Project Overview
In 2016 we developed a mobile colouring-book designed to accelerate the reach of the ‘All That’s Needed’ campaign, repositioning Coca-Cola Amatil brand Deep Spring with a focus on meditation and mindfulness. We transferred the activity taking place at a live crowd-sourced creative show-piece to a digital experience; a mobile colouring-in game and interactive out-of-home panels designed to help people relax and disconnect from daily pressures.
Project Commissioner
Project Creator
Team
Ansible Media Team SYD
Ansible Design Team BNE
Ansible Dev Team ADE
Project Brief
Gaelle Boutellier Coca-Cola Amatil GM marketing and category said, “In a world that is constantly connected, Deep Spring’s new campaign is designed to remind us of the value in simple moments of refreshment and provides us with a platform to relax and disconnect from busy lifestyles.”
The brief was to empower urbanites with inspirational tools to help them create moments of simple pleasures across their day, and thereby refresh their soul for the challenges ahead.
Coca-Cola Amatil brand Deep Spring launched a live crowd coloured mural in central Sydney and Melbourne as part of a campaign in partnership with UM and Ansible to help reconnect people with the brand’s mineral water roots. Capitalising on the adult colouring-book craze sweeping Australia, about 400 people contributed to the live artwork created to support Deep Spring’s ‘All That’s Needed’ positioning.
Ansible’s role was to leverage the unique capabilities of mobile to compliment this already deeply engaging campaign, by designing a rich HTML5 execution that not only fell in line with the new Deep Spring brand ethos, but provided an interaction which truly provided that elusive and refreshing snippet of simple pleasure.
Project Need
To coincide with the live murals, Ansible created a rich HTML5 mobile colouring book game for the campaign, allowing engaged users to tap and swipe their fingers across gently moving designs to add colour to the canvas.
Further supporting the live mural and mobile game were proximity placed out-of-home panels within the JCDecaux and Adshel networks. These touch screen panels provided a larger digital canvas for people to paint away their worries. Once complete, the creations could be signed, saved and shared via email or social media.
User Experience
True to the principals of mindfulness and zen that underpin the original ‘colouring for relaxation’ phenomenon, Ansible set about developing an extremely minimal painting interface; instead of additional buttons or sliders to select colours, the users simply lift their fingers from the canvas to cycle through the available palette. In combination with the subtle flowing animation of the actual artwork, this created a rich, ambient colouring experience.
The live mural site was optimized for out of home digital panels, allowing people to enjoy a moment of distraction and relaxation from the hustle and bustle of Sydney’s Martin Place and Darling Harbour or Melbourne’s Flinders Street Station and Southern Cross Station. The live Sydney mural was the second version of the crowd-sourced creative show-piece, with the first version in Melbourne achieved with great success.
Project Marketing
Ansible planned and implemented a targeted mobile media campaign featuring eye catching animated banners to direct users to the mobile optimised website featuring one of a series of randomly selected blank colouring templates. Over the life of the media campaign we recorded 117% of intended impressions. One Green Bean also worked on bringing the ‘All That’s Needed’ campaign to life across Deep Spring’s social channels.
With a strong creative, this campaign performed very well. We recorded 2,000 mobile and 1400 out-of-home panel users escaping their day for an average of 5 minutes, engaging with the fun, meditative, colouring in experience.
Project Privacy
Ansible created two unique implementations of the web application; one for mobile devices with Facebook integration, and a more private version for out of home panels, which allowed the user to send their creations to email via a secure form.
Tags
Entertainment
Tech has taken control of our entertainment - it influences what and how we watch or listen to, where and how we eat, dine and play, how we book and how we interact before during and after entertainment events. This category recognizes tech that makes entertainment even more entertaining.
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