marc graffeuille, presentation on 4th athens music forum 2008

Placing Consumers at the Centre of Experiential

Athens – 10 April 2008

Nokia Trends Lab is about Creativity meeting Mobile Technology

Event HighlightsNokia Trends Lab is about Experimentation with Nokia products and services

Nokia Trends Lab is about Co-Creating and Sharing content!

Nokia Trends Lab is about Interactivity and Engagement with Consumers

Nokia Trends Lab is about Artists Interacting with the Audience with Nokia Handsets

The Nokia Trends Lab Proposal

Campaign:Competition to submit scripts

• A Virtual and Physical Entertainment Hub where mobile technology and creativity meet through a series of event, online, offline and mobile activities and experiments

• It brings to life the core functionalities and specificities of the phones: Music / Film / Photography / Fashion / Design

The Nokia Trends Lab Proposal

Campaign:Competition to submit scripts

• Mobility, Interactivity and Creativity are central to all activities

• Nokia Trends Lab’s goal is to spark the interest andparticipation of the creators while staying involving and engaging to the mainstream

How does Nokia Trends Lab Work?

• Nokia Trends Lab is Events - small, medium and large – but it’s much more than that, it’s also Lab Sessions, Retail activations, Consumer involvement, Pre-event campaign activities,…

• Nokia Trends Lab is about conducting Live Experiments, small, medium and large ideas to enable consumer participation

– Creative challenges to consumers– Working with artists as mentors– Creating content together with performing talent– On-the-spot live mobile experiments

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Nokia Trends Lab Kiev / 29.02.2008

Example of Live Experiment Process

1.EXPERIMENT: get a chance to make a music video for an Internationally known artist

2.COMPETE: by submitting script ideas3.CREATE: work with local discipline mentors and

shoot a music video with artist 4.CELEBRATE: finished music video and winner are

presented at event5.SHARE: online, on mobile, in broadcast

NTLab Classic Artist’s Experiments

• My City is My Lab & AUDIO BULLYS / Vilnius• My Nokia is My Lab with BOOKA SHADE & MAX SEDGLEY / Warsaw• The SOULWAX master-class in the Mix Room / Milan • One Beat contest : a master-class with WILL.I.AM / Paris• The MYA Fashion experiment / Athens• The LCD SOUNDSYSTEM VJ Lab experiment / Moscow• The JUSTICE Film Lab director contest / Paris• The SOULWAX NTL Poland 2007 DJ Experiment Mash-Up / Warsaw• The DJ SHABLO Live Music experiment with HELENA PAPARIZOU /

Athens• The Music Demo Live contest with THE RAPTURE / Paris • The SUNRISE AVENUE contest / Bochum• The GO! TEAM Live VJ mix / Dublin• The VJ Lab project with NEW YOUNG PONY CLUB / Kiev

2007 Nokia Trends Lab Achievements

• 14 European markets started activations in 2007• 75+ different mobile experiences as part of campaigns

and growing • 25 consumer winners working with artist mentors• All performing artists had unique “Lab elements” as

part of their show• Hundreds of UGC pieces in response to campaign

challenges• 2 University partnerships—Rome and Cardiff• 6 x 30 min broadcast TV show content--online and

offline content

Trends Lab TV by Nokia

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Nokia products power the Lab

Thank You