With just ten weeks from pitch to final edit, our mission was clear: to showcase a revolutionary smartwatch that makes everyday people more mobile, healthy, and active—presented in a simple and fun way.
We knew this campaign had to resonate globally, so we brainstormed not one, but four “genius” ad concepts. We crafted eight different scenarios, developed characters, and wove their stories to subtly highlight the product’s benefits. Our goal was to create an ad that everyone, from Americans to Spaniards, and maybe even the Chinese, would understand and remember 😊. After all, why create a commercial if it’s not going to be the best one ever?
But as often happens, creative ambitions met business realities. We had to adapt, refining some ideas and letting go of others. In the end, we landed the pitch and celebrated, excited to bring our vision to life.
However, the final ad wasn’t exactly what we pitched. The client made several business decisions that changed the original concept. So, we tweaked each scene to better highlight the product—no problem. We stayed motivated to deliver our best.
One of the biggest challenges was understanding the visual language and sense of humor across different cultures. We had to strike the right balance—delivering the message without being too obvious.
While our initial goal was to create a memorable ad for the European Football Championship, the reality was that we produced a high-quality commercial in record time. It reached the target audience, but it wasn’t festival material.
From the first pitch to the final video, we navigated countless scenarios and daily script iterations. This pace was necessary to meet the client’s demands, and we were committed to seeing the project through.
In the end, the most important thing was the client’s satisfaction. In a short time, they received a finished TV commercial, several shorter videos for social media, and a series of lifestyle photos. The campaign, originally in English and dubbed into four other languages, is now airing on sports channels in Germany, France, Spain, and Italy, with more markets to follow during the Paris Olympics.
The entire Amazfit international team was delighted with our quick, efficient creative and production work, and the seamless organization of the entire project.
As a team, we learned a lot. Working with an international crew gave us a unique perspective on how different cultures perceive humor, film, and even the English language 😊. This experience allowed us to create content that resonates across diverse cultural contexts.
Given the circumstances, we’re proud to have met the client’s expectations and successfully showcased a smartwatch with integrated AI as a must-have companion for urban life.
Same Vision, New Experience
In addition to the many creative projects we undertake for our clients, we finally took some time to focus on our brand!
We’ve completely redesigned the M2C website.
Our goal was to better showcase the values that have shaped the M2C story, as well as to highlight the increasingly complex and challenging projects we’ve taken on. This new design, along with updated content, structure, and functionality, is a reflection of our growth.
At M2C, challenges drive us. We’re motivated to tackle tasks we’ve never done before, push our own boundaries, and set new standards in campaign conceptualization and event execution. This mindset is what guided our approach to the new site.
Our brand, and the culture behind it, is embodied in every aspect of the site. It’s inspired, bold, and a little provocative. But amidst the serious process of creation and growth, we never forget to play! Despite the demands, changes, and expectations, we remain committed to enjoying the process.
Looking back, we realize that we approach our projects and partnerships with the same enthusiasm. We foster curiosity, and communication, and encourage each team member to contribute their unique character and values to our story.
The site, beyond showcasing our projects and services, is designed to convey the essence of the M2C brand—what the industry and our collaborators recognize us for. It also offers a glimpse into our team’s personality, so clients can get a sense of who they’ll be working with.
Additionally, the site features a blog where we share our insights and experiences in experience design. Here, we present new trends, our thoughts, and analyses of key events and phenomena in the world of experiential marketing.
But enough talk—this is just a nudge to look at the pages and see if we’ve succeeded in our mission. 🙂
STORYLIVING: THERE ARE MANY STORIES, THE REAL ONES ARE HEARD
In a time when the world is captivated by “immersive” experiences, it’s easy to forget the importance of staying authentic—true and honest in what we say and do, including for brands. Everyone strives to stand out and create something special, but in today’s vast landscape of possibilities and the extensive portfolio of experiences that brands use to bring their stories to life, claiming the top spot is challenging. Instead of focusing on being “the first,” content must be “real,” ensuring that technology enhances rather than detracts from the experience. The experiences created should genuinely reflect humanity and its perception of the world, aligned with the brand’s philosophy and vision.
