Poza – CosmoProf Trade Show
CosmoProf 2009: Making a splash and creating a buzz in Las Vegas
Poza – CosmoProf Trade Show
Strategy
By researching the marketplace, target audience and previous trade shows Citizen was able to understand the dynamics of the show, attendees and other businesses promoting their brands.
Approach
Based on our findings from the research phase, a multi-platform creative approach was chosen to launch the new Brand Experience. The concept “My Poza Is…” was chosen. Six videos were created and seeded on Youtube, Meta Cafe and Vimeo. Within the first week the Poza videos received over 10,000 views which resulted in driving traffic to the site and building brand awarness. One video encouraged visitors to submit their own video telling us what their “Poza is…” Of those that were submitted, winners were chosen and awarded membership prizes. Additionally, Poza used the submissions to understand more about the user and what they wanted out of the social network.
At the trade show Citizen identified the need to make the tiny Poza booth stand out among hundreds of established brands and still evoke the casual, hip tone of the brand. We developed plush purple toy logos that were used as booth elements and were also carried around by Poza staff to attract attention to our area. These toy “a’s” were also woven into the viral videos to create a consistent and memorable element to build the brand.
To top off the integrated campaign poza was in need of a delivery system for all of their marketing and sales materials. Because this is an online business with information existing in a virtual environment, we developed all materials to exist in digital form. We needed a method to spread the poza gospel, create buzz and a lasting impression. Citizen concepted different ways of delivering this information and decided on creating Poza-branded flash-band bracelets. All of the Poza materials were loaded onto the flash drives and, in collaboration with Myjive, an interactive interface was created to launch the materials.
Outcome
In an industry flooded with cheap trinkets, printed materials and bad sales decks, the Poza videos, toy logos and USB Bracelets took the show by storm. Poza was approached by representatives from AOL and Google about their forward-thinking use of interactive and alternative media, and were then used by these representatives during the AOL/Google Social Media keynote presentation. Not only did Poza recieve increase brand awareness and praise for their use of emerging media and new mediums, they also established interested business partners and advertising sponsorship requests. In the end, the show was a success and our clients business has grown because of Citizen’s efforts.
