Issuu on Google+

2째 ed iti o European Best Event Awards 2012

n

EUROPEAN EVENTS ANNUAL 2012


[editorial]

e

20

European Bea 2012, record edition After the nearly 100 events registered to the 2011 edition, I am pleased to announce that this 7th edition of EuBEA has 146 nominations, entered by event agencies and companies from 19 countries. An excellent result, clearly increasing in respect to the last two-year period, that means that the European Best Events Awards are more and more appreciated and recognised around Europe as the reference point for the events’ industry. To compete for the Little Golden Elephant, the symbol of excellence, 56 agencies, compared to 36 registered in 2010 and 46 in 2011. Projects were evaluated, one by one, by a jury made up of 32 representatives, holding different roles in the European event industry, headed by Carlo Hermes, business communication expert and managing director Hermes & Partner. A first selection was made on line by

each juror. 62 shortlisted projects were subsequently voted during the plenary session, in Milan on October the 1st. The jury awarded the first three prizes and, in addition, categories and technical excellence prizes. On November the 15th, the best European events will be revealed, and a series of awards will be delivered to the events considered as the best of each category among the shortlisted events. This second edition of European Event Annual represents a showcase of all the projects that competed for the European Bea 2012 podium. All the winners, which are presented in the following pages, are always rewarded during the award ceremony in Milan, in the widest setting of Bea Expo Festival. The fifth edition of the trade show will feature moments of networking, debates and analysis on current issues concerning Event Industry, with the participation of outstanding representatives of the industry. Salvatore Sagone chairman ADC Group

3


European Best Event Awards 2012 EDITOR Salvatore Sagone salvatore.sagone@adcgroup.it EDITORIAL COORDINATOR Marina Bellantoni marina.bellantoni@adcgroup.it EDITORIAL ASSISTANT Francesca Chittaro francesca.chittaro@adcgroup.it ART DIRECTION Marco Viale marco@mvcreative.it SALES DIRECTOR Cristina Concari cristina.concari@adcgroup.it ACCOUNT DIRECTOR Andrea Parmigiani andrea.parmigiani@adcgroup.it ACCOUNT MANAGER Paola Morello paola.morello@adcgroup.it Elisabetta Zarone elisabetta.zarone@adcgroup.it Andrea Gervasi andrea.gervasi@adcgroup.it (Roma) Silvia Curti silvia.curti@adcgroup.it (International) SUBSCRIPTION Nunzia De Nuccio abbonamenti@adcgroup.it MARKETING E COMUNICAZIONE marketing@adcgroup.it PRINT Lasergrafica Polver via Kramer, 17/19 - 20129 Milano Published by ADC Group president: Salvatore Sagone; ceo: Giulio Bortolussi Editorial office: via privata Vasto, 1 - 20121 Milano Tel. +39 02 94751531 e20@adcgroup.it Registered office: Via Freguglia, 2 - 20122 Milano Print in November 2012


[summary]

e

20

Events by event type

22. BtoB Event 34. Celebration / Festivity 51. Congress / Conference 61. Cultural Event 65. Educational / Training Event 68. Fair 71. Incentive / Team Building 76. Internal Company Event / Convention 94. Musical Event 98. Non Profit / Social Service Event 104. Product / Service Launch

125. Public Event 138. Roadshow 151. Sport Event 152. Sustainable Event 155. Unconventional Event 167. Web Event / Media Event

* The summaries are ordered alphabetically first by typology and then by organising company, except when the adjacent page is an advertisment. ** Because of layout requirements, the titles of some events are abbreviated.

5


The jury


e

20

EuBea 2012, the jury [I ta ly ] LORENZO BATTAGLIA DELEGATO CONSULTA DEGLI EVENTI ASSOCOMUNICAZIONE President of EuBea jury panel 2012

Born in 1970, he graduates in Economics at 'La Sapienza' University of Rome. His professional career starts in the BU Strategy of Kpmg Consulting, where he keeps working for 5 years and gaines experience in marketing and products launches. He then becomes partner of Fasi, agency of communication and events, of which he soon opens the Spanish branch in Madrid. In 2008 he founds What Else?, his own agency of communication and events, of which is charter member and sole director. He's a passionate supporter of Roma football team and a rising star as tennis player!

[I ta ly ]

CARLO HERMES MANAGING DIRECTOR HERMES & PARTNER Carlo has been working in the communications industry for 23 years, focussing on corporate events and important communication projects. He worked in the marketing and communication department of several important companies: British Airways, Olivetti and Enel. In 2007, he was executive director of the 'World Energy Congress'. Today, he is a consultant for Eni, dealing with ceremonies and events. He teaches events management and communication.

8


[EuBea 2012 - the jury]

e

20

[Tu rkey ] MELTEM BAYAZIT TEPELER PRESIDENT YEPUD She graduated from Kadiköy Anadolu Highschool in 1984 and completed her license degree at Bogaziçi University in 1990. As an event organiser and founder of KM Events, she actualised many wedding projects and events some of which are international since 1995. She is also among the founders and the current president of the Creative Events Planning and Management Association of Turkey (Yepud). She gives event management courses at Certificate Program for Event Management under Bogaziçi Universty Lifelong Learning Center.

[Fra n ce ] MICHEL BENSADOUN PRESIDENT ANAÉ He graduated in Medicine and worked as a GP for a few years before entering the Pharmaceutical industry and receiving training in marketing. In 1981, he created a communication consulting agency specialized in the field of health, Elebor, and in 1999, a subsidiary called Eos. In 2009, Elebor and Eos merged with La Fonderie and he became one of the Associates. In 2009, he entered the Board of Anaé, French event agencies association, and was elected its president in July 2011. He is also vice president of an Ngo involved in Cambodia and shares his free time between photography and piloting helicopters.

[S p a in ] CHRISTOPH BERNDL EDITOR IN CHIEF

MESSE & EVENT Born in Vienna in 1972, Christoph started in 1988 to engage in regular theatre activities as lead actor and tours in Austria. He graduated in Drama and Musicology before being editor of a variety of publications and websites (Compress Verlag, City of Vienna, Messe & Event magazine). In 2009, he became chief editor of Inwien, the leading event guide for Vienna. In addition, he was the organizer of and consultant for numerous concerts and was a member of the jury of the Austrian Messe Marketing Awards and the Austrian Event Award. He also initiated the successful event series Messe & Event Branchentalk.

9

[A u st ri a ] ANDER BILBAO MEMBER CLUB PARA LA EXCELENCIA EN EVENTOS Ander graduated in law in1987 and completed an International Mba in 1989. He became founding partner and ceo of the Group Sörensen in 1990, where he still works. He is the president of the Club para la excelencia en eventos in Spain.

[Germany] ANDREA BISPING DIRECTOR ICM INTERNATIONALES CONGRESS CENTER MÜNCHEN Born in Münster Germany, she graduated from International School of Management (Ism). In 1997 she joined Vok Dams. From 2005 to 2007 she was responsible for the management of the office in Munich. In 2008 became director of the Icm - Internationales Congress Center München, where she heads operational business and is responsible for expanding customer relations management. Since 2011 also directs the Messe München Locations sales team. She is head of the Munich Congress Alliance (Mca) and has been appointed to the Council of the University Of Applied Sciencees Of Munich in 2011.


[EuBea 2012 - the jury]

e

20

[Sweden] NIKLAS BIRGETZ MANAGING DIRECTOR SEFS SWEDISH SPONSORSHIP ASSOCIATION He is the managing director for the Swedish Sponsorship Association. Before that he was head of event, sponsorship and Csr at Skandia Insurance Company for eight years. And before that he was a corporate lawyer at Skandia Life Insurance Company for four years. he has also been a lecturer with in law at Stockholm University for several years and a speaker within event/ sponsorship/Csr many times around the world.

[Germany]

[Finland]

LUCA FAVETTA SENIOR DIRECTOR GLOBAL EVENTS EMEA SAP AG

AKI KOSKINEN

He holds a master degree in public relations from Milan Modern Languages University and since 1996 he’s based in Geneva, Switzerland. He has had a significant involvement as a volunteer within the meetings industry, having contributed to numerous conferences, industry associations and position papers. He has been member of the International Board of Directors of Mpi and is now part of Mpi Membership Advisory Council. He has also been executive events manager for Hewlett Packard Europe. In 2006 Luca Favetta received the Jmic (Joint Meeting Industry Council) Unity Award.

Born in 1971, he graduated in Science, majoring in Marketing (University of Vaasa). From 1996 to 1997 he was a project researcher at the University. In 1997 he entered in Imatran Voima as a market researcher. In 1999 he joined Fortum Group, first as a research manager and mktg planner (Power And Heat) and later as a mktg manager (Energy House). From 2001 to 2009 he was first mktg manager, later head of mktg and sales and finally a vice president responsible for communications in the Fortum Markets. Before current position he worked as head of customer communications for Fortum Asiakaspalvelu.

HEAD OF EXTERNAL COMMUNICATIONS FORTUM

10

[Czech Republic] VERA GAJDOSIKOVA EVENT MANAGER VODAFONE After finishing her education Vera started her professional career in 2001 in hotel industry in 5* Hotel Paris in Prague as event manager organising seminars, conferences and events with special focus on weddings. After this experience she moved to Hogg Robinson Group Czech Republic as a project manager for events & meeting management, also creating Hrg Hotel Programme. In February 2010 Vera joined Vodafone Czech Republic and currently is responsible for all company events. Her hobbies are sports, books and cinema.

[Spain] JOSÉ GARCIA AGUAROD PARTNER AND SALES MANAGER

GRUPO EVENTOPLUS José graduated in Business Administration from the Universities of Barcelona, Frankfurt and Keele. He is currently partner and sales manager for Grupo Eventoplus, which includes Eventoplus.com, the most important Spanish website for the events industry, Eventos Magazine, Eventoplus Training, which organizes courses for events organizers in Mexico, Portugal and Andorra, and the Eventoplus Award.


[EuBea 2012 - the jury]

e

20

[Germany] FELIX GRESS SENIOR VICE PRESIDENT, CORPORATE COMMUNICATIONS

CONTINENTAL AG Born in 1960, he graduated in German Literature and Language. From 1991 to 1995 he was a manager media relations Basf Aktiengesellschaft (Germany). In 1995 he joined Basf Corporation (Usa) as a manager chairman’s communications and chemicals division communications. In 1998 he came back in Germany, in Basf Group, first as head of media relations and after as head of corporate comm. From 2001 to 2008 he was first vice pres. global HR executive management develop. and planning and later senior vice pres. comm. Basf SE. In 2009 entered in RheinNeckar as a managing director. In 2010 joined Continental AG.

[Norway]

[Switzerland]

[Germany]

ELLING HAMSO MANAGING PARTNER EVENT ROI INSTITUTE

MAX KALBFEL MARKETING & SALES DIRECTOR HUSQVARNA

ANDREAS MARTI

He graduated in Management Sciences from Manchester University. He was a senior executive in the Norwegian oil and gas industry, before funding the industry's major strategy conference and starting his own event management company which he sold in 2004 to become a consultant and trainer in event management and event Roi. He has been a member of the European Council and the Research Advisory Panel of Mpi. He was ranked 5th among the 50 most influential people in the UK meetings and events industry (2006) and 3rd among the 30 most influential people in the events industry in the Netherlands (2012).

Max holds the function of head of sales & marketing for Husqvarna Motorcycles. Max grew up in Munich and has earned his bachelor's degree in marketing in Augsburg. He started to work as sales manager for the Radio NRJ Group and in agencies. In 2003 joined the Bmw Group in Germany, 2007 he joined Mini Germany as head of communications and took over the responsibility for the Marketing one year later. In February 2012 he moved to Italy and joined Husqvarna Motorcycles.

Born in Basel, Switzerland, in 1964, Andreas joined Swisscom in 1990 and has held a variety of jobs within Swisscom before becoming communication consultant. In his role he consults executives and is responsible for various events. He graduated in public relations and has a master in business communication & leadership. He is highly skilled as a radio and tv presenter, host of major events and as a teacher and a trainer in public relations.

11

COMMUNICATION CONSULTANT

SWISSCOM

[Germany] KERSTIN MEISNER CEO MEMO-MEDIA Kerstin Meisner worked after her studies in Madrid and Cologne, as editor, scriptwriter and producer for German television (Wdr, Zdf, Vox, among others). In 2000, founded the internet portal for events, www.memo-media.de. The internet portal includes a business and classifieds directory with about 20,000 direct contacts, checked and updated by an editorial staff and a daily news and appointment service. In addition to this, memomedia publishes and distributes the ‘Handbuch memo-media’ and the artist magazine, 'showcases'.


[EuBea 2012 - the jury]

e

20

[Germany]

[Portugal]

[Italy]

[Portugal]

[Italy]

MICHAEL MUELLER

RUI OCHOA

DANIELE PENNA

GIANMARIA RADICE

NADIA REIS

GROUP LEADER CORPORATE

GENERAL MANAGER

HEAD OF SPORT SPONSORSHIP

EXPERIENTIAL MARKETING

DIRECTOR OF PUBLIC RELATIONS,

EVENT POINT

UNICREDIT

MANAGER

Born in Oporto in 1969. With a Major in Social Communication from the Oporto Higher College of Journalism, has along the years worked with several national newspapers and magazines. Has contributed to the development of Festas&Eventos - the only Portuguese publication specialized in the professional events sector - since its beginning, in 2003. In December 2008, assumed the general management of Festas&Eventos. In June 2011, the magazine changed its name to Event Point.

Penna is responsible for Strategic Sponsorships at UniCredit - in particular the company's sponsorship of the Uefa Champions League and Uefa Euro 2012. He joined UniCredit in 2007 as a member of the brand and change management unit, and was instrumental in the rebranding of Capitalia Banking Group following its merger with UniCredit earlier that year. Before joining UniCredit Penna spent a few years at Deutsche Bank and Capitalia where, amongst other projects, he worked on the Bank’s sponsorships of AS Roma, SS Lazio and of Mascalzone Latino Capitalia team at the 32nd America’s Cup.

Born in 1961, in 1986 he achieves a Phd in Philosophy. He works for Bmw Group Italia since 1991, with different roles: as senior buyer in the marketing department until 1994, then as national supply manager until 2004, when he becomes event manager; since may 2009 he becomes dealer marketing and events manager. In November 2011 he takes on the assignment of experiential marketing manager, with the responsibility of creating and managing brand and product projects and events, as well as looking after strategy and coordination of all comarketing and sponsoring activities.

MARKETING

SAMSUNG

Born 1977, Michael holds an Mba degree in experiential marketing. He joined Samsung Electronics Germany in 1999. Since 2001 he worked in the corporate marketing department on different projects leading to fairs, sponsorships, events and collaborations. There he was responsible for several customers/public events, Ifas, CeBITs, Olympic Campaigns & Olympic Torch Relays and the Samsung Campaign of the 12th Iaff World Championship Berlin 2009. He has received several awards such as European Best Event Award, Best Public Event in 2010.

12

BMW

CSR AND BRAND ACTIVATION

SONAE MC Born in 1977, she graduated in Social Communication at the University of Minho in 2001. At Sonae since 2001, She played the role of Public Relations and Social Responsibility for Modelo / Continente, Customer Service and Communication at Sonae Distribution and Guest Relations at the Porto Palácio Hotel (Sonae Turismo). Today main responsibilities are the management of Sonae MC public relations, as well as the management of all company projects of corporate social responsibility and brand activation, a position she holds since 2011.


[EuBea 2012 - the jury]

e

20

[Germany]

[Germany]

[Czech Republic]

MICHAEL ROSE

BEATE SCHLEGEL

ROLF SHUMANN

DIRECTOR OF PROTOCOL AND

PROJECT MANAGER EVENTS AND

HEAD OF GLOBAL MARKETING

EVENTS

DEUTSCHE MESSE

Born in Stuttgart in 1965, Micheal worked for the visitor service of the Federal Republic of Germany from 1992 to 1998 and for Expo 2000 as director Vips and Delegations from 1998 to 2000. He has been director of conferences and events Dach for Idc Central Europe GmbH since 2001 and head of protocol and corporate events at Deutsche Messe AG since 2005.

TRADE SHOWS

SIEMENS

After her studies in Tourism and hotel management, she started her working career in Switzerland. In 1989, she moved to Nuremberg and took the challenge as Manager Events & Marketing to establish together with the hotel director the newly opened Mercure Hotel. After this experience, she joined the agency 'Eurotess' in Frankfurt as a project manager responsible for the organization of trade shows. Since July 1997 she is working as a project manager for Siemens Energy communication where she is consulting and organizing events and trade shows worldwide. Her hobbies are cycling, golf and hiking.

COMMUNICATION

SKODA AUTO Rolf started with Medicine studies, followed by studies of marketing and communication when in parallel he was already joining the adv world: for 4 years he was working for the Y& R Pharma Division. This was followed by an invitation to built up a similar agency for Saatchi & Saatchi. After almost 10 years in adv he decided to give his life a complete new spin. As the head of mktg communication he joined the czech Skoda in 2002. In 2008 he became mktg director for launching Skoda in China. Since 2010 he is back in Mlada Boleslav, being responsible for the global mktg communication of Skoda Auto.

13

[Germany]

[Belgium]

CHRISTIAN SEIDENSTUECKER PRESIDENT ISES EUROPE

GREGORY SMET

Born in 1969, after studying business administration, he began his own business in 1988 in the field of event management. In 1992 he founded the event agency Joke Veranstaltungsservice and in 1998 Joke Veranstaltungstechnik, a technical production company, always in the position of managing director & partner. In 2002 these two branches merged and were reorganized as Joke Event Inc. Christian also started the awardwinning 'Wolkenschieber' Initiative and became director of events at Ises Europe (International Special Event Society) in June 2009. Since June 2010 he is president of Ises Europe.

Active for more than nine years in the eventsector: employee for Bea (Benelux Event Awards), Taste & Traiteurs, startup Belgian event marketing Magazines in the group Leo (Event & Expo Guide, from Meeting Media Plus up to Experience Magazine).

MARKETING CONSULTANT

EXPERIENCE MAGAZINE


[EuBea 2012 - the jury]

e

20

[Spain] CHRISTOPH TESSMAR DIRECTOR BARCELONA CONVENTION BUREAU Christoph Tessmar, a German by birth with a degree in business administration, began his career at Boehringer Mannheim Laboratories, company that sent him to Spain. Since that time, he assumed the organization of conferences of the laboratory until the purchase of Boehringer Mannheim by Roche in 1998. A year later he was hired by Sanofi-Aventis to manage and create the conference department in Spain. After thirteen years as congress manager, he takes over the direction of the Barcelona Convention Bureau.

[Belgium] BRIGITTE VAN DAM MARKETING & COMMUNICATIONS MANAGER ALCATEL-LUCENT After graduating in Public Relations and Tourism, Brigitte started working for Alcatel-Lucent (Belgium) in 1981. In 1991, she became an assistant for customer communications in the marketing department and became responsible for the events. She now represents market communications in the Benelux area and implements the marketing plans. This involves, among other things, the organisation of events, workshops, seminars, teambuilding, distribution of gifts, newsletters, mailing and sponsoring. She is a Board Member of the Events Managers Association.

[Portugal] JOEL FRANCISCO VICENTE LINEUP EVENTS FACTORY MANAGER PARTNER, VICE PRESIDENT APECATE AND PRESIDENT OF THE EVENTS AREA

His experience in the events area dates back 20 years ago where he began organizing music festivals in Portugal. He was one of Rumos SA manager for 18 years, were he played several management positions and had always organized corporate events for this Portuguese business group. In 2008, in partnership with the Rumos group, Joel created the LineUp Events Factory Company, specializing in the meeting Industry area, corporate events, business & tourism and entertainment shows. In 2011 he launched the brand Portugal Incoming to the International market.

14

[Germany]

[Netherlands]

DETLEF WINTZEN PRESIDENT FAMAB, MANAGING

SJOERD WEIKAMP

DIRECTOR AND CREATIVE

EVENT BRANCHE

DIRECTOR INSGLÜCK

-

GESELLSCHAFT FÜR MARKENINSZENIERUNG MBH, BERLIN Born in 1957, he studied acting and theatrical pedagogy at the HdK Berlin, and at the same time drama, journalism and psychology in Erlangen, Berlin and Nyc. He worked as a dramaturge and director at various German theaters. In 1995 he began to assume creative tasks in the field of live communication and in 1999 took over the team lead of conception/creation at the kogag Bremshey & Domning. In 2000 founded insglück Gesellschaft für Markeninszenierung in Berlin. Detlef Wintzen has received numerous esteemed awards for his creative and directing work.

EDITOR IN CHIEF

After studying Journalism and Communication Science, Sjoerd worked for publisher Reed Business on the eventmagazine Feestelijk Zakendoen and on FZ.nl. He later started a new title for eventprofessionals: EventBranche.nl, where he still works as chief editor/publisher. Personal interests: playing tennis and football; Sjoerd also partly owns a local sportsbar and supports his local football club De Graafschap from Doetinchem (The Netherlands).


FIRST PRIZE

smart Eball Organizer: BBDOLive Client: Daimler Event type: Public Event Country: Germany

SECOND PRIZE

Innovation and making things happen Organizer: SCP - Sistemas de Comunicacciòn Puntual y Marketing Client: Repsol-Deme Event type: Internal Event / Convention Country: Spain

THIRD PRIZE

ˇˇ Commemoration of the 8th Centenary of the Cathedral of Santiago de Compostela ˇ Organizer: General de Producciones y Diseño (GPD) Client: Consortium of Santiago de Compostela Event type: Cultural Event Country: Spain

AWARDS BY EVENT TYPE BTOB EVENT FIRST PRIZE A perfect day - 24 hours with Philips Organizer: Wilkenwerk Client: Philips; UB Consumer Lifestyle Country: Germany SECOND PRIZE EX AEQUO Porsche Boxster Dealer Launch Event 'Breaking Free' Organizer: Vok Dams Agency for Events and Live-Marketing Client: Dr. Ing. h.c. F. Porsche Country: Germany

SECOND PRIZE EX AEQUO Grundfos - Big Bang Circulator Event Organizer: Welcome Event Marketing Client: Grundfos A/S Country: Denmark

CELEBRATION/FESTIVITY FIRST PRIZE '125 years of Bosch' - anniversary gala Organizer: BBDOLive Client: Robert Bosch Country: Germany SECOND PRIZE Centenary BA Vidro Organizer: Desafio Global Ativism Client: Ba Vidro Country: Portugal

THIRD PRIZE Juventus Stadium Opening Ceremony Welcome Home Organizer: Filmmaster Events Client: Juventus Football Club Country: Italy

CONGRESS/CONFERENCE FIRST PRIZE Cisco Live 2012 Organizer: George P. Johnson Client: Cisco Country: UK

CULTURAL EVENT FIRST PRIZE Commemoration of the 8th Centenary of the Cathedral of Santiago de Compostela Organizer: General de Producciones y Diseño

INCENTIVE/TEAM BUILDING FIRST PRIZE Volkswagen Service Forum 2012 Organizer: Hagen Invent & Co. Client: Volkswagen Aktiengesellschaft Country: Germany

INTERNAL EVENT/ CONVENTION FIRST PRIZE EX AEQUO Roche Diabetes Care Germany's 2012 Annual General Meeting Organizer: insglück Gesellschaft für Markeninszenierung Client: Roche Diagnostics Deutschland Country: Germany

FIRST PRIZE EX AEQUO Client: Consortium of Santiago de Compostela Innovation and making things happen Organizer: SCP - Sistemas de Comunicacciòn Country: Spain

(GPD)

SECOND PRIZE 100 innovations Organizer: PS Communication Client: The Swedish National Museum of Science and Technology Country: Sweden

FAIR FIRST PRIZE Volkswagen at the Frankfurt International Motor Show Organizer: Vok Dams Agency for Events and Live-Marketing Client: Volkswagen Country: Germany

16

Puntual y Marketing Client: Repsol-Deme Country: Spain

SECOND PRIZE One Vision. One Team. One Hundred. Organizer: Phocus Brand Contact & Co. Client: Siemens AG Country: Germany THIRD PRIZE We create chemistry world tour Organizer: circ und ko. Client: Basf SE Country: Germany


[european bea 2012 - the winners] NON PROFIT/ SOCIAL SERVICE EVENT FIRST PRIZE 'Realizar um Sonho', the Biggest and Brightest Star in the World! Organizer: Realizar Worldwide Events Client: Developed for Associação Terra dos Sonhos

Country: Portugal SECOND PRIZE 3D in the Park Organizer: Eventum Premo FIRST PRIZE Porsche 911 Carrera: Porsche Identity - Dealer Client: Moscow City Park Country: Russia launch event in Cape Town Organizer: Mindact, AMT (Agentur für

SECOND PRIZE We create chemistry world tour Organizer: circ und ko. Client: Basf SE Country: Germany THIRD PRIZE Wedding Rewinded Organizer: Jung von Matt/relations Client: Nikon Country: Germany

LAUNCH EVENT

SPORT EVENT

Marken(t)räume), S&T Wirth, Vok Dams

PUBLIC EVENT

Client: Dr. Ing. h.c. F. Porsche Country: Germany

FIRST PRIZE Seavolution - The German pavilion at the Expo 2012 Organizer: facts and fiction Client: Bundesministerium für Wirtschaft und

FIRST PRIZE StaplerCup Organizer: Linde Material Handling + BBDO Live Client: Linde Material Handling Country: Germany

SECOND PRIZE Presentation of the New BMW 6 Series Gran Coupé Organizer: EWT Client: BMW Country: Italy THIRD PRIZE Windows Phone 7.5 Hotel Organizer: Wildstyle Network Client: Microsoft Deutschland Country: Germany

MUSICAL EVENT FIRST PRIZE Vodafone Mexefest Organizer: Action4 Ativism Client: Vodafone Country: Portugal SECOND PRIZE SRH Brainwaves Organizer: Jung von Matt/relations Client: SRH Holding Country: Germany

UNCONVENTIONAL EVENT

Technologie (Federal Ministry of Economics and Technology) Country: Germany

FIRST PRIZE SRH Brainwaves Organizer: Jung von Matt/relations Client: SRH Holding Country: Germany

SECOND PRIZE Nike Barber Shop Organizer: \Auditoire Client: Nike Country: France

SECOND PRIZE Interactive Spotlight Installation Organizer: Jung von Matt/relations Client: Daimler - Mercedes-Benz Cars Country: Germany

THIRD PRIZE Magnum Café Organizer: \Auditoire Client: Magnum (Unilever) Country: France

THIRD PRIZE Centenary BA Vidro Organizer: Desafio Global Ativism Client: BA Vidro Country: Portugal

ROADSHOW FIRST PRIZE A perfect day - 24 hours with Philips Organizer: Wilkenwerk Client: Philips; UB Consumer Lifestyle Country: Germany

17


[european bea 2012 - the winners] WEB EVENT

CREATIVE IDEA

LOCATION/SETTING

FIRST PRIZE Consumer Promotion 2.0 - 'Dosionair' Organizer: Vok Dams Agency for Events and

FIRST PRIZE Windows Phone 7.5 Hotel Organizer: Wildstyle Network Client: Microsoft Deutschland Country: Germany

FIRST PRIZE Commemoration of the 8th Centenary of the Cathedral of Santiago de Compostela Organizer: General de Producciones y Diseño (GPD)

SECOND PRIZE

Client: Consortium of Santiago de Compostela Country: Spain

Live-Marketing Client: Ball Packaging Europe Country: Germany

SECOND PRIZE The Black and Yellow Fan Van - Activation Campaign Sparda Bank West's Sponsorship of BVB Organizer: insglück Gesellschaft für

SRH Brainwaves Organizer: Jung von Matt/relations Client: SRH Holding Country: Germany

Markeninszenierung Client: Sparda-Bank West eG Country: Germany

THIRD PRIZE

THIRD PRIZE Audi Q3 Trans China Tour 2012 Organizer: Pure Perfection Client: Audi Country: Germany

AWARDS BY EXCELLENCE AUDIO/VIDEO/ LIGHTING PRODUCTION FIRST PRIZE Commemoration of the 8th Centenary of the Cathedral of Santiago de Compostela Organizer: General de Producciones y Diseño (GPD)

Client: Consortium of Santiago de Compostela Country: Spain SECOND PRIZE Innovation and making things happen Organizer: SCP - Sistemas de Comunicacciòn Puntual y Marketing Client: Repsol-Deme Country: Spain

THIRD PRIZE Juventus Stadium Opening Ceremony Welcome Home Organizer: Filmmaster Events Client: Juventus Football Club Country: Italy

Interactive Spotlight Installation Organizer: Jung von Matt/relations Client: Daimler - Mercedes-Benz Cars Country: Germany

DIRECTION FIRST PRIZE Juventus Stadium Opening Ceremony Welcome Home Organizer: Filmmaster Events Client: Juventus Football Club Country: Italy SECOND PRIZE Commemoration of the 8th Centenary of the Cathedral of Santiago de Compostela Organizer: General de Producciones y Diseño

SECOND PRIZE Porsche 911 Carrera: Porsche Identity - Dealer launch event in Cape Town Organizer: Mindact, AMT (Agentur für Marken(t)räume), S&T Wirth, Vok Dams Client: Dr. Ing. h.c. F. Porsche Country: Germany

THIRD PRIZE Porsche Boxster Dealer Launch Event 'Breaking Free' Organizer: Vok Dams Agency for Events and Live-Marketing Client: Dr. Ing. h.c. F. Porsche Country: Germany

MEDIA COVERAGE FIRST PRIZE Vodafone Mexefest Organizer: Action4 Ativism Client: Vodafone Country: Portugal

SECOND PRIZE Client: Consortium of Santiago de Compostela Launch and presentation of the new BMW 1 Series Country: Spain Organizer: Staff Eventos Client: BMW Iberia THIRD PRIZE Porsche 911 Carrera: Porsche Identity - Dealer Country: Spain launch event in Cape Town THIRD PRIZE Organizer: Mindact, AMT (Agentur für 3D in the Park Marken(t)räume), S&T Wirth, Vok Dams Organizer: Eventum Premo Client: Dr. Ing. h.c. F. Porsche Client: Moscow City Park Country: Germany Country: Russia (GPD)

18


[european bea 2012 - the winners] MEDIA MIX

Client: Dr. Ing. h.c. F. Porsche Country: Germany

TECHNOLOGICAL INNOVATION

20 years of leadership Organizer: Sinergie Client: Mediamarket (Media World e Saturn) Country: Italy

SPECIAL EVENT TYPE

FIRST PRIZE

SECOND PRIZE

Porsche 911 Carrera: Porsche Identity - Dealer launch event in Cape Town Organizer: Mindact, AMT (Agentur für Marken(t)räume), S&T Wirth, Vok Dams Client: Dr. Ing. h.c. F. Porsche Country: Germany

FIRST PRIZE

Consumer Promotion 2.0 - 'Dosionair' Organizer: Vok Dams Agency for Events and Live-Marketing Client: Ball Packaging Europe Country: Germany

THIRD PRIZE EX AEQUO Audi Q3 Trans China Tour 2012 Organizer: Pure Perfection Client: Audi AG Country: Germany

THIRD PRIZE EX AEQUO SRH Brainwaves Organizer: Jung von Matt/relations Client: SRH Holding Country: Germany

HIGH BUDGET FIRST PRIZE

LOW BUDGET FIRST PRIZE 'Realizar um Sonho', the Biggest and Brightest Star in the World! Organizer: Realizar Worldwide Events Client: Developed for Associação Terra dos Sonhos Country: Portugal

SRH Brainwaves Organizer: Jung von Matt/relations Client: SRH Holding Country: Germany

BEST EVENT AGENCY FIRST PRIZE EX AEQUO BBDOLive

FIRST PRIZE EX AEQUO Vok Dams Agency for Events and Live-Marketing SECOND PRIZE EX AEQUO Jung von Matt/relations SECOND PRIZE EX AEQUO Wilkewerk

BEST EVENT COMPANY

STAGING/SET DESIGN

BEST INTEGRATED EVENT

FIRST PRIZE Volkswagen Group

FIRST PRIZE

FIRST PRIZE

Innovation and making things happen Organizer: SCP - Sistemas de Comunicacciòn Puntual y Marketing Client: Repsol-Deme Event type: Internal Event / Convention Country: Spain

A perfect day, 24 hours with Philips Organizer: Wilkenwerk

SECOND PRIZE Daimler Crysler

Client: Philips; UB Consumer Lifestyle Country: Germany

SECOND PRIZE

USE OF SPACE / ENVIRONMENT SETTING

Commemoration of the 8th Centenary of the Cathedral of Santiago de Compostela Organizer: General de Producciones y Diseño (GPD) Client: Consortium of Santiago de Compostela Event type: Cultural Event Country: Spain

SPECIAL AWARDS FIRST PRIZE Windows Phone 7.5 Hotel Organizer: Wildstyle Network Client: Microsoft Deutschland Country: Germany

THIRD PRIZE Porsche 911 Carrera: Porsche Identity - Dealer launch event in Cape Town Organizer: Mindact, AMT (Agentur für Marken(t)räume), S&T Wirth, Vok Dams

19

THIRD PRIZE Philips

SPECIAL PUBLISHER AWARDS BEST EMOTIONAL RESPONSE Centenary BA Vidro Organizer: Desafio Global Ativism Client: BA Vidro Country: Portugal


All the European Bea 2012 events


e

20

[btob event]

Alitalia Day 2012 Objective: three years from the relaunch, Alitalia decided to publish the results achieved and future objectives. The new ceo Ragnetti and the chairman Colaninno launched a strong message to colleagues and stakeholders - the company is strong, renewed, full of energy and ideas, ready to complete its relaunch. Creative idea and description: the event centred on the pride and passion lavished every day by those who take the Italian flag around the world. So lots of space for the films, from historic ones to the videos describing how the new technologies project Alitalia to the cutting edge. For those who fly, the most evocative image is the world seen from the windows of the cockpit - the metaphor of the flight turning into a direct experience for all participants. Live, films, graphics, everything as though seen from the aircraft. After the convention in the morning, the area was transformed to welcome the second part of the event, the Open Day. More than 3,600 people, mostly employees’ children, invaded the square where three aircraft were ready to be visited. The scene that had greeted managers and executives in the

morning was the stage for the Max Giusti show, closing a day full of content, emotions and contact pleasantly with music. Staging and set design: the scene was a gigantic cockpit where four screen-windows offered an overall view of where the Alitalia aircraft is flying. 40 m of high definition Led screens for a unique, engaging glimpse. The auditorium, an amphitheatre of 2,200 seats, was crossed by the catwalk for 20 metres, starting at the platform, bringing speakers and participants closer.

