The ACER Pavilion in the London 2012 Olympic Park was a unique interactive experiential pavilion, which allowed visitors to go on an action-packed ‘ACER Journey’.
The Journey extended across a three-level pavilion, and was packed with cutting-edge technology, giving visitors a highly unusual inspirational and engaging brand experience.
Groups of eighty to a hundred visitors were ushered into the pavilion every fifteen minutes. These groups were allocated approximately fifteen minutes on both level one and level two of the pavilion.
Level one was dedicated to a Mixed Reality Theatre, which combined 3D refractive images with a real actor on stage, giving visitors a show like no other. The state of the art CGI video centred around ‘Acerman’, the brand’s superhero, who burst out of the screen in a flash of light, bringing technology to life!
On the second level visitors entered an interactive gaming and discovery area, including the Challenge Arena, the Journey Sphere, an Infinity Room and several device bars. Using their QR cards visitors could race against each other and play mind games, all using their very own personalised avatar.
Level three, which offered a breath-taking view of the park, was limited to ACER corporate guests, including athletes and press. It was a multi-functional space, suitable for meetings, networking and relaxing in a tranquil and stylish setting.
ACER wanted to create an experience with a strong brand attractor to enhance their public image and raise awareness of the brand’s unique qualities.
Engaging the public was key to ACER’s vision for the pavilion. They wanted the visitor experience to be fully interactive, utilising cutting-edge technology to express the brand’s leading position in the technology market and supporting ACER’s aim of enacting a perception change in the public domain.
ACER stipulated the theme of ‘a journey’ for the pavilion experience; a theme which aligned with their wider marketing activities. Pico interpreted this theme through the creation of a series of interactive experiences and a visual narrative.
ACER asked for a three level pavilion, with the third level specifically designed for corporate hospitality.
FOOTPRINT OF ACER PAVILION
The ACER Pavilion’s final footprint was a 400 sq.m. rectangle, eight meters in height, with an open frontage. Because of the shape and remote position of the footprint, the initial vision for the pavilion had to be re-imagined. With only the front facing the Park, the vision of a circular building with 360-degree moving facade was replaced by a design for a rectangular building, with forward-facing moving facade. The highly visible LED screen could be seen at a great distance, and was designed to act as a powerful visitor attractor to compensate for the poor projected footfall of the out-of-the-way location.
VISITOR EXPERIENCE OVERVIEW
The visitor experience began with the visual attractor of the exterior, which featured a moving facade, an effect created by shutters moving in sequence and a 120 sq.m. LED screen.
Upon joining the queue they were engaged by ACER “Brand Ambassadors” and their details registered using ACER tablets, introducing them to ACER’s technology. A photo of their face was also taken using the tablets, known as a “face-grab”, and the image then transplanted onto a personalised avatar. They were then given a QR card with their details stored on the card.
The experience inside the Pavilion began with a Mixed-Reality Theatre show on the first floor, featuring a combination of a refractive video and a live actor playing the part of “Acerman” ACER’s very own superhero.
On level two visitors were greeted by a huge range of technology-based activities, all aimed at showcasing ACER’s products in a fun and engaging way. These included the QR Challenge Arena, the QR Journey Sphere, the QR Infinity Room and the Predator Gaming Area. There were also several Device Bars for visitors to try out featured ACER products.
After completing their on-site experience, visitors were given the opportunity to continue their ‘ACER Journey’ with their personalised avatar via a linked website.
LED FACADE SHUTTERS
Designed to draw in the crowds, the facade of the Pavilion featured thirty moving shutters which worked in sync with a 120 sq. m 10P LED screen. The shutters were unique and created especially for ACER by Pico. The design was inspired by the laptop computers’ opening and closing movement, to put visitors in a ‘computer technology mindset’ before they even entered the Pavilion. The shutters were programmed to draw back in sequence to reveal a marketing video for ACER on the theme of “Exploration, Discovery and Knowledge”. The moving facade of the ACER Pavilion was the only one of its kind in the Olympic Park, and received much praise in the general press as well as in specific relevant market publications.
QR SIGN UP
The “ACER Journey” began outside the Pavilion where “Brand Ambassadors” registered each person in the queue using ACER tablets.
A photo of their face was then taken, a process known as a ‘face grab’, and their image transplanted onto a personalised avatar, a character who was then their digital representation. Their details and avatar were then stored on a QR card, introducing a fully interactive QR capture-supporting technology that ran through the showcase experience. Pico created 150,000 unique QR codes; one for each visitor who took part in the experience.
