@ Emerce eDay  18 September 2008 Jeff Povlo NTL Project Team, Greenspace   Jurgen Thysmans Communication & Event Manager N...
Brand Experience (noun): The means by which a brand is created in the mind of a stakeholder.
1. Credibility of message  – earning respect / being believed / being relevant 2. Clarity of message  -  getting heard / b...
In 2007, we evolved to…
Launching NTL in Benelux <ul><li>First hear what THEY have to say!!! </li></ul>
2007/08 Nokia Trends Lab Achievements <ul><li>20 European markets have started activations since 2007 </li></ul><ul><li>10...
Placing Consumers at the Center of Experiential  Nokia Trends Lab
What is Nokia Trends Lab? Campaign: Competition to submit scripts is a physical and virtual hub where entertainment and mo...
What is Nokia Trends Lab? <ul><li>Built around the core functionalities of the handsets:   music, film, photography and   ...
How does Nokia Trends Lab  Work? <ul><li>Nokia Trends Lab is  Modular :  </li></ul><ul><ul><li>Lab Sessions </li></ul></ul...
Consumer Engagement Passive Many Collectors/Joiners Editors Creators 13% 17% 21% 49% There is a wave of new media owners s...
Conducting Live Experiments <ul><li>Small, medium and large ideas to enable consumer participation  </li></ul><ul><ul><li>...
Experiment flow example: Remix Lab Remix Lab Experiment: Get a chance to make a remix + win studio time to finish it Campa...
Remix  prize winner  plays his set live on stage with Shameboy
Nokia Trends Lab  is about  Creativity  meeting  Mobile Technology
It’s all  about  Co-Creating  and   Sharing  content!
Event Highlights <ul><li>Nokia Trends Lab  is about  Experimentation  with Nokia  products  and  services </li></ul>
Nokia Trends Lab  is about  Interactivity   and  Engagement with Consumers
Nokia Trends Lab combines physical and virtual worlds to  realize  new ideas
Artist interaction with audience
Campaign prize winners as  Mobile Event Reporters
At-event  interaction It’s all about   mobility in action
Mobile Ticketing
N95 8GB Spy Wall
Pimp  your  phone!
Photo Experiment: Lab assistants taking photos and printing NTL souvenirs Over 610 printouts!
People’s pictures are taken by Lab assistants and the images are then integrated inside the interactive lava animation At ...
Online: User Generated Content Hellohikimori Wallpaper Sets
Virtual and physical synergy is key Showcases Creative Briefs Artist Showcase Blogs Mentor Forums Links to Social Networks...
Nokia.mobi/trendslab WAP Portal
Other Downloadable Goodies
NTL @ Other Sponsorships/Partnerships Fashion Lab  @ Berlin Fashion Week
The results so far ...
Event ratings – Average score Please note: the closer the mean score is to 5, the more positive the opinion. Q. How would ...
Nokia activation ratings: Netherlands 29.05.08  Please note: the closer the mean score is to 5, the more positive the opin...
Perception of Nokia Trends Lab Q. What kind of things do you think the Nokia Trends Lab you attended covered? Wat werd er ...
Image of Nokia Trends Lab Q. Which of the following words do you think suit the Nokia Trends Lab you attended? Welke van d...
What’s next?
Thank You!!!
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Nokia Trends Lab Emerce eDay

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Nokia Trends Lab Emerce eDay

