“Any sufficiently advanced technology is indistinguishable from magic” – Arthur C Clarke
Taking Clarke’s famous adage to heart, the tree teamed up with fast food titans – Just Eat – to create a first-of-its-kind magic wand and mobile app which enables consumers to order their favourite takeaway meal with a flick of the wrist. The project forms part of Just Eats’ larger ‘Magic is Real’ campaign and was completed over a period of 2 months in November and December 2017.
The campaign had to work on two levels: for the general public, it would need to be a fun and eye-catching piece of content that could be discussed around the dinner table. For techies wanting to dig deeper, it needed to challenge them and provide newsworthy innovations and technologies.
The campaign received coverage in upwards of 50 publications, including the Evening Standard, City A.M, Vice and Engadget with a total reach of 5.5 million and estimated media value of £350,000.
We love producing innovative, interesting content and this campaign really allowed us to push the limits of what budget and technology allowed.
This campaign was a particular challenge as we had to combine a number of cutting-edge technologies – both physical and digital – in a way that had never been done before. We produced a custom designed, 3D printed magic wand that paired with an accompanying app - developed from the ground up by our team - that would order you a takeaway with a simple wave.
The wand incorporated a unique sonic barcoding technology, meaning it used sound rather than bluetooth or wifi to pair with the app itself.
This was fully activated across digital and social channels using a combination of influencer engagement and promotion, high end ‘magical’ assets in the form of static imagery, video and animation and outreach to online press through digital channels. Incorporating a sophisticated retargeting strategy, we were able to drive conversions.
Overall the results were exceptional. Social engagement exceeded the initial benchmarks by over 300%. The campaign secured coverage in over 50 major publications, had a total reach of over 5 million and a total media value equivalent of £350,000. It led to a significant increase in takeaway orders for Just Eat – particularly as we incorporated special offers and discounts over the period of the campaign. The campaign was nominated for best use of technology at The Drum MOMA Awards.
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