Communication Platform "Keep Exploring"More Info Hide Info
INSIGHT – Objective
Conception of a holistic communication platform that resonates with trend-conscious consumers and works with the slogan "keep exploring".
Concept – Strategy
We came up with the idea of establishing a BenQ-Siemens "Explore Family" that reflects the slogan "Keep Exploring".
This family functions as an integrative platform for different communication activities:
The Explore Room: This is a temporary brand space which at first glance seemed to be a showroom for the latest range of BenQ-Siemens mobile phones. We invited the pop culture musician Gonzales to paint a graffiti on the walls whilst he was performing at the opening event. We gave guests pink felt-tip pens so they could leave their own special mark on the walls. Thanks to the visitors’ great urge of communication, the murals changed every day. A special ringtone of his concert was recorded and sent to all visitors one day after the event as an act of friendship.
The Explore Collection: Special edition mobile phones and accessories were customized by superstars like Robert Smith from the Cure, Fashion Designer Bernhard Willhelm, Electro-Pop Singer Peaches, Pop Band Scissor Sisters and Street Artist André Saraiva from Paris. These objects were presented at the Explore Room and then auctioned off on Ebay. The proceeds were donated to the charity project Designers Against Aids.
The Explore Family: Endorsment and partnerships with leading German actors like Moritz Bleibtreu, Jan Vogel, Simone Hanselmann, Marc Hosemann and Daniel Brühl.
The Explore Design Workshop: Together with the HDK Berlin we initiated a creative product development workshop for young students, guided and hosted by the product designer Saskia and Stefan Diez and the fashion designer Kaviar Gauche. The final products of the students were presented at a special booth designed by the design duo osko+deichmann at the Bread & Butter fashion fair.
Impact – Output
The brand became culturally relevant but the products where not compatible, which was the reason for their breakdown. It was at the time (2005) where the communication method was not able to disguise the lack of quality in a product.
Event & PR Concept
Exhibition & Event
New Product Development
Stefan & Saskia Diez
Robert Smith, The Cure
Osko & Deichmann
Bread & Butter Fashion Fair