HUAWEI MWC 2016
As we were embracing the beginning of the new year in China, the HUAWEI MateBook was stunningly unveiled at MWC 2016 in Barcelona.
From those enthusiastic responses during the press conference, we perceived people are very passionate about and looking forward to the innovations that HUAWEI has made in consumer business. We witness all fashionable market forms, mind-blowing new products, the constant invitation to consumers and tender concern about them.
As the long term strategic partner of HUAWEI, LaurelsScent has provided plenty of creative ideas and outputs for numerous exhibition shows around world to publicize products of HUAWEI in the past. After we made innovative display Solutions during IFA, we have upgraded the display scheme of HUAWEI in many ways. This time on MWC, we created display sections and experience zones with more abundant spatial dimensions. LaurelsScent aims to create an unified and superior brand image for HUAWEI, and to builds a better relationship with their loyal customers with meticulous care.
How did we carry out our new ideas during this press conference and MWC?
[HUAWEI MateBook Showcase]
As for experiential marketing, consumption is based on consumers’ attention, interests, desires and memories. However, with such a fast paced world，If we want to boost our sales, we have to focus on product experiencing, a newly emerged part of consumption chains.
We have been trying to get used to all those visual and audial experience. Even now the AR/VR technology is a hot topic for tech crowds, the products from this advanced technology are still mostly about showing off technology itself and lacks some real daily applicable functions. Therefore, we should put more emphasizes on how to guide our customers to get used to AR/VR experiences in their daily lives，and make more efforts to enrich the content of our product.
Based on the various culture background of our customers, LaurelsScent provided enough editable spaces for local operating teams to localize our brand experience solutions.
Specially, We invited several well known Spanish leather designers and showed our consumers how they use our products in their daily lives. Also, we invited our consumers to be a part of our Demo and made sure that they experienced because they are interested. Eventually, making good impressions by creating continuous excitements can lead to consumers memorizing, purchasing and sharing products of HUAWEI.
Interviewing the designers about their opinions about using products
Live demonstration
Personalized Gifts Making.
[Situational Arts Showcase]
To provide excellent experiencing activities, we need not only to know customers needs, but also to have high-quality hardware and facilities. As a good partner of our clients, we have to connect with our consumers every time, we have to have a clear schedule, using the same logic to combine different parts to fit different individuals and their needs.
Chinese New Year, we worked with many foreign teams, who are from Belgium, Finland and Spain, to carry out entire project, including designing, proofing, pre-constructing, manufacturing, checking the quality of props and confirming the stage schedule. After selecting from many proposals, we will choose the best version out of options and continually develop our solution to meet the requirements of our clients.
We worked with the Belgium team which is in charge of crafting furniture for the showcase and running the activity content for weeks and went to many places to check every single kind of furniture and run down every single step of our schedule.
Without any doubt, the most outstanding part of HUAWEI Mate Book is this pen, which combines product touch control, laser show and flip over control all in one. To amplify its advantage and deepen immediate memories, we made a special design for the showcase section. We decorated the unromantic ceiling with 1300 models of Mate Pen. It was a team from Finland that settled all these and made sure the effect by using ultra red ray position indicator and physical methods.
[Lifestyle Merchandising]
Technologies can not be isolated from classic traditional art. How to combine them and create a better display experience? Let’s find out in HUAWEI’s section.
We advocate a business style which is embodied with both style and innovation, and also insist to achieve the accordance between the means and the contents of showing the product. Does showcase have to be closed and distant? We made a bold breakthrough by opening HUAWEI’s showcases and welcome consumers to experience. To reproduce the daily lives of target consumers for HUAWEI Mate Book and HUAWEI Mate 8, we have to pay attentions to the establishment of the connection, deliver the welcome from the brand through these scenes and build a sincere partnership with consumers.
Therefore, while we were designing this display system, we made many adjustments to create the direct connection between products and consumers.
As consumers, if they are preparing for different moments in their lives, how would they deal with details? Before every business trip, every fashion show, every international conference, every flash moment, how would they prepare for those moment? And how our products appear by their sides?
Before A Fashion Show
Before a fashion show, she got well dressed and put on her jewelries and HUAWEI WATCH, prepared to rock the show.
Before A Business Trip
Before a business trip, he put on sunglasses and put HUAWEI Mate Book into the customized business portfolio and started his new journey.
Before A Flash Moment
Before a flash moment, she took out her HUAWEI Mate Book and Mate Pen to capture her subtle ideas.
Before A Meeting
Before a meeting, he adjusted his cuffs and tie, opened his HUAWEI Mate Book to sync the PPT and started his presentation.
These designs and set ups seems so easy to be done. But behind the scenes, we modified this display scheme over and over again, picked materials, pre-constructed, adjust the lighting, rewrite the scheme and escalate the scheme on site with our top design team from Spain. To make sure that our outputs are excellent, we try our best to be an expert regardless the price.
Eventually we picked sole material and made this floating effect for our showcase to create a lighthearted feeling and a beautiful view under the open circumstance.
[Wonderland Knolling]
We created the scenario design and artwork display for the display section on the display table for HUAWEI’s three exhibition in 2016.
This time, we restored our story made for HUAWEI WATCH for women and matched HUAWEI WATCH for women and HUAWEI WATCH to create more consonance.
We long for creating new display schemes and insisting the warm welcome from the brand. So we made this open display to bring joys to the experience by showing more abundant content and levels of display, and we use smart but simple ways to connect different scenes to make consumers realize how wonderful life can be with HUAWEI’s excellent products in it.
Backstory - We know what will happen, and we make it happen
In LaurelsScent, the overseas department is a myth. Due to the confidentiality of projects, the motility of missions and the wide distribution of our partners, they travel from place to place to work with our foreign partners. That’s why they hide by day and come out by night or are being MIA all the time.
On the 10th anniversary of the foundation of LaurelsScent, we’ve been asked this question: What do you think the biggest challenge is in LaurelsScent?
we all have the same answer:
Tomorrow. Everyday is a new challenge and the biggest challenge always lies in tomorrow.
Luck enough, we have more and more partners during our challenging journey. At the same time, we gained more treasurable experiences.
We love challenges, for that we don’t indulge ourselves in repeating to get experiences and fear uncertain difficulties. We know that we are fighting for the whole team and what we hold on to is the creation of real value.
The road is broad and straight if you just walk step by step.
Achieve people, and you can make all the things happen.