This raises the crucial question that should be asked before beginning any creative concept:
How immersive can it be, while still being “real”?
With the rapid advancement of media and technology in the internet era, the approach to consumers had to evolve. Brand messages now come from everywhere, at all times. It’s difficult to process them, and even harder to create campaigns that “truly say” something. As a result, brands have realized that storytelling must evolve into something more—a narrative that places a real person, their emotions, and the values they believe in, both alongside and in front of the brand. Brands started offering “value” beyond products and services, thus connecting with people on a deeper level. In a word, they began embracing “Storydoing.”
“Storydoing” is a marketing strategy adopted by many brands. Rather than merely communicating through advertisements and marketing messages, they focus on ensuring that every consumer interaction reinforces and reflects the core values and narratives of the brand. They strive to actively involve consumers in the story they’ve crafted. The audience becomes a part of the experience, collaborating with the brand to create something entirely new. This involvement fosters a stronger relationship with the brand, as consumers are engaged not just physically, but emotionally.
The term “Storydoing” was popularized by Ty Montague, co-founder of the agency Co:, in his book True Story: How to Combine Story and Action to Transform Your Business, where he emphasizes the importance of aligning a brand’s actions and experiences with its narrative and purpose.
Early examples of “Storydoing” include brands that translated their values and narratives into actions and experiences, becoming recognized for their authenticity and societal impact.
A pioneer of storydoing is the outdoor clothing and gear brand Patagonia. For decades, this American brand has been dedicated to environmental protection through its campaigns. Through the initiative “1% for the Planet,” the company donates 1% of its revenue to environmental conservation efforts. Another well-known campaign by Patagonia is “Don’t Buy This Jacket,” which encourages people to reduce consumption and conserve natural resources.
Coca-Cola is famous for its campaigns that connect emotionally with consumers through compelling stories. Recently, they took this a step further with the “Every Bottle Back” campaign. As part of this initiative, Coca-Cola committed to reducing plastic bottle usage and increasing recycling. Recognizing that the brand is one of the largest producers of plastic bottles, they have taken concrete steps to address environmental concerns. While the campaign may have its controversies, it’s a positive move toward addressing the issue, especially given the company’s significant impact on global pollution.
Perhaps the most recognizable global storydoing campaign is the famous “Share a Coke.” This campaign brought the brand into the personal space of consumers by replacing the Coca-Cola logo with popular names and terms like “friends,” “mom,” and “dad,” creating a space where consumers could craft their own stories with a beloved brand. The idea was to make the act of sharing a drink a special experience, with the brand becoming a “device” through which someone could give special attention and significance. In this way, Coca-Cola transformed drinking a beverage with loved ones into a personal, special, and meaningful experience—something that is often taken for granted.
Today, many successful brands use storydoing as a fundamental marketing strategy. They create dynamic experiences that immerse consumers in the brand’s narrative. Storydoing is becoming increasingly important as people seek more than just products—storydoing allows them to experience the brand’s values and message firsthand. The goal is to create unforgettable experiences that evoke positive emotions, build brand loyalty, and foster a sense of belonging.
However, brands have not stopped there. People don’t just want brands that tell stories—they want brands that act in line with their values. Consumers seek brands that allow them to practically express their opinions, life philosophy, and values.
Storyliving extends the concept of storytelling into the entire consumer lifestyle. It involves crafting a consistent and cohesive brand narrative across various touchpoints and channels, both online and offline. Brands employing this principle aim to integrate their story into consumers’ lives, ensuring their presence throughout the consumer’s journey. This can include creating engaging content, leveraging social media, developing personalized experiences, and aligning the brand message with consumers’ lifestyles and aspirations.
In recent years, more and more examples of quality storyliving have emerged, though the “best” concepts can be subjective and vary based on individual preferences and industry trends. A notable example of storyliving is the “Immersive Experience” based on the Westworld series.
At this 2017 event, visitors could interact with actors, participate in storylines, and explore meticulously designed sets. The line between fiction and reality was blurred, allowing participants to fully immerse themselves in a captivating narrative.
