• Design
Netty Awards Winner

Innovation Unveiled: How MarketStar Stole the Spotlight at MWC Barcelona

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The Netty Awards

The Netty Awards, known for honoring digital brilliance, are thrilled to highlight MarketStar’s innovative showcase at the Mobile World Congress (MWC) Barcelona 2023. This recognition underscores the strategic ingenuity and creative prowess that MarketStar poured into crafting an immersive and transformative exhibition. Join us as we explore the creative strategy that propelled this award-winning showcase to the forefront of tech exhibition excellence.

Innovation and Differentiation

For the MWC Barcelona 2023, VMware wanted to demonstrate how it can empower enterprises in their network modernization journey. They sought to illustrate deploying cloud-native network functions, breaking down the radio access network, leveraging the enterprise edge, embracing network programmability, and capitalizing on innovative 5G services. These concepts, though interconnected, needed a clear and holistic presentation of VMware’s solutions for better comprehension.

In response, MarketStar innovatively crafted an interactive demo featuring distinct “islands” within this universe of solutions. Each island provided multiple layers for a deep dive into various solutions, frameworks, concepts, and technical workflows. This strategic approach distinguished VMware from competitors relying on multiple standalone video demonstrations for each solution. Such fragmented presentations not only fail to offer a comprehensive understanding but also weaken the company’s brand positioning. By presenting solutions in isolation, competitors hinder the audience’s ability to grasp the full spectrum of offerings, resulting in a fragmented view that dilutes the overall impact and clarity of the brand message.

Measurable Impact and Success

The compelling impact of MarketStar’s interactive demo for VMware was evident from the outset, witnessing a substantial 20% increase in footfall at the booth during the event. This surge not only drove up meeting signups but also highlighted the demo’s ability to deeply engage visitors, transforming them from passive observers into active participants within VMware Telco’s universe and solutions. Beyond the event’s confines, the ripple effects of this engagement extended online, leading to a significant surge in web traffic to the solutions and product pages. The sustained interest post-event reflected the enduring impact of the interactive demo, effectively amplifying VMware Telco’s visibility and reaffirming its market positioning.

Following this impactful demonstration, MarketStar’s interactive demo for VMware emerged as the standout highlight of their booth. It not only captured the attention of attendees but also piqued the interest of VMware’s CEO. So impressed was the CEO that he personally requested the demo’s inclusion as a permanent showcase in VMware’s Experience Center in Palo Alto.

Creative Elements and Execution

To achieve their vision for this interactive demo, MarketStar needed to strike a delicate balance between immersion, technology and creative storytelling. The challenge lay in creating a multi-layered structure within each area while meeting the production timeframe. Crucially, it was imperative that this structure resonated with the Telco industry. Understanding the nuanced needs of the industry, MarketStar incorporated creative storytelling techniques. This approach simplifies complex technological concepts, enabling end consumers to grasp the impact and value of VMware’s solutions. By translating intricate use cases into clear, relatable narratives, MarketStar ensured that the demo clearly addressed the needs of the audience.

Their solution was to represent these use cases virtually, envisioning them as individual city islands within their virtual universe. In doing so, they brought to life enterprise solutions such as network modernization, programmability, RAN transformation, cloud networking and security, in a manner that mirrored real-world behavior, effectively shaping an advanced network universe. While a full 3D rendering wasn’t feasible within budget constraints, they adopted an isometric style, creating a 2D environment that remained immersive. The result was an all-encompassing and engaging experience that enabled users to explore multiple layers of functionality, envisioning real-world applications. This approach facilitated a deep understanding of the solutions’ capabilities, providing a fertile platform for the VMware team to articulate the holistic value of their offerings.

Overall Excellence and Industry Advancement

MarketStar’s work on the interactive demo stands as a remarkable achievement in the digital landscape, particularly given the resource constraints. Its unique ability to captivate users while maintaining relevance, clarity, and creativity is a testament to its significance as demand generation content. By reimagining intricate use cases as virtual cities within a network universe, MarketStar has created an innovative and accessible platform for showcasing VMware’s solutions.

One of the most noteworthy achievements lies in the demo’s capacity to engage event visitors in a competitive, bustling environment, where all the other participating companies were competing for the limited attention of the same audience. It also successfully drove increased footfall at the booth and a surge in web traffic. This not only underscores its broad appeal and efficiency but also reflects MarketStar’s unwavering commitment to pushing the boundaries of audience engagement and demand generation for their technology clients, regardless of budget or time constraints. Furthermore, the transformation of the demo into a permanent exhibit at VMware’s Experience Center in Palo Alto underscores its enduring impact. This achievement has redefined the standards for conveying complex concepts and technologies, delivering an immersive experience while remaining budget-conscious through its 2D isometric style. It showcases MarketStar’s dedication to innovation and excellence in effectively communicating the holistic value of the solutions presented. This project has raised the bar by making intricate Telco concepts accessible and engaging, solidifying VMware’s position as a leader in cloud transformation and solution delivery.

About MarketStar

Through innovative customer engagement solutions, MarketStar accelerates growth from lead to recurring revenue with business-to-business (B2B) sales, marketing, channel, and customer success programs. Utilizing a blend of voice, digital, and field engagements, MarketStar has launched, sold and supported thousands of products and services on behalf of the biggest and most innovative companies across the globe. Founded in 1988, MarketStar pioneered the sales outsourcing industry and continues to excel in delivering unparalleled services globally. To learn more, visit www.marketstar.com.

About Netty Awards

The Netty Awards are a prestigious awards program that honors top leaders and companies across various industries in the digital age. With over 100 unique categories and a longstanding track record as one of the most trusted organizations in the industry, the Netty Awards celebrate achievements in Design, Social Media, Influencers & Creators, Web, Advertising & PR, and Apps & Software.

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