[ DATA SHEET] Country: Italy Organiser: DPR / Input Group Client: Alitalia Date: June 19th, 2012 Target: Employees and family members (1,500 in the morning, 3,600 in the afternoon and evening), authorities, journalists, shareholders, large clients, members of the Freccia Alata club Location: Hangar at Fiumicino airport

22


e

20

[btob event]

Cisco Live 2012 Objective: to build a community of customers, partners and Cisco employees willing to interact, share, and network post event Increase loyalty by enhancing the delegates relationship with Cisco Drive awareness of Cisco’s network enablement of the Olympic Games and celebrate the technology that enables the games. Creative idea and description: through large scale show production the ‘Flames of Glory’ party truly evoked a sense of celebration and Olympic anticipation. Guests sampled food from stations themed around the most memorable Olympic events through history, while being entertained by staggering performances from the London Gospel Choir and the acrobatic basketball team The Dunking Devils. The venue was used well, taking simple but transformative measures - condensing the space, incorporating a cubic grid system for the exhibition and using the Capital Hall as main entrance customer journey. A new creative element to Cisco Live appeared this year. Suspended from the ceiling, was the enormous Video Cube. As well as being a visually stunning piece of production, it featured over 100 pieces of content and real-time twitter conversations straight from the Social Media Studio. Staging and set design: the set design demonstrated the ethos and networking values of Cisco as a company. Throughout the venue ran lines to link audience members

in the venue to the selection of conferences and speakers. The lines led onto the stage the floor markings evolved into Led stage lights running continuously from the floor, backdrop and over the audience. The design delivered a sense of connectivity between delegates and speakers reinforcing Cisco’s abilities to provide networking solutions. Media Mix: wide broadcast email blasts through to one to one marketing from account managers to individual customers. This was supplemented by a social media strategy / search engine marketing campaign. Social media was driven through Twitter and Facebook. The Cisco Live efforts were amplified across Cisco's many business units and architecture feeds and blogs. Retweets of our posts reached almost 1,5 million followers on Twitter, and we achieved a 5,055 total reach on Facebook. Results: over 6,400 attended. 98% of attendees considered the event to be a great investment of their time 33,000 people logged onto the virtual site. The mobile app was downloaded 3,500 times social activity increased 346% the week before and rised 323% the week of the live even.

[ DATA SHEET] Country: Uk Organiser: George P Johnson Client: Cisco Date: January 30th - February 3rd, 2012 Target: Cisco customers, partners and employees Location: London, ExCeL

23


e

20

[btob event]

Academia del Ron Objective: to inspire barkeepers and to win their long-term loyalty to the brand - Havana Club is to be positioned as the barkeeper's reliable partner. On the other hand Havana Club wants to address young barkeepers and support them with a particular platform. Creative idea and description: Academia del Ron is an all-year platform for communication and training unique in Germany - that continuously promotes, trains and links the barkeepers and gives them exceptional added value: leading experts pass on their know-how and inspiration at the very highest international levels. The barkeepers can learn new techniques and communicate with international colleagues in workshops and video blogs. Highlight of the year is a separate event series which comprises two distinct formats, starting with the Edición Talento. The young talents were able prove their skills to win a wildcard to the Academia del Ron. Workshops, tastings and

networking dominate the event, culminating in a cocktail competition. The competitors have set their sights on a very special goal: to take part in the international Cocktail Grand Prix in Havana, Cuba. In this way, Havana Club will become an established partner for all barkeepers. Media Mix: Academia del Ron is a varied round-the-clock offering of know-how for bartenders. Social media, print and PR communication ensure maximum awareness. A separate microsite supplies the community with relevant content throughout the year, such as interviews and essays by selected experts. The Facebook profile is the hotspot for discussion and communication with Havana Club. Communication is rounded off by continuous reporting in trade journals for the beverage industry. Results: around 25 million contacts in the trade and community media. Articles published through the Facebook profile spread very rapidly in the community, with an average virility of more than 30%. The amazing echo among the event's participants highlights the platform's relevance.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: Pernod Ricard Deutschland Date: April 24th-25th, 2012 Target: barkeepers Location: Club Department, Berlin Budget: up € 100,000 to € 200,000

24


e

20

[btob event]

Wedding Rewinded Objective: in September 2011 Nikon releases a unique compact camera. The dynamic staging of the product gives the press and the sales people the chance to actively test the innovative range of services that the Nikon 1 offers. The distinctive points they remember shall establish Nikon as the ‘leading brand’. Creative idea and description: the agency boost the journalists’ and sales people’s ego and invite them to capture as VIP photographers the most emotional moments of a pretty crazy wedding at which we can either pause life or rewind the time: Wedding rewinded. It is a surprising live staging with actors in a 3D pop-up scenery: Church, ‘Just married’, party. Every scene is dedicated to a different innovative function of the Nikon 1 that the guests can actively try out. During the ceremony spontaneous modifications of the pop-up scenery and unexpected interventions take everyone by surprise, they are totally unforeseen - just like the best motives in real life. With so much ‘action’ even the best photographer loses a great motive sometimes. No

problem: we rewind certain scenes. Live. For example when the groom forgets the rings. Agitated he leaves the bride and the church to get them. And with him the scene runs backwards: everyone moves like in a rewinding movie back to the beginning of the ceremony. Staging and set design: out of nothing an altar appears. And disappears just as fast. Instead of speaking sententiously the priest raps his text with all his might. The dynamic staging with spontaneous modifications of the 3D pop-up scenery and unexpected interventions gives the press and the sales people the chance to actively test the innovative range of services that the Nikon 1 offers. The nationwide wedding takes place at 50 events in 13 cities. Results: forwards, backwards, still image - at the end of the tour everyone is happy: the guests took 250,000 pictures in total and are enthusiastic about the Nikon 1. Nikon is happy about the strong feedback from the press and trade partners.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: Nikon Date: September 29th - October 21st, 2011 Target: press and trade partners Location: Berlin, Leipzig, München, Stuttgart, Mannheim, Frankfurt, Nürnberg, Hamburg, Bremen, Hannover, Dortmund, Düsseldorf, Köln Budget: up € 500,000 to € 1,000,000

25


e

20

[btob event]

Microsoft Techdays Objective: to develop the brand awareness among the target audiences. Develop a brand event, main outlet for new product launches by becoming a real ‘content factory’ for the brand. Promote Microsoft’s ecosystem, while training and informing IT professionals to develop the exposure and raise the sales. Creative idea and description: a monobrand event for all Microsoft’s ecosystem. Every year revolving around one main theme, becoming the must-go event for the IT world. Techdays take place every year at The Palais des Congrès and offers: - to speed up the integration of Microsoft new technologies and solutions via 300 technical conferences, three plenaries of 3,500 people and a networking village of 120 partners and expert communities. Target oriented treatment with differentiated spaces, tours and theme based and private conferences. Design a virtual event alongside the real one with the creation of a webTv set within the exhibition in partnership with the powerful

media: 01 Informatique, the IT magazine of the group Next. Staging and set design: at the Palais des Congrès, about 500 m2 are devoted to the world of the IT behemoth, designed in different big areas: four villages of 130 exhibitors’ booths (development, communication & collaboration, cloudcomputing and infrastructure) the amphitheatre for Microsoft plenaries, conference rooms, press room, meeting area. Results: 17.500 visitors, 40.000 participations at one information session, 1,400 IT decision makers, 48,000 webviewers, 200 business appointments, more than 120 journalists, 300 post-event webcasts available, 209 press clippings (IT, Corporate, General Public).

[ DATA SHEET] Country: France Organiser: Le Public System Client: Microsoft Date: February 6th-9th 2012 Target: Microsoft BtoB ecosystem Location: Palais des Congrès (Paris) Budget: up € 1,000,000 to € 5,000,000

26


e

20

[btob event]

World of Emirates, Show & Gala Dinner Objective: to have an event that generate awareness during and after in all the city. Should be a one of a kind to attract media, and should gather at least 700 guests. As main goal to show more about Dubai Culture. They wanted a lifetime experience. Creative idea and description: 22 days to set up the event. We design the creative concept inspired by the modern and glamorous side of the Uae, we use the most premium venue in Lisbon, which normally hosts concerts and other major sporting events. The Atlantic Pavilion with a capacity of more than 30,000 people was changed into a glamorous and sophisticated space for only 800 guests. For this purpose we created a huge entrance gate made entirely of Leds, which served at once to generate curiosity about the event. Inside all the details were to be overwelming, guests should fill like living the Dubai dream on a night to remeber.A huge 40 meters Screensize full HD, served as background for the presentation. In the dining area decor was created to compete with the best restaurants in Lisbon. In stage seven Portuguese bands and artists have designed a unique spectacle only for the night. The A380 fly cabin was installed on the venue fully functional. Staging and set design: the stages were designed to be used as tv stage. The floor was made in red marble acrylic. The use of a full HD 45 meters wide screen serve to impact and create a immersive feeling amongst guests. We covered the entire seats in lycra so that the

Emirates logos could appear in a gigantic size helping to avoid the emptiness of a Arena that supports more than 25,000 people. On the dinner side a big stage using a backdropp entire of led curtain was installed along two big projection HD screens. Media Mix: specialized and general media were invited. For Emirates was a hit, because the event generates a huge amount of free notices with a good Roi. To expose the event the agency used the portic led, and personalized one to one contact, a Emirate World call center was installed. For instance all the event invitations were hand written. Results: the event generates a enormous amount of media contents. An Roi study conducted during and after the event, resulted in a high level of satisfaction towards the event, and the open of many business opportunities to Fly Emirates.

[ DATA SHEET] Country: Portugal Organiser: UP Partner | 27 Names Client: Emirates Date: May 2012 Target: Vip, Professional travel trade, Ambacies, Government, Airport professionals

Location: Lisbon, Atlantico Pavillion, Expo Budget: up â‚Ź 500,000 to â‚Ź 1,000,000

27


e

20

[btob event]

Adam & Eve Award-Show 2011 Objective: to reinforce the perception of the Adam & Eve Awards within the industry and among the public as the most important prize and to present the Famab as the benchmark association; to organize an exceptional award ceremony for exceptional projects. Creative idea and description: idea: what was there in the beginning? For Adam & Eve? And for today´s creative achievers? In the beginning was the deed! Implementation: the tempting apple, the deed and bravery (these are constantly repeated images, whether in then interactive online) campaign, the location set-design with its interactive installations or the ‘Tree of Knowledge’ on the forecourt, monitored by cameras and cordoned off like the scene of a crime. Repeatedly the question was: ‘Are you ready and brave enough?’ During the show everything focuses on the coveted apple. While an orchestra unexpectedly rises from the pit, a film relates the search for this seductive fruit. Light-writing, 3-D mapping and dancers constantly transform the stage set and introduce the next category. The slot machine thrillingly announces the winners, while the orchestra accompanies the presentation of the winning apples. Finally a multi-media-show takes up the narration started at the beginning and tells the story to its end. Staging and set design: the stage area bursts its bounds to create space for new performance areas. The agency use the pit to allow the orchestra to appear from nowhere at the start of the show. Large staircases are added to bring the winners from the

upper tiers directly onto the stage. In addition, the media provision mentioned constantly and surprisingly transforms the stage. Performers make use of the stage structure thus created and interact with the light-writing and 3-D mapping elements. Media Mix: online campaign with three interactive films. The focus is on the apple as an object of temptation. Each film tells its own story: burglary, peep-show, playing poker. In each case the viewer has the chance to intervene and determine the story: barefoot or patent leather shoes. So the target group is involved early on as part of the action by being asked: ‘Are you, too, ready for the deed?’ Results: increase in attendance by 20% over 2010; increase in project entries by 14% over 2010; increase in YouTube views of the online campaign by approx; 400% over 2010 media contacts generated: 3,85 million. For the first time in the 10-year history of the awards the show was given standing ovations!

[ DATA SHEET] Country: Germany Organiser: Vogelsänger Gruppe Client: Famab Verband Direkte Wirtschaftskommunikation Date: November 24th, 2011 Target: B2B, general public Location: Mannheim, Congresscentre Rosengarten Budget: up € 1,000,000 to € 5,000,000

28


e

20

[btob event]

Grundfos, Big Bang Circulator Event Objective: to launch ‘The Red Wolf Project’ and its product line to the Internal Sales; to make an event that would be unforgettable, engaging and ensure excellent sell-in to the marketplace. Creative idea and description: the creative approach was to activate the senses and reveal the secrets of the new circulators in the most spectacular way. The agency developed the idea of the ‘Secret Inside’ as a parallel to the hidden but highly innovative elements of the client’s products. The environment - an Octagon - would bring the story to life and enhance the presentation. Projections in a spectacular 360 degrees solution, magnificent 3D presentations delivered the client’s messages in a stunning visual experience. The day would begin with registration and a light snacks in the foyer dressed as a misty forest. During the breaks the exhibition area, for critical hands-on time with the products, would open. At the end of the day everybody gathered again for a fantastic dance spectacle, where the Red Wolf would be brought to life in a memorable show. Staging and set design: we researched the location of the event to The Arena in Berlin, Germany since the launch was international. We physically divided the Arena into three sections, each hidden from the others; 1) The foyer being the registration, welcome and break area. 2) The Octagon (the secret) -

auditorium for the presentations and performances. 3) The Exhibition area for showcasing and demonstration of the new products and at the same time provide catering space throughout the day. Media Mix: website for registration and practical information. Live presentations in 3D supported by PowerPoint and keynote screen materials. The exhibition area displayed product demos for the target groups. All employees received an Ipod containing all presentations and products specifications. Results: ‘The Best Event Ever’ quote from a client who saw every goal met. Unified, inspired and highly motivated colleagues. The business agenda covered perfectly, the social agenda surpassed; the sense of having attended something unique was evident in the accolades and evaluation given by attendees.

[ DATA SHEET] Country: Denmark Organiser: Welcome Event Marketing Client: Grundfos Date: February 8th 2012 Target: Internal Sales Force (450 people) Location: Berlin, Germany Budget: up € 1,000,000 to € 5,000,000

29


e

20

[btob event]

Porsche Boxster dealer launch Objective: to create an extraordinary experience of the brand Porsche and the new roadster to the dealers worldwide. Present them the new car through an emotional performance with wow-effect, build a platform for communication, product knowledge sessions and driving experience. Creative idea and description: an unique and extraordinary event, matching to the new Porsche Boxster, positioning as an icon of independence, was expected. The motto: ‘Breaking Free’. Every magic moment was a direct interpretation of the Boxster’s free and independent approach to life. Breaking free by choosing the location Gran Canaria, a volcanic island, in the middle of the Atlantic ocean. Breaking free by a spectacular reveal show simulating a volcanic eruption in a builded open-air experience the roadster on the winding mountain roads, on the long stretched coastal roads and on the race track as well as experience the special features of the car in workshops in a drive-in cinema setting or by using hybrid technologies. Staging and set design: the choice of location was also a direct interpretation of the Boxster’s free and independent

approach to life. A volcanic island in the middle of the Atlantic Ocean with spectacular winding roads through breath taking volcanic landscapes and long stretches of super fast coastal roads. For the reveal show a vacant dam was used as the screen for the projection and an amphitheatre with wooden walkways from the event hotel was purposely build for the occasion. Media Mix: a multimedia show utilizing a tailor-made 40m wide projection screen ‘moulded’ into the existing landscape immersed the guest in the world of the new Boxster and its Breaking Free approach to life. A technical briefing in the shape of a drive-in theatre, resulting in a sensory mix of learning & experiencing. But the key ‘media landscape’ used was the open road. No show, no matter how multi media is a substitute for the ultimate driving experience. Fresh-of-the-press event magazine, dvd doco. Results: during two days the 1,600 international Porsche dealers get an extraordinary experience of the brand and the new Porsche Boxster - independent, free, powerful and intensive. An experience of breaking free the Porsche way in the best suited environment for an enlightened roadster.

[ DATA SHEET] Country: Germany Organiser: VOK DAMS Agency for Events and Live-Marketing Client: Dr. Ing. h.c. F. Porsche Date: March 24th - April 5th, 2012 Target: worldwide Porsche dealership owners and senior management (1,600 people) Location: Gran Canaria, Spain Budget: more than € 5,000,000 High Budget

30


e

20

[btob event]

A perfect day, 24 hours with Philips Objective: Developing a new roadshow concept featuring event dramaturgy that is way beyond traditional product exhibits and that focuses more intensively on the product and brand world. Creative idea and description: A perfect day - 24 hours with Philips. A message turns into an experience. Based on the brand message ‘Philips products accompany you all day long’, guests get to experience an interactive, lively product exhibit during an evening event that guides them through a day from morning to night with Phillips innovations. An idea becomes a space: the symbol of the face of a clock is converted into a circular, two part roomin-room concept, which connects the exhibit to the evening event. The event space is perfect for a dramaturgy including changes of scenes, surprising moments, a spatial experience highlighting differentiated product worlds and clear guest guidance. Experience turns into Expertise: try and interact. The focal point is the detail rich product tour through four routine daily schedule worlds with hands-on product presentations that make the core strengths individual experiences. The presence of celebrity guests

complements a perfect day. Staging and set design: The room-in-room concept guarantees every visitor the ‘perfect day’ with Philips. The circular architecture, divided into two parts, comprises an exterior ring with the product exhibit and an interior circle, used for entertainment, networking and catering. Specifics: tailor-made product presentations, rich in detail and interactive and white. The ‘white furniture concept’ leaves the visual focus where it has to be, on the products. Results: S. Lindemann, Philips CL Spokesman, comments: “A creative concept, which delivered our message to our customers with laser like precision”. The concept delivered ideas for the POS and earned a high level of enthusiasm among the guests, stating: “Philips never presented itself this way before”.

[ DATA SHEET] Country: Germany Organiser: WILKENWERK Client: Philips; UB Consumer Lifestyle Date: February 14th - March 29th, 2012 Target: retailer Location: Hamburg (Schuppen 52, Potsdam), Munich (Filmstudios Babelsberg, Bavaria Studios), (Salzburg, Salzburgarena), Vienna (Austria Center), Cologne (Medienparks Nrw), Mainz (Rheingoldhalle) Budget: up € 1,000,000 to € 5,000,000

32


e

20

[celebration / festivity]

125 years of Bosch, anniversary gala Objective: emotionally and sustainably enthral ca. 2,000 top international guests with the special Bosch spirit behind the 125-year success story – the motor for the innovative strength and international status of Bosch. The guests experience what distinguishes the company and its 300,000 staff worldwide. Creative idea and description: the Bosch staff themselves bring this entrepreneurial spirit alive. Animated by founder Robert Bosch’s impulse, they take the lead role in the gala, demonstrating live the company’s creative potential. The concept: 125 Bosch hobby musicians unite to form a unique ensemble. In a special ‘Bosch: World of Innovation’ production, they perform a specially composed anniversary symphony, describing how a spark is ignited, spreads to all continents and generates innovation worldwide. Using indigenous instruments and melodies, the musicians bring their cultures closer. This monumental world sound tour perfectly synchronises fascinating images, live performers and an emotional multimedia show projected on a 120 x 7 m screen. The live music performance and animated images melt into a powerful artistic synthesis, capturing guests’ imaginations and making a bold, sustainable statement of the special Bosch company culture. The enthusiastic guests feel what it means to be part of the Bosch family. Staging and set design: the otherwise austere exhibition halls were transformed into an elegant gala location using a sophisticated room-in-room concept. Achievements,

company values, and the visions of the Bosch management were arranged as artistic and multimedia displays throughout the reception area. The dominant design element in the gala hall was an arena construction with a 120 x 7 m semicircular projection area surrounding the guests and showing a non-stop series of images via a complex technical set-up. Media Mix: together with ca. 200 further activities worldwide, the gala was accompanied by a pr campaign. An interactive ‘Bosch Globe’ anniversary website presented the anniversary online. The ‘Global Impressions of Bosch’ project documented the Group in 125 photos – taken worldwide at precisely the same instant. The outcome is an annotated photo album, a travelling exhibition and many documentary films. Results: guests rewarded the outstanding company Bosch and its staff with 10-minute standing ovations. Weeks after the gala, the Bosch management was still receiving letters of thanks and appreciation. The international press echo on the unique anniversary event was positive throughout.

[ DATA SHEET] Country: Germany Organiser: BBDO Live - a brand of BBDO Proximity GmbH Client: Robert Bosch GmbH Date: May 19th, 2011 Target: international guests Location: Landesmesse Stuttgart exhibition centre

34


e

20

[celebration / festivity]

Dela 75 years - For Each Other Objective: providing inexpensive funeral insurance and assistance for 75 years, the goal was to host an unforgettable party to highlight Dela’s core principles of continuity, linking generations and helping each other. Guests were invited to consider the past, experience the present, and celebrate the future. Creative idea and description: the story of Dela had to be told. Not only in the form of an anniversary book, but also live, during the cooperation’s 75th anniversary. Dela’s slogan ‘For Each Other’ has been central since the company was founded in 1937. To highlight the anniversary celebrations, a tailor-made musical was created. The crew consisted employees. An enthusiastic ensemble of 60 Dela colleagues told their own story. The musical narrates an impossible love (between a rich girl and a poor shoemaker) and the founding of a company that wanted to give everyone, rich or poor, a dignified farewell. The result was a production about a colourful journey through time with a happy ending as the symbol for a flourishing company. The show was staged 3 times at Muziekgebouw Eindhoven, a stone’s throw away from where the cooperation was founded. Stakeholders

attended the premiere and employees celebrated the 75th anniversary with a show and a big party. Staging and set design: the show’s set design centred around a large screen (10 x 4) on which various backgrounds were projected. The advantage of this technique was that the stage director was able to change the complete look and feel of the stage in seconds. Backgrounds varied from 1920s cityscapes to 1970s Saturday Night Fever dance classics. The set design (including costumes) consisted of multiple props created EuBea 2012 by Dela employees. Media Mix: posters, emails, printed invitations, website and online registration and plenty of aftercare (in the beautiful anniversary book, photos, dvds, film clips and a reunion with cast and crew). Results: the cast prepared for this once-in-a-lifetime production over an intense six-week period. The actors stunned the audience and stakeholders with their catchy and professional performance. With pride in their company and their colleagues, the employees created an unforgettable memory.

[ DATA SHEET] Country: Netherlands Organiser: Dechesne & Boertje Eventmarketing Client: Dela Date: March 9th and 10th, 2012 Target: Approximately 3.000 guests (employees and their partners and 800 Dela stakeholders)

Location: Frits Philips Muziekgebouw Eindhoven, the Netherlands Budget: up € 400,000 to € 500,000

35


e

20

[celebration / festivity]

FloraHolland, 100 Years of Colour Objective: staff goals: to foster pride, promote unity and cultural change, and reinforce core values. Cooperative goals: enhance pride in and link between the cooperative and the markets. Creative idea and description: in just 100 years, FloraHolland has become the world’s largest flower auction with one universal message: making the world more colourful. With 4,500 employees forming the ultimate cultural melting pot, the company itself is also bursting with colour. Hence the theme: 100 Years of Colour. In 7 days, the 20,000 m2 auctionplants and flowers. To highlight the vibrant nature of FloraHolland, the party started in white and turned into an explosion of colour during the spectacular opening act. With several party rooms - including House of Orange, Club Purple, Green Parc, Blue Lounge and the FloraHolland Experience - it proved to be a sensual and sensational experience. The colourful talented staff was represented on stage in a big choir and a spectacular final. Before the big birthday bash, clients celebrated the royal designation of FloraHolland in the presence of Her Majesty the Queen - a proud moment for all. Staging and set design: in just 7 days, the 20,000 m2 auction hall was transformed into a vibrant venue with the following party rooms: FloraHolland Experience Tunnel: video projection and floral art. White Space: furniture, flowers, catering, entertainment, main stage with 150 m2 catwalk, and auction cart buffet tables.

House of Orange: traditional Dutch bar. Club Purple: purple light and a DJ stage. Green Parc: an oasis of green and a Fountain Bar eye-catcher. The Caribbean Blue Lounge for tropical relaxation. Media Mix: a range of media and communication resources, including an anniversary website, Facebook and Twitter (with a half hour trending topic #FH100jaar), hardcopy invitations with digital teasers, and an anniversary book and film starring the colourful characters behind the success of FloraHolland. Results: baseline and follow-up measurements showed an increase in employee satisfaction and company involvement after the parties. Guests rated the event at 8,7 out of 10 and the communications and marketing plan was given an average score of 8,5 out of ten. Number one question asked: ‘When can we do it again?’.

[ DATA SHEET] Country: Netherlands Organiser: Dechesne & Boertje Eventmarketing Client: FloraHolland, one of the world’s leading flower auction companies Date: November 18th-19th, 2011 Target: FloraHolland employees and their partners and FloraHolland cooperative members and their partners Location: Rijnsburg auction house Budget: up € 1,000,000 to € 5,000,000

36


e

20

[celebration / festivity]

Centenary BA Vidro Objective: the aim was to celebrate the company's 100th anniversary, as well as that of the event venue itself. Guests were welcomed in an ambience of fantasy and glamour. The idea was to create an unforgettable occasion transporting guests far beyond the physical nature of the company's products and services. Creative idea and description: The starting point for the design project was the raw material and its transformation into glass containers. The containers were re-used, serving as a resource to create a bold new scenographic setting. From black metal flower pots to the welcome desk illuminated with jam jars, from iron table decorations incorporating glass candle holders to a magnificent chandelier made of bottles, a whole range of pieces were made from scratch. In parallel, a video mapping project was developed to be projected on to the factory's two chimneys telling the story of the transformation of glass into containers. So that the projected images could be viewed without difficulty, BA Vidro removed a whole zinc wall from one side of the warehouse, and replaced it with two big acrylic windows (which were open at the time of the show). In this way the show could be seen perfectly and it ended with a firework display between the chimneys. Audio/video/lights: for the production of this event, 120 moving lights were used, as well as 10,000 watts of light, 200 metres of truss, and 6 video projectors. A 32metre-long structure with remote-controlled motors for raising a black curtain measuring 32mx10m. Videomapping projected on to the two factory chimneys with content produced for the event. During the cocktail

party, two designers drew BA Vidro containers which were projected in real time on to one of the lounge walls. Staging and set design: the semi-circular main stage was used for a New Circus show and for a performance by the opera singer Liza Veiga, who appeared in the room on a remote-controlled platform/stage which carried her to the main stage. Eight iron screens with coloured glass bottles divided the lounge areas from the dining room. Media Mix: As it was an internal event, there was no plan for outside advertising, but, through the public relations department, the event was attended by different media channels which led to the publication of 149 news items on television, in the press and online (24 press, 17 Tv, 97 Web, 1 radio, ? 996,421.78 Ave). Results: the objectives were fully met, surpassing the expectations of the client and guests. In addition, the event was reported in different media channels, through 149 news items on television and radio, in the press and on the web (€996,421.78 Ave).

