@ Emerce eDay 18 September 2008 Jeff Povlo NTL Project Team, Greenspace Jurgen Thysmans Communication & Event Manager Nokia
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 / 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
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>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>
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 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
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>
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>
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
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>
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)
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
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
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.
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
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