OPINION
Technology is not the only hero
INVNT managing director EMEA Claudia Stephenson offers her advice on how brands can best leverage innovation and technology to drive audience engagement.
The term innovation gets thrown around a lot in the creative and events industry. It is often used to describe the latest tool, tech platform, or gimmick. But true innovation has little to do with shiny new toys, it’ s about using technology with intention. From my years of experience, the goal is not to impress, but to connect. Audiences want brand interactions that are seamless and meaningful but that doesn’ t mean investing in everything; it means investing in the right things. One of the most important shifts we have seen over the past five years is the move from passive consumption to active participation with audiences wanting to influence, explore, and interact.
A 2023 PwC study found that 75 % of EMEA consumers say immersive experiences make them feel more connected to a brand but 61 % also said they are quick to disengage when technology feels gratuitous or confusing. Technology must elevate the experience quietly but without overwhelming it.
As experience makers, we are no longer just designing events. We are creating environments that can be touched, felt, navigated, and responded to in real time.
According to recent research published in the International Comparative Management Journal, emotional and sensory connection now outweighs price or utility in influencing consumer behaviour, particularly in the EMEA region. Consumers were found to be primarily driven by emotional responses and tactile experiences when making purchasing decisions. This reflects a broader trend; people are seeking resonance, not just value.
We saw this firsthand in our work with Samsung. INVNT, in collaboration with Cheil Worldwide, transformed an empty space on Regent Street, just steps from London’ s Piccadilly Circus, into the Samsung Galaxy Unpacked Experience. Capping the moment, Piccadilly Circus lit up with the exclusive world premiere of BTS’ music video- a cultural crescendo to the Samsung Galaxy Unpacked Experience.
The three-week activation celebrated the launch of the Galaxy Z Flip, Fold, and Samsung’ s wearable ecosystem. Drawing more than 3,000 visitors daily, the event featured over ten immersive zones across two floors, including K-Pop dance classes, Disney and BTS movie nights, influencer stations, and hands-on demonstrations.
Attendees explored themed spaces such as a sustainability room, a nightography demo zone, and a smart accessories showcase. The event concluded with exclusive afterparties featuring artists such as Sabrina Carpenter and DJ Kaytranada, along with appearances by Millie Bobby Brown and Charli XCX.
The campaign was hugely successful, generating over 60 million YouTube views, 426 million media impressions, a 270 % increase in Galaxy Z Fold searches, and a 120 % rise in Samsung social mentions. There is always the temptation to chase the latest trends such as artificial
Claudia Stephenson
intelligence, augmented reality, NFTs, and more. These technologies are powerful, but only when used in the service of the story. The real innovation is not in using new tools but asking better questions. Who are we speaking to? What do they need? How can we make them feel seen?
At INVNT, we brought this approach to life with ABB at select Formula E races. We created a TikTok filter game that blended education and entertainment. Guests scanned a QR code in VIP areas, answered questions whereby they learned more about ABB’ s industry-leading innovations, and then competed in a virtual Formula E race by tilting their heads to collect virtual coins.
We localised the experience for different markets, including a translated version for China, making it both accessible and cost-effective. While development came with challenges, the result was a playful, meaningful activation that educated and connected fans and demonstrated ABB’ s innovation.
The most meaningful experiences will not come from technology alone. They will come from empathy, curiosity, and bold creativity.
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