Product category:
Point of purchase, retail design
News Release from: The Alternative (Happy People Corporation) | Subject: interactive exhibition stand design
Edited by the Marketingservicestalk Editorial
Team on 25 June 2008
The Alternative helps Samsung stand out
London-based 'engagement' specialist, The Alternative (creator of the gesture-based interactive window in Orange's Carnaby Street store, London) has highlighted its latest innovative piece.
Designed to help Samsung stand out from the crowd at exhibitions and trade events, The Alternative dreamt up, designed and delivered an eye-catching 'crystal maze' style promotional stand, delivering a fun brand experience and some entertainment for passing viewers This new stand enabled Samsung mobile to display creativity and flare around their customer interactions at events, while harnessing the true value of a positive piece of brand engagement
This article was originally published on Marketingservicestalk on 16 Jan 2008 at 8.00am (UK)
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With consumers participating with the 'grab a token in a vertical wind tunnel' style mechanic, prizes could be won.
Product demonstrations were then able to be performed to a captive audience who've stopped to view and take pictures, or simply queued to take a turn on the stand.
Creative Director Gavin Martin explained: "In today's world we often underestimate or overlook the importance of play.
"Activities like this encourage spontaneous participation, and peak a passer-by's curiosity or their desire to explore things.
"With new technologies ever evolving and creative minds constantly inventing ever more ways of engaging you, it can sometimes be a challenge to identify ways to stand out from the rest of the pack".
The execution for Samsung was a perfect example of how you can attract a large audience, and retain them for longer, simply through creating a clever engagement mechanic.
People like to see a little change from the norm, and customers like being entertained in a creative way from time to time.
"The prize was nice, but the taking part was the best bit for everyone - most wanted to go again just for the experience of it", said Martin.
"The lesson here was an easy one: simply, using a fun and straightforward tool that stood out.
"If everyone else is driving very product-oriented stands and messages, do something that attracts people's attention.
"Don't try to catch them, make them want to come and spend time with you.
"The stand we built engaged people in a way they welcomed, that drives wilful participation with the brand and a genuine interest in its products - that's the point of differentiation that most clients crave".
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