Recognizing the potential of Storyliving, we at M2C have been working for years to incorporate it into our collaborations with certain brands—where it truly makes sense and where both the client and the consumer can derive the most value.
One such project was a digital campaign for the CUPRA brand. The goal was to create a strong positive first impression of the brand and present the CUPRA FORMENTOR as a distinctly different choice in the automotive market. In this digital campaign, we combined brand values with a pervasive experience, aiming to embed these values into the lifestyles of those participating in the campaign.
The CUPRA HERO online campaign is centered around an interactive video, an innovative form of digital communication complemented by influencer activities, social media engagement, and Google ads. The campaign culminated in a unique event we organized for the digital participants—a real-life test drive of the CUPRA FORMENTOR.
CUPRA HERO is a story about the heroes within each of us, those who make a meaningful impact on others and their community through small, everyday actions.
The heroes of the CUPRA event and campaign are embodied in Parkourist characters. These enthusiasts of alternative urban movement encapsulate all the values that the CUPRA brand stands for. The willingness to find the most unexpected way to get from point A to point B is the essence of what defines a true CUPRA driver. Before the start of the video, each participant selects their hero, who represents one of FORMENTOR’s superior characteristics: speed, strength, or responsiveness. In this way, CUPRA infused the excitement that all of its vehicles bring to their owners, especially the FORMENTOR.
It’s clear that marketing concepts can create memorable and engaging experiences by immersing participants in a carefully crafted narrative world. However, just as with mass consumption, the mass production of concepts often leads to missed opportunities. Brands frequently attempt to apply storydoing but rarely “hit the mark.” This often happens because they neglect to focus on substance before form when developing a new campaign or concept.
Another challenge is working with creative agencies that sometimes struggle to capture the brand’s essence and the founder’s vision when crafting and developing concepts.
Brands that become and remain significant always return to their “core essence”—why they exist and what they stand for. Through their storydoing and storyliving activities, these brands consistently implement their values and vision from start to finish. Along the way, they involve people who become central to the “story,” adding value to the entire campaign and completing it through their participation.
INTERACTIVE VIDEO – A NEW MEDIUM FOR DIGITAL COMMUNICATION
Leading global corporations, in their quest to achieve digital marketing goals, are increasingly using interactive video as a new form of creative engagement with their consumers and users. Interactive video represents a special type of digital video that supports a unique capability for viewer interaction, allowing the viewer to influence the content they are watching in real-time. This medium provides an immediate user experience and is equally exciting for viewers as it is for the marketers and experts who designed and executed it.
Regardless of whether users are viewing content on a computer, tablet, or mobile phone, interactive video enables them to interact with and influence the video content through various tools. Several different functions can be integrated into interactive videos, with some of the most commonly used being the option to choose how the video continues, the ability to view a 360° panoramic video, personalization of the content displayed on the screen, and answering predefined quiz questions, among others. An important element is also the selection of characters (heroes) who possess specific skills and advantages over other characters in the video.
Given that consumers in interactive videos “navigate” the digital space similarly to video games—often from a “first-person” or “third-person” perspective—they have the opportunity to click on so-called hotspots to explore content, move and drag elements in space, and initiate various digital actions to directly interact with what the video offers.
One of the fundamental classifications of interactive videos is based on linear and multiple choice/multiple ending navigation through the content. In a linear video, the user progresses by selecting answers to questions until reaching one single, predetermined end of the video. On the other hand, a multiple choice interactive video guides the participant down different paths depending on their answers, and the combination of all responses ultimately creates a unique experience and ending that differs based on the answers previously chosen by the user.
Recently, M2Communications designed and implemented the first interactive video digital campaign in the region for Porsche SCG and the automotive brand CUPRA. The key medium of the campaign was the microsite cuprahero.rs, which featured an interactive video competition based on the convergence of gaming and video technology. It was aimed at promoting the innovative CUPRA Formentor SUV coupe.
