Activation experience without memory is nothing – Oracle Experience CEO

For almost everyone who was at the unveiling of the 14 contestants for the Gulder Ultimate search 2014 competition and the re-launching of the new packaging for the brand, the event was exquisite for a number of reasons.

The ambience, feel and the atmosphere at the re-created Ocean View at one of the largest hotels in Nigeria, Eko Hotels Lagos, venue of the event on September 6, 2014, became more alluring with the presence of celebrities and with creative decorations by Gulder plastic cartons. Un-imagined by guests, the organisers beautifully constructed the passage tunnels with thousands of crates that gave the venue a different but a magnificent look.

It was understood that the tunnel that spanned several meters was created with 3,500 crates which was a cynosure to guests who could not behold the brilliant art.

The packaging of the evening event by Gulder and its event management firm Oracle Experience agency was classy in many perspectives as guests posed for pictures using the crates as background.

Inside the hall designed like a boat/ship which accommodated over 1,000 people, the podium was well designed with good light effects while the deployment of projectors ensured that all guests, even those sitting at the rear did not miss any moment of the event. It was inside this comfortable big ‘ship’ that all the activities, such as acrobatic performances took place. There were DJs Neptume, Exclussive and Hula Hoop from Tanzania and other artists that entertained the guest.

Deep interests of the guests were re-kindled in the Nigerian agencies with such brand activation by Gulder and Oracle Experience. It is understood that Oracle has made similar touch to other brands Nescafe hot air balloon.

Felix Eiremiokhae, CEO, Oracle Experience, said: “We have passed the era of experience for experience sake but memorable experience. We have passed the stage where we say experience is about experience to the stage where experience is no longer enough. Experience without memory is equal to zero. For a very long time to come you can never forget that crate; so that is the memory that is going to come with the experience, which you have gotten from the programme.”

Oracle encourages client to use what they have to create memorable event, he said, saying “we always want to do things differently. Today, people are looking for ideas to celebrate. The only way we can rule the industry is to pursue the audacity to do things differently.”

Brand Activation specialist, Ororo Azemhobor said creativity is found in your head because your head is like a ball but now for you to turn it into the oracle crystal ball you’ve to be very discipline, you’ve to be selfless in terms forgetting your family at some time, you’ve to forget money.

He said Oracle is ready to spend its management fees to achieve what is due for the people to see. The company is ready to go extra mile to achieve what would make people talk about activation. It is not just because of the client it is because of the brand and consumers. Because if you check well what brought all of us to that venue was brand and consumers. Because the brand wants to relate with its best friends- the consumer.

The highlight of the occasion was the official presentation of the new bottle, which was performed by Walter Drenth and Hubert Eze, the marketing director and sales director of Nigerian Breweries plc, respectively.

Drenth described the bottle as the most innovative in Nigeria, saying “what we have done is to take Gulder from a 1970 bottle and transformed it to a 2020 bottle. I can tell you that this is the most innovative bottle in the Nigerian Beer market today. Let me also assure that despite the efforts and resources committed to giving our esteemed consumers of Gulder this classy bottle, the price and the taste remain the same.”

The event marked the first time in the annals of any Gulder event that all past winners of Gulder Ultimate Search viz: Ezego Egwuagwu (GUS 1 winner), Lucan Chambliss (GUS 2 winner), Hector Joberteh (GUS 3 winner), Dominic Mudabai (GUS 4 winner), Michael Nwachukwu (GUS 5 winner), Uche Nwaezeapu (GUS 6 winner), Oyekunle Oluwaremi (GUS 7 winner), Christopher Okagbue (GUS 8 winner), Paschal Eronmose (GUS 9 winner), and Dennis Okike (GUS 10 winner), were assembled under a single roof. These past winners, who now belong to the Order of Heroes, were heralded to the stage by an orchestra.