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FMBX News
Posted: Feb 17, 2011
Ciena and EMS start long journey at Mobile World
Leading global telecommunications equipment provider Ciena unveiled its new ‘EMEA Innovation Lab’ to 50,000 delegates at Mobile World Congress, the annual global technology event in Barcelona.
The unique mobile lab will deliver an intensive roadshow campaign for Ciena and offer customers across Europe a personalised, hands-on experience of the company’s industry-leading technologies. Managed by B2B roadshow specialist Event Marketing Solutions (EMS), the mobile lab will go on to visit 25 venues in 10 European countries, including Russia, France and Italy - and give clients first-hand experience of Ciena’s range of networking equipment and software, which enable the delivery of next-generation voice, video and data services for network operators worldwide.
EMS designed and managed the innovative, bespoke fit-out of the 13.6m exhibition vehicle. Its unique feature is the interior layout, which was flexibly designed by EMS to allow Ciena to deliver a tailored event day for each client they visit. Ciena staff can easily reconfigure the interior environment to a workshop style for group demonstrations or theatre style for presentations and training.
Internal features include a welcoming reception area, a specially designed fully air-conditioned server rack to demonstrate and store the high-tech equipment safely, presentation zones with LED screens, interactive workstation area and a private meeting room for one-to-one discussions.
The unit is branded with a full graphic vehicle wrap and is equipped with a multi-lingual campaign solution so that interchangeable graphics can be applied for each country. Additional flexibility allows Ciena to apply client branding to the unit before each show day to create a powerful VIP customer experience.
Maureen Renaud, global events manager at Ciena said:
“We already run a mobile innovation lab tour in the US and recognise the value of technology roadshows. Our vision has always been to repeat and build on this success in Europe. In order to reach our EMEA customers, we needed a highly-experienced partner that we knew could design an engaging experience and deliver a logistically intensive campaign - so we chose EMS.”
Justin Isles, client services director at EMS said: “We are delighted to push the boundaries and demonstrate yet again our expertise in managing a busy Pan-European campaign. Technology roadshows continue to be in high demand, because our clients know the value of this unique method of demonstrating complex, high-value kit on the doorsteps of key customers.”
“We knew that Ciena’s client needs for each event would be different, and so the key with this project was to create a highly flexible show space that could be reconfigured to fit their requirements - allowing them to create an engagement which in turn would be a much more personalised customer experience.”
A four-strong team from EMS is currently at Mobile World Congress to see the launch of the Ciena campaign and to capitalise on growing interest from the technology sector in roadshow-based marketing campaigns.
Speaking from the congress, Keith Austin, managing director of EMS said: "This is a fantastic opportunity for us to showcase our skills and spread the word about the benefits of roadshow marketing for technology brands. We've already had some very strong leads and the Ciena unit itself is creating a real buzz at the show."
Ciena is one of a growing number of EMS clients who are benefitting from technology demonstration roadshows. Other clients include Dell, Samsung and IBM.