With the striking slogan “For all the brave who choose a different path,” this interactive adventure aimed to provide players with a fun and engaging way to select characteristics defining the unique CUPRA DNA—speed, agility, or power—and to make the right choices to reach their goal in record time. Users competed for attractive prizes, with several of the fastest winning test drives of the CUPRA Formentor with a professional driver.
The story accompanying the interactive video also highlights certain values that each individual should nurture in their life, regardless of their circumstances. Sometimes, the fastest route and shortcuts are not the best path. Thus, the CUPRA Hero story is intended for those everyday heroes, ordinary people who act in accordance with their own code and true values and know how to choose their path.
From a marketing perspective, the tools used in designing interactive video content provide a more enjoyable and engaging user experience that captures and retains viewers’ attention. In a short time, this new digital medium has become a widely used marketing tool, and recent data from a study by Spiel Creative shows that nearly 90% of surveyed marketing professionals noticed an increase in their online sales after incorporating interactive video, while over 85% said they would create more interactive video content in the future. Therefore, it is reasonable to consider that a significant perspective in online advertising lies in so-called video content marketing.
Interactive video records are becoming one of the most effective marketing tools that can enhance consumer engagement and revitalize brand-user relationships. Considering the trends, it is highly likely that the strengthening of these digital media contents will be significantly noticeable in the future.
EXPERIENCE DESIGN
Experience Design
Every moment of our existence is an experience. Whether we are dreaming, reading, driving a car, or paragliding, we encounter various stimuli and sensations that collectively form an experience. Our lives are filled with these experiences. They can be mundane, repetitive, and everyday, which means we may not pay them much attention. However, they can also be prosaic, sometimes stressful, and negatively affect an individual, group, or society. Naturally, we all strive for experiences that are beautiful, inspiring, and unique—those that are memorable, recounted, and that we wish to repeat. Important events such as finding true love, the birth of a child, or a long-awaited trip become deeply embedded in us as human beings, almost as if they are part of our DNA. Often, even less dramatic moments leave an indelible mark and a lasting impression on us, like unforgettable gatherings with friends, anecdotes, the best parties, or celebrations of a favorite team or athlete’s victory.
Humanity evolves, changes, and creates a set of values through constant transformation that defines behavior, culture, environment, and creativity. People seek an appropriate living environment, better organization, and a path tailored to their own and their environment’s needs. Many find their purpose in selflessly addressing social issues and aiming to make the world a better place. Today, more than ever, everyone desires a journey filled with quality experiences that fulfill, motivate, and enhance one’s being. In this sense, every individual is, in a way, the creator of their own experience.
Consider, for example, going to the cinema. This creates an experience we return to because we enjoy the cinematic experience on the big screen. After the film, the experience remains as created by the filmmaker through their work. It can range from fantastic to extremely poor. If the film is bad, we will try to forget it and advise friends to “avoid it.” However, if the film deeply touches and inspires us, we will remember it forever. Such cinematic experiences are recounted, discussed, and quoted, and they create a desire to relive them—perhaps not in the exact same way, but we return to the film where we always find a new spark of inspiration.
What exactly is experience design?
At its core, experience design can be defined as a set of methodologies, strategies, and practices based on people’s needs, emotions, contexts, and ideas to create appropriate human-centered experiences.
“Tell me and I’ll forget. Show me and I’ll remember. Involve me and I’ll understand.” This famous proverb, which originates from ancient China, best defines the essence of experience design—designing experiences. Today, many might refer to it as user experience design in software development, but UX design is just a part of a much broader field that does not exclusively pertain to managing the interface of a software program. Since the discipline is still evolving, it can be categorized under different definitions depending on whether it involves product, service, or event design. The methodology does not have a clear-cut path but is a blend of various processes used in practice depending on the challenges faced.
Experience design is an approach aimed at initiating events, defining the design and characteristics of a product or service, redefining processes, creating environments or business strategies, and thus should be considered an integral component of all business and marketing activities. Many, like Uber or Airbnb, have disrupted markets and created strong businesses because they focused on creating new user experiences and transforming existing business models.
