ANDROID AT MOBILE WORLD CONGRESS by BRANDFUEL, COMMUNICATION BY DESIGN for Android

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ANDROID AT MOBILE WORLD CONGRESS

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Industry Software & Multimedia Productions, SaaS
Media Design & Branding
Market United Kingdom
Agency BRANDFUEL
Creative Director David Ball
Agency COMMUNICATION BY DESIGN
Released November 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: GOOGLE
Product/Service: ANDROID OPERATING SYSTEM
Agency: BRANDFUEL
Agency: COMMUNICATION BY DESIGN
Date of First Appearance: Dec 1 2010
Entrant Company: BRANDFUEL, London, UNITED KINGDOM
Director of Product Marketing Mobile: Mark Vanlerberghe (Google)
Head of Marketing Android and Mobile & Europe, the Middle East and Africa (Booth Owner): Aisling Finch (Google)
Creative Director: David Ball (BrandFuel)
Creative Support: Geoff Aldridge (CbD)
Product Marketing Manager Google Europe, the Middle East and Africa: Anne-Carlijn Reyrink (Google)
Creative Production Manager: Rob Simms (CbD)
Technical Production Manager: Rupert Barksfield (BrandFuel)
Customer Experience Booth Manager: Connor Twohill (BrandFuel)
Head Of Customer Experience: Sue Winckler (BrandFuel)
Senior Events Manager: Doireann Gillan (Google)
Head of Production: Colin Simpson (CbD)
Media placement: Android Booth Live - Booth At Mobile World Congress Barcelona - Feb 14th - 17th

Describe the brief from the client
• Demonstrate the "momentum" already established for the Android platform.
• To “wow” participants with an exciting Android-branded exhibition space that stands out through not being "corporate".
• To demonstrate the Android momentum (fast growing number and "choice" of devices and apps).
• To showcase the latest innovations on the Android platform.
• To reinforce aesthetically the “openness” of the Android platform.
• To demonstrate how partners in the ecosystem work together - including interplay between exhibitors.
• To wow and excite the mobile audience, and make the Android booth the space to be and the place to be seen.

Describe the challenges and key objectives
Android needed to be recognised throughout the Mobile World Congress. It needed to be the focal-point that everyone would want to engage. Android's phenomenal market and Ecosystem growth would be represented by over 50 developer companies and 10 OEM and chip manufacturer partners on the stand, plus a further partner community of over 40 companies at the Show. We were challenged with unifying this whole community and realising three key messages; the Openness, Choice and Momentum of Android.
The booth had to deliver a memorable experience for all and be the most talked about brand at MWC.

Describe how you arrived at the final design
An immersion into the Android world:
9 Human sized 3D Android characters were themed to represent market sector applications (e.g gaming entertainment, multi media), around which the 54 developers demonstrated their apps.
A partner outreach programme (Android Walk) distributed 86 different collectable and promotional Android pin badges for display on the 40 partner booths around the MWC exhibition.
A "Sushi" conveyor belt displayed the breadth and choice of handsets, 115, using the platform.
A Smoothie Bar delivered 22,000 smoothies themed to Android software releases.
A slide on the stand provided momentum and a personal photograph for visitors.

Give some indication of how successful the outcome was in the market
We had aimed for 25,000 stand visitors, 50% of the total expected delegates to MWC. We achieved over 25,500 over the 4 days.
22,000 smoothies served.
56,000 Internet mentions (largest mentions of any brand @ MWC).
20,400 "Android booth" mentions (larger than all other brands!).
Android was 27% of the TOTAL online conversations during MWC.
Significant media coverage, national dailies, BBC News TV.
125,000 pin badge giveaway became a collecting frenzy across the whole show.
An ecstatic client! The Android stand was the talk of the show, a ground breaking example of doing something to break the corporate mould.