Digital Activations

Company: GPJ

Client: IBM

Covid-19 has changed a lot of things and one of those things has been events. The fact that we have been housebound has changed how we can interact and experience brands. As most have become familiar with the term “pivot”, these activations pivoted from their original form to adapt with the times.

Think 2020 goal was to have attendees interact with activations and learn about IBM solutions. As we know the original event was physical, but turned virtual. As much of a shock this was, our goals hadn’t changed. Whether an event be physical or virtual the objectives remain still the same.

Think 2020 Quantum


With Think 2020 approaching quickly IBM needed content for their proprietary event. One of the topics at Think was IBM's Quantum Computer. With a stay at home order there was no way to reach the physical Quantum so we needed to rethink how to get the Quantum to the audience. Having out sister agency Spinifex take the lead, the solution was to recreate the quantum from reference images and digital assets providing a digital first solution for education and storytelling.

The timeline was tight and this was more than just creating one digital activation. With Spinifex and IBM, we not only created the Quantum activation for Think 2020, we were creating the pipeline and process for all digital activations going forward. GPJ, Spinifex and IBM worked together to get activations hosted, domains sorted. metric system and bring previous digital activations into the the metric process.

The Ripple Effect

Ripple effect on laptop

The Ripple Effect started out before Covid-19 took over the world. The first of many versions in the design process was a large circular structure with mirrors that could track an attendees location in the circle.

Obviously, with Covid-19 this approach was not possible. We needed to rethink how to convert this to a digital activation with keeping the original goals and heart of the concept. With our sister agency Spinifex, we were able to keep the integrity of the project and successfully convert it to a digital first activation.

ripple effect screen on computer
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