May 9, 2008

Celine Dion Shanghai concert.

Celine Dion Shanghai concert.

BUSINESS CHALLENGE:

Chow Tai Fook were looking to expand their business scope and marketing their products to the West. Chow Tai Fook asked Emma Entertainment to help create a strategic framework for their local markets that would clarify the role of each Chow tai Fook brand in music and hence generate more engaging, effective and complementary music marketing solutions.

SOLUTION:


We provided a comprehensive, creative and bespoke strategy detailing how each brand should use music to meet their business challenges, amplify their core creative ideas and integrate into existing marketing platforms. We created music consumption profiles for each brand as well as mission statements and mantras that expressed the brands’ roles in music. These were brought to life through example activations.

RESULTS:


The document was presented and sent to over 150 key personnel and global leads in 22 markets worldwide as well as available to all markets via online intranet.

May 3, 2008

H&M & Brand Engagement

H&M & Brand Engagement

hm-logo-0908-a-lgFashion retailer H&M is translating its brand placement inside “The Sims 2” game into a real world collaboration by featuring a piece of clothing designed in an in-game competition in several hundred real stores around the world.

Simhm051508“It really is the ultimate in brand engagement,” Steve Seabolt, VP-global brand development for “The Sims,” an Electronic Arts label game toldAdvertising Age. “It really is a way to bring a product or a service into your virtual life, become familiar with it, play with it and, hopefully, incorporate it into your real life.”

And while H&M takes out of the game, furniture retailer Ikea is heading in by offering a content pack featuring virtual versions of 60 of Ikea’s well-know products. “For Ikea, ‘The Sims 2′ represents a media channel,” Marty Marston, Ikea’s U.S. commercial PR manager, told Advertising Age. “Ikea sees this as a great channel to reach the young and the young at heart to decorate their ‘Sims’ worlds with Ikea products in a fun and creative way.”

Simikea051508Games have become fertile ground for brand integration where players can utilize real world brands in their game environment and, brands hope, translate that association into real world commerce.

“At the end of the day, what I would hope is that having players interact with these virtual items does inspire them to go to the store and want to have the item in real life,” Seabolt said.