Globe Tattoo : Another Step For Mankind In Mobile Technology

ImmortalTXT. YOUniverse. Tattoo.

But if there’s something probably most deserving of praise in that whole event, it has to be how the event was executed and implemented. We were invited to M Cafe, one of the more posh restos / cafes in the metro and were asked to “dress to impress”. I didn’t really know how to qualify “dress to impress”. It was a dilemma that took me several hours looking at my closet and staring at my limited number of presentable clothes. By presentable, I mean clothes that would not make me look like a douche.

When I got to M Cafe, it was all hi and hellos and things were a little uptight. Models in sleek black dresses greeted well dressed guests. It was one those “chichi” places that I honestly still struggle to fit in. Somewhat. But anyway, the chichi environment was broken when a girl biker went in the place and told everyone that the M Cafe wasn’t really the venue for Globe’s product launch. We are asked to board the vans parked outside, that would take us to the real venue of the event - Handle Bar near Jupiter St. Handle Bar is a complete opposite of M Cafe. Handle Bar is a pub / bar with a stage for live bands and several billiard tables. There was an all-you-can-eat buffet and “unlimited” supply of booze. Also, Up Dharma Down was playing. This wasn’t just an ordinary Globe event / product launch. There has to be something more.

M Cafe

Handle Bar

Globe is essentially trying to make a statement. It wanted to deviate from the coroporate / uptight image to a more edgy and young persona. Their executives were right, if Globe wanted to have a better grasp of their market, they should be one with the market. And that’s what Globe Tattoo embodies. It basically caters to the needs of their primary market, teens to young adults. The demographic that are always connected to the Internet and utilizes mobile technology to the fullest. People who recognizes words like Google, Youtube, Facebook and Twitter. People who understands that 3G isn’t exactly an electric fan brand but is actually a mobile techology. The brand now becomes the consumer’s brand, a reflection of the market, if one can put it that way.

Hence, the event is not just a product launch. It becomes a venue where a corporate entity wears a different identity - those that of their market. YOUniverse wasn’t just an idea or one of those play of words their marketing team concocted up. They may be aware of it or not, but the statement they made that day will tremendously impact how thier consumers behave towards their products and services. Breaking the barriers can mean so many things and be applied on so many levels. Allowing themselves to be part of their market is only the first half of the game. The other half pertains to the market’s ability now to shape Globe’s identity. Would Globe even go there? Who knows. Who knows, eh?