[ DATA SHEET] Country: Portugal Organiser: Desafio Global Ativism Client: BA Vidro Date: May 10th, 2012 Target: Members of government, clients and partners of BA Vidro

Location: Fábrica BA Vidro - Avintes Budget: up € 200,000 to € 300,000

37


e

20

[celebration / festivity]

Learn and Progress 4th Diploma Presentation Session Objective: the aim of the project is to combat low levels of professional qualification and improve the country's competitiveness. The aim was to reward effort and people's desire to progress, encouraging them to finish compulsory schooling (9th year) or even continue and complete the 12th year. Creative idea and description: creation of a unique setting with the aim of rewarding the effort of the 620 people. The choice of venue was a key factor in being able to create this unique setting. The symbolism of the venue was the starting point for all the excitement throughout the entire event, setting it apart as ‘the stage of great conquests’. Following on from the stage design, it was important to get people - the real artists - to come up on stage to receive the well-deserved applause expressing recognition and appreciation. Everyone went up on stage to receive their diplomas and at the end everyone took to the stage again for a group photo when the lunch room was revealed. Lunch was served on the stage for 620 people. Each person who went up on stage had their

photo taken and at the end these were assembled on a board prepared especially for the purpose. Creation of a JM musical group ‘Tuna, Portuguese Academic Group’ and over a year they rehearsal the music (created by them) to perform on the event. Audio/video/lights: creation of an advanced framework so that the people could go up the stage and suspension of screen (12x8) for the projection. Staging and set design: in order to create the design for the 620 people to go up on stage for lunch, we had to add a stage on the other side of the orchestra pit as well as at the side stairways to the stage to have enough space to receive the whole group for lunch. Black lycra dividers were used to screen the orchestra pit off from the stage. Results: the gratitude and excitement shown by all involved made this 4th session of the event a success. The experience of this day left an indelible mark on the lives of each of the 620 people.

[ DATA SHEET] Country: Portugal Organiser: Desafio Global Ativism Client: Jerónimo Martins Date: October 18th, 2011 Target: Employees Location: Lisbon, Coliseu dos Recreios Budget: up € 100,000 to € 200,000

38


e

20

[celebration / festivity]

Operations National Meeting Pingo Doce Objective: to review the previous year's performance and share goals and predictions for the following year. At the same time, to motivate employees by sharing knowledge and information, increasing their feeling of loyalty in the future and encouraging them to improve their performance. Creative idea and description: Jerónimo Martins is a conservative, 220-year-old company that does not take risks in its events. The troubled times in the world economy, high unemployment and falling company profits have affected staff motivation. We wanted to create a bold event that represented all of the brand's and the company's prestige and at the same time develop a different and innovative concept. To promote a sense of rapport amongst the highly qualified professionals of the operations department, we created a giant, semi-circular screen that surrounded the audience at the work filming shops and products allowed us to project images of the business giving the impression that the meeting was happening inside a shop, surrounded by products like oranges, pepper and bottles of water. The animation of the background projection added a certain dynamism to presentations. The meeting was a great success. Audio/video/lights: Desafio Global designed a 30 m long screen on a 180º structure. The six m high projection area was wrapped around the participants. All those present were impressed by the screen

backgrounds, which were created specifically for this purpose, using 10 Christie Roadster HD12 video projectors, combined with a production control booth with 3 VISOCPV4MP32 2 Catalyst Cameras, a lighting project with 74 Moduled 150 RGB 3G units and a purpose-built sound system. Staging and set design: the huge 180º semi-circular display gave the participants the feeling of being part of the projection, as if sitting in the front row. The size of the projections meant that the content was 100% clear. We used a simple round stage that did not get in the way of the screen. Results: when participants entered the room they were astonished and started taking pictures. When participants were asked, they expressed great enthusiasm about the effect of the room layout. The ideas shared at the meeting were later reflected in shops. We felt that our mission had been accomplished.

[ DATA SHEET] Country: Portugal Organiser: Desafio Global Ativism Client: Pingo Doce - Jerónimo Martins Date: January 9th, 2012 Target: staff from the operations department Location: Lisbon Budget: up € 100,000 to € 200,000

39


e

20

[celebration / festivity]

The World of ‘Le Magnific’ Objective: to celebrate 15 years of the existence of SG Equipment Finance, member of Société Générale, in the Czech Republic together with customers and business partners in a unique and unconventional way. Creative idea and description: the World of ‘Le Magnific’ was the task of the Event Arena agency to think up and prepare the whole concept and realize the event for more than 300 guests. The baroque palace of Troja transformed into a world behind the mirror. The entire programme was designed in the style of a land of ‘absurdity’ evoking Tim Burton films, with the clients becoming spectators of a stunning surreal show where anything was possible. Event Arena had been assisted in preparing the evening programme by theatre directors,

screenwriters and the artistic group Art Prometheus that represents a wide array of unconventional foreign artists. The rare machines had successfully represented the Czech Republic in the World Expo 2010 in Shanghai, China. One of the interesting items on the programme was the ‘dance battle’ of two completely different worlds. The street artists also presented their art - by means of street dance and a graceful ballet dancer. The event's grand finale was marked by fireworks. Results: the event definitelly fullfilled the client´s expectation.

[ DATA SHEET] Country: Czech Republic Organiser: Event Arena s.r.o. Client: SG Equipment Finance - member of Société Générale Date: August, 2011 Target: 300 guests (employees, customers and business partners)

Location: Prague - Chateau of Troja Budget: up € 50,000 to € 100,000

40


e

20

[celebration / festivity]

Bacardi 150th Anniversary World Celebration in Russia Objective: to celebrate the anniversary of Bacardi, and to make the celebration really unforgettable for the attendees, to impress them like no one else did before. The real trick was to make this party completely unexpected, as the company has a tradition to organize annual high-level events for the employees. Creative idea and description: in order to completely mislead the employees, we created fake exhibition ‘Contemporary art through the eyes of Bacardi’ to celebrate Bacardi anniversary. The art space of designfactory was filled with various installations and art masterpieces reflecting the world of Bacardi through the well-known paintings of Van Gogh, Escher, Matisse, Picasso, Malevich and Warhol; a video installation (‘The world through the eyes of a bartender’); a 3d-mapping on a large volume bottle; an art installation ‘Bacardi staff’. All the tools possible ware used to create the genuine atmosphere of the exhibition’s authenticity, such as: teaser video, announcement in the media, attendance of the journalists from leading media and tv. And than, during the boring honoring speech the hidden doors were opened and the guests saw a real nightclub, created for

only one night to celebrate the anniversary. Bars, dancing areas, stage for performances… It was a completely other dimension where everyone could have real fun. Audio/video/lights: audio: PA - 25 kW, backline for a world-famous DJ, two separated independent sound zones with different styles of music. Video: nine vertical led screen stripes of different sizes, with possibility to show video on each screen or on all of them, as a stage backdrop. Total screen area: 35 sq.m. Exclusive 3D mapping on a 3m Bacardi bottle. Light: 78 moving heads mac 101 integrated to the video wall between screen stripes and synchronized with the video content. Unique 4m DJ table made of Jarag. Results: the agency managed to keep the real celebration a secret. Only four employees from Bacardi were aware of the full scenario of the event. The agency managed to trick 400 people! The company's employees had absolutely no idea of an anniversary party, so they will remember it for a long time!

[ DATA SHEET] Country: Russia Organiser: Eventum Premo Client: Bacardi Rus Date: February, 2nd, 2012 Target: Employees of Bacardi Rus, 400 people Location: Design-factory ‘Flakon’, Moscow Budget: up € 50,000 to € 100,000

41


e

20

[celebration / festivity]

Juventus Stadium Opening Ceremony Objective: to present the new stadium, the first owned by the club, to the world and Juventus fans; to celebrate the history of successes of the club; to treat the team and its supporters to a tailor-made show for the occasion. Creative idea and description: an opening show to greet club fans and sports fans in general with spectacular mass choreography, like the display by the 420 performers dressed in Led costumes who greeted the public by forming the phrase Welcome Home, as well as thrilling and heartrending moments, like when Giampiero Boniperti and Alessandro Del Piero recounted what Juventus means to them, addressing the public from the legendary bench from which the whole black-and-white adventure began, and which on the 8th of September added yet another unforgettable event to its history.

Results: the event received national media coverage in Corriere della Sera, Repubblica and Sky, with international coverage in France, Britain and Mexico. Gigi Buffon, in a tv interview, stated that the presentation of the stadium made his dreams come true.

[ DATA SHEET] Country: Italy Organiser: Filmmaster Events Client: Juventus Football Club Date: September 8th, 2011 Target: Public Event Location: Turin, Juventus Stadium Budget: up â‚Ź 1,000,000 to â‚Ź 5,000,000

42


e

20

[celebration / festivity]

Lamborghini Experience 2012 Objective: to celebrate the 49th anniversary; to create opportunities for exchange among all the Lamborghini owners who gathered together in the brand’s city of origin; new driving experience. Creative idea and description: a parade of Lamborghini vehicles drove through the hills of Bologna as far as the picturesque country residence, Palazzo Cuzzano. In the afternoon, participants were invited to visit the museum and factory in Sant’Agata Bolognese, finishing with a special Gala evening at the marquee set up by Filmmaster Events. The scenery, conceived in conjunction with Alessandro Pongan and Filippo Della Lucia, recalled distinctive elements of the Lamborghini Aventador. On stage for the gala dinner: the corporate speech by Lamborghini chairman Stephan Winkelmann,

a fashion show of garments from the Lamborghini Automobiles Collection and a show by Feeding the Fish, world specialists in live Led performance. During the gala dinner video contributions made by Filmmaster Events in collaboration with Alessandro Pongan were shown, as well as a film of the day’s highlights at the Autodrome in Imola. Results: high degree of liking and satisfaction on the part of guests for what was a unique experience in terms of brand and driving, excellent media coverage.

[ DATA SHEET] Country: Italy Organiser: Filmmaster Events Client: Lamborghini Date: May 10th - 12th, 2012 Target: owners, dealers from all over the world Location: Sant’Agata Bolognese Budget: up € 500,000 to € 1,000,000

43


e

20

[celebration / festivity]

Morocco Mall grand opening Objective: international media attention and conveyance of the values of the mall: refinement, entertainment, retail. Creative idea and description: the opening was based on the values that set the Morocco Mall apart: refinement, entertainment, retail. The guests were invited to enter by a floral arrangement with the message ‘All for you’. Inside the Mall, light projections and a light show made the evening magical and dreamlike. On the first floor, guests were welcomed by live saxophone music and a series of large floral installations. The focus of the opening, a huge aquarium placed in the centre of the Mall square, around which the entire scenery was designed - the stage, the opening show - was kept hidden until the end of the show. The video of a little girl who finds a pearl inside the aquarium, a symbol of luxury

and desire, marked the opening of the show. The extraordinary nature of the event required a very special guest, like the American singer and actress Jennifer Lopez, who sang in Morocco for the first time. Results: major media coverage on an international and local level. The event transformed Morocco Mall into the symbol of a modern Casablanca. Large attendance by guests, who expressed a high degree of satisfaction.

[ DATA SHEET] Country: Italy Organiser: Filmmaster Events Client: Group Aksal Date: December 1st, 2011 Target: vip, clients, authorities Location: Casablanca, Morocco Mall Budget: up € 1,000,000 to € 5,000,000

44


e

20

[celebration / festivity]

Opening Event Hannover Trade Fair 2012 Objective: the opening vividly and pointedly represents the meaning and themes of the exhibition as well as the eight trade fairs that are united under its roof. Based on the thematic content and design of the industry meeting, the event strengthens and supports the further development of the Hannover Messe. Creative idea and description: the industrial world is increasingly focused on creating sustainable environmental safety through intelligent combinations of efficient processes and environmentally conscious solutions. The 2012 Hannover Messe’s central theme of ‘greentelligence’ is a response to this development. ‘Dynamic Balance’ - the event on the eve of the first day of the trade presents a stage interpretation of the theme: on the one hand, the growing challenges that the industry is facing, and on the other, their ecological solutions and green technologies. The visual interpretation: two actors move to an oversized balance board, a kind of seesaw. With increasing technological development, which is illustrated in the parallel media production, the board tilts out of balance… the system collapses. Just as the performers on stage are able to stabilize the Balance Board, the industries represented at the Hannover Messe accept the responsibility to help conserve resources and prevent global warming. Staging and set design: the balance board as a technically sophisticated central element had to be

planned and constructed precisely. It symbolized the interplay between man, nature and technology and was used as a media-steering-tool. A well coordinated and highly sensitive system of sensors and controllers allowed the board to interact with the media running parallel to the performance live. The challenging task was to adapt the artistic choreography to the preproduced media content and sensible balance board as well as to train the artists to control the board in every second Results: Deutsche Messe states: “insglück staged a perfect prelude by creating a coherent, tactile-medial translation of the top theme at this year’s exhibition. Smart, contemporary and technically persuasive, this year’s opening gave expression to the innovative character of the Hannover Messe. A most inspiring start”.

[ DATA SHEET] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung Client: Deutsche Messe Date: April 22nd, 2012 Target: Vip’s from business and politics media representatives Location: Hannover Congress Centrum Budget: up € 200,000 to € 300,000

45


e

20

[celebration / festivity]

50th Anniversary of R.I.A.R. Objective: celebrating 50 years of the Riar with members and townsfolk, emphasising the values driving the club - passion, tradition, excellence, ‘Italian-ness’ and sharing. Creative idea and description: Cremona, on the route of memorable editions of the Mille Miglia in which Alfa Romeo triumphed, was seen by Promoconvention as the ideal and unusual location for the event, as its history and traditions portray the passion and excellence of Italian quality. Piazza Stradivari became the setting for an open-air display of vintage cars that enabled decades of style and technological evolution to be retraced. For the first time, permission was given for the exclusive use of nearby Piazza del Comune, symbol of

sharing and meeting, with elegant architectural scenery; after an aperitif under the portico and a concert in the cathedral with Stradivari 1715 and Amati 1566 violins, a formal dinner in the square for the guests followed. The highlight of the celebration for all townsfolk was an intense show telling the story of Riar and its values with projections, lights, artistic performances and the roar of engines, creating five living pictures. Audio/video/lights: a lighting show valorised P.zza del Comune to create suggestive frames for the different phases of the event. The Torrazzo was animated by video projections with mapping effect. Dynamic light games, plus the magic of the torches on Palazzo del Comune, enabled the different frames of the show to unfold on the many scenic fronts of the square. Results: more than 30 press releases including the leading national dailies, on-line and paper.

[ DATA SHEET] Country: Italy Organiser: Promoconvention / Input Group Client: Registro Italiano Alfa Romeo (R.I.A.R.) Date: June 23rd, 2012 Target: 250 guests, members of R.I.A.R., local authorities, journalists and townsfolk Location: Cremona, Piazza del Comune and Piazza Stradivari Budget: up € 100,000 to € 200,000

46


e

20

[celebration / festivity]

Inauguration of R&D&I ThyssenKrupp Objective: to communicate and to enhance the brand image by an institutional event, presenting in an innovative way the new R&D&I installations lf the Co. to public and political institutions, clients and media; to transmit its commitment with csr; to achieve the investment in Spain was reflected in media. Creative idea and description: to achieve through the innovation the attendance of more than 1,200 attendees from public and political institutions, Vip guests, employees, clients and media, as well as the honor of the attendance of H.R.H. the Prince of Asturias and five ministers, the agency created an ad hoc event at the installations where we highlighted the products which will be produced there for all Europe and Middle East. It has been used the latest audiovisual technology: interactive indoor mapping and realized a Cctv tour through the installations where attendees perceived the pride to receive an elite business investment of this magnitude in Madrid City. The agency used the catering and sustainable branding materials thus turning the act into innovative and responsible. Staging and set design: the action focused on the set designs and staging, being the main and fundamental axis the products of ThyssenKrupp and its contribution to society, offering freedom of movements. The access of attendees was carried out through a corporate safety tunnel. Authorities made a

tour through the facilities, Cctv broadcasted to guests. At the central room, the place where guests remained, composed of a grandstand with 1,200 seats and 132 m2 projection screen, the interactive videomapping was showed. Media Mix: recording and Cctv broadcasting of the authorities tour at the installations of Thyssenkrupp and broadcasting at television news bulletin (tv news); more than 40 accredited media; clipping with 320 reviews in written and on-line press; broadcasting of the event to the major national television channels and popular written press. Results: 1,200 attending the act; inauguration of the new installations by H.R.H. the Prince of Asturias; Attendance of political authorities and personalities of the business world; more than 40 accredited media; clipping with more than 300 reviews in tv news and written & on-line press.

[ DATA SHEET] Country: Spain Organiser: Staff Eventos, S.L. Client: Thyssenkrupp Elevator Manufacturing Date: March 18th, 2011 Target: political and business personalities, Vip clients Location: Spain Budget: up â‚Ź 100,000 to â‚Ź 200,000

47


e

20

[celebration / festivity]

Adam & Eve Award-Show 2011 Objective: to reinforce the perception of the Adam & Eve Awards within the industry and among the public as the most important prize and to present the Famab as the benchmark association; to organize an exceptional award ceremony for exceptional projects. Creative idea and description: idea: what was there in the beginning? For Adam & Eve? And for today´s creative achievers? In the beginning was the deed! Implementation: the tempting apple, the deed and bravery (these are constantly repeated images, whether in then interactive online) campaign, the location set-design with its interactive installations or the ‘Tree of Knowledge’ on the forecourt, monitored by cameras and cordoned off like the scene of a crime. Repeatedly the question was: ‘Are you ready and brave enough?’ During the show everything focuses on the coveted apple. While an orchestra unexpectedly rises from the pit, a film relates the search for this seductive fruit. Light-writing, 3-D mapping and dancers constantly transform the stage set and introduce the next category. The slot machine thrillingly announces the winners, while the orchestra accompanies the presentation of the winning apples. Finally a multi-media-show takes up the narration started at the beginning and tells the story to its end. Staging and set design: the stage area bursts its bounds to create space for new performance areas. The agency use the pit to allow the orchestra to appear from nowhere at the start of the show. Large staircases are added to bring the winners from the

upper tiers directly onto the stage. In addition, the media provision mentioned constantly and surprisingly transforms the stage. Performers make use of the stage structure thus created and interact with the light-writing and 3-D mapping elements. Media Mix: online campaign with three interactive films. The focus is on the apple as an object of temptation. Each film tells its own story: burglary, peep-show, playing poker. In each case the viewer has the chance to intervene and determine the story: barefoot or patent leather shoes. So the target group is involved early on as part of the action by being asked: ‘Are you, too, ready for the deed?’ Results: increase in attendance by 20% over 2010; increase in project entries by 14% over 2010; increase in YouTube views of the online campaign by approx; 400% over 2010 media contacts generated: 3,85 million. For the first time in the 10-year history of the awards the show was given standing ovations!

[ DATA SHEET] Country: Germany Organiser: Vogelsänger Gruppe Client: Famab Verband Direkte Wirtschaftskommunikation Date: November 24th, 2011 Target: B2B, general public Location: Mannheim, Congresscentre Rosengarten Budget: up € 1,000,000 to € 5,000,000

48


e

20

[celebration / festivity]

Jewish Museum 10th Anniversary venue and embodies three-dimensional the future of the academy. The stage symbolizes a portal into future. The large and asymmetric projection screens emulate the design language of Liebeskind and dynamically symbolize the Star of David. The screens are situated in an X shape; not just the roman symbol for ten but also signifying the 10th anniversary. Results: the exclusive feel of the out of the ordinary location, the meaningful occasion, the selected guests and the seamless event production all lead to a once in a lifetime experience. The event generated wide tv, radio, print and online coverage amongst Germany’s leading media outlets.

Objective: to create a fundraising gala dinner as a media effective event for this special occasion. The tasks included implementing a ‘pop-up’ event venue at the construction site of the academy while creatively integrating this construction site into the event design. Creative idea and description: following the continuous evolvement of the Jewish Museum, the creative idea ‘Developing’ led to a respectful event celebrating the bright future of the museum combined with a meaningful reflection of the past. Celebrating this joy full milestone at the construction site of the academy the guests became a part of the evolvement. The key theatrical element was the stage in the design language of the Academy’s architect Liebeskind. It operated as a portal into future by giving the audience an unobstructed view of the creatively lit academy construction site. Additional projection screens showed pictures and stories of the museum’s historical highlights, making the stage an appropriate display of both past and future development of the museum. The unpretentious way and the highly exclusive atmosphere let become the fundraising dinner unique. Highlights of the event were the speech of German Prime Minister Angela Merkel and the surprise concert of Daniel Barenboim solo on the grand piano. Staging and set design: the event space concept follows the spirit of the current Jewish Museum. The 3,000 m2 construction site is turned into a high quality pop-up event

[ DATA SHEET] Country: Germany Organiser: VOK DAMS Agency for Events and Live-Marketing Client: Jewish Museum Berlin Date: October 24th, 2011 Target: 900 guests from all over the world as the Deputy Foreign Minister of Israel, the German Prime Minister, a Nobel Prize winner, an Oscar producer and several international personalities Location: Berlin, Former Central Flower Market = future Jewish Museum Academy (in construction) Budget: up € 500,000 to € 1,000,000

49


e

20

[celebration / festivity]

Opening Eye Film Institute Objective: Eye Film Institute is the Dutch center for film/culture/heritage so the opening had to be a historical moment. A direct link to film or what film can do was required as the institute is honouring film. Holland and the world have to know about the building and its function. Creative idea and description: 600 known guests out of the film industry crossed the Amstel river and arrived to a long red carpet which was leading them to the entrance of the new futuristic building. Curious journalists next to the 'walk of fame' were giving the guests a 'premiere' entrance. The guests were gathered in the arena of the building surrounded by windows which offered a fantastic view on the glistening water and Amsterdam. On a certain moment trumpetists started a royal tune and the director of Eye and Queen Beatrix of the Netherlands appeared at the top of the stairs. After the Queen pushed a red button, a spectacular light and laser show was started. A breathtaking sensation took the guests to a virtual world without limitations. A live projection turned the building into a fascinating stream of lights. Paragliders were flying over the skyline of Amsterdam while their parachutes were lightened with the moving Eye logo. The guests felt captured in the arena. A technical occurrence never seen before! Staging and set design: the new Eye Film Institute is a very modern white building with a futuristic interior and exterior, characterized by straight lines and glass. The building is situated in the North of Amsterdam

near the Amstel river. The opening was focussed on the building and the world of film. The audience described the moment of opening as a stunning and breathtaking feeling as people have watched action films in the cinema. Media Mix: Amsterdam had faced announcements of the opening for weeks. A huge banner with again live projection next to the new building and billboards in the city attracted attention. The building and its stunning 'look' near the river dominated the Dutch media in the days after the opening. The light show was visible outside, so many photos and tweets were published through social media that evening. Results: 38,000 visitors during the week of opening (1 year target: 220,000); presence of the Queen of Holland, the mayor of Amsterdam and an impressive line-up of prominent Dutch actors and film directors; many articles and pictures in all the Dutch newspapers; trending topic on Dutch internet and tv news.

[ DATA SHEET] Country: Netherlands Organiser: Xsaga Client: Eye Film Institute Date: April 4th, 2012 Target: 600 known guests out of the film industry, journalists Location: Eye Film Institute Amsterdam Budget: up â‚Ź 50,000 to â‚Ź 100,000

50


e

20

[congress / convention]

EO Change the World! Objective: the world is changing. Different values arise and new truths emerge. The conference aimed to make entrepreneurs aware of this; to inspire guests, support businesses, share knowledge and expand networks. The theme: inspiring change. The goal: signing the Amsterdam Entrepreneurs’ Manifesto for Change. Creative idea and description: be ambitious, love, dream big, have fun, go home and change the world. 600 successful entrepreneurs from around the world gathered in Amsterdam to consider their role in changing the world, to honour the great responsibility they bear and to find new solutions to the world’s most pressing problems. A programme packed with inspiration, information and interaction in an international setting. A daily dose of inspiration was provided by Kofi Annan, Dr Muhammad Yunus, Julian Assange and Peter Bakker, followed by interactive sessions to translate new insights into concrete plans and initiatives. On Saturday, the congress was officially closed with the collective signing of the Manifesto for Entrepreneurial Change. The social programmes

offered an Hip Holland Party, a ‘dine-around’ at the homes of 25 Dutch entrepreneurs – an interesting and challenging logistical operation with a top chef at each location – and a closing gala dinner in The Old Church. Staging and set design: a colourful social setting in Hotel Krasnapolsky for reception and drinks; an intimate, circular stage for the plenary programme; an informal café setting for the interactive programme; a Hip Holland Party with contemporary Dutch elements; a dine-around in 25 homes; a festive and exuberant gala dinner at long tables in the oldest building in Amsterdam. Media Mix: www.amsterdam2011.com and social media sites. Dutch organisers used their networks to approach sponsors and the media, publishing full page adv in the national newspaper ‘De Telegraaf’. During the conference, participants received theme-specific workbooks. Results: the conference inspired entrepreneurs around the world to seek exciting and innovative solutions. With an impressive score of 8.4 out of 10, the conference will soon go on tour for an inspirational journey around the world.

[ DATA SHEET] Country: Netherlands Organiser: Dechesne & Boertje Eventmarketing Client: Entrepreneurs’ Organization Date: September 14th - 18th, 2011 Target: 600 international entrepreneurs, members of the Entrepreneurs’ Organization Location: Amsterdam and surrounding areas (including Hotel Krasnapolsky, the Westergasfabriek and The Old Church) Budget: up € 1,000,000 to € 5,000,000

51


e

20

[congress / convention]

International Forestry Conference 2011 Objective: creation of an exceptional event on the theme ‘Plantations in Tomorrow's Forests’. With a development policy responsible for the increased number of trees planted, the challenge was to pass on the message, promoting responsible, organised, planted forests which allow for sustainable development. Creative idea and description: the strategy was to devise a setting which recreated the same kind of forests. The whole room was covered by a white screen on which videos were projected to enable us to transport guests to some of ‘tomorrow's forests’. The video, the sounds and the scent of eucalyptus, the real pine and eucalyptus trees together with the cool breeze turned the Ritz's ballroom into a virtual forest. An image was developed which conveyed the communication objectives and which underlay the whole communication approach and the website, where there was a live

webcast with simultaneous translation. Details such as the transfer of guests needing assistance by minibus from the main entrance to the event entrance by minibus show the extent to which this event took care of its guests. We employed video projection on the lectern where the names of the speakers were interspersed with animations relating to the topics being presented Staging and set design: the setting that was created meant that guests felt as if they were inside a forest, with a range of different content. The stage set-up combined with the projected surroundings meant that guests forgot that they were inside a room in a hotel. Results: the difference of our approach could be seen from the moment guests arrived until they entered the function room, where everyone was surprised by the way in which the messages were communicated, both by video projection on the lycra screen and projection on the lectern.

[ DATA SHEET] Country: Portugal Organiser: Desafio Global Ativism Client: Grupo Portucel Soporcel Date: September 19th, 2011 Target: Main Economic Players and Media Location: Hotel Ritz, in Lisbon Budget: up € 100,000 to € 200,000

52


e

20

[congress / convention]

Oriflame Megaforum Objective: to organize business conference for 25k people that would be interesting to every attendee, to present company’s achievements in the past year and plans for the upcoming year. Along with these purposes the objective was to emphasize a theme of the Oriflame’s 45th anniversary in the world. Creative idea and description: 2012 is a jubilee year for Oriflame, as it’s the 45th anniversary. The company takes a leading position because of its well-known achievements and goals. The company’s values (health and beauty) are the main pillars in their business development. This event had to be something more than just a boring conference. It had to be a show! So, the agency decided to reflect these important issues during the conference through the various tools employees’ performances, entertainment program featuring famous artists, inspiring speeches of the successful well-known personalities. The agency also provided several master-classes, like drum class and wellness dance in order to make attendees feel the importance of their presence. 25,000 people repeated dance motions after the choreographer. It was probably

the biggest morning exercise dance in Europe! And even though the conference lasted for nine hours without any breaks (!) the agency managed to keep all the attendees interested and excited during the whole time. Staging and set design: a multilevel stage of 800 m2. was complemented by a 13-meter stage and a round mini-scene with three staircases. Two Led screens (11,2x11,5 each) were supplemented with a 11-m ‘chandelier’ made of the screens (some could be raised). Floor was covered by plastic with logo for spectacular video from the top. Two staircases leading down to the stage in a semicircle were placed on the side of the screens. Seven exits and two lifting platforms (plungers) were added for the grand entrance of participants. Results 25,000 participants took part in the wellness dance, saw famous artists’ performances and the most spectacular Megaforum over the past 10 years. According to Oriflame Russia management’s opinion this event was the best in the history of the company. Eventum Premo received gratitude from client.

[ DATA SHEET] Country: Russia Organiser: Eventum Premo Client: Oriflame Russia Date: June 6th, 2012 Target: 25,000 Oriflame distributors Location: Olimpiyskiy National Sports Complex (Stadium), Moscow

Budget: up € 500,000 to € 1,000,000

53


e

20

[congress / convention]

Cisco Live 2012 Objective: to build a community of customers, partners and Cisco employees willing to interact, share, and network post event Increase loyalty by enhancing the delegates relationship with Cisco Drive awareness of Cisco’s network enablement of the Olympic Games and celebrate the technology that enables the games. Creative idea and description: through large scale show production the ‘Flames of Glory’ party truly evoked a sense of celebration and Olympic anticipation. Guests sampled food from stations themed around the most memorable Olympic events through history, while being entertained by staggering performances from the London Gospel Choir and the acrobatic basketball team The Dunking Devils. The venue was used well, taking simple but transformative measures - condensing the space, incorporating a cubic grid system for the exhibition and using the Capital Hall as main entrance customer journey. A new creative element to Cisco Live appeared this year. Suspended from the ceiling, was the enormous Video Cube. As well as being a visually stunning piece of production, it featured over 100 pieces of content and real-time twitter conversations straight from the Social Media Studio. Staging and set design: the set design demonstrated the ethos and networking values of Cisco as a company. Throughout the venue ran lines to link audience members

in the venue to the selection of conferences and speakers. The lines led onto the stage the floor markings evolved into Led stage lights running continuously from the floor, backdrop and over the audience. The design delivered a sense of connectivity between delegates and speakers reinforcing Cisco’s abilities to provide networking solutions. Media Mix: wide broadcast email blasts through to one to one marketing from account managers to individual customers. This was supplemented by a social media strategy / search engine marketing campaign. Social media was driven through Twitter and Facebook. The Cisco Live efforts were amplified across Cisco's many business units and architecture feeds and blogs. Retweets of our posts reached almost 1,5 million followers on Twitter, and we achieved a 5,055 total reach on Facebook. Results: over 6,400 attended. 98% of attendees considered the event to be a great investment of their time 33,000 people logged onto the virtual site. The mobile app was downloaded 3,500 times social activity increased 346% the week before and rised 323% the week of the live even.

