This first appeared on Market Scale.
The evolution of experience design is here. It certainly wasn’t a static element for brands, but the pandemic certainly disrupted it like never before. Talking about this evolution, or possible revolution, Experience by Design host Bryan Meszaros welcomed Christophe Castagnera, Head of Connected Experiences at Imagination.
“The last year has challenged the way we create experiences. It was a lot of reimagining. There were opportunities to seize the moment, so I wrote a Playbook discussing technology, curated experiences, and building at-home experiences,” Castagnera explained.
In the last year, the industry had many lessons learned moments. “Investing in technology was a possibility, but not everyone had the funds. People were still touching their mobile phones, so that became an avenue,” he shared.
Trying to recreate an in-person experience online didn’t really work. Those companies that succeeded found new ways to do virtual rather than mimicking physical experiences. The test and try model was good for many brands. “Some were being bold, they learned things, and are being rewarded. Where others lost share of voice that were passive.”
Castagnera offered several examples of brands’ creative moments. “Rabbit Hole bourbon had staff become virtual hosts for consumers in their home, and they suddenly were having these conversations. Around 70% of people are up for a brand experience in their home.”
Castagnera also talked about VR opportunities discovered. “If you can build a proper brand world around it, it works. Otherwise, it’s just bad ‘reality.’ The ecosystem has to be rich.”
Head of Strategy, Middle East, Dubai based
Christophe has 24 years of experience in experience design, brand and marketing engagement for clients and agencies. He works across our offer of Consulting, Destinations, Live and Content and develops through-the-line strategies to develop & communicate destinations ranging from Retail Developments to Theme Parks.
He has a vast array of sector experience, from automotive and tourism to FMCG, luxury and technology.
He understands Brand communications strategy of the highest level, for example, the development of the Global Brand Campaign Strategy for Rolls-Royce. Regionally he was Involved in the Marketing Activation for the Al Wasl Development in Dubai, MDL Beast and Expo 2020, including integrated communications, brand positioning, messaging, channel planning and the measurement framework.
Consulting in experience blueprints and business models
Destinations and placemaking strategy
Customer experience design & journeys
Data analytics and reporting
Primary research including qualitative and quantitative
Integrated marketing & communications planning
Project management (communications and events)
Budgeting / financial planning
Digital content management and research
Christophe works across our offers, including, Consulting, Destinations, Live and Content and develops through-the-line strategies to communicate destinations ranging from Retail Developments to Theme Parks.
He understands Brand communications strategy of the highest level, for example, the development of the Global Brand Campaign Strategy for Rolls-Royce Ghost through; Insights and research planning, client discovery and strategy workshop, development of a creative platform proposal and integrated communications plan.
Regionally he was Involved in the Marketing Activation for the Al Wasl Development in Dubai, the Strategic development of MDL Beast programme of experiences and cultural activations across KSA.
He also worked directly for Expo 2020 client team on a long-term consultancy basis, developed Connected Experience Strategy for integrated communications, brand positioning, messaging, channel planning and measurement framework.
Bachelor of Science Degree in International Business (BSC) from Aston University, UK
IPM Diploma and Member (Institute of Marketing)
Member of the IPA Master Certification & Effectiveness Council
YEARS OF EXPERIENCE
24+ years experience