Eye-catching and innovative" is how one judge described Ericsson's brand experience at Mobile World Congress (MWC) 2012, which picks up the IT & Telecoms Award for the second consecutive year.
Created by Jack Morton Worldwide, the space at the Fira Gran Via, Barcelona, attracted 7,000 unique visitors at MWC this year, an increase of 2,000 on 2011.
The experience placed Ericsson's vision of The Networked Society at its centre, supporting its journey towards becoming an ICT (Information, Communications, Technology) leader.
The spine - representative of the connectivity that Ericsson enables - was at the heart of the space, forming a pathway to the different experiences and content on offer.
The overall experience comprised nine content areas with technology demonstrations, a keynote presentation area, lounge and hospitality spaces, auditorium, 40 meeting rooms, informal meeting areas and a party space for 3,000 people.
Delegates were guided by Ericsson consultants, who created a personal journey that matched them to the parts of the experience most relevant to their needs.
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