Case Study: Brightstar at Mobile World Congress 2017
Bright
thinking
Visitors to the space could try out the lat-
est virtual reality tech
When attending your
industry’s biggest global
event, nothing is more
vital than standing out
from the crowd
There were plenty of networking areas
including a Soho House-style space
F
or the mobile and wireless
industries, exhibitions don’t get
much bigger than Mobile World
Congress in Barcelona.
The 2017 event, which took place from
27 February to 2 March at the Fira Gran
Via, attracted 108,000 visitors from
208 countries. Alongside providing a
meeting place for some of the world’s
biggest mobile companies, Mobile
World Congress is also an opportunity
for brands to showcase their latest
technology, launch new products and
look to the future of the industry.
One of the 2,300 exhibitors looking to
appeal to the vast number of attendees
at the show was mobile distribution
specialist Brightstar, which was not only
attending the show to meet potential
customers but also introducing a
complete brand re-launch, new product
portfolio and website. The two-storey
pavilion needed to be striking enough to
stand out from the crowd, and the brand
10
engage
image had to be clear, consistent and
enticing. It was a landmark event for the
company.
“These were things that the market
hadn’t seen before,” explains Emer
Timmons – chief marketing officer and
president of strategic sales at Brightstar.
“It was critical for us that we created an
experience that would set the platform
for what we were launching.”
A new era
Exhibiting at the show would
kickstart a whole new era for Brightstar,
so it was vital that the company had a
partner who understood their vision for
the brand moving forward.
To bring the project to life, it teamed
up with full service provider GES, which
dedicated six months to understanding
the key messages and ideals that the
brand represented.
Due to the size and importance of the
occasion, it was clear that Brightstar
required a large, multi-faceted presence
which provided both the clear brand
message and the more practical
elements required to do business.
It required multiple zones for
meetings, product demonstrations
and events, along with a VIP space for
networking and hospitality.
“We wanted a stand that was
memorable, that reflected our
personality by being pioneering, being
obsessive and being knowledgeable
– we wanted to be able to take our
customers on a journey,” Timmons tells
Engage. “We want to take them on a
Winter 2017/18 in association with GES