Brand and Digital Strategy

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Electriphobia.com is the home of a fictional institute where people go to cure their fear of driving electric cars. The concept site for Mitsubishi’s i-MiEV takes the user through a virtual therapy session confronting their fears of getting electrocuted by the car or turning into a drum-circling hippie. The goal was to generate more visibility for the brand through a funny, memorable campaign people would talk about and want to share. Another key challenge was to educate users about electric cars without doing it in a preachy way. It was also important to nod to retro educational films while still remaining modern. Early on, we collaborated with john st., Hard Citizen and Director Christopher Hutsul on the concept and functionality, and to shoot original video for the site. Combining several sections of traditional and interactive video, we shot many of the interactive elements practically on set to create a seamless handoff. The goal was to make sure all site sections were grounded in the same look and feel, especially working within different genres: live-action video, technical and classic illustration and animation. In tandem with shoot planning, we worked on site design, illustration and original sound design, referencing 1970s educational videos and sci-fi films like Gattaca that mix old and new to create a timeless feel. Finessing the projection screen effects to appear realistic was also a primary focus, along with sound design inspired by 1980s cassette tape films and science labs. We also worked on ideas for making the site more shareable by integrating Facebook and Twitter directly into the site’s concept. The user’s progress at the Electriphobia Research Institute (ERI) is tracked using Facebook Connect. When they log on, they become a patient of the ERI, and a message stating they’ve “entered therapy” is automatically posted to their Facebook timeline and newsfeed. After going through all six sections, a “cured” message is posted. At any point in the experience, users can engage in a “highly-scientific analysis” of their Facebook friends to see which ones might also need a bit of therapy. This allows sections of the site to be easily shared. Users are also able to share in multiple ways on Facebook and Twitter even if they’re not logged into Facebook Connect. To keep the site shareable in both Canada and the U.S., we also created a French version: Electriphobie.com, including separate Facebook apps so French users can set their language to Canadian French. We were able to successfully combine traditional and new media forces to create a site that seamlessly integrates high production-value video while also taking the user through an innovative interactive experience. The project launched at the Green Living Show in Toronto, where real-life ERI lab assistants debuted the Electriphobia concept. It has been very well received by users and the media. Several news outlets, including The Globe and Mail, have written about it. Secret Location, john st. and Hard Citizen are working in conjunction to distribute the site through various media channels, including ads and wild postings.

Enter the D&AD Awards at www.dandad.org/awards09 Agency: TAXI, Toronto Animation: The Craft Shop, New Zealand Materials: Lion Brand Yarn, New York Music: Company X, Toronto