[ DATA SHEET] Country: Uk Organiser: George P Johnson Client: Cisco Date: January 30th - February 3rd, 2012 Target: Cisco customers, partners and employees Location: London, ExCeL

54


e

20

[congress / convention]

Zumba Instructors Conference Objective: to create an unforgettable experience Ensure a high energy, fun, positive atmosphere Transition from a fitness to a lifestyle event Provide a mix of education and entertainment including performances by world-class artists. Creative idea and description: numerous workshops, sessions and keynotes delivered content that equipped delegates with invaluable insights into their trade and gave delegates the chance to boost their careers. Zumba Sentao, a new chair-based workout, premiered at the conference. The entertainment was outstanding. Day 1 cresendoed with the highly anticipated Zumba Fitness concert, led by founder Beto Perez and the conference ended on a high at the UK Carnaval: a grand gala of music and dance. The Fitness Concert was a fusion between an immense pop concert and a fitness workout all rolled into one. A full crew of dancers and producers, lights, costumes and a huge sound system danced it out in the auditorium at ExCeL. At the closing party on day 2, Rio came to ExCeL and the instructors took 'dress to impress' to a new level and went to enormous efforts with fantastic costumes. The atmosphere was electric and peaked with Columbian sensation Mara Torres performing her blend of urban and Latin sounds on stage. Staging and set design: to create a truly interactive crowd experience a circular stage was created with the audience encompassing the performance. A centre stage scissor lift and below stage changing room devised a method of keeping the performance change-overs quick, in turn keeping a natural flow and consistency to the fitness concert. Set designs included a Colombian flavour which accompanied a full crew of dancers, lights,

costumes which made for truly memorable experience. Media Mix: the use of social media in this campaign was crucial for reaching the target audience. Facebook Zumba’s Facebook Fan Page has daily status updates discussing the first-ever European Conference in London, promoting interesting related stories YouTube Zumba Fitness YouTube channel, features all Zumba related videos and links to the Zumba Fitness Facebook page and Twitter account Twitter Used simply as a promotional tool updating about recent news and conference information. Results: merchandise store grossed £408,277.00 over 3 days 2,087 delegates attended. Attendees from 64 different countries Five key sponsors: Zumba Rush, Mama Mio Skincare, Slip on Dancers, Shape Magazine and Vitabiotics Vitamins 40 media representatives visited the event.

[ DATA SHEET] Country: Uk Organiser: George P Johnson Client: Zumba® Fitness Date: February 24th - 26th, 2012 Target: members of the Zumba Instructor Network (Zin’s). Location: London, ExCeL

55


e

20

[congress / convention]

6th EORNACongress Objective: to exchange information and ideas to enhance and develop perioperative care.To promote professional recognition of operating room nurses and a high standard of nursing care for the patients in the perioperative environment. To define and implement ethical practice in perioperative care. Creative idea and description: on the theme ‘Sailing into the future’, the event was designed to stimulate participants for the discovery of new visions in perioperative care. The symbolism of Portuguese discoveries in the XV century and Sagres an icon of Portugal, were used to give participants adventure spirit and courage for challenges ahead. During 3 days, participants had the chance to attend sessions with top presenters. A poster exhibition and award ceremony, an industry exhibition and technical visits to Lisbon hospitals completed the scientific program. The Social program was a tremendous success. The Welcome Reception in the Industry area and the Eorna Board dinner at Sagres were much appreciated. Although the highlight was the Gala Dinner at the Beato Convent were the Eorna 20th Anniversary was celebrated. Together with the electronic registration an accreditation system was used to certificate all participants. A Catering operation with daily coffee breaks and lunches was organized at the congress. Staging and set design: the congress venue was decorated in harmony with the general signage for the event, thus enhancing its image. The design of the stage was restrained but striking. 12 city colors with the colors of the Portuguese flag were enough to create a great atmosphere At Gala Dinner venue we followed the same strategy. The magnificent Beato Convent lives for itself.

Thus, the cloisters were painted time to time with different colors just to mark different moments of the event. Media Mix: the event was mainly promoted on the internet and through the social networks, and this was complemented by press releases and editorial pieces in Portuguese Health publications. Results: 889 participants were accredited by Eorna Ace a model for accreditation of perioperative nursing and care. 144 Oral communications are available online for research 62 Companies were represented at the Exhibition. 12 hospitals were visited by 85 participants during technical visits.

[ DATA SHEET] Country: Portugal Organiser: Leading Client: AESOP - Associação dos Enfermeiros de Sala de Operações Portugueses Date: April 26th -29th, 2012 Target: perioperative Nurses, both members and not members of Eorna. More than 40 nations were represented at the congress Location: Lisboa Budget: up € 500,000 to € 1,000,000

56


e

20

[congress / convention]

European Event Summit Objective: to bring together the most innovative, skilled and active European Event Professionals and create a community of decision makers to become inspired and share knowledge. It aimed to present what the event industry will look like in the future, but also to develop a network and create a platform. Creative idea and description: the creative idea behind the Summit was to break down the barriers of language and culture in Europe and consolidate all the excellent work being done in different countries. The Meetings and Events Industry missed a platform where European Event specialists and European Federation of Meetings and Events Associations could meet and share knowledge. The Summit in Luxembourg was the first of what is planned as an annual tradition with more than seventy senior professionals from thirteen countries. Inspired by Christian Seidenstücker’s speech presenting the 5 C’s that should determine the future of the events industry the event professionals meeting for three days decided to launch the 7 C Manifesto. The seven C’s are: Change, Content,

Creativity, Credibility, Connectivity, Cooperation and Costeffectiveness. The idea is to work with industry associations and thought leaders towards next year’s summit, developing practical guidelines and initiatives towards higher levels of performance. Staging and set design: simplicity was the guiding principle of the Conference. Media Mix: communication was basically concentrated on pr and e-mailing campaigns starting in May 2011. Results: birth of the 7 C manifesto. Tremendous awareness of the initiative in Europe thanks to an excellent Media Coverage in the leading Professional Media. A Synthetron Session in February 2012 with 112 active participants A second event planned in 2013 in Luxembourg.

[ DATA SHEET] Country: Luxemburg Organiser: Mediation SA Client: Mediation, Ises, MarkCom Date: September 1st - 3rd, 2011 Target: European Event and Meeting Industry (agencies, companies, suppliers, media)

Location: Cercle Cité - Luxembourg City Budget: less than € 50,000 Low Budget

57


e

20

[congress / convention]

Móvil Forum Conference 2011 Objective: Movil Forum platform (a programme for Telefónica partners) is used to develop projects that improve business processes and always from a view towards consolidating its commitment to the market, innovation and value generation. It is the conference of reference in corporate innovation and mobility. Creative idea and description: Movil Forum 2011 was held at the Miguel Delibes Cultural Centre in Valladolid. Nearly 1500 people visited the exhibit over the two days of the event. A total of 20 exhibitors, nine sponsors (including BlackBerry, Google and Nokia x Microsoft), two collaborating organisations, roundtables, 240 mobility solutions, 300 success stories and the exclusive point of view of highly prestigious international speakers like David Kirkpatrick, Fons Trompenaars and Kevin Mitnick. An agenda of innovative content offered by some of the most

outstanding sector firms. The event atmosphere went beyond the Cultural Centre with satellite activities in other areas of Valladolid like the Millennium Dome, where a dinner was held for sponsors and speakers, or the historical city centre where a tapas route was organised with cards featuring QR codes for the media, bloggers and exhibitors. Plus, 2 prior events were held for the first time ever in Madrid and Barcelona. Media Mix: the event could be followed via Twitter while the highlights and speeches could be viewed and downloaded from the event website. More than 2,000 messages were shared by Twitter users, reaching 1.4 million followers and nearly 9,000 downloads of the various videos uploaded to the website were recorded. Finally, the cumulative audience of the news generated by the event in the press, on the radio and television and online media exceeded 35 million people (according to data provided by Acceso). Results: it was the result of the constant and continuous development of solutions that renew the market and reinforce and optimize the processes of Telefónica’s customers.

[ DATA SHEET] Country: Spain Organiser: Quum Comunicación Client: Telefónica España Date: November 28th - 29th, 2011 Target: more than 1,500 attendants Location: Valladolid, Spain Budget: up € 500,000 to € 1,000,000

58


e

20

[congress / convention]

Porsche Boxster dealer launch Objective: to create an extraordinary experience of the brand Porsche and the new roadster to the dealers worldwide. Present them the new car through an emotional performance with wow-effect, build a platform for communication, product knowledge sessions and driving experience. Creative idea and description: an unique and extraordinary event, matching to the new Porsche Boxster, positioning as an icon of independence, was expected. The motto: ‘Breaking Free’. Every magic moment was a direct interpretation of the Boxster’s free and independent approach to life. Breaking free by choosing the location Gran Canaria, a volcanic island, in the middle of the Atlantic ocean. Breaking free by a spectacular reveal show simulating a volcanic eruption in a builded open-air experience the roadster on the winding mountain roads, on the long stretched coastal roads and on the race track as well as experience the special features of the car in workshops in a drive-in cinema setting or by using hybrid technologies. Staging and set design: the choice of location was also a direct interpretation of the Boxster’s free and independent

approach to life. A volcanic island in the middle of the Atlantic Ocean with spectacular winding roads through breath taking volcanic landscapes and long stretches of super fast coastal roads. For the reveal show a vacant dam was used as the screen for the projection and an amphitheatre with wooden walkways from the event hotel was purposely build for the occasion. Media Mix: a multimedia show utilizing a tailor-made 40m wide projection screen ‘moulded’ into the existing landscape immersed the guest in the world of the new Boxster and its Breaking Free approach to life. A technical briefing in the shape of a drive-in theatre, resulting in a sensory mix of learning & experiencing. But the key ‘media landscape’ used was the open road. No show, no matter how multi media is a substitute for the ultimate driving experience. Fresh-of-the-press event magazine, dvd doco. Results: during two days the 1,600 international Porsche dealers get an extraordinary experience of the brand and the new Porsche Boxster - independent, free, powerful and intensive. An experience of breaking free the Porsche way in the best suited environment for an enlightened roadster.

[ DATA SHEET] Country: Germany Organiser: VOK DAMS Agency for Events and Live-Marketing Client: Dr. Ing. h.c. F. Porsche Date: March 24th - April 5th, 2012 Target: worldwide Porsche dealership owners and senior management (1,600 people) Location: Gran Canaria, Spain Budget: more than € 5,000,000 High Budget

59


e

20

[congress / convention]

Dreaming of Gold Objective: House of Sports represents people in the world of sport by supporting careers and companies in the field of sportsmarketing. Now they want to explore eventmarketing and asked Xsaga to create an event in which both parties can integrate their experience and is beneficial by creating new opportunities. Creative idea and description: more than 250 Vip guests in the field of sport and sportsmarketing were invited. The other 550 tickets were sold within two weeks thanks to the massive free publicity. Representatives of sport were united. In the programme Dutch olympic heroes like Pieter van den Hoogenband, Ellen van Langen en the ‘Golden’ national hockeyteam were the main guests. They were supported by a Dutch writer, Arthur van den Boogaard, and a Dutch musician, Mondo Leone. Together with the Dutch comedian Peter Heerschop, they created a stunning programme in which music, literature, historical film and video footage, untold stories from behind the scenes and glorifying (golden olympic moments) were revealed. Thanks to the interactive programme the attention of the audience was there from the first moment. People were thrilled to relive the glorifying sport moments and to laugh about the juicy details the sportmen shared.

Staging and set design: in the center Xsaga created a green stage (artificial grass) on which a few chesterfield benches were situated. This part was for the more informal interviews, held by Dutch presenter Toine van Peperstraten, with the celebrities. Next to this stage the agency created a corner for the ‘spoken word’ by Arthur van den Boogaard and on the other side a corner for the ‘musical word’ of Mondo Leone. The screen was very big and dominated every visual angle. Media Mix: posters were distributed in all local horeca venues to promote the event. Massive free publicity arised in local and national media before and after the event. Journalists came to the theatre to report live from the location (tv: five Dutch news items, radio: three live radio interviews, journals: articles in four Dutch newspapers, articles: above 20 online articles). Results: the theatre was sold out. Lots of media attention from Dutch newspapers and tv who broadcasted live. New business relations have been created by inviting relations out of the sportsmarketing industry. At least ten appointments have been made, while the after-mailing has not even taken place yet.

[ DATA SHEET] Country: Netherlands Organiser: Xsaga Client: House of Sports Date: July 23th, 2012 Target: vip guests, general public Location: DeLaMar Theater Amsterdam Budget: less than € 50,000 Low Budget

60


e

20

[cultural event]

100 innovations Objective: to create the largest exhibition ever at the museum, an experience combining interactive learning, design and inspiration for the broad target group. The content, the 100 innovations, was also to be voted through by the public to be qualified. Creative idea and description: the exhibition celebrates the 100 most important innovations in history. It is based on a survey where more than 1,000 people voted for what they thought should be presented as the most important innovations of mankind. It opened in February 2012 to present 2,000sqm of exhibition space, but development didn’t stop there. From that day a web based voting procedure started, and still goes on every day. It invites you to vote on existing objects or vote in new ones that could replace others in the exhibition at any time. We have created a digital bridge influencing the

content in real time. As society and technology change, the reflection of our ideas change and new innovations qualifies to be presented. The exhibition contains architecture, design and workshop-rooms custom made for educational purposes. There are also integrated experiences such as watch-out solutions, industrial robots and many more things that can be controlled and interacted with inside of the exhibition. Staging and set design: set designers, architects, interior designers, 3-D designers and many more competences have been involved in the shaping and design of the exhibition. The design encompasses Nordic and Scandinavian architecture with bright colours, natural raw materials and elaborate designs. Media Mix: targeted pr, print ads, banners and the social media campaign containing the voting mechanics. Results: the exhibition was heavily recognised in different media and has welcomed far more than 50,000 visitors after only three moths. Development of content through voting continues and has already collected more than 100,000 votes online and at site, with over a thousand new nominations having been made.

[ DATA SHEET] Country: Sweden Organiser: PS Communication Client: the Swedish National Museum of Science and Technology Date: February 2012 Target: the Swedish inhabitants and tourists of Stockholm Location: Stockholm, Sweden Budget: up â‚Ź 1,000,000 to â‚Ź 5,000,000

61


[cultural event]

e

20

8 centenary of the Cathedral of Santiago de Compostela th

Objective: to celebrate the commemoration bringing the Cathedral of Santiago de Compostela to life through cutting-edge technology, and getting closer to the audience, making them form part of an interactive and memorable experience. Creative idea and description: GPD designed a pioneer show using the very latest technologies to achieve a 4D effects and through mapping techniques, the façade became a giant screen to recreate its

history through a virtual tour combining projections, light, sound, music, fireworks and an array of special effects. Staging and set design: a show that used for the first time in the world virtual reality techniques in 4D on a baroque façade of colossal measures: 100x70 mtrs, with a projection power never used before in a mapping show. The event was completed with the ‘Time Machine’, a touch screen on an interactive multimedia display for the public, which allowed to interact and choose, with a single tap, some of the sequences projected on the Cathedral every night. Its stunning staging has been a landmark in the history of events. Results: the event was seen live by over 100,000 people and won the Best Event Award in the competition Eventoplus. It received great massive impact on media and virality on the net.

[ DATA SHEET] Country: Spain Organiser: General de Producciones y Diseño, (GPD) Client: Consortium of Santiago de Compostela Date: July 24th – 31st, 2011 Target: citizens, pilgrims and tourists from all over the world Location: Santiago de Compostela, Galicia Budget: up € 400,000 to € 500,000

62


e

20

[cultural event]

Prins Bernhard Cultuurfondsprijs 2011 Objective: to honour Anton Corbijn as an artist and as a person who kept personal and long lasting friendships to many world famous figures in the entertainment business. Besides that the event had to generate media value to promote the fund. Creative idea and description: Corbijn was selected as award winner because he is a perfect example of the popular culture of his generation. He started working as a photographer and during his career he established an enormous oeuvre in the field of photography, design and film. As a result of his loyal character many of his 'subjects' became long lasting friends. Artists like Bono, Tom Waits, Herbert Grönemeyer, David Bowie and many others became close friends and stimulated the career of this Dutch entrepreneur. Corbijn likes to work without colours to grab the essential details of the story behind the picture or film. Therefore Xsaga skipped all the unnecessary details and colours while designing the event. It became a thrilling experience for those who were there and especially for Corbijn himself who was touched by the power of 'simplicity'. A 'sober' programme which showed the friendship and love for Anton Corbijn and its work. Sometimes an event doesn't need glitter to show the most essential things in life. Staging and set design: with love and respect for Corbijn and its work, details were skipped. The total design was focused on film and pictures and on emotional level to honour personal friendships. For this event only, the most

essential was showed by showing less. Although Xsaga united big artists, the presentation remained simple and straight. Corbijn, his family and the other guests were touched by the personal experience of the show and they appreciated the choices Xsaga made as he wrote in a personal letter. Media Mix: the media attention raised when the guests were inside and the international line-up was released to the press. The event was trending topic on internet and on every Dutch news channel. The day after the event all the newspapers opened with the spectacular 'secret' performances of Bono, Chris Martin (Coldplay), Tom Waits and more to honour Corbijn and his award. Results: the presence of Royal Highness Princess Maxima and international artists evoked humongous media attention. Present world famous artists: Bono (U2), Chris Martin (Coldplay), Tom Waits, David Bowie, Herbert Grönemeyer, Cees Nooteboom and Stephan Vanfleteren.

[ DATA SHEET] Country: Netherlands Organiser: Xsaga Client: Prins Bernhard Cultuurfonds Date: November, 28th, 2011 Target: general public, media, special guests Location: Muziekgebouw aan 't IJ Amsterdam Budget: up € 50,000 to € 100,000

64


e

20

[educational / training event]

Bayer HealthCare product launch Xarelto Objective: knowledge transfer, motivation, emotionalizing, optimum preparation of content for sales launch and generation of a ‘winning team spirit’. Development of dramaturgic staging of product features at four events in one year Creative idea and description: ‘Born to be a star’ arouses desire to be a successful rock star. For one year, the full collective force rehearses and takes the ‘selling stage’ - as possibly the largest rock band ever. A rock band of 500 employees rocking the market with the new mega hit Xarelto and attracting doctors as fans. A musical success story with coaching, rehearsals, live performances dramaturgically divided into four stages: workshop - 1st star coaching ‘Voice & Instruments’ Cycle meeting, 2nd star coaching ‘Rhythm & Harmony’, 3rd star coaching ‘Presentation & Performance’ -, launch conference and final rehearsal of No.1 hit training process spanning four events at seven locations, 18 different workshops, 20 different plenum scenarios, countless lectures and instructors, nine diversified evening events. Staging and set design: Star coaching incl. evening event at practice room as created room architecture, workshop design with instruments (decorative and playable); star coaching incl. workshop in sound studio design with cover and band posters; star coaching incl. evening event in modern ballroom with Xxl dancefloor

as center stage; final rehearsal incl. backstage design for arrival and workshops, star stage in the evening with multifunctional Led back-wall, staged press event in gala format with ‘tarry sky’. Media Mix: many communication channels for the solely internal series of events and approval of new indication still lacking on the market were eliminated. Intranet forum; intranet online training: professional workshop preparation; event medium iPad: interaction, live voting, networking; invitation on cd with podcast; follow-up mailing; key visual and corporate identity on all event media. Results: intranet feedback: best ever assessment of an overall event Bayer upper management level totally convinced, most successful launch of a Bayer Company product Rock on in 2012! Face to Face commissioned again for future Xarelto events in Germany & Switzerland.

[ DATA SHEET] Country: Germany Organiser: face to face GmbH Client: Bayer Health Care Date: January - October 2011 Target: 450 field sales reps, 50 internal sales office employees Location: Köln, Hamburg, Leverkusen, Potsdam Budget: up € 500,000 to € 1,000,000

65


e

20

[educational / training event]

European Marketing Academy Annual Conference Objective: to promote institutional partnerships between Portuguese and international organisations. To contribute to the sharing of experiences and knowledge among the participants. To provide participants with a unique experience that is conducive to the enhancement of Portugal's brand image abroad. Creative idea and description: on the theme ‘Marketing to Citizens’, the event was designed to provide participants with a fantastic experience of Portugal. The conference identity employed some of Lisbon's iconic landmarks. The Torre de Belém and the ExpoTowers, the 25th of April Bridge and the Vasco de Gama Bridge provided contrasts between the past and the future. The graphic materials, signage and decoration all included photographs and Portuguese symbols such as Fado, Portuguese ‘calçada’ cobblestones, custard tarts, wine etc. A tent with an area of 1,000 m2 was erected for the catering service, which gave priority to Portuguese cuisine for which participants were full of praise. For the social programme, four major events were staged to encourage networking and showcase Portugal: the Welcome Cocktail Party, the informal dinner at the Ccb preceded by a visit to the historic part of Belém, the gala dinner at the Convento do Beato and a tour of the legendary Sintra, classified as a World Heritage Site. Staging and set design: the venue was decorated in harmony with the general signage for the event, thus enhancing its image. The design of the stage was

restrained but striking. A frame was constructed covering the whole of the screen and the stage area. Above the frame, the conference image was mounted. The content were projected on to an 8 x 4 screen. The catering service was provided in a tent, set up on the site in such a way as to respect the existing features such as fountains and trees. Media Mix: Portuguese press, international marketing journals, internet and social networks, press releases and editorial pieces through agreements with media sponsors. Results: a total of 1,087 papers by 800 members, covering 20 different themes were submitted. This was a record-breaking number over the forty years of Emac history. Emac delegates had a range of 615 papers to choose from, 556 in track sessions and 59 in other sessions. 120 posters were presented.

[ DATA SHEET] Country: Portugal Organiser: Leading; 3 em Linha; P Team Client: Iscte Business School Date: May 22nd - 25th 2012 Target: academics (opinion leaders from the main Business Schools across Europe) and researchers of Emac (the European Marketing Academy); also professionals and students with an interest in the marketing field. Location: Lisboa, Portugal Budget: up € 500,000 to € 1,000,000

66


e

20

[educational / training event]

Porsche Boxster dealer launch Objective: to create an extraordinary experience of the brand Porsche and the new roadster to the dealers worldwide. Present them the new car through an emotional performance with wow-effect, build a platform for communication, product knowledge sessions and driving experience. Creative idea and description: an unique and extraordinary event, matching to the new Porsche Boxster, positioning as an icon of independence, was expected. The motto: ‘Breaking Free’. Every magic moment was a direct interpretation of the Boxster’s free and independent approach to life. Breaking free by choosing the location Gran Canaria, a volcanic island, in the middle of the Atlantic ocean. Breaking free by a spectacular reveal show simulating a volcanic eruption in a builded open-air experience the roadster on the winding mountain roads, on the long stretched coastal roads and on the race track as well as experience the special features of the car in workshops in a drive-in cinema setting or by using hybrid technologies. Staging and set design: the choice of location was also a direct interpretation of the Boxster’s free and independent

approach to life. A volcanic island in the middle of the Atlantic Ocean with spectacular winding roads through breath taking volcanic landscapes and long stretches of super fast coastal roads. For the reveal show a vacant dam was used as the screen for the projection and an amphitheatre with wooden walkways from the event hotel was purposely build for the occasion. Media Mix: a multimedia show utilizing a tailor-made 40m wide projection screen ‘moulded’ into the existing landscape immersed the guest in the world of the new Boxster and its Breaking Free approach to life. A technical briefing in the shape of a drive-in theatre, resulting in a sensory mix of learning & experiencing. But the key ‘media landscape’ used was the open road. No show, no matter how multi media is a substitute for the ultimate driving experience. Fresh-of-the-press event magazine, dvd doco. Results: during two days the 1,600 international Porsche dealers get an extraordinary experience of the brand and the new Porsche Boxster - independent, free, powerful and intensive. An experience of breaking free the Porsche way in the best suited environment for an enlightened roadster.

[ DATA SHEET] Country: Germany Organiser: VOK DAMS Agency for Events and Live-Marketing Client: Dr. Ing. h.c. F. Porsche Date: March 24th - April 5th, 2012 Target: worldwide Porsche dealership owners and senior management (1,600 people)

Location: Gran Canaria, Spain Budget: more than € 5,000,000 High Budget

67


e

20

[fair]

The City, Salone del Mobile 2012 - Eurocucina FTK Objective: communicate the three brands (Hotpoint, Indesit and Scholtès) and exhibit their products by creating three areas linked by a common concept and by transversal communicating tools. Creative idea and description: the 800 m2 display area of Indesit Company was reinterpreted by way of a new creative concept: ‘The City’. The exhibition stood out for its central area, the ‘Time Square’ of communication of the event, where a circular big screen showed corporate information and key values. Furthermore, the expert division of space and the entrance aisle enhanced the product display and allowed for dynamic flows. A double Led welcomed guests at reception, broadcasting emotional images inspired by the practicality of the appliances of the three Indesit Company brands. An

impressive wall of technological design was dedicated to each one: Hotpoint, Indesit and Scholtès, which were inspired by technology, urban mood and customised style, respectively. Results: increased visibility and brand awareness; new methods of communication; given the new structure and original division of space, a sharp increase in visits to the stand was registered compared to previous years.

[ DATA SHEET] Country: Italy Organiser: Filmmaster Events Client: Indesit Company Date: May 17th – 22nd 2012 Target: corporate clients and consumers Location: Milan, Fiera Rho Budget: up € 500,000 to € 1,000,000

68


e

20

[fair]

Volkswagen at the International Motor Show (IAA) Objective: the Volkswagen booth measured a staggering 9,000 m2, featured 54 vehicles and numerous technical exhibits. With so many varied and different topics to communicate it was paramount to have an overall concept linking all communication activities. Creative idea and description: instead of a linear front communication approach, the booth visitors entered a 360° brand world enabling them to choose their own Volkswagen experience by selecting topics and products of their liking from anywhere in the cloud. From the complete product range to technical exhibits and solutions. From interactive elements to motorsport. From VW Individual to VW financial services, guests could freely wander around the Volkswagen booth without being guided orled. The cloud design was all about personal choice and the freedom to do whatever you want. Very much like the lifestyle Volkswagen cars give you. The cloud design made the Volkswagen booth stand out from the more traditional designs of its competitors and made the Volkswagen much more than a collection of impressive cars; it made the booth into an experience world. Staging and set design: the hipness of the Beetle was highlighted by creating the 21st century Beetle lounge. A trendy hangout where the Beetle’s multifaceted positioning was communicated through music & dance. An famous DJ played the latest tunes setting the scene & atmosphere. To emphasize the highly specialised sound

system of the Beetle Fender, a rock guitarist showed off her skills. Inspired visitors could unleash their dancing moves and influence the visuals on the led walls through their body movements. Media Mix: next to cut-throat and high tech media usage for both key products on the giant led screens, tailor-made live events to underline positioning and personality were designed and implemented for both cars as well. The UP! was launched through a highly charged unveiling show, covering the various uses and mind sets of the funky UP! from urban chic to sun kissed beach life. Results: the Cloud design was not only unique and therefore quintessential Volkswagen but also put the visitors in charge. They decided what they wanted to see. Every visitor created its own unique Volkswagen experience, just like every Volkswagen product does for its owner.

[ DATA SHEET] Country: Germany Organiser: VOK DAMS Agency for Events and Live-Marketing Client: Volkswagen AG Date: September, 13th - 25th 2011 Target: International press, dealers, consumers & trade visitors

Location: International Motor Show (IAA), Frankfurt

69


e

20

[fair]

Ricoh Europe at Drupa 2012 Objective: Ricoh needed a platform to affirm its commitment to its production printing business, and differentiate itself from the competition. The key objective was to strengthen Ricoh’s brand profile with the industry's key decision makers, and showcase how Ricoh can transform their partners' businesses. Creative idea and description: the exhibition stand, launching Ricoh's new corporate identity, was able to break free from anything that had been done by Ricoh before. The stand focused on the customer applications and was an expression of Ricoh's

collective imagination. It showcased how Ricoh can partner with its customers to transform their businesses beyond commoditised print. Staging and set design: striking design capitalised on the booth’s proximity to the entrance. A central avenue drew visitors into the booth. At the end of it was an imposing 100m2 led wall, seemingly floating, offering a colourful wallpaper of tactical messages throughout the show. Running off the avenue were 8 ‘application zones’, each designed to showcase the very best of Ricoh's solutions. A hospitality concept successfully blended informal meeting spaces and showcased Ricoh’s strong sporting partnerships. Media Mix: digital (iPad), web, Print (Direct mail) and video (100 sqm led screen). Results: the most successful Drupa of all time. The proportion of main stakeholders amongst visitors grew to 50.8%. 100+ confirmed deals for Ricoh were taken during the show and over 4,500 qualified prospect leads were collected via the iPad app. In short, drupa remains the place where decisions get made.

[ DATA SHEET] Country: UK Organiser: WRG Creative Communication Client: Ricoh Europe Date: May 3rd - May 16th, 2012 Target: customers Location: Düsseldorf, Germany Budget: up € 1,000,000 to € 5,000,000

70


e

20

[incentive / team building]

Seasonal final FC Deutsche Post in 2012 Objective: the FC Deutsche Post season finale unites staff from all over Germany. This exceptional sport and fan event will boost team spirit and identification with the company and build up a fan culture long term. It enables employees to show their skills, have fun and experience the Deutsche Post brand. Creative idea and description: FC Deutsche Post is an internal motivation platform to boost brand identification. It centres, of course, on sport. Whether as an active participant or a spectator – a love of sport unites all employees. The highpoint of all the Germany-wide activities: a two-day season finale organised as a team-building event. 3,000 sport-loving employees from all over Germany gather together. A bungalow park is turned into an Olympic village. The event starts with a parade featuring all the athletes. Vip mentors offer competitors support and advice. Cheerleaders and fan activities also raise the spirits. The culmination: an emotional award ceremony acknowledging all the employees’ team spirit, passion and brand enthusiasm. And in this spirit, the event finishes with a fun party. Staging and set design: the event site will be divided into different areas. At the centre the huge marquee (50 x 60 m2 across and 20 m tall, unique in Europe), as well as an accreditation zone, competition area, a specially designed cycle track, info centre, fan stage, catering and also various entertainment areas such as

RoboKeeper, human table football, etc. Over 1,000 m of FC Deutsche Post branding make the entire arena into a unique company setting that provides a longlasting brand experience. Media Mix: Key medium ‘the virtual clubhouse’: the website www.fc-deutschepost.de with over 10,000,000 hits in the last 3 years; internal Deutsche Post newsletter with around 15,000 subscribers; distribution of internal fan magazine ‘Sport Post’; reports in the employee magazine ‘Premium Post’; distribution of fan posters in the national branches; consistent cd and branding at around 100 events. Results: around 3,000 sport enthusiasts come together. 16 women’s and 24 men’s football teams, 250 runners and 250 cyclists rise to the challenge, cheered on by 1,900 fans and Deutsche Post representatives.

