Signal Theory: Holiday AR Coaster Collection
MOST INNOVATIVE & GOLD – 2020 KCDMA AMBIT AWARDS
2 GOLD ADDYS – DISTRICT 9 AMERICAN ADVERTISING AWARDS
How a holiday coaster collection showcased our expertise in human behavior.
A pillar of the Signal Theory rebrand is understanding the “why” behind human behavior. As we prepared to send clients and partners a Thanksgiving thank you, we knew the piece also needed to familiarize clients with the new brand. We quickly realized that the mix and mingling of the holiday season put the very subject of human behavior on perfect display. And what’s one practical piece every holiday host needs? Coasters.
But this custom coaster collection was far from just a practical and aesthetically pleasing gift. Instead, each design was inspired by a form of nonverbal communication likely to be on display during the holiday festivities: eye contact, touch, facial expressions and tone of voice.
And just like nonverbal communication rarely tells the full story, there was more to these coasters as well. Not only could they be used as ornaments, place settings, gift tags and garland, but each design also unlocked a unique, augmented reality experience.
Thanks to the AR component, we were able to track client curiosity and interactions. And with the data in hand, we can confidently say the firm succeeded in expressing gratitude while showcasing its expertise in human behavior.OVERALL IMPRESSIONS
552IMPRESSIONS FOR TOP-PERFORMING AR EFFECT