How Bob the Robot Created a Hologram Gig with Rapper Mikael Gabriel for Elisa

Marketing agency Bob the Robot and Finnish telecom operator Elisa created a unique Christmas campaign in the centre of Helsinki.

During the start of the annual season, the competition for the best Christmas window on the busiest shopping street in Helsinki also begins. Finnish telecom operator Elisa asked Bob the Robot to create the most interesting and unheard of Christmas window for their flagship store 'Elisa Kulma'. The main objective was to increase awareness of the new flagship store and to do something different compared to traditional Christmas windows. 

At the same time as the brief was received, Finnish rap artist Mikael Gabriel was gaining popularity all over Finland. This gave birth to the idea of creating an interactive concert that would last for the whole of December. The stage would be the Christmas window of Elisa Kulma and the main star would be the hologram of Mikael Gabriel. Bob the Robot shot four music videos of Mikael performing his hit songs and projected a unique hologram onto the store window.

The idea was to make the gig experience as interactive as possible. The team made it possible to choose which song Mikael would perform and which special effects would be used on the gig. To reach this goal, Bob the Robot used technology that had never been used or even seen in Finland before.

“The main goal was to make people talk and give them entertainment around Christmas. The main success factor was the interaction created by people’s ability to choose the content. We managed to reach 400-500 interactions daily which I think is quite substantial,” said Marketing Director of Elisa Tomi Wirtanen.

All in all the hologram gig was a huge success. During December the hologram of Mikael Gabriel performed more than 10,000 songs and special effects based on the requests of the users. The hologram gig thus managed to gather an audience of more than 200,000 people. The making of videos of the campaign received 1.2 million viewers and thousands of likes, shares and comments. Users were also active in social media by sharing pictures of the event.