‘Pretotyping’ the right ideas.

As turkey’s leading entertainment marketing company, Pozitif were looking to deliver best-in-class experiences that connect communities, creators and brands across their physical venues and digital platforms.

Concepts for integrated services were generated through workshops and refined into propositions. These service propositions were developed into rapid 'pretotypes' for testing at live events in venues across Istanbul, utilising real fans and venue staff. As much as possible the core experience was simulated to validate and measure behaviour as well as intent.

This approach allowed the organisation to test multiple propositions quickly and cost-effectively with the smallest investment of time and money.

Pozitif+

Pozitif+ is the company’s way of saying thank you to customers and giving them something extra. For a small monthly cost, fans are treated to the full VIP treatment at any Pozitif venue or event.

We staged service walkthroughs and roleplay at Istanbul’s Babylon nightclub testing order (and delivery) on-the-spot bar service, discounted signed merchandise, VIP lounge access and even organised a meet-and-greet with Electro Deluxe, that night’s artist.

Istanbul Unlimited.

Customers can discover the most exciting events in their city and attend an unlimited number of hand picked events through a monthly subscription. The app aims to become the go-to place for entertainment and culture in Istanbul by curating the best the city has to offer.

We hosted staging interviews at Babylon nightclub and Joker 19 bar to validate the appeal and usage of the potential platform.

Event Concierge.

Event concierge gives you everything you need to make your night out go perfectly. From finding your way and contactless entry to inside knowledge and enhanced event experiences, Event Concierge puts you in control.

We organised service staging in the 6,000 capacity Istanbul VW Arena at a live Hozier concert, testing cloakroom and toilet time alerts, food delivery services and even simulating a gig photo feature through the event photographer.

Unlockable Rewards.

Unlockable Rewards engages fans to complete challenges that enhance their event experience and enables artists and brands to better connect with their audience.

We staged testing in Istanbul’s VW Arena at a live Hozier concert, challenging fans to show their support for the artist by posting live photos to win exclusive signed merchandise. We also integrated brand sponsorship by teaming up with Converse to amplify their presence at the gig with an instagram challenge.

Refining from feedback.

Front and back end analysis, infrastructure insights and user feedback were taken forward and helped determine the desirability, viability and feasibility of the propositions; focusing effort and budget, and informing the design of services currently in development.

jonathan@jonathanvaughan.com