ZDF NEO @ IFA BERLIN 2010
The annual IFA exhibition in Berlin is the world’s most relevant consumer electronics event for producers and broadcasters alike. Of course, ZDF, one of Germany’s big two public broadcasters, was looking to impress the public and professional audience.
Their agency Vitamin-e invited PIECE OF CAKE to create an infotaining interactive brand world concept for their client ZDF and its young, modern sub-channel zdf_neo. Eventually, PIECE OF CAKE would also sign responsible for managing all interactive installations, media footage and supervising the technical production.
The concept then developed circled around the format’s slogan, “Sieh es mal neo”, or in English: “See things in a neo way”. Exhibition guests were not only supposed to experience – or see – the young format in a strikingly new manner, they were also meant to be empowered to interact with the brand and learn what it stands for.
One bold statement made was the stall in itself. zdf_ neo’s visual ID of coloured rectangular bars were the creative source of a breathtaking three dimensional architectural interior design, enabling the client to stand out from the exhibition environment and all other stands in the vicinity. The interior was further complimented with a massive 360° projection mapping installation turning the bar elements into media surfaces that created an impression as if the surrounding walls were constantly in flux and re-shaping themselves every time the projected content changed. Here another specialty was integrated, with the projection contents partially supplied by zdf_neo from its trailer and ID repertoire, but in great parts generated from consumers visiting the stall.
A collection of creative, playful, easy to understand and handle multimedia installations was integrated in to the stall aiming at prolonging the visitors stay and letting them interact with the brand’s claim of seeing things in a new way by making the attendants part of the media contents applied within the installation. There was however another essential reason for the interactive activities: in its station ID’s, zdf_neo depicts its target users lives. Consequently, the multimedia installations aimed at making consumers the protagonists of the media contents projected within the stall set up, a close to perfect translation of the zdf_neo motto “Today my TV broadcasts me”.
The zdf_neo choir for instance was created by recording individual guests in a vocal booth singing famous pop songs. Every ten minutes all audio-video recordings were simultaneously projected in the stall environment and by synchronizing them a choir with an infinite number of members was created.
All of a sudden, people could experience – or see – themselves in a new way, i.e. as stars on a big screen and as part of the zdf_neo world.
See things in a neo way – with zdf_neo.
Photos: diephotodesigner.de, Kim Pörksen
