MWC 2015 - brand activations round-up

As the GSMA Mobile World Congress gets into full swing this week, Event has rounded up some of the brand experiences that will stand out from the crowd including Android, Ericsson and Ford.

An artistic impression of Android's Lollipop-ups
An artistic impression of Android's Lollipop-ups

Android Lollipop-ups

This year the Android team challenged agency Brandfuel to extend the brand’s presence and reach at MWC in a new and exciting way, but without a traditional exhibition space. The result was the build of two Android ‘Lollipop-ups’ between the exhibition halls.

The interactive spaces allow guests to engage with the brand through the Androdify app. Participants can create their own personalised character, which is then instantly printed on fun giveaways.

Brandfuel said it will also use these spaces to "drive delegates to explore the rich Android partner ecosystem at MWC". Delegates will be encouraged to discover and collect more than 124 uniquely-commissioned iconic Android pin badges, which are being distributed from thirty Android partner stands.

MMIX series

Brand experience agency Momentum Worldwide has joined forces with global music marketing specialist Popshop and the GSMA to create MMIX, which stands for mobile, music, innovation and experience. This new event series for MWC 2015 kicked off yesterday (2 March) with a high-powered CEO panel exploring the topical issues and challenges of driving, distributing, monetising and growing mobile consumption of entertainment content.

The panel included The Voice UK coach, who is also chairman of, a company that creates consumer products that fuse fashion and technology. Vodafone Europe’s Philipp Humm, David Hose of Rhapsoyd and Shazam’s Rich Riley also spoke as part of the session.

The official MWC15 party took place last night (3 March) at the Italian Pavilion at Fira Montjuïc, featuring performances from headliners Rudimental, who will perform a DJ set, and international dance music legend Roger Sanchez. Today (4 March) will see the four-session MMIX Forum take place, which will explore the current landscape for music content, new and disruptive business models and innovation in the recorded and live music sectors.

Ford's ‘Connected Journey’ experience

Working with creative agency Imagination, the automotive brand set out to showcase some of its 25 mobility experiments and developer challenges to delegates from Ford’s Smart Mobility plan. Visitors were given the opportunity to understand the scale of the mobility issues, through content and learning tools, and experience Ford’s work on mobility challenges.

Alex Poetter, managing director and creative director at Imagination Deutschland GmbH, said Mobile World Congress is a key audience for Ford. He added: "We hope to have created a place where they can take their own deep dive into Ford’s innovative work."

Ericsson's personable 'change-makers' experience

The 6,000sqm space - the biggest at this year's Mobile World Congress - features four experiential and educational sections, a main stage, two eateries, meeting rooms and a VIP suite. Agency Jack Morton helped to bring the concept to life in a bid to give a daily influx of 4,000 invite-only delegates a personable space to enjoy.

Charlotte Bunyan, senior creative strategist at Jack Morton, said the design of the experience took precedent when creating the event. "It's human nature to be drawn to crowds - we have to create those sticky areas and then plan the space accordingly," she added.

GSMA's Innovation City

Working with agency George P Johnson, the congress' organiser GSMA has created an Innovation City showcasing a range of connective technology from brands such as Vodafone and Oral B. Guests to the interactive zone can also try their hand at measuring how the hit a tennis ball using Babolat's connected racquet and enjoy a performance from Red Bull BMX stunt riders, which showcases Xensr's 3D spatial-mapping technology, biometric wearables and connected point of-view camera integration.

The space also features an Oculus Rift wall that lets users explore a mobile network from the inside through virtual reality.

Ooredoo's lounge

Jack Morton is also working at MWC with Ooredoo, the mobile network which rebranded in 2013 from Qtel. The stand has been designed to have a calming presence within the manic Hall 2 venue. The centrepiece of the activation is a circular pond, while light boxes and screens hung from the ceiling highlight the cultures of the different markets in which the brand operates.

Refreshments and snacks are available to invite-only customers. Upstairs, several brightly-coloured meeting rooms have been designed for more private chats, while casual seating has also been incorporated.

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