Nokia Trends Lab Emerce eDayPresentation Transcript
@ 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
In 2007, we evolved to…
Launching NTL in Benelux
First hear what THEY have to say!!!
2007/08 Nokia Trends Lab Achievements
20 European markets have started activations since 2007
100+ different mobile experiences as part of campaigns and growing
60 consumer winners working with artist mentors
All performing artists had unique “Lab elements” as part of their show
Online artists working to create proprietary Nokia content--including media
Hundreds of UGC pieces in response to campaign challenges
3 University partnerships—Rome, Cardiff, Maastricht
6 x 30 min broadcast tv show content--online and offline content
2008 platform rollout beyond Europe
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?
Built around the core functionalities of the handsets: music, film, photography and design --physically and virtually
The key words-- MOBILITY, INTERACTIVITY and CREATIVITY serve as the blueprint for all activity
More than events --digital plays a critical role
How does Nokia Trends Lab Work?
Nokia Trends Lab is Modular :
Events—Small, Medium and Large
Pre-event campaign activity and more
Word of mouth through co-creation and co-ownership
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
Small, medium and large ideas to enable consumer participation
Creative Challenges to Consumers
Working with artists as Mentors
Creating content together with performing talent
On-the-spot live mobile experiments
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!
Nokia Trends Lab is about Experimentation with Nokia products and services
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
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 Event: 6 Degrees of Connection Game
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 Download Center
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 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