CAMPARI
YEAR
2017
SERVICE
- Experience Design
- Strategic Technology
- Vertical Modules
TAG
- Customer Experience
- IOT
- Orchestra
- Visual Design
IOT and the art of Brand Engagement
Brief and goals
The Campari Gallery, a historic art gallery located in the Campari Group Headquarters, has chosen Softec to create a Digital Experience for the brand’s exhibition “Bitter Sweet Symphony“: a multi-sensory journey which activates the five senses seeking for the two souls held inside Campari and in of all of us, Bitter and Sweet.
Five rooms dedicated to the five senses: “Prohibited not to touch”, “Striking the nose”, “Open the eyes”, “Enjoyment with lights off”, “Shot of theatre” to visit and with different touchpoints of interaction to find out if we are more bitter or more sweet.
The correct information, at the right moment, to the right person (or device)
The journey begins by approaching your smartphone to the Beacon devices located at the key points of the itinerary and continues in five rooms dedicated to the five senses. Thanks to the interaction between the Campary Gallery app, the Beacons and the Orchestra platform, visitors become the creators of their own path: their preferences are used real-time to customize the experience, in a more bitter or sweet tone, until the final profile of the visitor is completed.
Consumer Experience
Design & Engagement
The Digital Experience has been studied to generate a turnout in terms of data intelligence, branding and talkability.
TRACING THE BEHAVIOUR OF THE VISITORS
Thanks to the experience, the marketer collects insights on the visitors, outlining their preferences on taste and cocktails.
INCREASING CONSUMER’S ENGAGEMENT
An interactive and personal experience which increases engagement and the stay inside the exhibition or the venue.
DATA START WORKING STRAIGHT AWAY
We track the preferences of the visitors inside the five rooms and use them real time to customize the experience.
BUILDS UP A GOOD BRAND REPUTATION
The Digital experience has created buzz and increased the talkability of the brand throughout the duration of the exhibition. The experience has been described on social media encouraging the dynamics of the consumer’s storytelling.
20
Beacon installed to enrich the visit
4000
visitors in the first month
500
App Downloads in the first 3 weeks
