Attendees of the conference can win prizes through innovative app
As one of the country’s leading sponsors of design-related events and initiatives, Absa is once again a headline sponsor of this year’s Design Indaba Conference, taking place from 27 February to 1 March 2013. To promote its sponsorship and drive home its support for the local design community, the bank has adopted an imaginative and creative campaign for the event.
Design Indaba is known for supporting and encouraging creativity that embraces every aspect of the world around us. Absa’s campaign taps directly into this by demonstrating that design is the real backbone of a country’s economy. To communicate this, Absa has repackaged the world of design as a country, the so-called Democratic Republic of Design.
Delegates share inspirational experiences at Design Indaba by tweeting, posting photos and attending lectures. Absa will invite these delegates to become citizens of the Democratic Republic of Design (DRD). The DRD is a virtual country where, above all else, design and inspiration rule. In the DRD, capturing and sharing inspiration has a value, a worth that makes both the citizens and the country as a whole richer.
Delegates simply need to download the free app to become DRD citizens, and then tweet and post photos about the conference to earn virtual currency – design dollars (D$). These dollars can be spent at the DRD Concept Store. Delegates can also earn D$ for their fellow citizens, by “liking” their tweets and photos.
In addition to earning D$, the daily highest earning representative will become president of the DRD and receive a VIP experience that evening for themselves and a friend. The top ten daily highest earning and 10 (randomly selected) representatives will go into the grand prize draw to win an all-expenses-paid VIP trip to Design Indaba 2014.
The DRD app will be available for download at the iStore before Design Indaba gets underway, and while it will have no live-streaming content then, it will be populated with speaker information and profiles, general conference news and programming and information about DRD products that will be on sale.