[ DATA SHEET] Country: Germany Organiser: BBDO Live - a brand of BBDO Proximity GmbH Client: Deutsche Post AG Date: June 12th-17th, 2012 Target: employees Location: Bispingen and Munster, Lueneburg Heath

71


e

20

[incentive / team building]

Volkswagen Service Forum 2012 Objective: to strengthen the service consultants’ perception of themselves as brand ambassadors and to show them how highly they are appreciated by the VW Group. This was meant to motivate them to contribute personally toward achieving the brand’s future objective. Creative idea and description: true to the motto 'More Pulse. More Drive.', every detail of the event was to set participants’ pulses racing in order to boost their identification and motivation. Thus, the event kicked off with an inspiring driving experience. On the exhibition site of the Berlin Trade Fair guests were immersed into a Volkswagen brand space, characterized by functional but aesthetic architecture surrounding the central 'dynamics' theme. The vehicle choreography interacted with the media projection and brand strategy presentation, thus creating a highly emotional experience of the brand’s future visions and core values, all of which filled service advisors with great pride. At night, they enjoyed Berlin’s pulsating nightlife at first hand. During the panel discussion the next day, top Volkswagen management executives again ably demonstrated their great appreciation for the guests, stressing their key role as brand ambassadors. Staging and set design: on the Berlin exhibition ground, VW created its own brand world that reflected the principles of appreciation and belonging: the two central circular event areas were ‘embraced’ by a dynamic system

of access routes that allowed for parallel handling of overlapping groups, placing the guest at the pulsating center of the action at all times. Moreover, the organic spatial concept allowed for driving choreographies visible throughout the entire area, thus intensifying the event’s dynamic character. Media Mix: since the event was for internal personnel only, communication was limited to participants and to the areas where the event took place. A homepage gave advance information about the event and an individual signage system in the event corporate design provided on-site orientation in and around the various event locations. Results: the highly emotional and identity-forming brand experience successfully boosted service advisors’ self-awareness as brand ambassadors and increased their brand loyalty and commitment to performance, thus leaving them highly motivated to play a crucial role in shaping Volkswagen’s success story.

[ DATA SHEET] Country: Germany Organiser: HAGEN INVENT GmbH & Co. KG Client: Volkswagen Aktiengesellschaft Date: April 16th - 28th, 2012 Target: 4,600 national service consultants Location: Berlin Exhibition Center Budget: more than € 5,000,000 High Budget

72


e

20

[incentive / team building]

Refrige Coca-Cola ‘Happiness Factory’ Objective: to spread happiness amongst Coca-Cola workers, and put a flame of hope inside all. Plus exceed 2011 success event, and do it even with a more short budget. And above all involve every and each employer in Portugal. Creative idea and description: the agency decided to close the real and entire Coca-Cola Production factory and share Happiness amongst more than 600 employers, inspired on the international video ‘There are reasons to believe in a better world’. The warehouses and production lines were transformed into a big meeting convention hall. Other areas were used to create 4 major clinic and coaching rooms. All the decoration was made using the Coca-Cola crates. The contents of the meeting have as stars a surprise video were all the kids and family of the employers talked about happiness. To serve lunch time to 600 people, it was created a huge food court in partnership with Coca-Cola best suppliers. The agency add animation teams in all the factory, and a special place with 3D movie room, a museum and a visit to the facilities marked also the opening of the factory to the schools after the event. ‘The cherry on the coke can’, using musical workshops and recycled pets and cans, it has been created the Happiness Band with employers. Staging and set design: the entire stage and design was made once again using crates, but also gigantic

images of the heroes on Coca-Cola commercial movies. Big walls made entirely of product from the company were built as decoration. Outside the factory on the food court the agency used the real Coca-Cola trucks as part of the scenario. All the clinic and coaching rooms also were made using product, and event the instruments of the Happiness Band, made out of recycled pets and cans. Media Mix: official channels. A curiosity: the electronic invitation was made using the drawings of the kids factory employers, after collected on a internal prize competition. Results: Coca-Cola ceo affirmed: ‘In 40 years working on Coca-Cola, this was the best Convention I ever attended”. Above all the event spread and share happiness amongst everybody.

[ DATA SHEET] Country: Portugal Organiser: UP Partner | 27 Names Client: Refrige Coca-Cola Portugal Date: January 21st, 2012 Target: Factory workers, sales, marketing, superior boards Location: Refrige Coca-Cola Factory based near by Lisbon / Palmela

Budget: less than € 50,000 Low Budget

74


e

20

[incentive / team building]

Google Seasonal Party Objective: to create a theme that would appeal to Google’s multi-national employees and give them an excuse to dress up and dance. Make Google employees feel valued. Design an event that was true to the role of Google. Creative idea and description: Google invest significant amounts of time and money ensuring that they retain the brightest and best employees from around the world. Employee engagement events are an important part of this strategy. A vintage ‘Americana’ inspired event design was created by our studio. This retro vibe allowed guests to dress up and escape the high tech, modern world of Google that they normally inhabit. The 1950’s ‘High School Hop’ theme we designed is familiar to guests from all over the world from films such as Grease, and West Side Story. The agency carried this through from initial event creation right through to every element of the event. Guests arrived into a fully transformed 1950’s Dance Hall alive with Lindy Hop dancers in costume. Through the use of innovative design, oversized event branding and props, guests could discover different feature areas that continuously entertained and surprised guests. Staging and set design: we created large feature areas based on the 1950’s theme. An All American Diner created through the use of oversized branding and props hosted

separate stations serving tasty classics. A ‘Friday Night at the Movie’s’ area provided an authentic 50’s cinema experience complete with vintage cinema chairs, retro ticket booth and candy store. A ‘Mad Men’ lounge area created in the venue’s library contained 1950’s style furniture, lounge music and mixologists serving martinis and ‘mocktails’. Media Mix: a viral dance was circulated pre-event via YouTube to teach guests dance moves to create a 1950’s style flashmob on the night of the event. All communication was delivered online meaning no requirements for any printed invitations or marketing collateral ensuring the carbon footprint remained neutral. Two photo areas allowed guests to capture memories of the night; a ‘Dashboard Diner’ and a ‘Classic Cadillac’ scene. Photos were mailed to guests post event. Results: 92% of guests said that the event exceeded their expectations’. Following the event Verve were asked to tender for the annual Google Summer Party attended by over 2500 employees. The agency won this pitch and created another successful event for the client.

[ DATA SHEET] Country: Ireland Organiser: Verve Marketing Client: Google Date: 9 December 2011 Target: Google employees, Google EU Headquarters, Dublin, Ireland

Location: The Royal Dublin Society, Ballsbridge, Dublin 4, Ireland Budget: up € 200,000 to € 300,000

75


e

20

[internal company event / convention]

Pernod-Ricard Annual Convention - Les Embiez 2012 Objective: an opening plenary session around the pride of belonging to Pernod-Ricard: ‘Proud of my brand(s)’. Celebrating the Pernod-Ricard culture: ‘Creating conviviality’. A strategic week for the managers (developing marketing and selling plans) but also a time for togetherness, dialogue and conviviality. Creative idea and description: plenary session: an immersive journey to the heart of the brands, their personalities and their own way to express conviviality and innovation, with a picture program broadcasted on a 220° screen; around the signature ‘Proud of my brand(s)’, a plenary session in two parts: one about the group and its mainstays; the other about the brands and markets; more than 50 speakers and 40 films giving rhythm to a 4hour plenary; an immersion in the world of each one of the 18 brands of the group; creating an artificial ceiling with spread canvas representing the group's logo Best Practices: a 200m2 exhibition tent to present the Best Practices of each support function of the group (human resources, communications, operations, finance, IT, legal, marketing, Csr); 78 Best Practices were presented in frames, as works of art; development of a digital application with tablets at disposal in the exhibition area; five temporary bars for the evenings, partly designed by \Auditoire (Mumm Bar). Audio/video/lights: a picture program on a 74m screen, composed of 18 screen forming a 220° large screen (visual support, camera back, video topics); a ceiling

showing a shape of the Pernod-Ricard logo changing colors according to the sequence. Staging and set design: a monumental, immersive and progressive scenography. Before entering the plenary room, a brands' hallway presenting the portraits of the 18 flagship brands of the group. A ceiling showing a shape of the Pernod-Ricard logo changing colors according to the sequence. Staging of the Best Practices exhibition with large frames for each support function, containing smaller frames for each Best Practices. Media Mix: for the Best Practices: a 40 pages guide presenting every Best Practices of the group. Application for iPad, iPod, Blackberry and Android. Results: an article in the magazine ‘L'Evénementiel’; during all the convention, a report directed by the internal communication team, and episodes broadcasted on the intranet.

[ DATA SHEET] Country: France Organiser: \Auditoire Client: Pernod-Ricard Dates: April 16th -19 th, 2012 Target: managers of the brands and retail companies of the Pernod-Ricard group Location: Les Embiez island, France Budget: up € 300,000 to € 400,000

76


e

20

[internal company event / convention]

“We create chemistry” world tour Objective: to provide solutions to global challenges with BASF’s new strategy: ‘we create chemistry for a sustainable future’. Innovations for almost all areas of life play a key role. The goal is to communicate the strategy to employees and other stakeholders. Creative idea and description: the world tour allows target groups to experience what BASF stands for. At its centre: the Marketplace of Innovations which showcases 20 outstanding examples of how BASF is implementing its new corporate strategy right now. The marketplace is not only a place for presentations and information, but for dialogue and creative networking. ‘We create chemistry’: the strategic guiding principle is already giving rise to live corporate culture during the events, in real and virtual spaces. Because the world of BASF innovations is alsoevents and the web experience merge to create a perfectly integrated aggregate format. The powerful in the moment experiences provided by road show tour stops give rise to a sustainable online strategy implementation process. The first part of the tour goes from Europe to the Americas. The second will travel throughout Asia up to 2013. Audio/video/lights: the sound sets the stage as tour visitors imagine how the Earth will be in the year 2050: nine billion people and their increasing needs in all areas of life. BASF innovations provide answers for those global challenges: The thematic stands, which had up until that point been closed and in the dark, shine with BASF colours and open – a striking mise en scène that invites visitors to

satisfy their new curiosity with a first walk around. Staging and set design: the set design is part of the message: the scenography makes a first impression allowing visitors to experience the strategy and innovations the thematic stands provide via their senses, giving the set emotional power. On a second level, intelligent, light constructions and materials translate, in retrospect, BASF's strategic guiding principle of resource conservation, environmental compatibility, and climate protection into temporary architecture – an aesthetic that is much more than it seems. Media Mix: the tour concept relies strongly on the merging of online and offline tools. Results: the live events of the first tour reach more than 15,000 participants, the online platforms count nearly 150,000 visits. More than 90 percent of the participants rate the events as ‘very good’ or ‘good’. More than 3,500 posts initiate a worldwide dialogue on BASF's Intranet and on the Internet.

[ DATA SHEET] Country: Germany Organiser: circ gmbh und ko. kg Client: BASF SE Date: January 2012-May 2012 Target: employees, selected customers and other stakeholders Location: Worldwide (4 regions, 13 stations)

77


e

20

[internal company event / convention]

Meeting EDP 2012 Objective: to organise a unique occasion to allow the directors and staff to meet and communicate, providing information about what was done the previous year and the short- and long-term objectives. Rewards for and recognition of staff and projects which made most impact during the past year. Creative idea and description: to launch the new brand for Edp events, ‘We are edp’, that communicates a sense of belonging and sharing, involvement and excitement, as well as the spirit of celebration. Staff were transported in 88 coaches and were received at the venue with a ‘welcome coffee’; they discovered which works had reached the finals of the Edp Talent Competition, which promotes the staff's artistic talents. After participants entered following which the directors answered questions from the staff. Prizes were also presented to more than 40 members of staff and 20 teams. Before the speech by the President of the Executive Board, the well-known Portuguese comedian Herman José provided some humorous moments of interaction with the audience. After lunch, a concert was given by the Portuguese fado-singer Mariza, with the special participation of the Brazilian singer Roberta Sá. Audio/video/lights: five Christie HD video projectors with 35,000 Ansi lumens made up the projection on an 80 x 10 m concave screen, a Portuguese record. It was possible to create completely original settings and after lunch the hall was turned into a concert hall. Extra concern for the environment was shown and compensations made, attested to by the company ‘e)mission’, owing to the necessary energy requirements.

Staging and set design: with proximity being the key concept, great care was taken with the construction of the stage setting and other aspects of the set-up to reflect this. We created a recordbreaking screen with a projection area of 80 x 10 m which surrounded the whole auditorium and turned it into a scenographic feature. The focal point of the auditorium with its round tables was the stage itself, and this conveyed the same concept with a section extending into the auditorium and blending with the tables. Media Mix: no external adv; internal adv was provided by the complete broadcast of events on the intranet and on the corporate television channel. Later, a full report appeared in the in-house magazine. Results: the questionnaires completed by participants showed satisfaction levels not previously achieved, 95%, thus rating it as the most successful Edp meeting in the history of the company.

[ DATA SHEET] Country: Portugal Organiser: Desafio Global Ativism Client: EDP Energias de Portugal Date: March 26th, 28th and 29th, 2012 Target: EDP employees Location: Porto, Sta Mª da Feira; + Lisboa, Parque das Nações -Pavilhão Atlântico Budget: up € 500,000 to € 1,000,000

78


e

20

[internal company event / convention]

Extraordinary Everyday Objective: meeting, motivating and rewarding the network that has been able to achieve excellent results even in a difficult year. Creative idea and description: before the convention, an aperitif greeted guests in the beautiful frame of the Villa Erba Park. A scene of great impact in the room, dominated by a 50 m projection hemicycle where constantly changing backdrops and films immerged the public in different scenarios. Ilaria D’Amico presented the award stages and led the talk show on current issues with Gabriele Galateri, chairman of AG and Mario Calabresi, editor of the newspaper La Stampa. Between one speech and another, Rhythmix (eight members of the Italian Rhythmic Gymnastics team) gave a display of spectacular choreographies, highlighting the importance of the ‘daily extraordinary’ made of passion and dedication. At the end of the meeting, an elegant dinner with more than 100 pure white tables, ‘warmed’ by the Generali red of the menus and arrangements of roses. Audio/video/lights: a video projection surface generated by 5 HD video projectors side by side. A video production of great visual impact with a basic format of more than 8,000 pixels. The films included one made from photos taken by the guests and collected during the teasing on line. Staging and set design: a 50 m hemicycle of projections embraces the public and a 30 m long stage gave the right frame to the acrobatic evolutions of the rhythmic gymnastics. Media Mix: teasing for guests created online with a specific web site.

Results: a format that succeeded in involving the public both during award ceremonies and the moments dedicated to culture and entertainment.

[ DATA SHEET] Country: Italy Organiser: DPR / Input Group Client: Assicurazioni Generali Date: June 22nd, 2012 Target: Agents and salespeople in the Italian network of Assicurazioni Generali who obtained the best results in the Production Competition 2011 (about 1,100 people) Location: Cernobbio, Villa Erba

79


e

20

[internal company event / convention]

37th European Championship Rotary Golf Objective: the goal was to get at least 200 participants from 20 countries. Since it was the first time for Estonians to host a competition of such scale, the aim was to stand out and leave a positive impression. Creative idea and description: considering the 50+ age of the target group, it was necessary to find a solution that would be worth talking about and would create emotions afterwards. Thus we organised different receptions and thematic evenings (e.g. in Rocca al Mare Open Air Museum) every evening on four consequtive days to prepare the ground for livelier interaction and to introduce Estonian life and culture. The competition was held in two locations at the same time: on Niitvälja and Jõelähtme golf courses during four days. The culmination of the competition was a half-hour musical staging, specially created for the event by Neeme Kuningas, a renowned Estonian opera producer. To the best of our knowledge, opera ‘Fore’ is the first opera in the world about golf. It was performed

during the closing ceremony at the Estonian National Opera by our top singers – Rene Soom, Hanna-LiinaVõsa, etc. Media Mix: pre-advertising of the golf tournament began already 4 years ago in 2007, among Rotarians in the UK, Turkey, Norway, Switzerland and also Estonia. For this purpose we produced so-called birdie (scoring 1-under par) bottles of ‘Vana Tallinn’ liqueur, which were branded with the logo of the competition and the favourite phrase of Estonians ‘Terviseks!’ (‘Cheers!’), and which we gave to potential participants to arouse interest. Results: all in all, 214 members from 21 European countries participated in the competition. Event won main prize Golden Egg at Estonian National Marketing Awards. The President of Estonia Toomas Hendrik Ilves honoured the event with his meeting with Rotarians. Golf opera received standing ovations!

[ DATA SHEET] Country: Estonia Organiser: Event Masters OÜ Client: Rotary Club's Date: June 27th-30th, 2011 Target: 200 participants from 20 countries Location: Niitvälja and Jõelähtme Golf, Swissotel Tallinn, Estonian National Opera and Estonian Open Air Museum Budget: up € 100,000 to € 200,000

80


e

20

[internal company event / convention]

Oriflame Banquet Objective: to organize an unforgettable Wow-event that would inspire its attendees. We had to come up with the solution how to emphasize the main event pillars: 45th worldwide Oriflame anniversary, company ‘stars’ performances, celebrations and awards. Creative idea and description: in order to highlight 45th Oriflame anniversary the agency decided to introduce it as a great kingdom where the Royal Ball takes place. Oriflame Royal Castle with two staircases, colonnades, light architecture and unique 11-m chandelier, created on the screens-was prevailing symbol of the event. The royal palace members and living statues welcomed the guests, photo areas represented palace interiors, Vips walked through the red carpet. The stage embodied the palace halls, rooms and interiors–it was constantly changing due to three huge Led screens. An performing during award presentations-the dancers’ interaction with the screens, trapeze artists, opera singers, ballroom dancers, drummers. 20 unique video backdrops and 50 musicians of the live orchestra took part in the show.

Company’s top management performed Cancan dance to announce an upcoming conference in Paris. The famous Italian singer Toto Cutugno performed for the guests. Staging and set design: a multilevel stage of 800 m2. was complemented by a 13-meter stage and a round mini-scene with three staircases. Two Led screens (11,2x11,5 each) were supplemented with a 11-m "chandelier" made of the screens (some could be raised). Floor was covered by plastic with logo for spectacular video from the top. Two staircases leading down to the stage in a semicircle were placed on the side of the screens. Seven exits and two lifting platforms (plungers) were added for the grand entrance of participants. Media Mix: more than 1,100 people were awarded at the event. 3,500 participants highly appreciated the organization and an unusual content of the entertainment programme. According to Oriflame Russia management’s opinion this event was the best in the history of the company.’.

[ DATA SHEET] Country: Russia Organiser: Eventum Premo Client: Oriflame Russia Date: June, 15th, 2012 Target: 3,500 Oriflame distributors Location: Olimpiyskiy National Sports Complex (Stadium), Moscow

Budget: up € 500,000 to € 1,000,000

81


e

20

[internal company event / convention]

BNL Day 2012 Objective: create a memorable event to launch the new bank guidelines, under the aegis of the goals of Basel III. Creative idea and description: the most important in-house event for BNL - Bnp Paribas Group took place over two days. The first, with meetings in four different rooms, each one set up with scenery, speech support and special direction, the second with a convention dedicated to the guests. The event was created to share scenarios, objectives, strategies, under the banner of function and team spirit, as underlined by the speeches by ceo Fabio Gallia and President Luigi Abete and the top management of Bnp Paribas Group. The tv journalist Antonello Piroso presented the Bnl Day talk

show. Guests included: Carlo D’Asaro Biondo, president Operations Seemea, Google and Brunello Cucinelli, founder of the eponymous company. Bnl Day 2012 was preceded by a fair of approximately 28 stands of the divisions of Bnl Group covering a total of 2,000 m2. On that occasion, the presenter and opinionist Petra Loreggian held interviews with participants. Staging and set design: a large screen (over 40 m, 160 m2) featuring video projection mapping, spectacular movements made for a high-impact event and scenery. Media Mix: being an in-house event, communication was mainly developed on internal company channels (intranet), a coordinated web site managed the logistics of the event and enabled guests to interact and produce content for the plenaries in a real social network. Results: the event achieved its pre-set goals. A follow up questionnaire compiled after the event by all of participants confirmed an excellent result, far better than results of previous years.

[ DATA SHEET] Country: Italy Organiser: Filmmaster Events Client: BNL – Bnp paribas Date: February 29th - March 1st, 2012 Target: 2,300 Bnl employees, including Italian branch managers and top management

Location: Rome, Auditorium Parco della Musica Budget: up € 500,000 to € 1,000,000

82


e

20

[internal company event / convention]

Next. Oggi, domani, oltre. 2011>>2013 Objective: focus on what the bank has achieved in recent months; present the industrial plan and set out the basic elements to face the future. Creative idea and description: the Olympic Palasport was transformed into a veritable communication container for a total of 4,200 people. The theme of the event - Next - synonymous with growth, positivity, responsibility and the mental approach of the largest Italian banking Group, which means never settling for less and always being ready for the next challenge. Compering of the event was entrusted to Serena Dandini and saw the participation of Carlo Ratti and Susanna Malkki with a foray by Antonio Albanese and a theatrical piece paying tribute to Steve Jobs, played by Giuseppe Cederna. All marked by high-impact staging which

involved a backdrop of 160 m of screens, a large central frame/screen, symbol of the identity of Intesa Sanpaolo, which formed the focus of the entire projection surface that completely surrounded the venue. Each participant could send his or her symbolic word for the future onto the projection screens by sms. Results: high satisfaction on behalf of guests. The client, in turn, openly expressed its satisfaction with the result obtained to Filmmaster Events.

[ DATA SHEET] Country: Italy Organiser: Filmmaster Events Client: Intesa Sanpaolo Date: June 23th, 2011 Target: the branch responsibles Location: Turin, Palaolimpico Isozaki Budget: up â‚Ź 500,000 to â‚Ź 1,000,000

83


e

20

[internal company event / convention]

Altadis Leadership Objective of the event: for the 375 anniversary Altadis wanted to do an motivating convention. Transmit to every people the feeling of leadership in majority of brand categories against competitors. They had numbers of leadership but they did not have leader aptitude that should be transmited with five company values. Creative idea and description: the number ‘1’ is the symbol of the leader. It was formed for the text representing the values of the company and with names representing that everyone has a part of the leadership. A song was made specifically for them and printed inside of the shower of the hotel for them to rehearsal before singing all together. Each participant founded a T-shirt with the number one made of names but personalize in name an size with their own names. Eight presentations were done each one based in one Spanish leader in each sport: And each sport was related with the departament described. During the nights music that achieved number one in international and local lists were played. Cheerleaders, celebrities, showmans, helped to celebration feeling during the event. Teambuilding was made in a tematic park based in their company values. Staging and set design: a complete hotel was exclusively closed for Altadis and fully decorated with number ‘1’ concept. During the business meeting everyone was seated in comfortable sofas and stage roof and projection changed totally aspect in each presentation. Venue was completely transformed again for gala dinner. Rooms were adapted with songs written on shower walls. Different deliveries with presents, gadgets, complements, or elements they could need for teambuilding experience were also personalized.

Media Mix: leadership internet page was created used as teaser in the pre event, with games were people could try to imagine the secret place were the event will take place, and the different activities and used as a post event, to receive opinions and get photos. Twitter was connected if a big screen during the night parties to send tweets of the feelings of been number ‘1’. Everyone founded a video camera in their rooms with the opportunity to record & load in a private channel the experiences. Results: 550 attendants were asked about several points of the convention. 25 questions about quality aspects were asked about things to improve: 72% voted between ten options the one that said ‘very difficult to improve’. Global evaluation of the convention 9,25 points voting the 95% of the company.

[ DATA SHEET] Country: Spain Organiser: Grupo Sörensen Client: Altadis Date: November 16th - 18th, 2011 Target: Employes Location: Alicante Budget: up € 300,000 to € 400,000

84


e

20

[internal company event / convention]

Volkswagen Service Forum 2012 Objective: to strengthen the service consultants’ perception of themselves as brand ambassadors and to show them how highly they are appreciated by the VW Group. This was meant to motivate them to contribute personally toward achieving the brand’s future objective. Creative idea and description: true to the motto 'More Pulse. More Drive.', every detail of the event was to set participants’ pulses racing in order to boost their identification and motivation. Thus, the event kicked off with an inspiring driving experience. On the exhibition site of the Berlin Trade Fair guests were immersed into a Volkswagen brand space, characterized by functional but aesthetic architecture surrounding the central 'dynamics' theme. The vehicle choreography interacted with the media projection and brand strategy presentation, thus creating a highly emotional experience of the brand’s future visions and core values, all of which filled service advisors with great pride. At night, they enjoyed Berlin’s pulsating nightlife at first hand. During the panel discussion the next day, top Volkswagen management executives again ably demonstrated their great appreciation for the guests, stressing their key role as brand ambassadors. Staging and set design: on the Berlin exhibition ground, VW created its own brand world that reflected the principles of appreciation and belonging: the two central circular event areas were ‘embraced’ by a dynamic system

of access routes that allowed for parallel handling of overlapping groups, placing the guest at the pulsating center of the action at all times. Moreover, the organic spatial concept allowed for driving choreographies visible throughout the entire area, thus intensifying the event’s dynamic character. Media Mix: since the event was for internal personnel only, communication was limited to participants and to the areas where the event took place. A homepage gave advance information about the event and an individual signage system in the event corporate design provided on-site orientation in and around the various event locations. Results: the highly emotional and identity-forming brand experience successfully boosted service advisors’ self-awareness as brand ambassadors and increased their brand loyalty and commitment to performance, thus leaving them highly motivated to play a crucial role in shaping Volkswagen’s success story.

[ DATA SHEET] Country: Germany Organiser: HAGEN INVENT GmbH & Co. KG Client: Volkswagen Aktiengesellschaft Date: April 16th - 28th, 2012 Target: 4,600 national service consultants Location: Berlin Exhibition Center Budget: more than € 5,000,000 High Budget

85


e

20

[internal company event / convention]

Roche Diabetes Care Germany's 2012 Annual General Meeting Objective: the 350 employees should leave the conference united in their enthusiasm for new beginnings, with renewed confidence in the organization and a lasting impression that the structural changes are crucial to its future success. Creative idea and description: the structural development represents, and the production visualizes, an evolutionary leap. Central element is a gigantic egg, symbol for new life, new potential, new beginnings. The two-day event sets the stage for it to hatch, as a metaphor for starting anew. Day one prepares the way for this new start by providing transparency on the background situation and strategic necessity of the change. Management and employees engage in direct dialogue and a number of interactive formats revolving around the egg create understanding, active involvement, and a feeling of community. The staging of the first crack in the egg's shell serves as the emotional conclusion to the day. The second day's proceedings focus on the new structure and the company's core values. Everyone's input and engagement is desired. Once everything has been brought together, the egg is ready to crack open a little more! The employees, in 33 workshop groups, are the ones to develop the company's new internal slogan. The highlight: a voting procedure à la the Eurovision Song Contest. Then the slogan has been chosen. The future can begin. The emotionally charged finale

culminates in the stage egg actually breaking open. The winning slogan collectively chosen during the employee activity is now the company's internal slogan for the coming financial year - a communicative activity with a lasting impact. Staging and set design: the egg becomes a central aspect of the event's media projections: during speeches and presentations, it serves as a projection surface for accompanying 3D animations. i.e. during dialogue and interactions participants reach conclusions together, these are displayed right on the surface of the egg. Results: some 350 employees, deeply moved, ready to ‘break out of their shells’ and be actively involved in shaping their company's future. Nearly 100% of the participants said in an anonymous feedback questionnaire that the conference had been a successful kick-off event for the new organizational structure.

[ DATA SHEET] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung Client: Roche Diagnostics Deutschland Gmbh Date: June 29th-30th, 2012 Target: sales representatives Diabetes Care Location: Berlin Budget: up € 100,000 to € 200,000

86


e

20

[internal company event / convention]

Discovery Day of Safran Objective: two objectives revolving around the content of the day as well as the event logistics with a tremendous challenge: organizing the event in three months. Global support of the client starting from consulting on the plenary and exhibition contents. Supervising 3,000 collaborators from all over the world. Creative idea and description: the event’s strategy was to immerse the guests in Safran’s world by designing a program based on a plenary and an exhibition presenting the activities and career opportunities at Safran: round tables, quizzes, videos. The highlight of the day is a

huge collective activity, the footages of which will be broadcast within a media and online campaign. A human logo made by 3,000 new collaborators on the Bourget tarmac. An imposing party at the Air and Space museum to close the event with a celebration concert in front of the Concorde airplanes. Post event communication has been set up to relay all the videos and qualitative satisfaction surveys on the contents. Staging and set design: the original strategy was: to design a stage with exceptional sizes for the event: 36 meters long; to allow this huge stage and the speeches to be dynamic by setting up three areas: a tv set and two ‘talk’ spaces both hosted by two journalists. A pared down style highlighted by white lights will add to this apparatus. Media Mix: the agency set up more than 20 video reports for the event. These interviews were carried out in Mexico, the US, China, India, Morocco and of course France, in the different branches of the group. Results: 3,000 people coming from 26 different countries. The post event survey revealed that 87 % of the participants were satisfied with the day’s organization and 92% of them with its contents..

[ DATA SHEET] Country: France Organiser: Le Public System Client: Safran Date: June 6th, 2012 Target: Safran's new recruits employees Location: Parc des expositions du Bourget, Paris, France Budget: up € 1,000,000 to € 5,000,000

87


e

20

[internal company event / convention]

Porsche 911 Carrera dealer launch event in Cape Town Objective: to confirm the significant status of the most important model and to manifest as the brand identity in the consciousness of the dealers, as expressed through the event motto: Porsche Identity. Creative idea and description: staggered in eight waves, 2,100 guests from over 70 countries took part over a period of four days per group. The highlight was the staging of the reveal, where the onlookers were transported from the hanger onto the tarmac on a mobile grandstand. There, they experienced the choreography of 13 Porsche 911 and three Albatross jets synchronized precisely to the second. In addition, the guests put the new Porsche model to the test around Cape Town and on the race track, experienced the special features of the sports car in workshops, in experiments with 3D technology and in an interactive exhibition. A reception for the guests at the summer residence of the President of South Africa and a smoothly integrated fashion show of the Porsche Design Driver’s Selection, including the reveal of the new 911 Carrera Cabriolet, rounded off the overall experience of the new Porsche 911, with impressions of the host country, South Africa. Staging and set design: the region around the Table Mountain and Cape Town was used as an event space. The location ‘The Lookout’ was adapted to the claims of the customer: Porsche interior elements, illuminations, technical equipment and a revolving stage provided additional upgrades for this premiere location. At Ysterplaat Airbase

two hangars were equipped with a mobile kinetic grandstand, equipment for sound and video animations, exhibition and workshop areas, show stages, media walls and an exhibition aircraft. Media Mix: interactive workshops involved the use of a driving simulator, 3D technology and one-to-one experiments. An iPod app was available throughout the event which contained background knowledge on the 911, an audio guide as well as a competition. Each participant was given a DVD containing video and photo documentation as well as a high-gloss event magazine and a personalized photo album. Results: qualitative sample surveys of the guests and dialogue between organizers, guests and management documented the lasting motivational boost for the guests and an image boost for the brand identity. In May 2012 Porsche achieved the highest number of customer deliveries in the history of the company.

