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April 26, 2016

Portugal: Live Campaigns Are Here to Stay

In partnership with:

Meo Arena and Event Point have join hands to create the [email protected] (it took place on 4th of February), an annual event to discuss the industry.

colja damsThe first guest was Colja Dams, the CEO of Vok Dams, a German headquarted agency that works for clients like: Audi, Bayer, BMW, Deutsche Bank, Deutsche Telekom, Geberit, Lamborghini, Lufthansa, Mercedes-Benz, Nespresso, Porsche, Puma, Renault, Samsung, SAP, SEAT, Siemens, Skoda, Swisscom or Volkswagen. He shared his view about Live Campaigns and the future of events for more than 120 Portuguese event professionals.

74% of clients requests, says Colja Dams, include a hybrid component, which means that to the event (live experience) you have to add MoSoLo (mobile apps, social media, and location based services). The event continues to be in the epicenter of the communication strategy because only the event can provide enough content for all the other channels: TV, PR, advertising. Colja identifies some of the tendencies to be aware. 

#1 - EGOLUTION “Me, myseld and I”! – Self-realisation becomes increasingly important. 
#2 – SHARING The joint experience becomes ever more central for many people – especially young ones. Joint experiences with others become a means of self-realization. 
# 3 WORD-OF-MOUTH 2000 The most effective marketing tool ever. Since 1956 several analyses have proven over and over again the power of recommendations for the purchase process. And it is the digital revolution that makes recommendations more important than ever before. 
# 4 CO-CREATION People come together to create something big, to think of and find solutions together. Why? Simply because it is possible nowadays, and because they want to achieve something. Makerspaces, hackerthons and co-working places – are all first examples for this. 
# 5 THE IMPORTANCE OF GOOD STORIES People love stories. But people only like content, when it offers them some kind of added value, when it is actually relevant for them. Moreover, the more “beautifully wrapped” these content-stories are, the more likely it becomes that they will be retold and shared. Find the good story and spread its word. 


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