Rebirth at saturday in design. InterfaceFLOR

 
Challenge
To attract and engage the Australian A&D community at the biggest annual industry event and keep InterfaceFLOR front of mind when it comes to sustainability, thought leadership and inspiration.
 
Insight
To engage and inspire, you must think beyond the products offered by the company and draw on current industry trends.
 
Solution
Based on the current trend of upcycling, the Imagination team worked with InterfaceFLOR to develop the concept for Saturday InDesign 2011 - Rebirth.
 
We challenged five top Australian designers/design firms to celebrate Rebirth using only post-industrial carpet tile elements to create engaging spaces within the InterfaceFLOR showroom and the results were inspiring.
 
In the lead up to the event we developed Facebook content, including and overview of the event, vox pops of the contributor’s inspiration for their projects and teasers.
 
At the event itself, in addition to the inspiring installations by some of Australia’s leading designers, there was also a fully functional bar and live entertainment to encourage visitors to stay and immerse themselves in the brand.
 
A mobile competition was developed for delegates who attended the event, which prompted them to vote for their favourite installation in order to win great prizes. This also increased Facebook interaction with the brand.
 
Results
The event was a big success, with over 80% of delegates visiting InterfaceFLOR’s showroom and engaging with the space for periods of eight minutes or more.
 
The InterfaceFLOR exhibition also featured on the front of Australia’s DQ (Design Quarterly) magazine and was praised as one of the events leading attractions.
 
Facebook interactions increased by 182% throughout the campaign period, through likes, comments and a record number video views.
 
The Facebook page received 1,200 views throughout the campaign period with, the majority of coming from the rebirth.net.au website.