Some 300 guests attended the “Digital Kindergarten” Thursday (July 13, 2017) in the achtung! agency in Hamburg-Eppendorf where robots serving coffee, the latest virtual technology, a studio for scanning personal avatars and a candyfloss machine were part of the zany show. Guests experimented with the latest gadgets and technology and listened to keynotes by calibre speakers. Hosted by the achtung! and Future Candy agencies, both have already led the international Elbphilharmonie campaign to success.
Guests from all over Germany
Decision-makers in marketing and communication were encouraged to get to know the latest technology and innovations playfully. Mirko Kaminski, CEO of achtung!, said: “Very few German marketing managers and communication executives travel to South by Southwest in Austin, Texas, CES in Las Vegas or to the Cannes Lions Festival regularly. Many have never seen a 3D printer in action – no need to grin – nor have they ever worn a virtual-reality headset. We wanted to give them an inspiring opportunity and create a colourful space where everyone could try out things in a fun way and could ask all kinds of innocent and candid questions.”
Representatives of Daimler, Beiersdorf/NIVEA, Hamburger Sparkasse and mid-sized companies in Hamburg and all over Germany were among the guests at the fully-booked event. Nick Sohnemann, Managing Director of Future Candy, said: “We have apparently hit a nerve and offered something that is not usually found at fairs or conferences. At the same time, we believe that decision-makers should play, experiment and just take risks. That’s the only way to decide whether it would be useful, sensible and valuable for their brand or company.“
Companies such as Urban Electrics, Acer, 747 Studios, YouGov, Facelift, Wingu, Comspot and Unruly hosted stands at the event. Keynote speakers such as Thomas de Buhr, Head of Twitter Deutschland, outlined ways of taking parts in current debates and discussing the latest trends using Twitter. Thorsten Hermes, a representative of Google, highlighted how companies could approach “digital transformation” issues.
Will Rolls, a representative of Facebook, pointed out that the fate of an advertising spot and entire campaigns is decided in front of large screens in conference rooms. However, the consumer typing into their smartphone ultimately decides on success. Vincent Kittmann, a representative of Online Marketing Rockstars, talked about podcasts: “You could talk of a radio renaissance. More and more people are listening to podcasts and love them. The user and download figures are going through the roof. They offer brands powerful opportunities.”
Networking and hands-on innovations
Christian Kraus, Marketing Manager of the Munich-based Interhyp, a credit broker for property financing, said: “The whole afternoon has been absolutely inspiring. I think the concept worked really well. I will be returning to the company with all kinds of concrete ideas.” Hans Redlefsen, Managing Director of Modemarke Closed, added: “It was thoroughly inspiring and exciting. The exchange with others on how they manage innovations was valuable.” The stands and presentations all had a kindgarten flair with lots of colourful candyfloss, bubbles, balloons and bowls of sweets. Kaminski, “We will hold another 'Digital Kindergarten’ again next year – but much bigger.”