[ DATA SHEET] Country: South Africa Organiser: Mindact, Amt (Agentur für Marken(t)räume), S&T Wirth, Vok Dams Client: Dr. Ing. h.c. F. Porsche Date: November 18th - December 12th, 2011 Target: 2,100 dealers from over 70 countries Location: South Africa, Cape Town area Budget: more than € 5,000,000 High Budget

88


e

20

[internal company event / convention]

go LIVE Objective: orchestration of an innovative and motivating strategy kickoff event that is not only information transfer for 900 employees and managers. Interactive challenges are used to heighten team spirit, and awards for outstanding accomplishments generate long-term loyalty and enthusiasm for their work. Creative idea and description: for two days, the Bavaria Studios serve as the location for O2’s temporary TV station. The location is known for prestigious directors, celebrities and famous movie productions. Authenticity is paramount: no hidden technology. The atmosphere is glamorous, fascinating and hands-on. A real TV studio and adjacent editorial offices are set up in 6,000 m2, and for every part of the event, the participants are involved in corresponding TV formats such as news, reports or talk shows. They autonomously establish important elements of the strategy for 2012 in editorial conferences. The idea behind the event is a precise reflection of the essence of any O2 sales employee’s daily work: In close contact with their customers, they have to perform ad-hoc: no rehearsals, no mistakes. Always on the spot - the same demands of a live TV broadcast. An after-show party and celebration of the best sales employees who receive a ‘Top Seller Award’ perfect the highly emotional evening.

Staging and set design: modular furniture ensures flexible use of two halls. The centerpiece is the ‘go LIVE’ studio. Before the broadcast, actors playing producer roles warm up the audience. A professional host serves as the master of ceremony and anchorman for the following productions. During intermissions, crew catering provides an authentic backstage flair. The ‘Top Seller Awards’ are staged as a chart show: a framed ‘Golden Record’ acknowledges the dedication of the most ambitious employees. Media Mix: digital invitations with a distinctive key visual form a communicative bridge to the studio’s set design. Via intranet and preceding the event, employees are called on to shoot short films about the team spirit in their shops. The best films premier during the live show and receive a ‘Spirit Movie Award’. All entries are available in the O2 intranet. Live remotes with correspondents at O2 headquarters incorporate the whole company in the proceedings. Results: Inspired and motivated by these two days, employees return with hard-earned results into their shops and teams.

[ DATA SHEET] Country: Germany Organiser: PHOCUS BRAND CONTACT GmbH & Co. KG Client: Telefónica Germany GmbH & Co. OHG (brand O2) Date: February 9th - 10th, 2012 Target: O2 employees Location: Munich Bavaria Studios Budget: up € 500,000 to € 1,000,000

89


e

20

[internal company event / convention]

One Vision. One Team. One Hundred Objective: to realize the Siemens Business Conferences (SBC) and top+ award show as first-class events. The goal: a unified presentation that transports the challenging objectives of the new fiscal year in memorable and unexpected fashion. Creative idea and description: Siemens stands for outstanding technological performance, innovation and quality. To motivate employees accordingly for the new fiscal year, the business and sector conferences should provoke new ideas and energy. Siemens’ internal competition, the top+ award, (part of the Business Excellence Program) rewards the dedication of the most ambitious employees. Queen’s rock song ‘One Vision’ conveys a strong message as a leitmotif. Its integrative character connects employees globally - no matter the hierarchy level. This anthem transports personal, long-term commitment: One Vision. One Team. One Hundred. The transformation of the song in an architectural dimension is accomplished by the creation of an organic sculpture that symbolizes the vision by unfurling itself through all open spaces at the event location. Staging and set design: the architectural principle is a ‘FlowLine’. Its walls structure the spaces and enable the visual display of priority topics. It also creates a pleasant atmosphere during the breaks. The atmosphere is heightened by the concert-like seating of the spectators: 700 seats are installed in a semi-circle, raised sequentially as in an amphitheater - ensuring the best sight for everyone

and an intense focus on the raised stage. Media Mix: invitations are processed digitally on an internal platform. Diverse media create a lasting communication of the event’s message through the consistent and continual use of the song ‘One Vision’ in all channels and formats. Employees interpret the song their own way, and shoot music videos. A compilation of these videos creates a powerful final video demonstrating Siemens’ internationality and cultural diversity. The videos are popular in the Siemens Intranet and the Internet (e.g. YouTube). Results: feedback from the management confirms the event’s extraordinary success in every dimension. Participants welcome the contrasting framework between emotional set design and factual conferences. Everyone takes part in interactions and celebrates past efforts. Siemens lives up to ‘One Vision’.

[ DATA SHEET] Country: Germany Organiser: PHOCUS BRAND CONTACT GmbH & Co. KG. Client: Siemens AG Date: October 10th - 15th, 2011 Target: Siemens executives from all over the world Location: Berlin, Hotel InterContinental and Theater des Westens)

Budget: up € 1,000,000 to € 5,000,000

90


e

20

[internal company event / convention ]

Innovation and making things happen Objective: to convey an idea of the directions large petroleum companies are taking, and how each one should approach them. To inform and motivate by being both innovative and sustainable. To reduce the number of physical elements onstage, making the best use of resources. To show how close the future is. Creative idea and description: every time you wake up, something has changed. If you are able to create something out of nothing, even the most insignificant thing can bring success. Transformation and change are permanently linked in a cycle of beginnings and endings, where the only thing that remains constant is evolution. Repsol is facing great changes in the sector and in the market of new energies, where technology and transformation are a key part of progress. The event was based around a single giant screen, reducing the number of physical elements in order to achieve sustainability: with the floor and table integrated into the video projection, immersive virtual scenarios were created, demonstrating that simplicity and technology can achieve change and evolution. By simply taking a step through a door, Repsol directors could be teleported to another dimension, representing the closeness of the future to the present. One step towards innovation and making things happen. Staging and set design: onto a single giant screen, with the floor and table integrated as practical elements into the video, immersive virtual scenarios were projected, demonstrating that with simplicity and technology, change

and evolution can be achieved. Various 3D scenarios that metamorphose into the screen as a continuation of the auditorium. By simply walking through a door, Repsol directors could step in and out of another dimension, representing the closeness of the future to the present. Media Mix: Attendees could register online, find information, post questions to be answered in the event itself, program reminders via e-mail and sms etc. After the event, the application allowed to view the entire video and to complete a questionnaire. Results: using new means of communication: the technological market; cost-saving Greater range of reach and involvement; attracting the attention of the marketing network by using innovative stage and video techniques; very positive satisfaction questionnaire, with better results than in previous years.

[ DATA SHEET] Country: Spain Organiser: SCP - Sistemas de Comunicacciòn Puntual y Marketing Client: Repsol-Deme Date: March 22th, 2012 Target: employees Location: Madrid, Ifema Budget: up ₏ 500,000 to ₏ 1,000,000

91


e

20

[internal company event / convention]

20 years of leadership Objective: to celebrate the 20th anniversary of the company in Italy and engage all staff across the country with the goal of reinforcing the sense of belonging and encouraging each resource to play an active part in the celebration. Creative idea and description: creation of the 20annidaprotagonista multimedia concept generating 12 months of internal communication both online and offline. All activities were accompanied by Mark, a mascot character created to guide employees which became a focal element of the whole project. Actions: creation of community web site www.20annidaprotagonista.it with personal profiles, chat line, public bulletin board, pvt messaging, electronic games, direct line with management, video/photo uploads, content discussion; promotion of 20annidaprotagonista concept in all Media World and Saturn stores via btl materials, tv monitors, newsletters and multimedia; viral video broadcast on Italia 1 featuring the Mark mascot; workplace switch between staff for winners of an online competition; final event on the 2nd of October with top name entertainment, high impact stage set and line up chosen by the whole 7,500 members of the community. Staging and set design: five stands providing seating for 2,100, 3,000 sqm stage in layers on four levels, 3,700 sqm

of carpeting, 840 m of catering services, 300 m of illuminated bar, 3,500 sqm of furnished space for dressing rooms/offices/fitting rooms, 400 m of crowd control barriers outside. Acrobatic choreography from Ivan Manzoni, live radio with Diego and La Pina from Radio Deejay, and concert by Elio e le Storie Tese. 30 fitters, 6 days' fitting up round the clock, two days to dismantle. Media Mix: a multimedia concept expressed through a range of communication tools, internal and non, online and offline, atl and btl, sending a strong, clear message to all staff. Communication tools: web community, digital and printed newsletters, viral video on national tv and Web, contests, games, Pos activities, posters and cut-outs. Results: community: 3,570 registered users, 280 discussion groups, 600 photo albums, 1,300 videos. Closing event: audience of 7,500 people. The project achieved all its initial goals: to foster a sense of belonging to the company, stimulate relationships between staff, facilitate dialogue with management.

[ DATA SHEET] Country: Italy Organiser: Sinergie Client: Mediamarket (Media World and Saturn) Date: January - December (online community) October 2nd (celebratory event), 2011. Target: All 7,500 staff of Media World and Saturn chains (over 110 stores) Location: two pavilions at the Rho Fiera Milano fairgrounds Budget: up â‚Ź 1,000,000 to â‚Ź 5,000,000

92


e

20

[internal company event / convention]

Grundfos, Big Bang Circulator Event Objective: to launch ‘The Red Wolf Project’ and its product line to the Internal Sales; to make an event that would be unforgettable, engaging and ensure excellent sell-in to the marketplace. Creative idea and description: the creative approach was to activate the senses and reveal the secrets of the new circulators in the most spectacular way. The agency developed the idea of the ‘Secret Inside’ as a parallel to the hidden but highly innovative elements of the client’s products. The environment - an Octagon - would bring the story to life and enhance the presentation. Projections in a spectacular 360 degrees solution, magnificent 3D presentations delivered the client’s messages in a stunning visual experience. The day would begin with registration and a light snacks in the foyer dressed as a misty forest. During the breaks the exhibition area, for critical hands-on time with the products, would open. At the end of the day everybody gathered again for a fantastic dance spectacle, where the Red Wolf would be brought to life in a memorable show. Staging and set design: we researched the location of the event to The Arena in Berlin, Germany since the launch was international. We physically divided the Arena into three sections, each hidden from the others; 1) The foyer being the registration, welcome and break area. 2) The Octagon (the secret) -

auditorium for the presentations and performances. 3) The Exhibition area for showcasing and demonstration of the new products and at the same time provide catering space throughout the day. Media Mix: website for registration and practical information. Live presentations in 3D supported by PowerPoint and keynote screen materials. The exhibition area displayed product demos for the target groups. All employees received an Ipod containing all presentations and products specifications. Results: ‘The Best Event Ever’ quote from a client who saw every goal met. Unified, inspired and highly motivated colleagues. The business agenda covered perfectly, the social agenda surpassed; the sense of having attended something unique was evident in the accolades and evaluation given by attendees.

[ DATA SHEET] Country: Denmark Organiser: Welcome Event Marketing Client: Grundfos Date: February 8th 2012 Target: Internal Sales Force (450 people) Location: Berlin, Germany Budget: up € 1,000,000 to € 5,000,000

93


e

20

[musical event]

Vodafone Mexefest Objective: an urban music festival happening in Lisbon’s main avenue. With the tagline: ‘From stage to stage music makes the city move’. And with a creative outdoor communication for the festival: a bridge so people could move from stage to stage. Creative idea and description: imagine an urban music festival happening in Lisbon’s main avenue. Now hear the tagline, now imagine a creative outdoor communication for the festival: a bridge so people could move from stage to stage. Imagine a Bus… With bands playing inside it as if it was a venue. And imagine shuttles to get people moving from one venue to another… tuned in the sponsor brand’s radio: Vodafone FM… and some showcases inside the shuttles. Can you imagine it all spread throughout the social media? Now imagine some original promos, such as a 5 star Hotel located in Lisbon’s main avenue for winners of an online promotion. Can you imagine the winners of this promo being surprised by a private concert in one of the hotel rooms?

Staging and set design: imagine an urban music festival where the world’s best emerging artists take over Lisbon’s trendy downtown. Now imagine them playing inside a church, a cinema, a bus, a underground station, a Hotel Terrace and in some of Lisbon’s most beautiful venues. Now you realize you’re at Vodafone Mexefest. Media Mix: and what about festival artists tuning in the brand’s promise with their own mixtapes that were aired in different radio stations and podcasted at the Vodafone FM’s website. Imagine an All Access pass to the winners of an online promo: a pass that got them inside every venue, no matter what. All this converged into an app for Iphone and Android containing all the relevant festival info, such as artist biographies, real time occupancy for every venue, friend tracking , amongst other features. Results: Tickets Sold Out. 98,2% recognized Vodafone as main sponsor. 35,7% connect to the festival through online communication (Ticket giveaway; All Access passes; Vodafone Hotel) 25,3% heard about the festival in radio.

[ DATA SHEET] Country: Portugal Organiser: Action4 Ativism Client: Vodafone Dates: December 2nd and 3rd, 2011 Target: general public of the great urban centers with ages between 18-35 years.

Location: Lisbon’s main avenues Budget: up € 300,000 to € 400,000

94


e

20

[musical event]

SRH Brainwaves Objective: the agency used a subject that the target group was interested in: Music. Under the motto of ‘Studying makes music’, students have their brain waves measured during the lecture & mixed into sounds. They show that perfect study conditions and state-of-the-art learning methods can increase brain activity. Creative idea and description: the idea is the interactive music project ‘SRH Brainwaves’. The open house day in five university sites has been used as a stage for the interactive music project ‘SRH Brainwaves’. Students from different subject areas have their brain waves measured live during the lecture with special neuro headsets. They produce music with the help of a new technology. The waves are converted to acoustic colours, rhythms and frequencies and perfected at the turntables of DJ Schowi and Palina Power, who mix unique tracks from them live in the foyer. The entire technical process is visualised for the visitors with a special software. This means that everyone can see live how the students are thinking and what kind of music

is made from this. A real-time camera shows the brainwaves above the heads of the respective students as notes. If you cannot be there in person, the ‘SRH Brainwaves’ can be viewed via a live stream on Facebook. Media Mix: the project ‘SRH -Brainwaves’ lives off of cross-media networking. To clearly place the young and innovative image of SRH universities, the project has been communicated via the channels that young people use every day: in addition to the live streams on Facebook, this includes Twitter and YouTube videos. This provides a platform for visitors who cannot be on site to follow the event as well. An accompanying PR campaign in print, TV and online media increases attention and the range of the project. Results: after only one month, ‘SRH Brainwaves’ had 4,500 fans on Facebook, 100,000 calls on YouTube and many reports on the largest German university portals like Unicum and Unikosmos. Regional press also regularly reported on the student band turning their brainwaves into music.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: SRH Holding Date: June 5th - July 20th ,2012 Target: wider public and young people interested in music Location: Berlin, Calw, Gera, Hamm, Heidelberg, Riedlingen Budget: up € 100,000 to € 200,000

95


e

20

[musical event]

Sudoeste TMN 2011 Objective: to create a relationship between Tmn and the youth target (16-25 years). Creative idea and description: going on its 16th annual edition, the SWtmn is the biggest summer festival in Portugal. In August of 2011 the 15th annual edition was held during five days. SWtmn brings many positive externalities in the initiatives and brand activation sessions that are held. Above all, the festival is held in the south west coastal region of Portugal, which is one of the poorest areas of the country. Due to the flow of over 190,000 people in attendance over the course of the five days, the festival promotes tourism in the surrounding area. Tmn also promotes various brand activation sessions throughout the duration of the event.

Innovative ecological ideas like ‘Eco-Pro’, where festival-goers collect litter off the floor, and exchange it for prizes. Tmn’s sponsorship is extremely visible. The main entrance and the camping access was branded with tmn, as well as the ticket booth and Welcome Center. The camping area also had specific t areas defined within the camp site. Giant 9 meter Tmn canvas’s were placed next to the main stage, in order to increase concert visibility to the entire festival. Over 70 artists, including Snoop Dog, Kanye West, and David Guetta played on five different stages. Results: audience of over 190,000 people over the course of the five days. Tmn was able to make a 182% return on the total investment made.

[ DATA SHEET] Country: Portugal Organiser: Musica no Coração Client: Portugal Telecom - TMN Date: August 3rd - 7th, 2011 Target: general public (14 - 35 years old) Location: Zambujeira do Mar, Portugal Budget: up € 200,000 to € 300,000

96


e

20

[musical event]

Wind Music Awards 2012 Objective: to increase the brand value perception, positioning the Wind Wind Music Awards as the quintessential summer event for all music lovers. Reiterate the Brand promise to be ‘Closer’ offering a night of great music. Extend the event to the web and to the Wind social channels. Creative idea and description: once again, the Wind Music Awards back to the Arena di Verona to celebrate the greatest Italian music and to be broadcasted on the most import Rai channel. The sixth edition of the event has been conducted by Carlo Conti and Vanessa Incontrada and their professionalism and kindness helped making the Wind Music Awards 2012 an unforgettable event. The artists who published and sold between May 2011 and May

2012, over 120,000 copies (multi-platinum) or 60,000 copies (platinum) have been awarded during the event. In addition, some Special awards ‘Prix Arena of Verona’ have been assigned. Many celebrities from the world of entertainment, television and film appeared on the stage during the awards. The special summer compilation ‘Wind Music Awards’ has been published by Warner Music and contains two CDs of the greatest successes of the Italian and international music. Wind is getting closer to the world of music. Results: about fifteen thousand enthusiastic spectators attended the event and about 4 million viewers watched the event in prime time on Rai 1. The brand Wind had excellent visibility.

[ DATA SHEET] Country: Italy Organiser: F&P Group in collaboration with Ballandi Entertainment Client: Wind Telecomunicazioni Date: May 26th, 2012 Target: general public (15-65 years old) Location: Arena di Verona Budget: up € 1,000,000 to € 5,000,000

97


e

20

[non profit / social service event]

3D in the Park Objective: to promote Babushkinskiy park and introduce a new approach to the parks in Moscow, to make them innovative, modern and interesting to visit not only for parents with children, but also for youth and seniors. Creative idea and description: the first Russian Madonnari festival has been dedicated to the Italian three-dimensional graffiti, called ‘3D in the park’. Several special guests were invited to the event, well-known European artists Nikolay Arndt, Manfred Shtader, who created 3D masterpieces on the asphalt. For only a few days they transformed Babushkinsky park

avenues into a real 3D gallery. This festival brought attention not only as an entertainment program, but also as socially important project - the invited artists held master classes and trained 14 teams of young Russian artists. And little guests of the park were also not left without attention: were prepared 3D coloring books and set up stands for painting by themselves as well as several dancing performances for them. Media Mix: the 3d in the Park festival became the main cultural event of the month and was covered by central tv channels (incl. Mtv), total coverage was near 40mln people. There also was radio and publishing media, but the total number of posts in blogs and social networks surpassed all expectations. The advertising equivalent of the media activity was more than 185K Euro, which is eight times bigger than the budget of the event. Results: usually 2,000 or 3,000 people come to the park on weekends. Over 20,000 people visited the park on the opening day of the festival. Thousands tweets, blog posts and photos appeared in the networks. The festival has been one of the main topics of the Moscow cultural life for several days.

[ DATA SHEET] Country: Russia Organiser: Eventum Premo Client: Moscow City Park Date: May 19th, 2012 Target: Residents of Moscow Location: Moscow, Park Babushkinskiy Budget: less than â‚Ź 50,000 Low Budget

98


e

20

[non profit / social service event]

Aktion Mensch Exhibit at Catholics Day Objective: to reach as many visitors as possible and to increase public sensitivity towards inclusion and its importance in society; to create a pleasant lead-in to Aktion Mensch's areas of focus, while explaining the idea of inclusion in a concrete, experiential way. Creative idea and description: One simple way of explaining exclusion, integration and inclusion, is with an illustration of a circle and various dots of different colors: to illustrate exclusion, the dots within the circle are all of one color, while dots of other colors remain outside the circle, excluded. Integration shows the dots of other colors in their own special space within the circle. They have been integrated but remain separate. The inclusion illustration shows dots of different colors mixed together inside the circle. Under the motto ‘Inclusion-Try it Now!’ the agency designs the Aktion Mensch stand as a barrier-free ice cream shop. It offers visitors a delicious new interpretation of the subject of inclusion: ice cream with multi-colored sprinkles. The sprinkles' colorful diversity stands as a tongue-in-cheek symbol for the enriching diversity of inclusion. Staging and set design: Aktion Mensch's barrier-free ice cream shop, set up to make all information fully accessible to wheelchair users, hearing-and visuallyimpaired visitors as well as to able-bodied guests, receives guests in numbers exceeding all expectations

and provides information on Aktion Mensch's main activities. The colorful ‘diversity sprinkles’ make a clear illustration of exclusion, integration and inclusion; this easily identified symbol recurs throughout the entire design concept, in printed materials and on giveaways. Media Mix: prior to the event, Aktion Mensch sent a teaser to their customers: "Do you know what 'inclusion'-flavor ice cream tastes like?… See you there?". The organization's presence was also announced in Aktion Mensch's calendar of events, in regular updates on Twitter, Facebook and Aktion Mensch's blog. Visitors could also upload pictures of themselves with their ‘inclusion ice cream’ to Facebook or Twitter. Visitors who bought lottery tickets received a confirmation a few days later. This ensures continued communication following the event.

[ DATA SHEET] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung Client: Deutsche Behindertenhilfe - Aktion Mensch e.V. Date: May 16th - 20th, 2012 Target: general public Location: Mannheim Budget: less than € 50,000 Low Budget

99


e

20

[non profit / social service event]

World Prematurity Day 2011 Objective: ‘Ene mene mini. One out of ten babies is premature. Worldwide.’ is an initiative of the European Foundation for Premature Infants and Newborns and ‘Dräger’. The concept should raise awareness of circumstances of premature babies and their parents, plus promoting simultaneously a petition online. Creative idea and description: nothing gives a newborn baby more a sense of security than the closeness and warmth of their parents. Familiar smells and voices make a huge difference for an ideal start to life. Since the voice is often the only connection the parents have with their child at this point in time, the human voice became the core of the idea: people have a voice as a gift and therefore give their own voice to those who have none. The first step: the singers were standing around a passenger, inviting the person to personal and most intimate concert in the world, in the middle of the bustling trade fair or crowds of shoppers. The singing groups sang children’s lullabies, evoking memories and feelings childhood. The selected repertoire included well-known German and international lullabies, such as ‘Good Evening, Good Night’ or ‘Lullaby’ by Billy Joel. The second step: following the singers explained the initiative of ‘ene mene mini’ and campaigned for their online petition.

Staging and set design: the ‘singmob’ took place in Duesseldorf ‘s most frequented areas, like the ‘Königsallee’, the Christmas market and at the trade fair ‘Medica’. Media Mix: the ‘singmob’ also took place simultaneously on social network sites, via YouTube and Facebook. There, the project was imbedded within further European and global campaigns. Results: hundreds of direct contacts and thousands of viewer contacts led to a drastic rise in visitors to the website and within a short time more than 2,000 YouTube viewers. But the intensity of this project is much stronger than simply tallying up numbers. Premature babies have been given a voice.

[ DATA SHEET] Country: Germany Organiser: Joke Event Client: Drägerwerk AG & Co. Date: November 17th, 2011 Target: general public Location: Düsseldorf City Budget: less than € 50,000 Low Budget

100


e

20

[non profit / social service event]

Jewish Museum 10th Anniversary venue and embodies three-dimensional the future of the academy. The stage symbolizes a portal into future. The large and asymmetric projection screens emulate the design language of Liebeskind and dynamically symbolize the Star of David. The screens are situated in an X shape; not just the roman symbol for ten but also signifying the 10th anniversary. Results: the exclusive feel of the out of the ordinary location, the meaningful occasion, the selected guests and the seamless event production all lead to a once in a lifetime experience. The event generated wide tv, radio, print and online coverage amongst Germany’s leading media outlets.

Objective: to create a fundraising gala dinner as a media effective event for this special occasion. The tasks included implementing a ‘pop-up’ event venue at the construction site of the academy while creatively integrating this construction site into the event design. Creative idea and description: following the continuous evolvement of the Jewish Museum, the creative idea ‘Developing’ led to a respectful event celebrating the bright future of the museum combined with a meaningful reflection of the past. Celebrating this joy full milestone at the construction site of the academy the guests became a part of the evolvement. The key theatrical element was the stage in the design language of the Academy’s architect Liebeskind. It operated as a portal into future by giving the audience an unobstructed view of the creatively lit academy construction site. Additional projection screens showed pictures and stories of the museum’s historical highlights, making the stage an appropriate display of both past and future development of the museum. The unpretentious way and the highly exclusive atmosphere let become the fundraising dinner unique. Highlights of the event were the speech of German Prime Minister Angela Merkel and the surprise concert of Daniel Barenboim solo on the grand piano. Staging and set design: the event space concept follows the spirit of the current Jewish Museum. The 3,000 m2 construction site is turned into a high quality pop-up event

[ DATA SHEET] Country: Germany Organiser: VOK DAMS Agency for Events and Live-Marketing Client: Jewish Museum Berlin Date: October 24th, 2011 Target: 900 guests from all over the world as the Deputy Foreign Minister of Israel, the German Prime Minister, a Nobel Prize winner, an Oscar producer and several international personalities Location: Berlin, Former Central Flower Market = future Jewish Museum Academy (in construction) Budget: up € 500,000 to € 1,000,000

101


e

20

[non profit / social service event]

Realizar um Sonho Objective: to sensitise and mobilise the population into the importance of solidarity and social responsibility, ‘Realizar um Sonho’, encouraged, by means of a donation, the achievement of dreams, symbolically represented with candles, which were lighted by 250 amazing volunteers. Creative idea and description: to create an action that would appeal to the population, with the objective of, together, fulfil the dreams of many children and adults in extreme disease situation. To promote the spirit that, all together, we accomplish and can accomplish so much more was the insight of the campaign and the action. To donate 1 candle, with the symbolic value of 1€ corresponding to one lighted candle, that at the end of the day would result in a giant star of light, that would illuminate Portugal’s capital main square and bring life to the dreams and fantasy of the Associação Terra dos Sonhos. Each € donated was directed, in full, to the Association to whom we developed this project to. To associate institutional partners as Lisbon’s Town Hall, Portuguese Institute of Youth and Lisbon’s Tourism, as well as attracting Samsung as Official Sponsor would be the way to bring the creative idea to life. Furthermore, more than 30 different partners and artists were also associated, in the spirit of solidarity.

Audio/video/lights: luminosity coming from 56,000 lighted candles at the same time. Audio: 10,000 watts of sound, throughout the whole square. Staging and set design: the drawing of the star occupied the central area of the Praça do Comércio, where ‘Realizar Um Sonho’, could be read as well as ‘Sim’– support to creative Samsung campaign. We had a stage for tv broadcast and another one for the performance of the several celebrities that joined this action. Actions with hot air balloons and inflatables. ‘Associação Terra dos Sonhos’ tent with different pedagogical activities for children ‘Samsung’ tent for Vip guests. Media Mix: eight hours of live tv broadcasting by the Tvi channel Live broadcast radio show, Rádio Comercial, social networks, press partners, publico and event point. Results: the results were very positive, breaking the ‘World Record of the Biggest Image made with Lighted Candles’ with 56.518. Raising awareness, with impact, to the fact that a simple gesture can become a great action. Funds raised above 20,000 € 1,500,000 € in media return 45,000 people attended.

[ DATA SHEET] Country: Uk Organiser: Realizar WorldWide Events Client: developed for Associação Terra dos Sonhos Date: December 17th, 2011 Target: general public Location: Praça do Comércio, Lisbon Budget: less than € 50,000 Low Budget

102


RWW

3 More London Riverside, London SE1 2AQ - UK +44 (0) 20 7977 1287 www.realizar.com info@realizar.com www.rlztv.com


e

20

[product / service launch]

The Avengers Objective: to promote ‘the Avengers’ the new chapter of the famous comic books signed Marvel, Disney was looking for the most effective idea to make the premiere of its new blockbuster movie an unforgettable event, worthy of the movie and its characters. Creative idea and description: thanks to a choreography full of surprises and the use of the most modern and innovative scenic elements, we were able to reproduce perfectly the futuristic mood of the movie. For the actors final greeting , the mighty hands of Hulk, made of polystyrene, fiberglass and latex, lifted a hydraulic raising platform, over five meters wide. A 50 meters square Ledwall and 8 video projectors allowed us to reproduce incredible 3d Mapping effects on all the historic buildings of Piazza della Repubblica. The invitation to the event simulated the Membership card of the Shield, the imaginary espionage organization of Marvel’s world. Special correspondents on the Red Carpet Francesco Castelnuovo e Martina Riva of Sky Cinema, which transmitted a program entirely dedicated to the premiere, giving the chance to live the emotions of the

evening to those who were not able to attend it. Results: exceptional results at the box office with more than 2.3 million euros in the first day (Box office first week-end € 4,753,000 and a total of € 17,922,000). This opening is the highest Box Office ever for a Disney’s Movie and the third on the cinematographic ranking of all time.

[ DATA SHEET] Country: Italy Organiser: ArmosiA Client: Walt Disney Date: April 21st, 2012 Target: All Age/Comics lovers Location: Rome, The Space Moderno Budget: up € 200,000 to € 300,000

104


e

20

[product / service launch]

New BMW 6 Series Gran Coupé presentation Objective: present the New Bmw 6 Series Gran Coupé associating its beauty and product values to art by creating a performance during which participants experience powerfull emotions, sensations and awareness as well as social responsibility. Bmw: Innovation, elegance, exclusivity, design. Creative idea and description: art inside art, an event within an event. Unique and exclusive. After the initial reveal and presentation of the new car, 144 of Bmw’s most important clients are surprised by being invited into a second area in the location. This is dark and illuminated only through a long white table, which is set before their eyes. Once seated, to the clients’ amazement, the table becomes video installation. The courses are served on moving images. Marco Foltran’s art is projected along the entire length of the glass table and is in perfect harmony and synchronisation with each course served by the chef Riccardo De Prà. With artistic gestures each dish is composed directly on the crystal surface. A unique and unrepeatable moment awakening intense emotions and leaving strong memories. The video performance unites taste, smell, sight and sounds of nature, reminding of the origins of food. Participants are engulfed by the artist’s installation and orchestrated sounds. Staging and set design: in the darkness of the location a table forty seven meters long covered

twenty six glass panes is the projection screen as well as the table. 144 participants live this scenography for a dinner in which the video projections and fine foods become one. Media Mix: due to the uniqueness of this project the media mix was untraditional. All invitations were addressed directly to the clients and prospects, selected by the dealers, as well as invitations extended to members of the press. These were followed up by elegant recalls to ensure full attention to each participant. Only invited persons attended, guaranteeing an exclusive, unique and memorable experience. 37 journalists, more than 30 tv, online, and print articles. (monthly journals still outstanding). Results: 432 guest enjoyed a real Bmw Experience. 37 journalists participated generating more than 30 tv, online, and print articles.

