October 2005 - New York, USA

At the 2005 Consumer Forum, analysts from Forrester Research presented their studies on the changes in consumers. Emphasis was placed on the new ways in which companies supply their products and services and communicate with consumers. Specifically, the forum focused on how the new technologies help to improve customer satisfaction, to increase customer loyalty and to impact consumers with their messages.

The event included a series of panels, like experts from the automobile sector. Felipe Sommer, CEO at SIA Interactive USA, was invited to recount his experiences with advergames for this sector. Specifically, he described the latest SIA development for Ford Fusion, which consisted in an online 3D game that allowed the firm to collect visitors' data and transmit the concepts of the brand in a fun, agile and innovative way.

These new ways of communicating with consumers are proving their effectiveness. In fact, European firms are now spending nearly 10% of their advertising budgets on new media.

Play Flex's Fusion Nightclub game on-line:
http://www.grownandsexy.com/game/index.php

“The demand for Advergames is growing steadily, both for online communications as well as CD Rom and events. Our clients are beginning to understand the importance of this new form of communication, which allows them to relate to their targets in a relevant, personalized way. We can see that there has been some major growth in our solutions, both in terms of the multicultural market as well as the general U.S. market”.

Felipe Sommer
CEO at SIA America Corp