Experience design represents a powerful marketing tool, and understanding why our consumers/clients think the way they do and how they make decisions can help us create effective campaigns. Numerous principles from psychology are used to maximize the impact of experience design.
Dr. Robert B. Cialdini, in his book Influence: The Psychology of Persuasion, explains the psychology of persuasion by presenting six universal principles of influence and how to ethically apply these principles in business and everyday situations. Principles such as social proof, often associated with the so-called wisdom of crowds, suggest that people, if unsure of what direction to take, are likely to do what others are already doing. They feel compelled to do what the majority is doing, whether using a popular product or attending an interesting event. In marketing terms, by leveraging the common fear of missing out on what others are doing and creating experiences people naturally want to share, we can develop winning strategies. There are also principles of reciprocity, or the feeling of mutual giving, and the principle of scarcity, which assumes that the less of something there is, the more we want it. In marketing, the first principle involves offering something free or allowing consumers to try your product in hopes they may become future customers, while the second involves making products more attractive when they are limited—limited editions, and events more appealing if they are exclusive—invitation-only.
The proximity effect represents the idea in psychology that we tend to like people we frequently encounter and interact with. In marketing terms, there is a higher likelihood that someone will connect with a brand they interact with more frequently. Consumers expect to interact with their preferred brands in unique and captivating ways; the more often such experiences are provided, the stronger the connection with the brand.
Many would say that data is crucial for experience design. Data is essential to understanding our consumers, their behaviors, and preferences. With the help of data, we gain insights that are credible and critical for the experience creation process using tools such as brand personas and experience maps. A brand persona represents a fictional character encompassing all characteristics of your target audience, while an experience map determines: consumer/user motivations; touchpoints, thoughts, and feelings that the consumer/user has when interacting with our brand; and areas for improving the experience. This is followed by development and then testing of concepts or prototypes, which is a prerequisite for implementing solutions.
However, it is entirely valid, and practical, for experience design to be based on the knowledge, experience, creativity, and intuition of those managing the process. For example, Apple during Steve Jobs’ era followed similar principles in developing new products. After all, how can we provide our stakeholders with experiences beyond their expectations if we rely solely on what they already know in some way?
Brands today must not only implement business and marketing strategies but also experience design because, whether they apply this practice in their activities or not, their consumers/clients will inevitably have some form of experience with what they offer. Traditionally, brands rely on promises to build trust with their consumers; today, that promise cannot be relevant unless it is validated by an adequate brand experience.
How Experience Design Works in Practice
From designing a wine glass, creating the user experience of an e-shop, to producing a spectacular event, everything is based on experience design.
The enhanced design of premium wine glasses is based on the needs of those who enjoy the delicate product of grapes and noble yeasts on a deeper level. For the average wine consumer, the type and design of the glass might not make a difference in the experience, but for connoisseurs or professionals, the finest differences positively affect the perception of the wine’s aroma and taste. For example, Riedel, by analyzing consumer experiences related to characteristics such as weight, material, resistance, and most importantly, how the shape of the glass releases the organoleptic properties of the wine, created the top-notch Performance collection. They developed a technology that creates an optical impact on the body of the glass—discreet longitudinal grooves on the inner side of the glass—which actually increases the surface area, positively affecting the recognition of subtle nuances and the overall wine experience. This unique optical effect, in addition to its functional benefit, is visually attractive, making the Riedel Performance collection’s design unique.
In the online world, an e-shop is a digital product where special attention is given to functionalities, simplicity, design, and elements of gamification, all with the goal of keeping the user on the site, engaging them, and converting them into a regular customer.
Fresh ideas for digital solutions emerge daily, and their development has been accelerated by the Covid-19 crisis, which has restricted many brands from presenting their products or services in traditional ways and building relationships with consumers. This has allowed new forms such as interactive videos to come to the forefront. A good video is inherently attractive, and when combined with elements of interaction and gamification, it becomes a highly engaging online tool that provides a new form of digital experience and helps brands keep pace with changes.
