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How Brands Are Upping the Ante at Mobile World Congress

How Brands Are Upping the Ante at Mobile World Congress

The show where all eyes are on tech

Technology is changing and evolving at a rapid pace, which makes unveiling the latest and greatest tools the name of the game at Mobile World Congress (MWC). It’s one of those events where you go in expecting to see, hear, and get completely immersed in revolutionary new devices, and it’s also where brands choose to unveil updates to some of the existing products their customers have come to know and love. 

In between working with our clients at the show, we’ve had the chance to scout out some of these experiences at MWC 2018, and a few interesting trends have come to the fore. 

Getting creative with screens

Brands are taking the humble rectangular screen and making it their own, resulting in enthralling activations that surprise and delight.

I’ve noticed that loads of brands are opting for simple yet effective designs and devoting a large chunk of their budgets to tech — especially screens — which they are leveraging to create their own brand worlds. The tech can be made into practically any shape or size now, and brands are treating them like key architectural elements of their stand designs. At Telefonica, for example, a wave shaped screen displays content that is customised to fit the entire surface, LG’s screen curves both ways and is semi-exposed from the stand’s wall, meanwhile IBM has selected various surfaces for its different screens, including glass panels and rectangular boxes that hang over its demo stations. — Simon Boniface, Creative Director

Korean mobile operator, SK Telecom has got everyone talking with a standalone rectangular box that forms part of its stand. At first glance it’s difficult to tell whether the effect it is creating is illusionary or real — on one side of the structure, the screen is made up of cubes that are programmed to create different shapes and patterns, and they emerge from the wall and sink back in again. The cubes display different graphics and text, making it an effective way to showcase SK Telecom’s branding and raise awareness of the messages it seeks to convey across the wider stand. — Jo Warne, Senior Client Services Manager 

Honing in on inclusivity and accessibility

A new take on meetings and seminar programmes hosted within stands is emerging.

In Hall 2 — which tends to be known as the show’s pre-booked meeting hub — both Google and Android have added external activations to their stands. Google has created small, circular-shaped windows on one of its walls which people can peek into, and each is themed around a particular product. For example, there is a Google Pixel window which is completely mirrored inside, and the Google Home window is filled with post-it notes. Over at the Android stand, the brand’s characters can be spotted performing different activities as they move along the walls. Overall it’s an interesting way to create somewhat of an inclusive feel within otherwise closed off spaces. — Pip Fann, Client Services Director

MWC offers an impressive conference programme to say the least — from the GSMA’s own offerings to those put on by individual brands— however, it’s been interesting to see more and more companies curate and deliver mini content programmes within their own stands. Take T-Mobile, who has created a lecture-style experience with its pink, semi-circled presentation area and high-resolution screen. Here topics covered include connectivity and AR, and it delves into partnership case studies with brands such as Lufthansa, Microsoft, and Olympus. Car manufacturer Seat has also returned with a comprehensive schedule of sessions, as has SAP, with the brand covering topics such as sustainability, AI and IoT, start-ups, and UX. This is a great way for brands to showcase practical applications of their products and educate their audiences, and it offers people without all-access passes the chance to learn about new developments in the mobile space. — Laura Howell, Client Services Coordinator

Want more brand experience inspiration? Check out the Freeman Trend Lab.


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