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Advertiser's Objectives
& Strategy |
The objective was to develop a strategic
music partnership with 02 and showcase the music capabilities of the Nokia Nseries
range. The design -- inspired by a drum kit to represent music but designed to
remain in keeping with O2 store branding – includes a central LCD screen,
playing “attract” content to encourage consumers to come over and
investigate. Each backlit “drum” houses a device with a call to action
to “pick up a handset”.
The “smart shelf” technology triggers LCD video content, succinctly
explaining the features and functions specific to that device, while hypersonic
speakers direct sound only to the consumer by the bay. We also ran consumer facing
theatre activity utilising a SP 02 promotion of ‘x free Jamiroquai tracks’,
increasing sales by 93% over a two day period. |
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