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Advertiser's Objectives
& Strategy |
Nokia installed a "Multimedia
Bar" to promote its Nseries range of devices located at Carphone Warehouse's
flagship locations. The objective was to help consumers understand the many experiences
possible with these devices, which included imaging, music, video, games and GPS.
However, consumer research found that people were often intimidated by live devices
in-store, so multiple tiers of interaction were designed.
A consumer can simply watch the screens -- each device has three different-sized
LCDs with synchronised video content; alternatively, they can take a seat and
navigate by simple "experience" buttons -- for example, click "Gaming"
to view a short loop; then, ultimately, the messaging drives the consumer to pick
up the device and try for themselves, the most powerful sales tool. |
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