Saatchi & Saatchi approached The Halo Group to design and build an original experiential activation for a PR stunt for Fridge Raiders.
Saatchi & Saatchi teamed up with YouTube sensation Ali-A in a PR stunt on behalf of Fridge Raiders. Ali-A has over 4.7m YouTube followers. His reputation in the online gaming scene is huge, so Fridge Raiders association with him aimed to promote their products to the gaming market.
The PR stunt set out a mission…7 codes, 7 days, 1 cube….ENTER THE HALO GROUP. Our brief was to design and build The Cube itself, which would house a top secret reveal that could only be activated by Ali-A’s followers cracking the code. Our initial designs show what would later form the “tree of life” detail on The Cube. The Cube was constructed from wood batten and marine ply. The parts were then mounted on a bespoke Steeldeck platform.
To achieve the illuminated light design on the front of The Cube and the keypad, we opted to use revolutionary new Electro Luminescent panels. Designed by The Halo Group and manufactured in Asia, the panels were set up and programmed by partners EL International and had 8 functions that were activated with a remote control, giving the activation an animated effect during the reveal.
On the 7th day, Ali-A typed the code into the panel to reveal what was inside. Here’s a YouTube video of all the action.
[youtube]https://www.youtube.com/watch?v=Ank62TIlcX4#t=157[/youtube]
F.R.H.A.N.K., “the world’s first ultimate snacking and gaming companion co-created by a social community” was a huge success. The Halo Group’s set-build enabled Saatchi & Saatchi and Fridge Raiders to build a sophisticated campaign, incorporating social media, robotics, the gaming community and technology in a highly original format. The authenticity of the space age style cube was essential to the campaign, and the end results speak for themselves.
You can check out all the details here: http://www.frhank.com/mission
#F.R.A.N.K #FridgeRaiders #Saatchi&Saatchi #TheHaloGroup #HaloGroupCreative #AliArmy
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