[ DATA SHEET] Country: Italy Organiser: EWT - Events with Taste Client: BMW Italia Date: June 26th, July 4th, 11th, 2012 Target: top BMW clients Location: Brescia, Museo Diocesano, Padova, Alberto del Biondi, Firenze, Stazione Leopolda Budget: up € 200,000 to € 300,000

105


e

20

[product / service launch]

Live casting new Kari Traa model Objective: to present the new collection to the target group, create buzz in media and draw the attention of Kari Traas distributors to increas sales and to be in line with Kari Traas vision: ‘To inspire women (the Nuns and The Knockouts of the world) and create social arenas for interaction, sports and fun’. Creative idea and description: live Casting, invite the target group to a pop up; Live catwalk, to find the new Kari Traa model and at the same time present the new Kari Traa collection. The agency installed a pop up fashion catwalk at a central plaza in down town Oslo and invited the target group through the use of outdoor boards and social medias to participate in a catwalk show to present the new collection from Kari Traa. They went through registration, had their picture taken, their make-up done a little bit by a make up artist and then hit the catwalk. The girls were cheered on by an exited crowd and catchy music. The participants that registered was encouraged to walk the catwalk in a fun and a little crazy manner and to give the onlookers a little show. In a feminine and sportive way they presented the new Kari Traa collection. The whole event was filmed and the film was published, with acceptance from the participating girls, on YouTube and later on used in the sales material towards Kari Traas distributors. Staging and set design: the runway was done in an pop up manner and set up in less than 30 minutes and

was the perfect social arena to inspire the target group to live the brand. The girls that showed up to walk the runway and to be the new Kari Traa model presented the new collection from Kari Traa. Some of them waited for two hours to finally get on the catwalk. Media Mix: event, guerilla, print (flyers), outdoor, web/ social media (Facebook, Twitter) & pr (press release and invitations to journalists) The target group were invited through the use of outdoor boards and social medias to participate in the launch of the new collection. Results: the event inspired over 200 women to participate. FB fanpage got over 10,000 new members. Covered by national tv, VG tv and in numerous fashion and lifestyle news sites, blogs etc. Film went viral. Sales for the new collection increased with over 25% compared to the last winter collection.

[ DATA SHEET] Country: Norway Organiser: Fieldwork Client: Kari Traa Date: 28th - 29th, 2011 Target: Women 18-25 (core target group), distributors of Kari Traa sportswear, fashion oriented bloggers, journalists and people working within the fashion industry Location: Oslo and Bergen, Norway Budget: less than €50,000 Low Budget

106


e

20

[product / service launch]

Maggiolino Blind Date Party Objective: Presentation preview of the new Beetle to a select public of target clients and potential new clients. Creative idea and description: a blind Date Party, a thrilling show dedicated to the launch of the new Beetle, with high-tech laser effects, surprise performances by underground artists and live rock sessions. It debuted in Rome and Milan at unusual, original venues, car parks in the heart of the city, parking terminal Gianicolo and parking Mico. The artistic show was punctuated by images of the Beetle over its 70-year history, which built up to the final unveiling of the car. An exclusive, glamorous blind date that saw the participation of over 700 highly select guests - including many famous faces from the business, show business and

sporting world. The soundtrack provided by the l ovely dj Ema Stokholma. The former model at the box was supported by solos by rock guitarists, by the images and videos of VJs Mikkel and Christophe and by the choreography of Nikos Lagousakos. Results: major attendance and satisfaction of the public target for the original location and the concept of the evening. The event received media interest thanks also to the celebrities that took part.

[ DATA SHEET] Country: Italy Organiser: Filmmaster Events Client: Volkswagen Date: November 24th - 30th, 2011 Target: Client, prospects and new clients Location: Rome, parking terminal Gianicolo and parking Mico Budget: up â‚Ź 400,000 to â‚Ź 500,000

107


e

20

[product / service launch]

SRH Brainwaves Objective: the agency used a subject that the target group was interested in: Music. Under the motto of ‘Studying makes music’, students have their brain waves measured during the lecture & mixed into sounds. They show that perfect study conditions and state-of-the-art learning methods can increase brain activity. Creative idea and description: the idea is the interactive music project ‘SRH Brainwaves’. The open house day in five university sites has been used as a stage for the interactive music project ‘SRH Brainwaves’. Students from different subject areas have their brain waves measured live during the lecture with special neuro headsets. They produce music with the help of a new technology. The waves are converted to acoustic colours, rhythms and frequencies and perfected at the turntables of DJ Schowi and Palina Power, who mix unique tracks from them live in the foyer. The entire technical process is visualised for the visitors with a special software. This means that everyone can see live how the students are thinking and what kind of music

is made from this. A real-time camera shows the brainwaves above the heads of the respective students as notes. If you cannot be there in person, the ‘SRH Brainwaves’ can be viewed via a live stream on Facebook. Media Mix: the project ‘SRH -Brainwaves’ lives off of cross-media networking. To clearly place the young and innovative image of SRH universities, the project has been communicated via the channels that young people use every day: in addition to the live streams on Facebook, this includes Twitter and YouTube videos. This provides a platform for visitors who cannot be on site to follow the event as well. An accompanying PR campaign in print, TV and online media increases attention and the range of the project. Results: after only one month, ‘SRH Brainwaves’ had 4,500 fans on Facebook, 100,000 calls on YouTube and many reports on the largest German university portals like Unicum and Unikosmos. Regional press also regularly reported on the student band turning their brainwaves into music.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: SRH Holding Date: June 5th - July 20th ,2012 Target: wider public and young people interested in music Location: Berlin, Calw, Gera, Hamm, Heidelberg, Riedlingen Budget: up € 100,000 to € 200,000

108


e

20

[product / service launch]

Wedding Rewinded Objective: in September 2011 Nikon releases a unique compact camera. The dynamic staging of the product gives the press and the sales people the chance to actively test the innovative range of services that the Nikon 1 offers. The distinctive points they remember shall establish Nikon as the ‘leading brand’. Creative idea and description: the agency boost the journalists’ and sales people’s ego and invite them to capture as VIP photographers the most emotional moments of a pretty crazy wedding at which we can either pause life or rewind the time: Wedding rewinded. It is a surprising live staging with actors in a 3D pop-up scenery: Church, ‘Just married’, party. Every scene is dedicated to a different innovative function of the Nikon 1 that the guests can actively try out. During the ceremony spontaneous modifications of the pop-up scenery and unexpected interventions take everyone by surprise, they are totally unforeseen - just like the best motives in real life. With so much ‘action’ even the best photographer loses a great motive sometimes. No

problem: we rewind certain scenes. Live. For example when the groom forgets the rings. Agitated he leaves the bride and the church to get them. And with him the scene runs backwards: everyone moves like in a rewinding movie back to the beginning of the ceremony. Staging and set design: out of nothing an altar appears. And disappears just as fast. Instead of speaking sententiously the priest raps his text with all his might. The dynamic staging with spontaneous modifications of the 3D pop-up scenery and unexpected interventions gives the press and the sales people the chance to actively test the innovative range of services that the Nikon 1 offers. The nationwide wedding takes place at 50 events in 13 cities. Results: forwards, backwards, still image - at the end of the tour everyone is happy: the guests took 250,000 pictures in total and are enthusiastic about the Nikon 1. Nikon is happy about the strong feedback from the press and trade partners.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: Nikon Date: September 29th - October 21st, 2011 Target: press and trade partners Location: Berlin, Leipzig, München, Stuttgart, Mannheim, Frankfurt, Nürnberg, Hamburg, Bremen, Hannover, Dortmund, Düsseldorf, Köln Budget: up € 500,000 to € 1,000,000

109


e

20

[product / service launch]

Nespresso's ‘U’ launching Objective: to release the new machine in a surprising way and to leave a mark on the vip customers and the press invited; to get a wow effect appropriate to the brand values and to serve as an international showcase for other markets. Creative idea and description: the agency wanted to organize the main event in a house because the home represents the place where you can be Only U (following the motto of the new machine). That’s why the agency integrated diverse surprising experiences in a house and searched for an elegant and modern place to convey exclusivity. Guests (120) arrived and had a cocktail while a countdown was mysteriously projected on the facade. At the reveal, a videomapping covered the facade and filled the garden with light color and music. Suddenly, sitting in one of the front windows appeared an opera singer (Soaia Hernández) who played Casta Diva, and immediately after that in the champion Gemma Mengual. Afterwards there was a speech by the ceo of

Nespresso and attendees were invited to enter the house, where several rooms had actors playing daily scenes next to several ‘U’ like a girl in the bathroom making up and getting ready to leave while tasting a cup of coffee. Staging and set design: outside: facade as the main stage, poufs and some islands for the cocktail and a photocall for the speeches. Inside: the house was absolutely fully-equiped and it was recreated daily home situations in the main rooms where the ‘U’ machines were the protagonists. Every guest could discover and touch the new Nespresso product in such a exclusive and at the same time domestic way. Media Mix: press conference which took place in the morning in the same house. La 5ª take over the technical PR office sending the invitations and following up the attendance of all guests: those for the main event in Madrid and the guests for small events celebrated in Boutiques Nespresso in Barcelona, Valencia, Sevilla and San Sebastián.

[ DATA SHEET] Country: Spain Organiser: La5ª / Dicom Client: Nespresso Date: June 19th, 2012 Target: Vip clients and press Location: Madrid Budget: up € 100,000 to € 200,000

110


e

20

[product / service launch]

Renault ZE Generation Sevilla 2011 Objective: making of this launch a huge commercial success. With the aim of training the new generation of salespeople (the whole international sales network representing 8,000 people) and convincing the new generation of buyers for this new generation of vehicles. Creative idea and description: tto offer a dynamic and innovative event for Renault, combining a real training strategy together with a convention and putting forward the ZE Generation concept. A consistent and high tech overall concept to immerse the international sales force into the world of electrical vehicles and allow them to integrate the most efficient sales arguments and tools. A customized concept to 71 participant nationalities with a lot of simplicity and conviviality. Over seven weeks, 31 24-hour sessions allowed the welcoming of a total of 8,650 participants.

The Barcelò Renacimiento in Seville was fully occupied namely to avoid any congestion and increase the smooth traffic of participants. Staging and set design: ranging from the ZE Generation name, several sets were designed in accordance with the brand as well as the electrical vehicle universe and in line with an eco-friendly approach. A 24-program over two days (in and out groups on a daily basis): lunch in the Z.E welcome lunch gardens; Z.E. plug introductory plenary; seven hour training for Z.E. training; including dynamic Z.E. test drives; Z.E. party gala dinner; Z.E. live show closing plenary party; Z.E. lunch Farewell. Results: return rate of 56% and a satisfaction rate of 99%! These are outstanding yet real results showing the salespeople were highly impressed by this launch and that they were aware that they are living a new era in the history of Renault.

[ DATA SHEET] Country: France Organiser: Le Public System Client: Renault Date: October 6th - November 24th, 2011 Target: Renault worldwide sales force Location: Sevilla (Spain) Budget: up â‚Ź 1,000,000 to â‚Ź 5,000,000

111


e

20

[product / service launch]

U Experience Objective: to associate the Acer Aspire Ultrabook, inspired by Intel, with Intel Core i5 processor, features: ultra powerful, ultrathin, Ultra responsive; to a large public. To start communicating Acer with a new and smarter language. Creative idea and description: the idea has been to organize 4 Ultra teams, one for each country, composed by people with the same characteristics of the Acer Ultrabook (designer, pr/extreme, blogger, filmmaker). These teams had to go around their country with their Acer Ultrabook and to find Ultra experience that have to be realized going beyond the team limits. Fundamental characteristics of the U-experience were to communicate something related with Ultrabook: design, to overcome limits, lightness, technology and long battery. All these experiences has been filmed by a filmmaker who had the responsibility to upload everyday on Facebook app, the participate in a contest just describing one personal Ultra experience and voting the U-team experiences. Every day on line it was possible to find a new Ultra experience. All this activity has

been supported by a Media partner in each country. In Italy we had 105 Radio. Media Mix: the activity had together: on field visibility and communication, social networks involvement: four Facebook app - one for each country; Acer global page on YouTube channel where everyday has been uploaded the new videos. 4 Radio media partners - one for each country that supported the experiences with commercials and with on line communication; A digital media plan to support on line coverage on Facebook. moreover some of the teams activity has been supported by a spontaneous pr activity. Staging and set design: the 4 U-teams went around on their Ultra - car - a branded Ultra mini van where they had the possibility to stay together and to be filmed. moreover, wherever the teams went they had their Acer Ultrabook as special set up. Results: 107.500 people - on field visibility, 60.000 unique access to Acer fan pages in the four countries, 70.000 more likes on Acer fan page, 4.000.000 impressions through the Italian media partner, 8.000.000 impressions through the UK media partner, 2.785.000 impressions through France media.

[ DATA SHEET] Country: Italy Organiser: MenCompany Client: Acer - Intel Date: June - July 2012 Target: 18 - 35 years old Location: Italy, France, Uk, Germany Budget: up â‚Ź 1,000,000 to â‚Ź 5,000,000

112


e

20

[product / service launch]

BMW M Power Experience 2011 Objective: to raise the enthusiasm and strengthen the fascination for the new Bmw M5. Customers and prospects from all over the world should be able to dive into the Bmw M brand world. Creative idea and description: following the Bmw M positioning ‘Best Of Both Worlds’, Metzler : Vater combined the two positioning fields ‘Daily Life’ and ‘M Moments’ in the launch event. The focus was on the car reveal itself but also on the emotional experience. The creative approach skillfully interwove movie and real world: An elaborately produced, high-quality mood film showed the Bmw M5 in both worlds on location in Seville as a hybrid usable vehicle directly turning into the real, glamorous car reveal. At the same time, the film marked the overture for the next day that participants experienced action packed and directly, just like the protagonist in the movie. On the second day, the compressed, emotional movie plot was transferred into the live experience: participants extensively tested the car, both on a beautiful scenic drive and the high, speed Ascari race track. Emotional highlight was the thrilling race of the 560 Bhp vehicle against the helicopter. Staging and set design: the luxurious and typically

furnished premises of the Waldorf Astoria hotel, the ex-hacienda La Boticária, near Seville prove to be the perfect stage for the evening event that led to the car reveal. A huge screen of 20 square meters and a big light show put the car into scene when it came out of the tunnel. The beautiful Andalusia landscape and the Ascari race track also formed part of the staging offering the perfect scene for a breath-taking scenic drive and the high-speed experience. Media Mix: participants came into first contact with the event via their Bmw M dealer or directly on the online platform www.m-power-experience.com. A detailed photographic and video documentation accompanied the event. Afterwards, all participants received another mailing that recalled the event and linked to the photo and video download platform. Results: both the emotional charge of the mood film and the active experience, especially the race against the helicopter, let people entirely dive into the Bmw M brand world. Both the targeted conversion rate and the number of participants have been exceeded. Thus, subsequent events are planned.

[ DATA SHEET] Country: Germany Organiser: Metzler : Vater communication group Client: BMW M Date: November 1st - 26th, 2011 Target: Customers and prospects from all over the world Location: Seville and Ascari, Spain Budget: up € 1,000,000 to € 5,000,000

113


e

20

[product / service launch]

Porsche 911 Carrera dealer launch event in Cape Town Objective: to confirm the significant status of the most important model and to manifest as the brand identity in the consciousness of the dealers, as expressed through the event motto: Porsche Identity. Creative idea and description: staggered in eight waves, 2,100 guests from over 70 countries took part over a period of four days per group. The highlight was the staging of the reveal, where the onlookers were transported from the hanger onto the tarmac on a mobile grandstand. There, they experienced the choreography of 13 Porsche 911 and three Albatross jets synchronized precisely to the second. In addition, the guests put the new Porsche model to the test around Cape Town and on the race track, experienced the special features of the sports car in workshops, in experiments with 3D technology and in an interactive exhibition. A reception for the guests at the summer residence of the President of South Africa and a smoothly integrated fashion show of the Porsche Design Driver’s Selection, including the reveal of the new 911 Carrera Cabriolet, rounded off the overall experience of the new Porsche 911, with impressions of the host country, South Africa. Staging and set design: the region around the Table Mountain and Cape Town was used as an event space. The location ‘The Lookout’ was adapted to the claims of the customer: Porsche interior elements, illuminations, technical equipment and a revolving stage provided additional upgrades for this premiere location. At Ysterplaat Airbase

two hangars were equipped with a mobile kinetic grandstand, equipment for sound and video animations, exhibition and workshop areas, show stages, media walls and an exhibition aircraft. Media Mix: interactive workshops involved the use of a driving simulator, 3D technology and one-to-one experiments. An iPod app was available throughout the event which contained background knowledge on the 911, an audio guide as well as a competition. Each participant was given a DVD containing video and photo documentation as well as a high-gloss event magazine and a personalized photo album. Results: qualitative sample surveys of the guests and dialogue between organizers, guests and management documented the lasting motivational boost for the guests and an image boost for the brand identity. In May 2012 Porsche achieved the highest number of customer deliveries in the history of the company.

[ DATA SHEET] Country: South Africa Organiser: Mindact, Amt (Agentur für Marken(t)räume), S&T Wirth, Vok Dams Client: Dr. Ing. h.c. F. Porsche Date: November 18th - December 12th, 2011 Target: 2,100 dealers from over 70 countries Location: South Africa, Cape Town area Budget: more than € 5,000,000 High Budget

114


e

20

[product / service launch]

Black Box Objective: to develop an innovative concept for the pre-release communication of Mercedes-Benz’ new Citan. The stand implementation as a Black Box should reflect the client’s leading-edge image, transport the van’s story and quality, and transform enthusiasm into concrete buying interest. Creative idea and description: at the RAI, Mercedes-Benz launches its pre-release communication for their new city van - Citan. Without having it on site, a ‘Black Box’ is chosen as the perfect instrument to publicize its benefits. The exterior of the box features the brand’s trademark, and a product key visual and claim: ‘The new Citan. Ready for action’. Booming bass attracts attention. Inside, a full-size model of the Citan is impressively staged via 3D-projectionmapping. The staging of the vehicle focuses the dramaturgy by using five projectors and led technology on the floor, a backdrop and a mock-up of the van. The show impresses the audience through the perfect harmony of infectious drama and suspenseful music. Curiosity about and desire for the Citan is aroused through abstract design studies and realistic depictions of urban situations. Staging and set design: thanks to its strikingly clear design and exceptional height of 7 m, the simple but

high-class Black Box is a real eye-catcher. On the outside, the Black Box is obviously branded with the Mercedes-Benz trademark and key visual. Inside, in an area of 15 x 15 m, the space is staged polygonally and enhances the dynamic in architecture; black mirrors at the sides add dimension. There is enough room for visitors as well as the full-size model, impressively presented via 3D-projection-mapping. Media Mix: Invitation to the RAI were sent as a Black Box. On site, giveaways included flip books, branded notebooks and pens. Outside the Black Box, guides with iPads provided visitors with further information; there also was the opportunity to subscribe to info mails. A documentary and making of exhibit the production in all its facets and are available online. Enthusiastic visitors spread these videos virally. Results: 10,000 visitors in five days. The client’s positive feedback and the passionate applause prove choosing the Black Box as the Citan’s first public appearance was a bold but successful decision. Figures show an increase of orders that are directly traceable to the show at the RAI.

[ DATA SHEET] Country: Germany Organiser: PHOCUS BRAND CONTACT GmbH & Co. KG Client: Daimler AG, Mercedes-Benz Vans Date: April 17th-21st, 2012 Target: Fair visitors Location: Amsterdam, Commercial Vehicle Fair Rai Budget: up € 500,000 to € 1,000,000

115


e

20

[product / service launch]

Audi Q3 Trans China Tour 2011 Objective: Audi wanted to present the Q3 in what has become its most important market. The company invited journalists and multipliers to attend the driving event. In addition to providing a driving experience, Audi wanted the guests to be able to intuitively sense that Audi understands the Chinese market. Creative idea and description: the brand has been successful in the premium segment in China for many years. Nevertheless, the cars are often still perceived as ‘functional sedans’ that gave the event organizers the idea to combine the road trip with a public event. ‘Terminals’ were designed to be set up at the starting line at the different stops along the way at the finish line. The terminals would provide a space to experience the brand and its products up close and first hand. The journalists also became messengers of the brand and its products on their tour through China, during which the drivable Q3 traversed China's roads and terrain. People were able to see the car live thanks to up-to-date social media reporting. The organizers carefully designed the atmosphere surrounding the trans-China tour to inspire the journalists to cover the event extensively. In addition to setting up a website, which is still active, they particularly focused on digital and social media. Staging and set design: all of China became the stage for the Q3! The car's labeling as the ‘the urban way to drive off road’ was tangible at the starting and finish lines and people experienced the car's off-road character in the countryside. The organizers designed the route to give people the chance to experience China in a way that surpassed the typical television images

and clichés. The route ran through metropolises that are less known to Europe as well as small villages. Media Mix: almost every type of media was used to report the 2011 Audi Trans China Tour: product launch, roadshow, public events at prominent locations (‘The Place’ in Beijing, shopping mall with a 500-meter led ceiling, ‘The Bund’ in Shanghai, the ‘Concert Hall’ in Shenzhen), interactive road journal on the iPad, extensive terminal and exhibit structures at the starting line, stopping points and finish line, pr (online and offline, live and post-event reporting, print and tv). Results: the event generated resonating communication from positive media coverage and detailed publications.

[ DATA SHEET] Country: Germany Organiser: Pure Perfection GmbH Client: AUDI AG Date: Oktober 14th - November 3rd, 2011 Target: journalists, multipliers and public Location: China Budget: more than € 5,000,000 High Budget

116


e

20

[product / service launch]

Lav I’m Lionhearted Objective: to create an innovative communication action for the launching of the Lav beer bottle’s new identity, that would involve its fans, promote conviviality and show the city of Belgrade, Lav’s, the intention of assuming the beer market leader, in the next three years. Creative idea and description: to bring together conviviality and group activities, integrated in the routine of having a Lav with friends. To create an event that will cause impact on fans, friends and relatives considering engagement as the key for success, and to

cover the greatest number of Lav ‘addicted’ possible, through the entire pre-event activation. A big day of entertainment to promote Lav as a fresh, innovative and conviviality generating brand, to be remembered, to awake emotions and rebranding references. After collect, in three different venues, the guests, all the buses went to the fantastic Kalemegdan fortress. The launch of the new image of Lav beer was revealed through the image printed on top of the bus and after finishing the bus logo. Once all the buses were in position, people will begin to exit, in a coordinate movement, graphically portraying the liquid after the ‘bottle is opened' in a beer glass with 1,000 Lav fans. Then: dancing, fun and cheers, all day long. Media Mix: rebranding press launch integrated in the event at the same venue social networks tv advertising after event spot tv. Results: it was an innovative activity with a strong impact in the city and in the public space. Over 1,000 beer lovers, citizens and celebrities attended 40 branded buses. Dancing, fun & Cheers Facebook fans increased tv Spot for promoting a new image.

[ DATA SHEET] Country: Uk Organiser: Realizar WorldWide Events Client: Carlsberg Srbija Date: April 28th, 2011 Target: Lav fans, friends and relatives Location: Kalemegdan fortress Budget: up € 50,000 to € 100,000

117


e

20

[product / service launch]

Vredestein International product launch Objective: to introduce the tyre Vredestein Ultrac Vorti, the result of a cooperation between Vredestein and Giugiaro. Besides entertaining partners, we had to communicate that the product not only provides ultra high performance, but also designed to be visually appealing. It is a piece of art and technology. Creative idea and description: the agency chose a venue that can display the unity of technology and art, the Budapest Museum of Applied Arts. The venue, an architectural masterpiece of Budapest offers a stunning art-nouveau interior. To visualize the unity of design and technology, it was added a special feature to the building, a full surface video mapping. The agency measured, photographed and remodeled the completely white interior of the museum to let change its atmosphere during the event anytime the agency wished wish by projecting the full surface of its walls. The facades of the museum created a basis of traditional design, while video mapping added the features of technology to strengthen

product characteristics and create a fascinating set. It was created tailor-made video mapping content to illustrate the product launch process, to add special atmospheres to the courses of the gala dinner and to create unique stage show elements. This way, the duality of art and technology was displayed on the whole event. Staging and set design: standard 16 x 4m staging without any decoration on the scene, apart of covering the facade windows of the venue with silver screen canvases. The intention was to create a neutral scene with no extra, built-in elements to let video mapping projection become the main feature defining the stage set. All of decoration elements were virtual and 3D modelled. Results: a good match of design and technology went through the whole event as a central element and symbolized an unique feature of the product. The main message of the client has been communicated from the first until the last minute of the product launch.

[ DATA SHEET] Country: Hungary Organiser: Roxer Event & More Client: Vredestein / Scholz & Friends Date: March 24th - April 1st, 2012 Target: Vredestein partners Location: Budapest, Museum of Applied Arts & Hungaroring Budget: up â‚Ź 500,000 to â‚Ź 1,000,000

118


e

20

[product / service launch]

Trend Vision 2012 Objective: to be the showcase for Wella’s line of products, trends and fashions, represented by the industry’s top experts to guarantee the maximum in credibility. To position Trend Vision as the industry’s benchmark event. Creative idea and description: Wella wants to put hairstylists’ creativity in the spotlight so they can be seen by the whole industry. It is a global celebration of the community of hairstylists, a way of recognizing their place on a creative stage, expressing their own style and personalities to their clients. A catwalk formed by four triangular screens and one rectangular one was the stage

for various theatrical, musical and audiovisual shows, as well as the venue for the awards ceremony and stylists’ exhibitions and presentations, highlighting the latest trends with the catwalk models. With all-enveloping music, images and colors, each style was defined onstage. There were also areas where guests could get hands-on with the products, meet the stylists and observe the hairdressing teams display their techniques up close. Once the Fashion Show was over, guests were invited to continue the party at a disco behind the stage surrounded by the latest styles and fashions. Audiovisual glamour and a range of styles. Staging and set design: t-shaped stage-catwalk that allows the audience to see the styles up-close. Five screens of differing geometric shapes representing the different styles. Videos created to bathe the catwalk in light and color. Synchronized audiovisuals and lights that accompany both the models and the stage and music shows. Results: achieving greater awareness of and commitment to the Trend Vision Event, highlighting both Wella’s styles and its fashion credentials. Creating an event concept, format and delivery that’s the industry’s ‘Best in Class’. Promoting and enhancing the brand value.

[ DATA SHEET] Country: Spain Organiser: SCP - Sistemas de Comunicacciòn Puntual y Marketing Client: Wella (Procter & Gamble) Date: September 9th, 2011 Target: Professionals Hairdressing Location: Madrid, Ifema Budget: up € 100,000 to € 200,000

119


e

20

[product / service launch]

New BMW 1 Series launch Objective: to launch and to present in an innovative way, the new Bmw 1 Series; to delve into modern and sporty positioning of the new 1 Series and its ‘Urban’ and ‘Sport’ lines; to Generate high model and brand recognition; to provoke potential clients’ traffic to the dealer network. Creative idea and description: the agency designed a 360° campaign, following a well-defined strategic line, which consisted of carrying out actions in which all communications revolve around a slogan as fundamental axis. A claim devised to formulate a question to our target audience ‘Cual es tu linea’, slogan which was in itself a declaration of intentions. And for 360° communication revolved and viralized as launch axis we selected Internet as main interactivity medium. For that the agency created the interactive microsite www.cualestulinea.com, instigating a press; internet + social networks conversations; street, ambush, guerrilla, concert for presenting the new Bmw 1 Series. Staging and set design: interactive microsite www.cualestulinea.com; ambush marketing: teaser at

Real Madrid C.F. – F.C. Barcelona match; guerrilla marketing at Madrid, Barcelona, Seville and Valencia; street marketing in Madrid /Barcelona; set design at dealerships; presentation of the new Bmw 1 Series: ‘Cual es tu linea’ set design, stage platforms, branding, interactivity set/3D and gadget for lighting, audiovisual set design, Vip interior design, signage, adaptation of advertising Pieces. Media Mix: conventional adv: radio, tv, press; ambush, guerrilla, street, viral mktg. Tweeter, Youtube & Facebook. 83 events realized to pick up invitations for the concert and streaming broadcast of it at dealerships; concert for presenting the new Bmw 1 Series linked to the nº 1 international pop artist: Alejandro Sanz. Results: microsite: 520,000 visits in 35 days and 54,900 leads; YouTube and Facebook: more than 852,000 views; more than 10,000 pax live and 20,000 pax via streaming at dealerships; more than 31,219,667 celebrities’ mentions on Twitter; clipping: 50 medias and 300 reviews written, online and tv.

[ DATA SHEET] Country: Spain Organiser: Staff Eventos, S.L. Client: BMW Iberia Date: August 14th - September 22nd, 2011 Target: men and women aged 25 to 40 Location: Spain Budget: up € 1,000,000 to € 5,000,000

120


e

20

[product / service launch]

World of Emirates, Show & Gala Dinner Objective: to have an event that generate awareness during and after in all the city. Should be a one of a kind to attract media, and should gather at least 700 guests. As main goal to show more about Dubai Culture. They wanted a lifetime experience. Creative idea and description: 22 days to set up the event. We design the creative concept inspired by the modern and glamorous side of the Uae, we use the most premium venue in Lisbon, which normally hosts concerts and other major sporting events. The Atlantic Pavilion with a capacity of more than 30,000 people was changed into a glamorous and sophisticated space for only 800 guests. For this purpose we created a huge entrance gate made entirely of Leds, which served at once to generate curiosity about the event. Inside all the details were to be overwelming, guests should fill like living the Dubai dream on a night to remeber.A huge 40 meters Screensize full HD, served as background for the presentation. In the dining area decor was created to compete with the best restaurants in Lisbon. In stage seven Portuguese bands and artists have designed a unique spectacle only for the night. The A380 fly cabin was installed on the venue fully functional. Staging and set design: the stages were designed to be used as tv stage. The floor was made in red marble acrylic. The use of a full HD 45 meters wide screen serve to impact and create a immersive feeling amongst guests. We covered the entire seats in lycra so that the

Emirates logos could appear in a gigantic size helping to avoid the emptiness of a Arena that supports more than 25,000 people. On the dinner side a big stage using a backdropp entire of led curtain was installed along two big projection HD screens. Media Mix: specialized and general media were invited. For Emirates was a hit, because the event generates a huge amount of free notices with a good Roi. To expose the event the agency used the portic led, and personalized one to one contact, a Emirate World call center was installed. For instance all the event invitations were hand written. Results: the event generates a enormous amount of media contents. An Roi study conducted during and after the event, resulted in a high level of satisfaction towards the event, and the open of many business opportunities to Fly Emirates.

