To the forward-thinking minds using smartboards, the methods of the past are not just dated, but comical. What better way to introduce the latest incarnation of SMART Technologies’ vision for inspired collaboration, SMART kapp, the world’s first genuinely interactive digital dry-erase board, than by laughing at the past? During the run-up to the InfoComm 2014 tradeshow, we created a series of mockumentary videos portraying office workers struggling in the pre-SMART kapp environment.
The resulting buzz began well before the event, when our client’s booth was flagged as one of the “15 Hot Exhibits You Need to See at InfoComm.” With our videos’ oddball narrator curating an exhibit live at the tradeshow, a top blogger called it “a product launch of a different kind...fun to watch.” Post-event, demand for SMART kapp exceeded all sales projections—even necessitating a back-order waiting list—and the product line was quickly expanded to include two additional sizes.
Recognition for the SMART Kapp content:
2015 Silver ADDY - Rochester Advertising Federation for the “Dry-Erased” single video
2015 Silver ADDY - Rochester Advertising Federation for the campaign