Title | UNDERGROUND PERISCOPES |
Brand | SLOVAK CAVES ADMINISTRATION |
Product/Service | SLOVAK CAVES |
Category |
A06. Connected Devices |
Entrant
|
WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
|
Idea Creation
|
WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
|
Credits
Stefan Andrejco |
Wiktor Leo Burnett |
Creative Director |
Martin Keder |
Wiktor Leo Burnett |
Copywriter |
Stefan Andrejco |
Wiktor Leo Burnett |
Art Director |
Peter Kacenka |
Wiktor Leo Burnett |
Executive Creative Director |
Lukas Karasek |
Wiktor Leo Burnett |
Art Director |
Andrej Hlavacka |
Wiktor Leo Burnett |
Designer |
The Campaign
Below the ground lies another world which is full of wonders. We gave people an experience to virtually visit 12 different caves without the need of going underground. By turning the periscope people could take a virtual sneak-peak and learn basic facts about each cave.
Creative Execution
Periscopes consisted of a metal hardware chasis and a smartphone equipped with a gyroscope and an app that reacts to movement. The smartphone was loaded with 360° images in full HD quality. By turning the periscope person activated the smartphone inside and was able to look around different caves. One button on the periscope was for switching diffrent caves and the other was used to zoom in and out of the picture. Full HD quality photos which were shot exclusively for this project gave a person an illusion of „beeing there“.
The campaign is still running – in summer season the periscopes were placed outside and for winter they will be placed indoors (museums, shopping malls, hotel lobbys). The first result are very promising – Slovak Cave Administration noted a record visitor rate this year. The accural is 81 276 visitors comparing to year 2015 (divided between 12 caves).
The primary target audience were tourists visiting Slovakia, secondary locals. We used only outdoor media which consisted of 3 underground periscopes touring all around Slovakia.