Events inherently rely on what is known as the total experience, as they provide the opportunity to activate all the senses and “immerse” into the idea behind the concept, or the story that is the leitmotif of the event—“from storytelling to storyliving.” In this case, experience design is a holistic process that involves not just the concept and program of an event but also connecting experiences from all touchpoints.
In December 2018, BMW introduced a new version of the X3 model in Serbia in a rather unconventional way for the auto industry. Besides launching the new model, the event aimed to showcase the brand’s strength and high standards of operation. To achieve this, they needed to provide an extraordinary experience for all interested parties, including clients, media, partners, and employees. As an agency that successfully collaborates with BMW in various fields, we were engaged for this project. When creating the concept, we used the creative tool “motif out of context,” which aims to define a bold idea that initially has little connection to the brand or product characteristics and then link it to the subject and goals of the project.
When it comes to experience design in event creation, we start with the discovery phase, which involves gaining insights into the brand, product/service, and defined goals and target audiences, and then conducting additional research if necessary. In concept development, we go through inspiration and idea development phases, paying attention to five key elements essential for the experience:
Ambiance
Content
Interaction
WOW effect
Emotion
Through this process, we concluded that for the defined target group, it is necessary to create an extraordinary story in which all guests will be active participants – crafting an immersive experience. Keeping in mind the idea defined by the global campaign slogan for the BMW X3, “On the Mission,” we were inspired by the very current theme of exploration and achievements in Mars colonization. Although a Mars mission is quite out of context for introducing a new car model, we were confident that such a theme would definitely intrigue the guests. The connection was, of course, present as the new model, the X3, is ready to drive on the most demanding terrains, even those resembling the surface of Mars. Thus, the project was given the symbolic name – eXpedition to Mars. Our challenge then was to develop this idea down to the finest details in the fields of creativity, scripting, communication… so that each individual segment of the event would evoke emotion. We then reached the implementation phase, which involved planning, production, and execution of the campaign and event.
In such projects, a specific tactic in experience design comes to the fore, where the core idea behind the event is communicated not only on the day of the event but through all touchpoints before, during, and after the event, making the message stronger, longer-lasting, and placing each individual at the heart of the communication. It is crucial here that every touchpoint – whether real or digital – remains consistent with the brand, ensuring that communication and visual identity are integrated so that the brand is recognizable at all times and, of course, provides the best possible experience.
The campaign started with sending invitations and teasers on social media, with the idea of inviting guests to join BMW on the first expedition to the Red Planet. In the initial communication, the promotion of the new model was intentionally left out. VIP guests received a printed invitation along with test tubes filled with red sand, explained as samples of Mars soil brought by a previous expedition.
The event itself was a unique experience for all attendees – an imaginary cosmic journey to the southern hemisphere of the Red Planet and back. Guests began the story in an exploratory setting surrounded by a vast panorama of Mars, while the presentation of the new BMW model, further enhanced by special audio-visual effects, marked the climax of the thrilling narrative. The experience was enriched with VR drives, memorabilia, molecular cocktails, and a very rich program. The experience BMW provided was unique for all interested parties and allowed for the creation of new leads and a sales funnel, bringing a large number of interested and potential customers together in one place. The entire campaign was further strengthened by digital and OOH campaigns, and each lead’s path to purchase was carefully monitored through CRM, allowing for a clear assessment of direct sales results and calculation of the return on investment in the campaign.
The success of the “eXpedition to Mars” can be seen not only through media presence but also through the long-term word-of-mouth effect. It created a strong impact in the automotive industry and influenced a shift in perception regarding how experiences are created at events.*
*When it comes to brands, more than 80% of people trust recommendations from friends or family over what those brands advertise. – Jack Morton Experience Brand Index-2018, based on Global Trust in Advertising research, Nielsen, September 2015.
The “eXpedition to Mars” example is a brand experience fundamentally based on the art of spectacle and heavily relies on elements of entertainment to engage the target group and strengthen their connection with the brand. Always an exciting theme, but commercial expeditions to Mars are still within the realm of science fiction. Many brands do not venture into such imaginative and edgy campaigns, preferring to create more realistic experiences based on their values and characteristics. So how do you allow the audience to experience something they have never experienced before, not just on the level of imagination but as a real-life experience? We often thought about what would be the most incredible location for organizing an event. The answer came in Porto Montenegro, where we organized an unusual art event.
