Rugby World Cup Japan 2019

A trophy made in an instant, but echoing in the history books forever.

The Challenge

Mastercard has been a Worldwide Partner of Rugby World Cup since 2011. At the 2019 edition of the tournament Octagon APAC faced the unique challenge of trying to Drive Awareness & Engagement for the brand globally, while showcasing Mastercard as an innovative technology brand. This all needed to be achieved at a sports tournament being played in Japan - a non-English speaking, non-traditional rugby market where the brand has low market share.

The Solution

Mastercard and Octagon APAC approached FutureLabs to help them partner in bringing this challenge alive utilising the teams extensive experience, global reach and production facilities in China.

The Outcome

Mastercard’s smart use of its sponsorship assets allowed the team to achieve an overall 80% Share of Voice amongst RWC2019 sponsors. The campaign achieved a cumulative reach of 3.06 Billion across social and broadcast.

The Live Trophy’s innovation story generated 348 pieces of global coverage and an estimated reach of 47 million.

We created unique trophies at 45 matches in 6 weeks, played at 12 stadiums across 2,337km. We simultaneously translated the live story of the match at the speed of game play ready for a broadcast audience within 1 minute from the end of each game.

We earned more than $3.7M of media due to the innovative execution and real time storytelling, keeping Mastercard top of mind throughout the whole tournament.

Mastercard presented the Live Trophy at all 45 matches with over 1 billion watching around the world.

Generating data and insights with popup luxury

The Challenge

Florentia Village is a luxury Chinese Shopping mall chain that exclusively stocks high-end brands. With the mall vacancy at capacity, our virtual store provided an effective means of getting new brands in front of customers at their Chengdu location.

The Solution

Florentia Village approached FutureLabs to ideate, design, create, and integrate an omnichannel popup store with technology ready that can easily be re-skinned for other brands. With five touch screens, swipeable shelves, in-store analytics, powered by a custom built interactive CMS that bridges offline to online shopping.

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The Results

A self-managed luxury popup store that drove the experience directly to the Florentia Village e-commerce site by simply scanning a QR code to complete the purchase. Backed by the Interactive CMS, giving Florentia Village a ROI through data and increased online sales.

Welcoming Juventus FC to Melbourne with an interactive football tournament

The Challenge

adidas were looking to create a spectacular audio visual display to welcome Juventus FC and strangthern partnerships with grassroots football in Australia. Our challenge was to design and develop a dynamic, interactive football tournament with cutting edge technology and fast-paced skills challenges.

A high-tech escape room

At the Australian Open, Mastercard wanted to showcase their technology to consumers in a fun, innovative way. We were tasked with gamifying fintech concepts such as tokenisation and voice commerce.

The Challenge

Mastercard were looking to educate consumers about the technology behind their payment platform. The technology is complex, responsible for securely processing billions of transactions all across the globe. So how can we convey these complex ideas clearly to consumers, while still creating a fun, accessible challenge for fans at the Australian Open?

Solution

We designed a series of challenges built around Mastercard technology and the objective of reaching Rod Laver Arena in time for the next tennis match. Teams were transported to an underground complex with locked doors at every turn. Using cutting-edge technoloy, we transformed a 6x4m space into a completely interactive ecosystem. The walls were entirely touch-sensitive, allowing us to create engaging, multiplayer interactions that were easy and intuitive to pick up. Each player was given a personal RFID device, allowing our escape room platform to identify each user individually and encourage team play. A central LED pillar helped teams visualise their progress, and an ever-present countdown clock built a feeling of suspense and excitement. The broad set of technology employed included RFID, NFC, addressable LED, voice analysis algorithms, touchscreens, LIDAR sensors, projectors and more, creating a one-of-a-kind interactive experience.

The Results

The Mastercard Breakthrough Room was wildly successful, with teams lining up all throughout the Australian Open to try to beat the best time. Fans posted tips and entire walkthrough guides on internet forums, organically driving traffic and attention to the installation.

Maximum impact in the event space

BASF were keen to make a massive impact at the ChinaPlas exhibition, and needed some serious digital expertise to help bring their products to life, engage attendees and capture leads.

The Challenge

The spatial design gave us an opportunity to install interactive exhibits in seven different product zones, each with individual applications. The applications all needed to be connected, and provide an interactive experience through which visitors could learn about BASF's products.

The Solution

We designed a system comprising 12 interactive applications spread across each of the seven product zones and built around a central microsite to showcase the products in more detail. Transparent touch screens allowed us to demonstrate product features and technology in a tacticle way. QR code links allowed visitors to easily scan using their mobile phones at each station to continue discovering the product range. An integrated CRM system allowed us to capture leads for BASF sales staff, as well as capture valuable data around customer interests.

The Results

Over 150,000 guests came through the BASF exhibition. The experience design and range of interactive technology made it a standout at the Chinaplas exhibition, and created strong sales leads for the company.

The Challenge

adidas wanted to unite adidas creators with 5 weeks of games, special VIP events, tournaments, onsite and online digital engagements. Creators would be their participation and competitiveness by redeeming points earned throughout the 5 weeks for prizes.

The Solution

We designed a one-of-a-kind online registration system and event microsite as the foundation. Visitors checked in by scanning their personal QR code at check-in zones around the event, earning points for checking in as well as based on their performance at interactive stands. We built a range of outdoor digital interactions, including a motion-tracked skateboarding halfpipe with vibrant interactive projections, slow-motion penalty kick booths and training drills to showcase adidas latest Ultra Boost range of shoes.

Our interactive skateboarding halfpipe added an extra level of gamification to the skateboarding experience, with skaters rewarded for hitting targets, moving at high speed and grinding rails.

The Ultra Boost 19 Challenge tested the speed and agility of guests, giving them an opporunity to rack up points in an exciting time trial challenge that featured LED light animations, energetic sound effects and sensors in the floor and walls.

An event platform like no other

There's a lot more to this project and we'd love to take you through it. Contact us to learn more

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