Create your own figure
An inventive digital experience, that embodies the values of both, the bank and the ‘Lotteriesparen‘ product.
We designed the experience to address and engage every citizen of the city of Hamburg, who not only took part in the experience but were also the main component of it.
“Moin moin”, as they say in Hamburg!
Our task was not only to digitally present the offline campaign, which was developed by Jung von Matt; we wanted to interact with people in a way that is both informative and fun. It was important for the visitors to understand the details of the product, without having to read dry descriptions. The aim was for the population of Hamburg to feel involved and for them to want to take part in this playful and entertaining approach.
Hamburg in digital
Starting with the key visual of the campaign we developed a concept that enables long-term interaction and is continuously evolving. We didn’t just want the city of Hamburg to be at the focus of the communication, but ideally each one of Hamburg’s 1.7 million residents.
Models of Hamburg
We used the existing imagery for the presentation of the product communication, which was a richly illustrated cartoon-like scenario. We animated the scenes in the picture for a simple introduction to the product. However, for the idea that every resident of Hamburg can become part of the picture, we had to open up the picture, both in terms of its concept and its design. A free space on the upper edge of the picture enabled us to carry on from there and add an area that we could scale according to our wishes.
From the key visual to the digital experience
With the Haspa branding and the key visual of the campaign as a guideline, we developed a strategic vision, an interaction concept and design for the website. The online special and the Glücks-Figurator (Luck-Figurator) became the exciting highlight of the entire campaign.
Authentic experience design
The digital campaign consisted of several phases. In the first phase the users were able to take part in a “Hidden Object” game. The winners were exclusively drawn into the scene by the illustrator. After that, other visitors could also become part of the website via the Luck-Figurator. In the final phase we also looked for new faces outside of the browser. Instead of passport photos, a photo booth printed out illustrations of the person inside the booth, drawn in real time by an illustrator. All of the figures were integrated into the picture and it was possible to download and share them.
The Lucky Box
So not only online users could enjoy having their own lucky figure, we came up with the idea for the Glücksbox (Lucky Box). A photo booth on the streets of Hamburg, which, instead of passport photos churned out drawings of the people inside. Unfortunately there wasn’t enough time to implement a good image recognition algorithm, so we came up with a pragmatic alternative: Sebastian, the illustrator, observed the passers-by in the booth in real time. As soon as a participant had entered the Lucky Box, a photo was taken, sent over to Sebastian and he began drawing the person in real time. Because the visitors didn’t know that they were being drawn, the result was a lot of astonished faces.
