Building Brand through Video: Mobile World Congress booth
QuickPlay is a Canadian-based company that provides managed services for the distribution of premium video to multiscreen devices. The Quickplay platform powers mobile video services for live TV, video on demand, and radio services for companies including AT&T, Bell, Verizon, Motorola, Rogers, BlackBerry, Sirius XM, and U.S. Cellular.
Part of QuickPlay’s marketing strategy for expanding into the European market was to start participating in Mobile World Congress (MWC). MWC is held every year in Barcelona and is one of the largest tradeshows in the world, attracting mobile operators and vendors from around the world. Starting off small with a 10×10 stand in a lower traffic area of the show, combined with a lack of brand awareness in the European market, Quickplay needed to create visuals that would stand out.
The Quickplay booth footprint was small and there was a lot of competition for attention on the show floor. Since Quickplay’s business was video, the strategy was to engage show flow traffic with a looping video on a screen embedded into the design of the stand. I was tasked with the designing a video that was visually beautiful, could quickly illustrated Quickplay’s capabilities and would help both personnel engage with passersby.
I began the process with making a simple bullet point list of all of QuickPlay’s offerings/features. From here, I brainstormed how to best illustrate the concept for each point.
Since a lot of the concepts I was trying to illustrate could be described as ‘abstract computer stuff’, I decided to rely heavily on a ‘kinetic type’ approach to animation.
Art Direction and Motion Graphics work in After Effects.
The resulting video was eye catching, resulting in show floor attendees stopping to watch and become a great conversation starter for booth staff. That first Mobile World Congress resulted in two significant opportunities with major European mobile operators, which closed later that year.
The video was also repurposed into a variety of forms and used for several years afterwards.