RMIT University launched it’s new accelerator program, RMIT Activation, in November 2016. A purpose built destination for start-ups and research innovation projects. Activator was created to be a rule-less space that gives participants the freedom to experiment and explore their idea, no matter what stage it’s at.
With the platform still being developed, LYP and Alt-Shift were briefed to conceptualise a launch event to engage industry, media and internal stakeholders to introduce the program on social media. The launch event set up would then need to be repurposed for a start-up session for students to experience.
Leveraging the learning modules RMIT Activator was planning to offer, we designed an event that would feature five spaces unique to each identified start-up pillar. Starting with a cafe pop-up to represent community, to a live Facebook Q+A session, to be housed within a custom built room, demonstrating support and advice.
Partnering with the Resilience Project and utilising their meditation apps, we conceptualised a fully immersive meditation and relaxation experience to represent the importance of wellbeing. For the funding pillar we designed a contemporary boardroom environment, complete with customised scribble-board artwork, detailing a project pitching checklist.
The digital geniuses from Exposure then designed an Emotiv headset experience, that would measure brain activity of the start-up skills of guests to test knowledge.
Dubbed by the Vice Chancellor as the best event in RMIT’s history, LYP, Alt/Shift & Exposure executed a launch event that was attended by more than 200 industry, internal stakeholders and students.
Each creatively designed space was at capacity for the duration of the launch, with guest participation levels at an all time high, especially within the Emotiv headset and Wellness activation areas. With overwhelming positive feedback from media and guests, this is a perfect example of where a more traditional media launch / announcement can completely transform through a strategic and well-executed PR and experiential campaign.