  1. 1. @ Emerce eDay 18 September 2008 Jeff Povlo NTL Project Team, Greenspace Jurgen Thysmans Communication & Event Manager Nokia
  2. 2. Brand Experience (noun): The means by which a brand is created in the mind of a stakeholder.
  3. 3. 1. Credibility of message – earning respect / being believed / being relevant 2. Clarity of message - getting heard / being seen / being understood 3. Viability of message – getting commercial / building business / staying ahead 3 Significant Issues: Engage Consumers and Create Focus Developing the brand experience
  4. 4. In 2007, we evolved to…
  5. 5. Launching NTL in Benelux <ul><li>First hear what THEY have to say!!! </li></ul>
  6. 6. 2007/08 Nokia Trends Lab Achievements <ul><li>20 European markets have started activations since 2007 </li></ul><ul><li>100+ different mobile experiences as part of campaigns and growing </li></ul><ul><li>60 consumer winners working with artist mentors </li></ul><ul><li>All performing artists had unique “Lab elements” as part of their show </li></ul><ul><li>Online artists working to create proprietary Nokia content--including media </li></ul><ul><li>Hundreds of UGC pieces in response to campaign challenges </li></ul><ul><li>3 University partnerships—Rome, Cardiff, Maastricht </li></ul><ul><li>6 x 30 min broadcast tv show content--online and offline content </li></ul><ul><li>2008 platform rollout beyond Europe </li></ul>
  7. 7. Placing Consumers at the Center of Experiential Nokia Trends Lab
  8. 8. What is Nokia Trends Lab? Campaign: Competition to submit scripts is a physical and virtual hub where entertainment and mobile technology meet-- through a series of online, offline, mobile and event activities Experiment Create Celebrate Share NTL.com NTL.mobi Broadcast Media partnerships Retail At events With media Young talent Mobile showcases Live experiments UGC Co-creation Mentor activity Lab Sessions Artist collaborations Creative Briefs Campaigns Press Activity Online Mobile Retail Events
  9. 9. What is Nokia Trends Lab? <ul><li>Built around the core functionalities of the handsets: music, film, photography and design --physically and virtually </li></ul><ul><li>The key words-- MOBILITY, INTERACTIVITY and CREATIVITY serve as the blueprint for all activity </li></ul><ul><li>More than events --digital plays a critical role </li></ul>
  10. 10. How does Nokia Trends Lab Work? <ul><li>Nokia Trends Lab is Modular : </li></ul><ul><ul><li>Lab Sessions </li></ul></ul><ul><ul><li>Events—Small, Medium and Large </li></ul></ul><ul><ul><li>Retail activations </li></ul></ul><ul><ul><li>Consumer involvement </li></ul></ul><ul><ul><li>Pre-event campaign activity and more </li></ul></ul><ul><li>Word of mouth through co-creation and co-ownership </li></ul>
  11. 11. Consumer Engagement Passive Many Collectors/Joiners Editors Creators 13% 17% 21% 49% There is a wave of new media owners supplying content to the masses We want these people to engage with us to fuel the Lab with ideas and content to share Most connections happen digitally first Source: Forresters NACTAS Q4 2006 Access Online Survey, W+K presentation 2007
  12. 12. Conducting Live Experiments <ul><li>Small, medium and large ideas to enable consumer participation </li></ul><ul><ul><li>Creative Challenges to Consumers </li></ul></ul><ul><ul><li>Working with artists as Mentors </li></ul></ul><ul><ul><li>Creating content together with performing talent </li></ul></ul><ul><ul><li>On-the-spot live mobile experiments </li></ul></ul>
  13. 13. Experiment flow example: Remix Lab Remix Lab Experiment: Get a chance to make a remix + win studio time to finish it Campaign: Competition (online + broadcast) to submit remixes Creation: Finish the remix in a professional studio Get your own music video Content: Finished remix presented live at the event “ Making off” video created and broadcasted Distribution: Online/Comms Mobile Broadcast (MCM/ JIM tv)
  14. 14. Remix prize winner plays his set live on stage with Shameboy
  15. 15. Nokia Trends Lab is about Creativity meeting Mobile Technology
  16. 16. It’s all about Co-Creating and Sharing content!
  17. 17. Event Highlights <ul><li>Nokia Trends Lab is about Experimentation with Nokia products and services </li></ul>
  18. 18. Nokia Trends Lab is about Interactivity and Engagement with Consumers
  19. 19. Nokia Trends Lab combines physical and virtual worlds to realize new ideas
  20. 20. Artist interaction with audience
  21. 21. Campaign prize winners as Mobile Event Reporters
  22. 22. At-event interaction It’s all about mobility in action
  23. 23. Mobile Ticketing
  24. 24. N95 8GB Spy Wall
  25. 25. Pimp your phone!
  26. 26. Photo Experiment: Lab assistants taking photos and printing NTL souvenirs Over 610 printouts!
  27. 27. People’s pictures are taken by Lab assistants and the images are then integrated inside the interactive lava animation At Event: 6 Degrees of Connection Game
  28. 28. Online: User Generated Content Hellohikimori Wallpaper Sets
  29. 29. Virtual and physical synergy is key Showcases Creative Briefs Artist Showcase Blogs Mentor Forums Links to Social Networks Download Center
  30. 30. Nokia.mobi/trendslab WAP Portal
  31. 31. Other Downloadable Goodies
  32. 32. NTL @ Other Sponsorships/Partnerships Fashion Lab @ Berlin Fashion Week
  33. 33. The results so far ...
  34. 34. Event ratings – Average score Please note: the closer the mean score is to 5, the more positive the opinion. Q. How would you rate the Nokia Trends Lab event you attended for the following? Wat vond je van het Nokia Trends Lab-evenement voor wat betreft het volgende: The overall event rating showed high appreciation for the setup Excellent Very poor Base numbers shown in brackets
  35. 35. Nokia activation ratings: Netherlands 29.05.08 Please note: the closer the mean score is to 5, the more positive the opinion. Base: 44 Q. How would you rate the following areas inside the event? Wat vond je van de volgende aspecten van het evenement? Mobile ticketing and the Labzone have been experienced by the greatest numbers.
  36. 36. Perception of Nokia Trends Lab Q. What kind of things do you think the Nokia Trends Lab you attended covered? Wat werd er volgens jou op de Noka Trends Lab getoond? The NTL events were perceived as predominantly technology and music orientated. Base numbers shown in brackets
  37. 37. Image of Nokia Trends Lab Q. Which of the following words do you think suit the Nokia Trends Lab you attended? Welke van de volgende woorden passen volgens jou het beste bij het Nokia Trends Lab-evenement waar jij naar toe bent geweest? The experimental nature of Nokia Trends Lab was well understood by visitors. Base numbers shown in brackets
  38. 38. What’s next?
  39. 39. Thank You!!!

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