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47 Smartwatches Powered by Data Science to Augment Event Experience

How we helped Havas Helia engage their audience at the AdForum Worldwide Summit
about the client

Havas is one of the largest global advertising and communications groups in the world, operating in over 100 countries

Industry:Media and Entertainment
Location:Europe
Client since:2015
 
One-of-a-kind digital experience for event participants
 
Seamless communication and networking
The Situation
Havas looks for a smartwatch solution that would promote it as a leading digital agency

Havas participated in one of the largest events in the advertising industry — the AdForum Worldwide Summit 2015 in London. The company aimed to create an immersive experience to reach the event’s visitors and engage them better. They decided to give the event participants 47 Moto 360 smartwatches as gifts and supply them with a highly personalised, data-rich digital experience.

Havas turned to ELEKS to help boost interactions among the summit participants. Considering numerous technical limitations, the mission was quite ambitious.

havas
The solution
A unique digital experience at one of the largest advertising industry events
It was an absolute pleasure working with the ELEKS team; the thinking, speed, proactivity, support and delivery quality was first rate. A real surprise with a first engagement. I wish every partner we worked with were so service driven.
Ben Silcox,
Chief Digital & Data Officer, Havas Helia

We built a server network to connect 47 smartwatches via Bluetooth and enable their real-time phone-free communication. Moreover, we designed the back end in such a way that any content could be updated from the server directly, without reinstalling it on all the smartwatches. Adding more Bluetooth servers and implementing a distributed architecture helped us to cover the entire venue, overcoming the limitation of the signal strength.

Our team created a custom watch face for each participant based on their social data. We also developed an app that included the event’s schedule, presentation details and speaker information. The main smartwatch feature used data science to allow participants to identify the most appropriate contacts based on their professional and personal data. Gamified notifications were sent to each participant allowing them to connect directly with a new contact.

havas
The Results
Successful brand promotion through interactivity and personalisation

ELEKS and Havas managed to create a memorable and exciting digital interaction, showcasing the value of wearables for marketing purposes. The event’s participants greatly enjoyed the experience and actively shared it on social media.

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The breadth of knowledge and understanding that ELEKS has within its walls allows us to leverage that expertise to make superior deliverables for our customers. When you work with ELEKS, you are working with the top 1% of the aptitude and engineering excellence of the whole country.

sam fleming
Sam Fleming,
President, Fleming-AOD