies handmade by Queenslanders.

Challenge

How to best help the community celebrate and remember those who had sacrificed as part of the 100 Year Anniversary of Armistice. How to engage all walks of life and age groups from city centres to remote communities and make them feel a part of this momentous occasion. How to best honour and remember those who made the ultimate sacrifice in the most appropriate and respectful manner.

Solution

Community engagement, art installation and interactive digital experience designed for deep community engagement and awareness of the 100 Year Anniversary of Armistice.

A five month program where the community came together to make paper poppies and online digital poppies that formed part of a large, state wide, traveling and online art installation.

Within the branded microsite, we created and managed on behalf of the Queensland Government,  a responsive web application that housed a live visualisation of virtual poppies, whereby users created, personalised and added to the interactive reflection pool. Users will also be able to share their dedicated poppies to their own social profiles.

Complete synergy across all elements was integral in our approach, to drive one cohesive story that ladders to the client’s overarching campaign message and objectives.

Execution

When your international expert panel includes academics, CEOs, innovation leaders, VPs, sales managers and principal engineers, you need a backdrop that supports and amplifies their collective brilliance.

Pico+ wrapped the room in opportunities to experience Hitachi’s suite of expertise. The seven zones showcased innovation in agriculture, mining, transportation, healthcare, education solutions, research & development, and internet of things & analytics.

Getting the word out to potential attendees involved a 360 degree marketing campaign, including digital, direct marketing, social media and word of mouth. And it worked – the target of 160 attendees was blown out of the water. A whopping 236 people attended the event on 28 November, exceeding event KPIs by 30 per cent.

Results

14 Community activations were planned and many more were executed at remote locations and  major cities throughout Queensland.  Queenslanders really connected emotionally with the concept and posted some heartfelt dedications.  Involvement and interest exceeded the expectation of creating 57,000 poppies – one for every person who served or sacrificed – and we ended up with well over 100,000 digital and hand made poppies that went toward making the poppy filled art installation and accompanying video content piece.




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