Upon entering the Pavilion, visitors were first directed to the Mixed-Reality Theatre. The theatre featured a high-definition 3D refractive video projection; technology which allows a moving three-dimensional video to be played on a stage. The video was an entertaining, brand-promoting, visual experience, created using state of the art CGI, which introduced visitors to ACER’s philosophy of enabling their customers to go on a journey of ‘Discovery, Exploration, and Knowledge’.
The central figure in the video was ‘Acerman’, the brand’s superhero, who was part life-sized hologram and part actor; causing viewers to be unsure where technology ended, and reality began. This element added a touch of magic to the performance, particularly at the end when he appeared to burst out of the video in a flash of light, bringing the technology to life!
QR CHALLENGE ARENA - THE FAST, FASTER, FASTEST CHALLENGE
The ‘Challenge Arena’ was a virtual racing board which used state of the art programming and 3D projection mapping technology, allowing three-dimensional points to be mapped onto a two-dimensional plane. Eight players at a time gathered around the large oval-shaped table, each at their own tablet station. They then placed their QR card into a card reader next to the tablet, which made their personal avatar visible on the tablet screen and the virtual playing board. The players then raced their avatars against each other whilst fighting through different obstacles on the projection. By coming in the top three in this popular game, visitors won points which they could then use to enter a competition to win ACER products.
QR JOURNEY SPHERE
The Journey Sphere utilised unique Pico technology, based on a spectacular 360-degree spherical display system. It combined and connected the spherical display system to ACER tablets making it fully interactive and highly engaging.
The sphere glowed ACER green, attracting visitors with its unusual shape and moving interactive content. When visitors placed their personal QR cards in one of the ten tablets surrounding the Journey Sphere, their avatar name and picture immediately appeared on the sphere itself and enabled the tracking pad on the ACER tablet. This directly corresponded with the spheres’ content, allowing players to move the cursor and click on different highlighted sections of the sphere, each of which represented individual games. The games included five fiendishly fun challenges, especially created for ACER’s Olympic Pavilion: On Target, On the Dot, Puzzling, Sync or Swim, and Thanks for the Memories.
QR INFINITY ROOM
The Infinity Room, so-called because of the infinity mirrors that wrapped the room reflecting a million images of the visitor back at them, gave visitors the chance to capture an image of themselves at the ACER Pavilion. Each visitor entered the Infinity Room alone, and music played while photos were taken of the visitor in different poses. These could be accessed on the ACER website after the visitor had left the ACER Pavilion experience.
QR DEVICE BARS
Device Bars were located on the first and second floors, where visitors could use ACER computers and tablets to play games and access unique ACER content.
From the Device Bars visitors were able to access five fiendishly fun challenges, especially created for ACER’s Olympic Pavilion: On Target, On the Dot, Puzzling, Sync or Swim, and Thanks for the Memories.
On Target - visitors were able to try their hand at shooting a bulls eye with a virtual bow and arrow.
On the Dot - visitors’ reaction times were challenged as they had to hit highlighted dots. Speed was of the essence!
Puzzling - a sliding tile puzzle game where visitors were challenged to correctly assemble an image of an Olympic athlete in motion, against the clock.
Sync or Swim - a rowing game in which visitors had to match the rhythm of the stroke to travel further. The higher the accuracy the faster their time!
Thanks for the Memories - visitors’ memories were tested, as players had to memorise patterns and movements and play against the computer to win points.
PREDATOR GAMING AREA
In the Predator Gaming Area visitors could play London 2012: The Official Video Game of the Olympic Games on ACER’s new gaming computers. The Predator combines gamer-savvy graphics, razor-edge processing, and ultra-fast memory technology to enable a powerful gaming experience. Visitors played individually using joystick controllers, and were able to try their hand at virtual archery, swimming, tennis and a whole host of other sports.
Each visitor’s personal QR card was the key to their post-event experience. Each visitor’s personal avatar, created during their QR sign-up, could be customised by changing the colour of its hair or clothing. This created a more personalised experience for visitors and aided interaction with the ACER brand.
While exploring the games and activities online, visitors could also add to the points they collected at the ACER Pavilion. After collecting 100 points they became eligible to enter a competition to win an ACER tablet via the ACER Journey website. This was a huge incentive for people to continue their interaction with the ACER brand beyond their initial experience at the Pavilion.
Those not collecting the requisite number of points were still encouraged to go on the website to play games and continue their ACER Journey with their customized avatar. They were also given the option of sharing their avatar on social media sites.
The Corporate Hospitality Suite located on level three was a large open-plan space in which athletes, VIPs, press and corporate guests of ACER could relax, watch the Games, and enjoy food and drink in a private and elegant setting.
The Suite was comprised of multiple sections including reception desk, refreshment bar, several meeting rooms, and a TV viewing area. There was also a balcony with covered outdoor seating and a stunning view across the Park , as well as several Device Bars for guests to try out ACER products.
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