Jövőálló Akadémia – Jövőálló.Kampusz
Main category
B2C
Sub-category
14. Brand Activation
Watch the event video
Event Description and Key Objectives
Samsung launched the Jövőálló Akadémia (Future-Proof Academy) with the aim of providing Generation Z and Alpha a series of online and offline programmes that educate and entertain them, while also building a community. One of the milestones was the Jövőálló.Kampusz (Futureproof.Campus), an online conference where Minecraft influencers and popular futurologists explored the question of what the workplaces of the future will hold. The event took place in the world of Minecraft, a setting that has never been seen before.
Key challenges
The target group of the event was Generation Z, who are very difficult to reach with such an educational conference. However, the country's popular Minecraft influencers convinced them to join the event, which attracted a good number of participants. Importantly, many were not just passive participants, but also got involved in the building process, as the creation was as important to the event as the presentations themselves.
Basic information about the event
Name of the organiser
Universum 8 / Publicis Groupe Hungary
Location
Budapest
Event duration
14/06/24
Client
Samsung
VOTING LINK
Event results
Creativity
In a completely unique way, the conference venue was not ready-made for the audience, they had to create it themselves. A large number of people signed up to build the Future.Campus, players could start their creation in a pre-designated free space on a server and their work was judged by a panel of influencers in a live voting show. The winning design became the venue for the event, where influencers and futurologists not only explored interesting topics, but also played some games.
Innovation
The world of Minecraft had never hosted a conference before in Hungary, and this was a noticeable attraction for the target group. Their creativity proved to be extremely high, and the influencers effectively mobilised their fans, so the audience was also quite large. The creation also built a community of players, who were able to discuss the content they had heard in the performances afterwards.
Execution
Both the preparation phase and the recording of the live show took place in our own studio, where we also held a media day, during which we equipped our influencers with Minecraft style characteristics. Throughout the presentations, panel discussions and demonstrations, viewers were also able to ask questions of the futurologists and even win valuable prizes.
Measurable results
The project was a success for both the client and the agencies. The aim was to be able to talk to Generation Z in a completely new way about issues that we might not normally know about, because it's difficult to get their attention. With Future.Campus, this has been achieved, while Future-Proof Academy is moving forward to fulfil its goal of raising interesting issues for its target group.
Communication
Most of the communication was done through posts and stories on influencers' and futurologists' social media platforms, but we also reached our target audience through PR articles and organic articles. The event also received a lot of attention on Future-Proof Academy platforms in advance, so we were able to communicate the event effectively.
Sustainable practices
Sustainability was not a major theme of the event, but because it dealt with the future and how to make it better in a very novel way, it successfully raised awareness of the need to deal with what tomorrow holds and to make it better when we get there.
