Analytics employed in digital thank you campaign for R U OK? Day

DT campaign uses algorithm to match Origami shapes to thank-you note sentiments

A new campaign launched in advance of this year’s R U OK? Day is using data analytics to turn thank you letters into unique Origami shapes consumers can share with each other digitally.

The new campaign has been launched by DT and aims to encourage consumers to write notes of thanks to those who have helped them via the not-for-profit website, ruok.org.au. Every note written will be analysed by an algorithm that uses the words, placement and number of letters used to create an origami shape that is then sent on to the recipient. These notes can then be shared on social networks, via a link, or can be printed out and folded into physical origami shapes.

According to DT, the coloured patterns are inspired by traditional origami patterns that hold different meanings, and that feature the colours of the R U OK? brand palette. As well as allowing site visitors to create their personalised messages, the agency also sourced a selection of pre-written thank you notes to use.

DT executive creative director, Jerker Fagerstrom, said the ambition was create an easy and visual way for people to say thanks.

“For this year’s R U OK? campaign, we wanted to acknowledge the people who already ask that question and remind them – and others – that a caring conversation can take someone out of the darkness, into a brighter and more hopeful place,” he said.

Once the algorithm analyses the note, it plots a 3D coordinate and creates an origami shape in real time using WebGL. According to DT, the technology and use of javascript frameworks works ensures integration across multiple devices, browsers and channels.

“We hid the complexity of the tools functions behind the scenes, appearing as a single-page application – reconfiguring, adapting and revealing content all based on the action of the user, rather than having to continually reload pages,” Fagerstrom said.

R U OK?Day takes place on 10 September 2015.


Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Putting your brand on the Love Index

How much do your customers love your brand, product or service?And more importantly, why?

Bronwyn van der Merwe

Managing director, Accenture Interactive

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in