Monday, May 7, 2012

The Nokia Lumia Philippine launch events - Globe vs. the other

Although this is not MY event, I take pride in being a member of the team that put this up.  Globe launches the Nokia Lumia in the Philippines - and boy do we know how to do an event.




The venue itself speaks of Nokia Lumia's key strategy and proposition - interaction.  The venue was intimate and very upscale at the Beso Cucina Vinoteka, Bonifacio High Street Central.  Any corner you look at, our event was full of happy people talking with each other, conversing with free wine and tapas in hand.  VIPs -- members of the Philippine traditional and online media, online and TV personalities, corporate executives and society page mainstays -- enjoyed themselves inside Beso with more free wine and food.  And at the sidelines were the important, intimate, person-to-person discussions about the Nokia Lumia.  More than anything, the event captured what the Lumia wants to do - achieve a mood of youthful playfulness and interaction.  On the visual level, our event was also spot-on with Lumia's campaign - focusing on, playing with and scattering colorful cubes all over the place.  Even the interactive display panels were based on the cube design.  I am not surprised that Globe's launches and parties are events where VIPs want to be invited in - no forcing (or bribing, or politicking) needed.  :D 

Meanwhile, this is how the competition did theirs.  Of course it was decent.  Their strength is in the production of their merchandising / branding elements. But two major points they missed on:  1) the mood - it seems from the video - is stiff if not formal.  It's trying-hard-young attended by old people (!).  Even the set-up, despite the lavishness of LEDs all over, did not elicit the playfulness that the brand (should have) wanted to achieve.  The set-up is super old-school.  and 2) they missed on the interaction.  As always, trademark (insert company name), it was all about their brand.  They're being the number 1, etcera, forgetting that the event, and the story of the event, is about people connecting.  Their executional flaw can be summarised into the very adjective they use to describe their company: big, too big.    



In summary, the Globe event talked about the Nokia Lumia and how it empowers people's connections and interactions, as empowered by Globe Postpaid.  The other event talked about their company.

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