Released on: June 26, 2008, 2:40 am

Press Release Author: Eb Banful

Industry: Marketing

Press Release Summary: A fresh way of creative thinking helps client stand out from
the crowd.

Press Release Body: London Based \'engagement\' specialist, The Alternative (creator
of the Gesture based Interactive window in Orange\'s Carnaby Street store, London),
has highlighted its latest innovative piece. Designed to help Samsung stand out from
the crowd at exhibitions and trade events.

The Alternative dreamt up, designed and delivered a very eye catching \'crystal maze\'
style promotional stand, delivering a fun brand experience and some entertainment
for passing viewers.

This new stand enabled Samsung mobile to display creativity and flare around their
customer interactions at events, whilst harnessing the true value of a positive
piece of brand engagement.

With consumers participating with the \'grab a token in a vertical wind tunnel\' style
mechanic, prizes could be won. Product demonstrations were then able to be performed
to a captive audience who\'ve stopped to view and take pictures, or simply queued to
take a turn on the stand.

Creative Director Gavin Martin explains; "In today\'s world we often underestimate or
overlook the importance of play. Activities like this encourage spontaneous
participation, and peak a passer-by\'s curiosity or their desire to explore things".

"With new technologies ever evolving and creative minds constantly inventing ever
more ways of engaging you, it can sometimes be a challenge to identify ways to stand
out from the rest of the pack", Mr Martin said.

The execution for Samsung was a perfect example of how you can attract a large
audience, and retain them for longer, simply through creating a clever engagement
mechanic. People like to see a little change from the norm, and customers like being
entertained in a creative way from time-to-time.

"The prize was nice, but the taking part was the best bit for everyone - most wanted
to go again just for the experience of it. The lesson here was an easy one: Simply,
using a fun and straightforward tool that stood out.

"If everyone else is driving very product orientated stands and messages, do
something that attracts people\'s attention. Don\'t try to catch them, make them want
to come and spend time with you. The stand we built engaged people in a way they
welcomed, that drives wilful participation with the brand and a genuine interest in
its products. That\'s the point of differentiation that most clients crave\", Mr
Martin said.

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NOTES :
The Alternative is an engagement specialist, over the past 12 years we've discovered
that true success comes to those people and businesses who can embrace a dynamic and
'engagement-led' mentality. We are a creative and strategic agency that works with
many forward thinking and ambitious organisations.

In a nutshell we make lasting engagement with the people that matter most to you.
Basically, we love anything that needs to catch and hold the attention of audiences
whether they are customers, colleagues or partners.

In fact, if the communication needs to be live, engaging, face to face, interactive
or experiential: we do it and we love it!

For more information, contact Eb Banful on +44(0) 207 803 0905

Web Site: http://www.thealternative.co.uk

Contact Details: The Alternative
6 Valentine Place
Blackfriars
London
SE1 8QH
Phone: +44 (0) 207 803 0905
Fax: +44 (0) 207 401 3411
ebenezer.banful@thealternative.co.uk