DATABLOOM

ClientPUBLICIS.SAPIENT (SELF-PROMOTION)
Category F03. Experience Design
TitleDATABLOOM
Product/ServiceSELF -PROMOTION
Entrant SAPIENTRAZORFISH London, UNITED KINGDOM
Idea Creation SAPIENTRAZORFISH London, UNITED KINGDOM
Additional Company MARSHMALLOW LASER FEAST London, UNITED KINGDOM
Credits
Name Company Position
Fura Johannesdottir Publicis Sapient Executive Creative Director
Alexandra Jugović Publicis Sapient Creative Director
Louise Perry Publicis Sapient FS EMEA Marketing Lead
Conor McNicholas Publicis Sapient Consultant Marketing Director FS EMEA
David Lamb Publicis Sapient Producer
Ben Leedham Publicis Sapient Design
Jude Gay Publicis Sapient Design
Joanne Hippolyte Publicis Sapient Experience Design
Louise Beaumont Publicis Sapient Strategic Advisor, Open Banking
Rachel Clough Publicis Sapient Creative Team
Jan Pruijser Publicis Sapient Creative Team
Andy Lo Pò Publicis Sapient Photographer

Why is this work relevant for Direct?

databloom was a creative idea that sat at the heart of a hyper-targeted relationship building programme focused on the banking industry. At the conference, we encouraged footfall from C-suite and senior management through a promotion on site with the Financial Times. Once they had engaged with databloom we harvested digital contact information through a GDPR-compliant hand-held system. We then followed up these contacts and drove engagement with a rich content website. We filtered contacts for prime opportunities and started business relationship building conversations.

Background

In the post-GDPR world, it’s people that hold the balance of power. Once leaders see that data revolves around individuals, not businesses, they can organise it accordingly, and use it to create innovative, radically personalised new services. Our brief was to bring this complex idea to life for key players in the Financial Services industry, at the leading innovation showcase, Money20/20. By moving beyond standard representations of data (cold at best, alarming at worst) we wanted to create a completely new way for businesses to look at the data-powered future, help delegates explore some of the commercial opportunities, demonstrate Publicis.Sapient’s thought leadership in this exciting field, and start valuable new business conversations. But how could we make sure our message was heard in the crowded, noisy spaces of a FinTech conference?

Describe the creative idea

We used the latest data visualisation techniques to create ‘databloom’: a beautiful, immersive digital installation, set over two rooms at Money20/20. Instead of seeing data capture as invasive, users are placed at the centre of the experience. In the first room, a custom-built handheld device gathers biometric data such as heartbeat, height and clothing colour. This is then animated in realtime as a unique, interactive ‘databloom’. Users can release their data by blowing on the device as they would a dandelion, to see their data particles join a growing cloud of untamed data. The second room brings to life the power of organising consumer data in more meaningful, creative ways. Evoking gallery spaces, the screen showing our databloom manifesto film is framed by photographs, portraying some of the innovative services data could unlock. This is given the human touch by Publicis.Sapient experts, on hand to discuss its endless possibilities.

Describe the strategy

To reach our target audience of busy conference-goers, we needed to surprise and delight them with an experience that felt completely unexpected. Transforming our stand into an immersive experience immediately gave us a point of difference, and quickly became a talking point that drew a lot of engagement through word of mouth. Enabling users to feel the power of organising data around individuals created maximum cut-through and a lasting impression. And dividing the space into two rooms allowed us to create a physical journey, guiding our target audience from awareness to desire.

Describe the execution

Visualisation of our targets’ personal data was more than an executional detail: it was absolutely integral to our concept. By using cutting-edge techniques to create a calming, visually elegant look and feel, we gave our target a refreshingly positive experience of the capture and commercial exploitation of consumer data. Once engaged by the sensory experience, users were open to more rational messages, seeded through one-on-one conversations about how their businesses could benefit from the mutual exchange of data with consumers, and other brands. Our team of consultants, creatives and scientists helped guide users through the installation, and took the contact details of potential new business leads.

List the results

databloom attracted over 300 visitors over three days, resulting in 2.92 million online impressions, 61,300 engagements and an average dwell time of 3min45 on the Open Futures website. It generated a rich debate amongst key players on LinkedIn, was tweeted by industry luminaries such as ‘Godmother of FinTech’ Liz Lumley, and delivered 157 macro leads for Publicis.Sapient. The experience delivered on its brief to stand out at Money20/20, with Michal Mezaj (supplier and partner for HSBC) telling us, “It was very creative and different from anything else there” and Joy McKnight of The Banker dubbing it “The best thing at Money 20/20… a must-do experience”. Most importantly, perceptions of the agency were shifted amongst our target audience, with Mark Akerman (CTO of Nationwide) stating, “This has made me think completely differently about Publicis.Sapient.”