Experience Design as a Key to Building Brand Loyalty
Brands that back up their promises with concrete actions create greater loyalty and willingness to recommend from consumers and clients.
Porto Montenegro is a unique luxury destination and a world-class marina. All activities they conduct are in full alignment with the brand promise of “A Life Less Ordinary.” Brands like Porto Montenegro have a sophisticated clientele that carefully plans their time and whose loyalty needs to be constantly nurtured. When the needs of such clientele are at the center of the brand’s activities and they are provided with experiences that are extraordinary by their standards, you gain brand ambassadors, which is invaluable in any business.
One of the pillars of their experience design strategy relies on culture and art. They wanted to show commitment to supporting bold and inspiring artists while providing their clients with something brave and unique. By merging art and experience design, they set up an art exhibition in the Bay of Tivat, but this time, under the sea.
A challenging and exciting project that provided a completely new perspective on the concept of art space. The collection of contemporary art sculptures titled “Time,” by world-renowned Montenegrin artist Luka Radojević, depicting human needs, fears, expectations, and hopes – highlighting the developmental path of human civilization from antiquity to the present – perfectly fit into the perfect tranquility and silence that is also a place of adventure and excitement.
Visitors were given a unique opportunity to immerse themselves in the surreal world of underwater art, discovering a new dimension of artistic presentation and adventure through an epic journey, touching sculptures, and experiencing artistic expression in the incredible environment of the exhibition on the seabed. A memorable experience, intended for all art lovers, sea enthusiasts, divers, and adventurers, whether beginners or experts, created a lasting impact and confirmed that Porto Montenegro truly lives up to its brand promise.
Employer Branding and Employee Experience
When was the last time you felt eager to go to work? If you’ve ever had that feeling? If the answer is positive, consider what motivated you and what feelings you had about the company you work for and the job itself. These may be key factors to consider when it comes to employee experience.
Employer branding is based on the assumption that human capital adds value to the organization. The more recognizable the employer brand, the higher the brand value. An organization that creates a strong employer brand is well-positioned to attract the best candidates. On the other hand, employee experience involves what people encounter, observe, or feel within the organization – the employee journey. In other words, what it’s really like to work for the organization, rather than the image portrayed of it.
Jacob Morgan, author and futurist, says that the key to creating a positive employee experience is: “to make people want to show up to work and genuinely feel excited and engaged about it.”
When creating employee experience, it is important to focus on defining what employees want their work experience to be and ensuring that it becomes their everyday reality. Understanding the perspective of the company and the individual within it is also a key factor in employee satisfaction. In this context, alignment between expectations based on the organization’s portrayal and the actual employee experience is crucial. This requires carefully planned communication and tone during the recruitment and onboarding process, setting realistic expectations about what it means to work for the organization.
Everyone wants employees who genuinely believe in and are committed to the organization, employees who are proud to be part of it.
Why Invest in Experience Design?
Investing in experience design can enhance your business. Consumers are eager for more direct and deeper interactions with brands, trusting and sharing the values promoted by the brand or simply wanting to be part of its world. A human-centric approach is at the core of experience design and allows businesses to focus on shaping how the customer feels, rather than on product features, range of offerings, or technology. Therefore, it is important to note that, for example, the aforementioned Riedel does not invest in such development to create a product with better performance and design, but to create a better overall wine enjoyment experience.
The same applies to employees, partners, media, and other stakeholders. If the brand fulfills its promise, or lives up to the image it promotes through communication, they become its followers, and the brand gains the status of an experience brand.
Overall, Experience Design is a complex process that is still evolving, but it is already clear that organizations recognize it as one of the most valuable and that long-term investments in experience design are worthwhile. The best and shortest definition of quality is that it is the difference between the expected and the experienced. Experience design is not meant to prevent us from falling short of expectations but to help us exceed them.
