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Mice Net : December 2008
e-awards 2007 Launch Event of the Year – winner Think Creative Events (TCE) – ninemsn re-launch TCE were engaged to produce the ninemsn re-launch of its homepage to digital agencies, digital teams within mainstream agencies, key advertisers and key journalists. The objective was to communicate through a live experience that ninemsn is the ultimate authority online, is innovative, and has its finger on the pulse of emerging trends, technologies and technological applications. The brief was to create something never seen before though technology and have guests thinking “wow, I can’t believe that was ninemsn”. TCE worked to the following vision: imagine being transported to a world where reality and fantasy are blurred; a place where innovation and technology enables guests to experience a three dimensional world of ninemsn. To that end, TCE chose “trackdown studios” at Fox Studios in Sydney - so much cooler than just some ‘’function’’ venue. As guests enter they are greeted by wait staff who offer drinks and light refreshments. Inside there is background music playing, there are no windows or daylight; the lighting is quite low and moody and the walls are all blacked out. There is something happening in the middle of the studio. There is a black and white checkered floor – is it real or has it been created with special lighting effects? On one part of the floor is a digital clock counting down the seconds. Around the space there are a whole lot of cubes (pods) ranging in size from about 1m to much larger ones. They are all in the ninemsn colors, and some of them are floating in the middle of the room. Guests enjoy some more food and a drink. Everyone is chatting away but there is certainly a sense of anticipation. It’s about 6.25pm and there are strange sounds all around - tapping on a keyboard, some whispering, and some noises that sound like some sort of machine (beeping and buzzing) as if there is a control room somewhere. The room gets darker and suddenly it’s pitch black. A moment later there is lots of white noise and then suddenly, in the corner of the room Tony F appears and welcomes us. Hang on, that’s not him at all, it’s a hologram. Then he vanishes, and then he’s there again, over the other side of the room. The new ninemsn logo appears on all the pods and Tony has appeared again for a Q&A and to invite us to stay for a drink and some more refreshments. The launch event was the first market introduction of the new team, the new vision and the ‘new’ ninemsn. Launch Event of the Year – runner up National Breast Cancer Foundation Photo courtesy of Kristin Anderson Lighting up for charity. 48 mice.net 48 mice.net October is internationally recognised as Breast Cancer Month. It is a time when corporations, community organisations and individuals around the world seek to emphasise the impact of breast cancer on our communities and help raise funds for research. Since its inception the Global Illumination campaign has built its momentum from one city, one gala dinner and 140 guests to 11 cities and 3000 guests. The total funds raised over the six year period has been $1.7 million. Objectives of the 2007 program was to nationally increase the net profit; get greater participation with new cities on board; to collaboratively work with major stakeholders to create and build a strong campaign; to attract more guests; to expand the number of illuminations nationally; and more. The particular event focused on for this award submission was the Sydney event held in conjunction with the Sydney Consular Corps. There were 25 consuls which held dinners in their private residences for corporate guests (280-300 pax each with tickets at $500pp). The unique nature of this progressive dinner event is dining in the private homes of the participating Consuls. Following dinner guests were taken to the Summit Restaurant for the official launch of Breast Cancer Month and the global illumination of national icons.