BRC Creativity Arts was very counseled in the ‘Experiential Strategy’ class at the US arm of The Drum Awards for Marketing and advertising in 2020. Below, the crew shares the contemplating behind SCADstory, an immersive exhibition experience for a local college that became one particular of Savannah’s best tourist points of interest.
The Savannah University of Artwork & Style and design (SCAD) began as a desire in the coronary heart of an elementary school teacher from Atlanta. The marketing and advertising posture of the SCAD is focused and very simple: it is uniquely skilled to get ready proficient pupils for skilled, creative occupations in a positively oriented college setting.
The college has a evidently described set of values it hopes to pass on to its college students. In preparation for its 40th anniversary, SCAD sought to provide those people values to everyday living in a tangible, emotional way. BRC Creativeness Arts took on on this obstacle, to aid friends see SCAD as a exceptional location and a power for fantastic – for its college students, the metropolis of Savannah, and the broader globe of art and structure.
With a last intention of building future pupils and their households much more inclined to select SCAD as their preferred school, the crew started with apparent, measurable KPIs. They selected these indicators of success:
• Improved admissions.
• Optimistic phrase-of-mouth.
• Turn out to be 1 of the Best 5 Items to Do in Savannah.
SCAD to start with contemplated a museum exhibition, but this concept was quickly deserted as ineffective and too secure. To obtain its aim, the venture wanted to be something as audacious and innovative as SCAD itself. The staff therefore resolved to elevate the exhibition encounter by drawing on the several innovative disciplines and diploma programs that SCAD gives – from animation to themed amusement design.
SCADstory was the very first of its variety for an instructional institution – an immersive 4D working experience telling a common tale of the dreamer in us all. It was created to carry attendees on a journey by SCAD historical past, throughout four a long time of beauty, structure, and creation.
Incorporating the craft of 25 SCAD diploma courses, this immersive practical experience is at its heart a tale ’for all the dreamers who arrived to SCAD and identified their people today, and for the dreamers still to come’. As a result of theatrical specific effects and surprises, SCAD’s founder, Paula Wallace, transforms dreamers into achievers by turning a college degree into a path to a expert innovative occupation. The audience’s anticipations are subverted with unconventional utilizes of immersive media, exclusive effects, seamless technologies, and storytelling moments of magic, shock and delight.
SCADstory aligned properly with the university’s all round promoting tactic, but was at the exact time impressive, psychological, and unanticipated.
SCADstory’s reception was mind-boggling favourable, meeting the KPIs set by the staff. It achieved its goal of favourable term-of-mouth – SCADstory has a ideal 5-star score on TripAdvisor and became on of its Best 5 Things to Do in Savannah – at the time of this entry, it was outlined as the #2 factor to do in Savannah. About 30,000 individuals seasoned SCADstory at its lasting spot in Savannah considering the fact that it opened in April 2019.
“SCAD Tale is an incredible visible, sensory and emotional expertise. This exhibition certainly depicts how one’s inspiration can be cultivated, nurtured and expanded around time to eventually.”
“Don’t depart Savanah without browsing the multimedia experience at the outdated armory. Individuals of all ages will love the expertise.”
“So wonderful! Would make me want to be a student once again.”
– A small sample of guest opinions taken from exit surveys at the exhibition.
This project was a winner at The Drum Awards for Internet marketing in 2020. To find out which competitions in The Drum Awards are at this time open up for entries, click below.