Nokia Wireless Adventure - Experiential Marketing at its Best!
The Nokia Wireless Adventure last weekend was Experiential Marketing at its Best.
Differentiation for electronic products are getting harder pitching latest functions and technological features. In the mobile phone category, the space is cluttered with last count on cnetasia at least 22 brands and more than 200 current models each boasting about connectivity, multimedia, imaging, form factor and enhanced PIM functions.
In the other product categories such as imaging products, the vicious cycle goes on with the megapixel competition. Others try harder by adding on features like wireless transfers, GPS, Touchscreens which are not priorities that you would consider when buying a camera.
Hardly any new product enjoys phenomenon success. Even the recent Apple iphone that brags itself
as a three devices in one: A cell phone, a widescreen iPod with touch controls, and an Internet communications device. Errrr .... haven't we heard that before?
Differentiation by product feature is almost zilch.
So what makes the consumer decide? Some call it tribal marketing, some call it old-school benefit selling. It is simply putting the product into the hands of the consumer and show them what they can do with it and not what the product can do for them. Most of us can't differentiate between 512 mbps to 1000mbps, 1 megapixel to 10 megapixel. Only if we can experience how much faster we can have access to our emails, we are sold. The key word here is RELEVANCE.
Coming back to the race. It was successful in itself bringing out the relevance of the product features of the N95 through a fun and interactive way. It created a positive brand experience with the participants and created a major ripple effect giving the brand opportunities to promote the product.
For us, it was definitely a fantastic experience to work with Nokia. Having worked with so many brands over the last 10 years, we are always eager to do things differently by pushing the creative envelope. This event gave us just the experience that justify the long hours and nerve wrecking brainstorming sessions. And to seal it all, the smiling faces on the contestants and our clients makes it all worthwhile.
In the other product categories such as imaging products, the vicious cycle goes on with the megapixel competition. Others try harder by adding on features like wireless transfers, GPS, Touchscreens which are not priorities that you would consider when buying a camera.
Hardly any new product enjoys phenomenon success. Even the recent Apple iphone that brags itself
as a three devices in one: A cell phone, a widescreen iPod with touch controls, and an Internet communications device. Errrr .... haven't we heard that before? Differentiation by product feature is almost zilch.
So what makes the consumer decide? Some call it tribal marketing, some call it old-school benefit selling. It is simply putting the product into the hands of the consumer and show them what they can do with it and not what the product can do for them. Most of us can't differentiate between 512 mbps to 1000mbps, 1 megapixel to 10 megapixel. Only if we can experience how much faster we can have access to our emails, we are sold. The key word here is RELEVANCE.
Coming back to the race. It was successful in itself bringing out the relevance of the product features of the N95 through a fun and interactive way. It created a positive brand experience with the participants and created a major ripple effect giving the brand opportunities to promote the product.
For us, it was definitely a fantastic experience to work with Nokia. Having worked with so many brands over the last 10 years, we are always eager to do things differently by pushing the creative envelope. This event gave us just the experience that justify the long hours and nerve wrecking brainstorming sessions. And to seal it all, the smiling faces on the contestants and our clients makes it all worthwhile.
A big thank you to everyone that has made this event such a success:
Wee Khee from Nokia - one of the best clients we have worked with. Thank you for the support, patience and faith you had given us.
Creatus Team -
Ivan - Good job on working out the workflow and keeping the process smooth and tight. And thanks for lending us your flat for the AMK station! Please thank your parents for helping us to clear the old newspapers collected by the contestants :)
Trixia - Thank you for planning and ensuring that the program ran smooth and on time. Also thank you for the positive attitude you have maintained throughout the whole project. And also for roping in your Husband to help!
Hector - Your perseverance is most commendable. Thank you for working through the late nights, trial running the routes so many times and enduring all the "scolding" sessions from me :)
Vincent - Good job on keeping tab on all the minute production details throughout the whole event. And also glad to hear that you have managed to lose some weight during this period :P
Everyone else - Big thank you to all in the office who have helped with the administration, onsite setup and any other ways you have contributed to the success of this event.
Partners - XM, Bates, Mediacom, Text100, Mediacorp
Kudos to all and look forward to do more outstanding work together.
Read more here:
http://www.channelnewsasia.com/stories/singaporelocalnews/view/278586/1/.html
Creatus Team -
Ivan - Good job on working out the workflow and keeping the process smooth and tight. And thanks for lending us your flat for the AMK station! Please thank your parents for helping us to clear the old newspapers collected by the contestants :)
Trixia - Thank you for planning and ensuring that the program ran smooth and on time. Also thank you for the positive attitude you have maintained throughout the whole project. And also for roping in your Husband to help!
Hector - Your perseverance is most commendable. Thank you for working through the late nights, trial running the routes so many times and enduring all the "scolding" sessions from me :)
Vincent - Good job on keeping tab on all the minute production details throughout the whole event. And also glad to hear that you have managed to lose some weight during this period :P
Everyone else - Big thank you to all in the office who have helped with the administration, onsite setup and any other ways you have contributed to the success of this event.
Partners - XM, Bates, Mediacom, Text100, Mediacorp
Kudos to all and look forward to do more outstanding work together.
Read more here:
http://www.channelnewsasia.com/stories/singaporelocalnews/view/278586/1/.html