[ DATA SHEET] Country: Portugal Organiser: UP Partner | 27 Names Client: Emirates Date: May 2012 Target: Vip, Professional travel trade, Ambacies, Government, Airport professionals

Location: Lisbon, Atlantico Pavillion, Expo Budget: up â‚Ź 500,000 to â‚Ź 1,000,000

121


e

20

[product / service launch]

Emirates Gala Launch Event Objective: to reflect the Emirates brand values; high standard, award winning hospitality and service. Create anticipation and excitement in advance of the actual event. Manage attending audience profile and achieve 60% + occupancy on all Dublin to Dubai flights for the first quarter of 2012. Creative idea and description: aim: provide an ‘Emirates World Experience’ of continuous discovery, innovation and service excellence to the invited audience. On the night, guests arrived at a fully transformed venue illuminated on the façade with a 3D architecturally mapped projection. In total over 10,000 Grand Prix red roses and 4km of white voile draping were used to transform the venue. On entry, guests were ushered by 16 Verve hostesses armed with iPads and the latest registration software to check in guests. At the arrival area guests were offered Arabian coffee, dates and hot towels by glamorous Emirates cabin crew allowing for a real brand immersion from the very start of the night. This was followed by a champagne reception and an engaging video presentation hosted by Sharon Corr of the band The Corrs. After the main gala dinner guests were treated to a surprise performance by the legendary Lionel Richie. Staging and set design: the large scale set design created a wow factor as guests arrived in to the room. The set was 60m in width with the stage taking 24m in the centre of this to ensure enough space to fit a 20 person dance troupe and Lionel Richie and his band. On either side of the set a high resolution projection screen was used with live camera relay. The reveal for

Lionel Richie and his grand piano was achieved using led panels which featured as a large screen and split down the centre using motorized rails. Media Mix: a target of 800 guests were informed of the event through an initial e-invite followed by beautiful gold invitations with the guest’s names hand written by our master calligrapher. Pr firms, video crew and journalists. Blanket press coverage was generated across national, regional, travel trade and business media (print, radio, online and national tv). Results: post event Emirates surpassed the target occupancy rate of 60% and managed to hit an average occupancy of 90% for Q1 and Q2. 97% of guests said that the event exceeded their expectations’. Awarded the judges Grand Prix award at the Event Industry Awards 2012 for overall Best Event in Ireland.

[ DATA SHEET] Country: Ireland Organiser: Verve Marketing Client: Emirates Date: December 13th, 2011 Target: politicians, ministers, ambassadors, heads of state, councilors, Irish and Global business leaders, sporting and media celebrities, high ranking Government officials and key decision makers in the travel trade Location: The Convention Centre Dublin, Ireland Budget: up € 300,000 to € 400,000

122


e

20

[product / service Launch]

Grundfos, Big Bang Circulator Event Objective: to launch ‘The Red Wolf Project’ and its product line to the Internal Sales; to make an event that would be unforgettable, engaging and ensure excellent sell-in to the marketplace. Creative idea and description: the creative approach was to activate the senses and reveal the secrets of the new circulators in the most spectacular way. The agency developed the idea of the ‘Secret Inside’ as a parallel to the hidden but highly innovative elements of the client’s products. The environment - an Octagon - would bring the story to life and enhance the presentation. Projections in a spectacular 360 degrees solution, magnificent 3D presentations delivered the client’s messages in a stunning visual experience. The day would begin with registration and a light snacks in the foyer dressed as a misty forest. During the breaks the exhibition area, for critical hands-on time with the products, would open. At the end of the day everybody gathered again for a fantastic dance spectacle, where the Red Wolf would be brought to life in a memorable show. Staging and set design: we researched the location of the event to The Arena in Berlin, Germany since the launch was international. We physically divided the Arena into three sections, each hidden from the others; 1) The foyer being the registration, welcome and break area. 2) The Octagon (the secret) -

auditorium for the presentations and performances. 3) The Exhibition area for showcasing and demonstration of the new products and at the same time provide catering space throughout the day. Media Mix: website for registration and practical information. Live presentations in 3D supported by PowerPoint and keynote screen materials. The exhibition area displayed product demos for the target groups. All employees received an Ipod containing all presentations and products specifications. Results: ‘The Best Event Ever’ quote from a client who saw every goal met. Unified, inspired and highly motivated colleagues. The business agenda covered perfectly, the social agenda surpassed; the sense of having attended something unique was evident in the accolades and evaluation given by attendees.

[ DATA SHEET] Country: Denmark Organiser: Welcome Event Marketing Client: Grundfos Date: February 8th 2012 Target: Internal Sales Force, Key Accounts and Business Partners (450 pax per day) Location: Berlin, Germany Budget: up € 1,000,000 to € 5,000,000

123


e

20

[product / service launch]

Windows Phone 7.5 Hotel Objective: The goal to emphasize or rather strengthen the lifestyle factor of the product as well as to create target group oriented content and activities so that a word of mouth effect could be generated. In this process the device itself running Windows Phone 7.5 and its active testing should play a central role. Creative idea and description: the Windows Phone 7.5 Hotel united different lifestyle aspects to one event: the real experience of a movie, photography, entertainment as well as social networking and the mobile world of adventure: with the help of various scenarios the film ‘Ghostbusters’ became alive for the visitors. In this way a high grade of emotions was created. To make their way through the Hotel whilst solving different tasks, the visitors received a device with Windows Phone 7.5 at the device, containing different features. With every scanned QR-code and every finished submission the proton level increased until finally the doors of the secret cinema and the bar opened. Lifestyle components were the screening of ‘Ghostbusters’ and an art exhibition as well as a live shoot of a Ghostbusters scene with lifestyle photographer Oliver Rath. Audio/video/lights: were staged while the discovery tour, so that the hotel obtained a gloomy flair to it, fitting and supporting the movie and adapting to the cinematic ideas of the particular rooms. Staging and set design: the entirely unrefurbished Passarelle in Berlin was rebuilt in five days as a hotel with two floors, a reception, different hotel rooms, a gallery, a bar and a movie theatre. It was important for the organizers to recreate the charm of the historic

building beside the authentic replica of a hotel. The film ‘Ghostbusters’ was brought to life by imitating famous scenes in the rooms and halls of the hotel and integrating a photo exhibition as well as a live shooting. Media Mix: the Windows Phone 7.5 Hotel App and the mobile experience were central parts of the hotel tour. The app, developed especially for this event, showed a proton level bar which gradually rose by scanning QRcodes. These were hidden on specific items in the different hotel rooms and, after having been found, showed the way to the next task. Also the app contained a map, room information as well as operating hints and individual features of the device including how-to videos. Results: 310 guests (260 handpicked influencers) dealt four hours with the new Windows Phone. 4 days after the event, the Windows Phone DE Facebook fanpage counted 4500 new fans (+15 per cent). More than 7,600 fans talked on the Windows Phone Facebook profile during the following two weeks (+300 per cent).

[ DATA SHEET] Country: Germany Organiser: Wildstyle Network Client: Microsoft Germany Date: December 12nd, 2011 Target: general public Location: Alte Münze (Passarelle), Berlin (district ‘Mitte’), Germany

Budget: up € 300,000 to € 400,000

124


e

20

[public event]

Vodafone Mexefest Objective: an urban music festival happening in Lisbon’s main avenue. With the tagline: ‘From stage to stage music makes the city move’. And with a creative outdoor communication for the festival: a bridge so people could move from stage to stage. Creative idea and description: imagine an urban music festival happening in Lisbon’s main avenue. Now hear the tagline. Now imagine a creative outdoor communication for the festival: a bridge so people could move from stage to stage. Imagine a Bus with bands playing inside it as if it was a venue. And imagine shuttles to get people moving from one venue to another… tuned in the sponsor brand’s radio: Vodafone FM… and some showcases inside the shuttles. Can you imagine it all spread throughout the social media? Now imagine some original promos, such as a 5 star Hotel located in Lisbon’s main avenue for winners of an online promotion. Can you imagine the winners of this promo being surprised by a private concert in one of the hotel rooms?

Staging and set design: imagine an urban music festival where the world’s best emerging artists take over Lisbon’s trendy downtown. Now imagine them playing inside a church, a cinema, a bus, a underground station, a Hotel Terrace and in some of Lisbon’s most beautiful venues. Now you realize you’re at Vodafone Mexefest. Media Mix: and what about festival artists tuning in the brand’s promise with their own mixtapes that were aired in different radio stations and podcasted at the Vodafone FM’s website. Imagine an All Access pass to the winners of an online promo: a pass that got them inside every venue, no matter what. All this converged into an App for Iphone and Android containing all the relevant festival info, such as artist biographies, real time occupancy for every venue, friend tracking , amongst other features. Results: Tickets sold out. 98,2% recognized Vodafone as main sponsor. 35,7% connect to the festival through online communication (Ticket giveaway; All Access passes; Vodafone Hotel) 25,3% heard about the festival in radio.

[ DATA SHEET] Country: Portugal Organiser: Action4 Ativism Client: Vodafone Dates: December 2nd-3rd, 2011 Target: general public of the great urban centers (18-35 years) Location: Lisbon’s main avenues Budget: up € 300,000 to € 400,000

125


e

20

[public event]

Magnum Café Objective: to offer a unique brand experience creating the buzz; to develop the loyalty to the brand and the fans' commitment with a premium Magnum experience especially created for them; to get press return and gain new Facebook fans. Creative idea and description: creation of a temporary Magnum Café where the general public is invited to customize their own Magnum ice cream and to share it on Facebook through a dedicated corner. This place offers a unique brand experience: choice of the icecream flavour, of the coating and toppings. In order to do so, we conceived an experiential, immersive brand space, with a premium scenography and thematic activities: customization of your own pleasure moment through emotional and sensory activities (customization of the music and setting); creation of delicious desserts on the menu.

Audio/video/lights: thematic videomapping on the lower floor. Staging and set design: the café settled in the Marais, a very popular are of Paris benefiting from a natural traffic. An immersive scenography corresponding to the brand's colours and its famous crunch. The front reminds the Magnum world: the symbolic M, stickers of chocolate chips on the front window and the bar. Just like the smoothness of the ice cream, the inside of the café presents roundness and a work of art made of ice cream sticks. Results: more than 8,000 ice creams were created; more than 10,000 visitors; more than 180 press publications; more than 300,000 euros of media promotion.

[ DATA SHEET] Country: France Organiser: \Auditoire Client: Magnum (Unilever) Dates: May 25th - June 24th, 2012 Target: General Public (consumers, fans of the brand...), opinion leaders, clients and internal collaborators

Location: Paris, France (23, rue du Roi de Sicile)

126


e

20

[public event]

Nike Barber Shop Objective: to offer a brand experience during the Euro 2012 as a continuation of the Tv campaign, so that Nike keeps being the coolest brand in Paris; to offer to Nike an expression space to emphasize its culture and conquer the targets. Creative idea and description: developing a temporary barber shop where the public is invited to get a hait cut by hair tattoo experts and live a unique brand experience through: a barber shop made in NYC offering hair tattoo (the haircut is a way for football players to mark their style, and for their fans to look like them), broadcasting the Euro 2012 games Customization store for Nike products, babyfoot, vintage photo booth, playstation, area dedicated to the athletes, press meetings, exhibitions, Vip parties with

opinion leaders, sportsmen, popular DJs..., partnership with the channel OFive, dedicated Facebook application. Staging and set design: recreation in real life of the barber shop used in the Tv spot ‘My Time is Now’, in a popular area of Paris. A 100% Nike staging with areas dedicated to football and its culture, a vintage set giving an authentic look: hair tattoo area; broadcasting area with football games on large screen; product customization area; relaxing area with babyfoot, vintage photo booth, Playstation; area dedicated to the athletes; area for the events (press, exhibitions...). Results: 1 million views on Tv, 7 press publications (more than 700,000 copies), 119 web publications (12 million views).

[ DATA SHEET] Country: France Organiser: \Auditoire Client: Nike Dates: May 25th - July 1st, 2012 Target: Football fans (priority target who will get a haircut), football friendly public (for other experiences) Location: 11, rue des Déchargeurs, Paris, France Budget: up € 200.,000 to € 300,000

127


e

20

[public event]

smart EBALL Objective: electric cars have many benefits, both ecological and economic. Still, the majority of drivers doubt that such a car can be real fun. We had to find an idea which proves them wrong – and which is powerful enough to spread the message with the help of a simple yet appealing visual. Creative idea and description: to let people experience the unique acceleration of the electric smart for themselves: with a game where you constantly need to accelerate from rest. smart EBALL is played like Pong. The difference: the game is played by driving the car quickly back and forth. The position of the cars is tracked by lasers and brought to the screen with custom-built software. The cars turn into the controllers. And each driver can see for themselves the surprising acceleration and driving enjoyment – and register to receive further information at the smart EBALL counter. Audio/video/lights: a 10mm outdoor Led wall with 7,2x4m (28 sqm) displayed the game and made it visible for all spectators. The game itself was run on a computer, laser measure devices transmitted the position of the smarts for the game. For music, jingles and PA a sound system with four Eaw KF 300 and four Eaw NTS22 subwoofers was used on-site. Staging and set design: the staging and set design was

driven by covering and decorating the technical setup as well as fulfilling safety regulations. The truss system for the Led wall was covered by 200sqm Aludibond with motive prints. The whole track was fenced by 110m of protective grating and 110m of water-filled barriers. In addition, each track had a gravel trap and tire stacks at both ends as an additional safety measure. The protective grating was covered by motive prints. Media Mix: in mass media, branded content and entertainment is generally strongly restricted in Germany. This is why we came up with a unique entertainment idea that’s independent from classic communication channels. smart EBALL, a spectacular test-drive event featuring the smart for two electric drive, was located at the heart of the biggest motor show in the world, the IAA Frankfurt. The event was advertised with several outdoor, online and promotion activities. Results: 520,000 spectators watched 3,000 EBALL games within 10 days. 11,000 people registered at our smart EBALL stand to receive further information. Countless visitors uploaded posts and videos. Blogs from all over the world took up the subject. smart EBALL was being discussed on tv and in the press.

[ DATA SHEET] Country: Germany Organiser: BBDO Live/BBDO Proximity GmbH, Berlin Client: Daimler AG Date: September 13rd – 25yh, 2011 Target: general public Location: Frankfurt International Motor Show 2011

128


e

20

[public event]

Seavolution, Germany at the Expo 2012 Objective: to demonstrate the capacity for innovation of German companies and research institutions to the world by showing a mixture of information and entertainment. In this context, the presentation allowing interactive experiencing was to be integrated into a coherent overall concept. Creative idea and description: the guideline of the pavilion is a travel from the German coast to the ocean’s deep sea area. The overall concept creates a synthesis of the engineering virtues Germany is well-known for and of the topic of the Expo. The visitors pass through three successive topical areas (coasts, living space, and treasure chamber). Sets of information, exhibits, and media are contextualised there. From the point of view of design and contents, the arrangement is in line with the staging of the topical areas. When the visitors have passed through all three topical areas and have travelled from the German coast to the depths of the deep sea, their travel ends with a virtual dive cruise in the main show. Here, the guests take a ‘trip in a glass ball’ to a place where the marine resources will be won in the future. Being a four-minute photo-realistic computer animation in six-fold HD resolution, the main show sets new standards even in South Korea where high-tech is a part of every-day life. Audio/video/lights: the visitors experience in the main show a world premiere by taking a virtual diving trip in

the year 2050 and, with the help of a unique and spectacular 360° projection technology, get the feeling of going to the floor of the ocean in a glass ball. Instead of labeling all exhibits were explained via multimedia screens and a highly modern sound systems. Staging and set design: the visitors pass through three successive topical areas (coasts, living space, and treasure chamber). Sets of information, exhibits, and media are contextualised in the topical areas to ensure that they are comprehended and that the arrangement of the location immediately makes sense to everybody. Results: the number of visitors (4,500-5,000 people every day) and the waiting queue in front of the German pavilion speak for themselves: at the Expo 2012, the seavolution pavilion is regarded as one of the most popular and most frequently visited international pavilions.

[ DATA SHEET] Country: Germany Organiser: facts and fiction Client: Bundesministerium für Wirtschaft und Technologie (Federal Ministry of Economics and Technology) Date: May 12th - August 12th, 2012 Target: general public Location: Expo 2012 in Yeosu, Korea Budget: more than € 5,000,000 High Budget

129


e

20

[public event]

ˇ SKODA at the GTI Meet 2012 Objective: the brand should be infused with dynamic energy and emotion by focusing on ˇ interaction, excitement and fun with Skoda. The Citigo compact car's lifestyle aspects should resonate with the club, party and social media-savvy target group in attendance, and expand the company’s overall image as a lifestyle brand. Creative idea and description: white and green, a combination of lifestyle and rally together in a booth concept that excites visitors and representatives alike while ˇ also positioning the Skoda brand. In keeping with the meet’s concept is the ‘white area’ which is both a meeting point and a place to chill-out. Here, the Facebook generation meets in real life. Energy Lounge furniture, hammocks, energy drinks and well-known DJs invite guests to linger. Free Wi-Fi and charging stations ensure that photos and videos spread like lightning across the Internet. The Green area represents rally sports; here, audiences are dazzled by both spectacular special-edition models and the two interactive events which the agency develops especially for the GTI Meet: the Mud Shower and the Bobby-Car Jump. Media mix: every relevant specialist automotive media

channel and publication does a thorough report on the GTI ˇ Meet. The Skoda exhibit receives a great deal of attention, especially the mud shower, the exhibit's biggest draw. Various YouTube videos of the mud shower and other activities are downloaded thousands of times. By providing free Wi-Fi etc, it was ensured that news of the interactive events will travel around the Web like lightning, thus generating additional traffic to the stand. Results: thousands of enthusiastic visitors who now ˇ perceive the brand Skoda differently and top corporate ˇ managers who praise the Skoda performance in glowing ˇ terms. In light of their huge success at the GTI Meet, Skoda will use the specially developed interactive events again, i.e. at motorsports events.

[ DATA SHEET] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung ˇ Client: Skoda Auto Date: May 16th-19th, 2012 Target: Tuning and rally car fans, young people, public Location: Reifnitz, Wörthersee, Austria Budget: up € 500,000 to € 1,000,000

130


e

20

[public event]

Interactive Spotlight Installation Objective: when night falls over Germany, people in dark car parks in German cities become the directors of their own ‘light show’ with an interactive spotlight that follows their every movement. Creative idea and description: due to the fact that the risk of accidents is twice as high at night, the brand with the star

turned night into day: with ILS (Intelligent Light System), an adaptive, self-thinking headlight system. So we transfer the ILS principle to human movements - with an interactive spotlight installation. In poorly or unlit car parks, a spotlight appears out of nowhere, finds people and follows their movements thanks to an innovative motion-tracking camera and special software. Whether moving forward, backward or sideways, dancing or jumping in circles of light, the people in the car parks can clearly see. This way, the way to or from the car on a dark night is, thanks to Mercedes-Benz, a bit safer and more fun. ‘Light where you need it. The Intelligent Light System by Mercedes-Benz.’ Results: thousands of direct contacts, which developed into multipliers: people took pictures and videos of the campaign and uploaded them to the Internet via blogs and social media.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: Daimler AG - Mercedes-Benz Cars Date: January 5th-15th, 2012 Target: general public Location: Berlin, Hamburg, Köln, Leipzig, München Budget: less than € 50,000 Low Budget

131


e

20

[public event]

The EM-Walker Objective: the concept was to penetrate the emotional Euronics campaign motto ‘Wir sind die Fans der Fans’ (‘We are the fans of the fans’) into German media. Thus, the agency was assigned to develop a unique event corresponding to the idea of the campaign - and to make it the unmistakable talk of Germany. Creative idea and description: as fan of the fans, Euronics was eager to ensure that nobody in Germany would have to miss a match of the German football team during the European Championship. Let it be

because they had to work and watching the game was not allowed or no TV was available. In order to enable the unlucky fans to watch the games anyway, the agency created the Euronics EM-Walker: a person carrying a mobile TV set in order to let people watch TV wherever he went. Hence, a distinctive backpack had to be developed. Equipped with this special device, the group of EM-Walkers went out on the streets of Germany in order to do their job. Regardless of whether bus drivers, doormen, security guards or waiters, who were all in the unpleasant position to miss Germany’s match: the Euronics EM-Walkers enabled them to spontaneously watch it - live and on the spot. The exceptional outdoor event was logged on camera in order to produce film material for national TV and online distribution as much as documentation. Results: the media coverage was a great success. Pictures of the EM-Walkers were widely publicized in Germany’s most influential tabloids and blogs, local radio stations reported on the event and national TV stations broadcasted the extraordinary idea. Euronics was talk and picture of town.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: Euronics Deutschland eG Date: June 8th - July 1st, 2012 Target: general public Location: major German cities Budget: up € 50,000 to € 100,000

132


e

20

[public event]

’La Quintessence des Éléments’ Fête du Lac Objective: the idea was to create a major 75 minutes fireworks event that goes beyond the ordinary show which can produce innovation to a festival that has arrived at its 121st edition. Creative idea and description: the emotions were to create everything, it was the finality of the entire project; the culmination of a wonderful voyage that we hoped would provoke strong feelings and suggestions to every spectators. Basically acting the contraposition of the four elements by staging the existent to demonstrate the inexistent. 70 minutes of evocative images were therefore created to transport the spectators on a growing journey seeking the quintessential. The show is among ‘the realms of the cosmos where all the things exist and coexist’. The show is a fusion between ancient ideas and contemporary methods. On the one hand, there is the idea to recreate ‘the magnificent architectures’, the aesthetic of deep structures and the theater of environment, recovering the important canons of Baroque festival spirit. On them other hand the staging is done with modern techniques and methodologies including equipment and effects combined together until their merging creates one great show. Staging and set design: the scenery of the effects has been studied to offer a dynamic and different stage, suitable to hold a show of such size and length. An infrastructure of 47 floating shooting ramps, regrouped

in a circle and triangle disposition, allowed to associate to each represented ‘element’ a different point of views and to create five completely different situations. The main characteristics have been: majesty, continuity, dynamism and variety. Media Mix: media channels and press releases; local newspaper ‘Le Dauphiné Libéré’, local radio ‘France Bleu’ and local television ensured a constant communication of the project; ‘La Ville’ dedicated a space in the institutional website and created a Facebook page. Results: all bleachers, seats and parterre spaces were sold out. The costumer and the spectators were satisfied by this innovation spectacle, particularly by the articulation of the story, the infrastructure used, the variety of prospective created on the lake, and by the choice of unconventional music.

[ DATA SHEET] Country: Italy Organiser: Parente Fireworks Client: Ville d’Annecy Date: August 6th, 2011 Target: 100.000 spectators from every corner of France Location: Lac d’Annecy, Annecy, Haute Savoie Budget: up € 400,000 to € 500,000

133


e

20

[public event]

Audi Q3 Trans China Tour 2011 Objective: Audi wanted to present the Q3 in what has become its most important market. The company invited journalists and multipliers to attend the driving event. In addition to providing a driving experience, Audi wanted the guests to be able to intuitively sense that Audi understands the Chinese market. Creative idea and description: the brand has been successful in the premium segment in China for many years. Nevertheless, the cars are often still perceived as ‘functional sedans’ that gave the event organizers the idea to combine the road trip with a public event. ‘Terminals’ were designed to be set up at the starting line at the different stops along the way at the finish line. The terminals would provide a space to experience the brand and its products up close and first hand. The journalists also became messengers of the brand and its products on their tour through China, during which the drivable Q3 traversed China's roads and terrain. People were able to see the car live thanks to up-to-date social media reporting. The organizers carefully designed the atmosphere surrounding the trans-China tour to inspire the journalists to cover the event extensively. In addition to setting up a website, which is still active, they particularly focused on digital and social media. Staging and set design: all of China became the stage for the Q3! The car's labeling as the ‘the urban way to drive off road’ was tangible at the starting and finish lines and people experienced the car's off-road character in the countryside. The organizers designed the route to give people the chance to experience China in a way that surpassed the typical television images

and clichés. The route ran through metropolises that are less known to Europe as well as small villages. Media Mix: almost every type of media was used to report the 2011 Audi Trans China Tour: product launch, roadshow, public events at prominent locations (‘The Place’ in Beijing, shopping mall with a 500-meter led ceiling, ‘The Bund’ in Shanghai, the ‘Concert Hall’ in Shenzhen), interactive road journal on the iPad, extensive terminal and exhibit structures at the starting line, stopping points and finish line, pr (online and offline, live and post-event reporting, print and tv). Results: the event generated resonating communication from positive media coverage and detailed publications.

[ DATA SHEET] Country: Germany Organiser: Pure Perfection GmbH Client: AUDI AG Date: Oktober 14th - November 3rd, 2011 Target: journalists, multipliers and public Location: China Budget: more than € 5,000,000 High Budget

134


e

20

[public event]

Adam & Eve Award-Show 2011 Objective: to reinforce the perception of the Adam & Eve Awards within the industry and among the public as the most important prize and to present the Famab as the benchmark association; to organize an exceptional award ceremony for exceptional projects. Creative idea and description: idea: what was there in the beginning? For Adam & Eve? And for today´s creative achievers? In the beginning was the deed! Implementation: the tempting apple, the deed and bravery (these are constantly repeated images, whether in then interactive online) campaign, the location set-design with its interactive installations or the ‘Tree of Knowledge’ on the forecourt, monitored by cameras and cordoned off like the scene of a crime. Repeatedly the question was: ‘Are you ready and brave enough?’ During the show everything focuses on the coveted apple. While an orchestra unexpectedly rises from the pit, a film relates the search for this seductive fruit. Light-writing, 3-D mapping and dancers constantly transform the stage set and introduce the next category. The slot machine thrillingly announces the winners, while the orchestra accompanies the presentation of the winning apples. Finally a multi-media-show takes up the narration started at the beginning and tells the story to its end. Staging and set design: the stage area bursts its bounds to create space for new performance areas. The agency use the pit to allow the orchestra to appear from nowhere at the start of the show. Large staircases are added to bring the winners from the

upper tiers directly onto the stage. In addition, the media provision mentioned constantly and surprisingly transforms the stage. Performers make use of the stage structure thus created and interact with the light-writing and 3-D mapping elements. Media Mix: online campaign with three interactive films. The focus is on the apple as an object of temptation. Each film tells its own story: burglary, peep-show, playing poker. In each case the viewer has the chance to intervene and determine the story: barefoot or patent leather shoes. So the target group is involved early on as part of the action by being asked: ‘Are you, too, ready for the deed?’ Results: increase in attendance by 20% over 2010; increase in project entries by 14% over 2010; increase in YouTube views of the online campaign by approx; 400% over 2010 media contacts generated: 3,85 million. For the first time in the 10-year history of the awards the show was given standing ovations!

[ DATA SHEET] Country: Germany Organiser: Vogelsänger Gruppe Client: Famab Verband Direkte Wirtschaftskommunikation Date: November 24th, 2011 Target: B2B, general public Location: Mannheim, Congresscentre Rosengarten Budget: up € 1,000,000 to € 5,000,000

135


e

20

[public event]

Ball Packaging Consumer Promotion 2.0 Objective: to communicate the environmental arguments surround drinks can innovatively and credibly through real dialogue in a creative context. Using digital and analogue communications channels to increase and stimulate discussion and active involvement in recycling. Creative idea and description: to reach your target group you need to be there where they are and where they use your product. You need to create as many touch points as possible and ‘speak’ their language. In the case of the Ball target group (young people) this meant a focus on online media and an emphasis on live events and active participation. The ‘language’ we choose was one of ‘creativity’. We urged our target group to be creative with drinks cans. We wanted them to show us their vision for the usage of drinks cans. We challenged them to become can visionaries. Or in German: Dosionaire (‘Dose’ is German for can). Online we invited fans to share their visions on Facebook, twitter, YouTube, Flickr and a dedicated dosionair website. Live we met them at their preferred events. As part of the smart beach tour - a beach volleyball competition all over Germany - with the

‘Fresh-Up Kiosk by dosionair.de’ and rickshaws as mobile interactive sampling stations in cooperation with brands like Coke, Warsteiner and Mixery. Media Mix: live events, social media (Twitter, Flickr, YouTube & Facebook) plus a dedicated campaign website. Opinion leader shows their visions for the drinks can and call their fans to create user generated contend. The dialogue continues in person at the ‘fresh up kiosk’ at the smart beach tour events. The currency at the kiosk - user generated content such as paying with a tweet. Interactive rickshaws also make the drinks can hot topic of conversation both on- and offline. Results: through on and offline events the dosionair community keeps on growing. The campaign generated: 10 mio impressions on Facebook.110,000 clicks on dosionair.de. 2 mio engagements on the social networks. 420 mio national media gross contacts. 200,000 product experiences with a can recycling rate of 98%.

[ DATA SHEET] Country: Germany Organiser: VOK DAMS Agency for Events and Live-Marketing Client: Ball Packaging Europe Date: January - July 2012 Target: teenagers and young adults Location: various cities in Germany Budget: up € 300,000 to € 400,000

136


e

20

[public event]

Nespresso PIXIE machine launch Objective: to bring the claim ‘More Than You See’ to live and to excite audiences about the Pixie through surprising & engaging actions that substantiated the product claim and reconfirmed Nespresso as the premium brand. Creative idea and description: inspired and driven by the claim ‘More Than You See’ the creative team set out to evolved a campaign that allowed audiences to discover the new Pixie, Nespresso’s smallest, fastest and most innovative machine, in environments full of delightful surprises. The trade partners educate the new Pixie in a theatrical reveal with an oversized video cube whose sides first alive and opened itself and an oversize (XL) replica of the new coffee machine suddenly stood proud centre immediate impact was important. This was achieved by creating the largest coffee machine ever. Standing over 4m high the XXL Pixie was a travelling billboard and tasting station all in one and formed the centerpiece of an open air Pixie Lounge that for a 48 hour period took over some of Germanys most frequented city squares. 'More Than You See’. Staging and set design: every detail and every action was calibrated to create a journey of discovery that as its highlight revealed the new Pixie and provided for a compelling Nespresso experience. The OP Art inspired vortex graphic featured in the Pos campaign was turned into a central element and used on all print collateral but most notably converted into a 3D architectonical eye-catcher which served as a signpost for more things to come and the physical manifestation

of there is ‘More Than You See’. Media Mix: to underline Pixies fresh & contemporary positioning the consumer events were supported by innovative online actions involving social media (Facebook, Twitter) to announce the arrival of the roadshow, facilitate competitions & encourage a lively exchange amongst new and existing Nespresso lovers/fans. This online buzz was augmented by onsite actions involving iPad paparazzi which published photos live on a specially Pixie Facebook page. A competition utilizing QR-Codes that offered to win a Pixie. Results: it was an outstanding success, stimulating demand for the Pixie from both the trade & consumer side. Sales of the new machine have exceeded expectations and recruited a new generation of members to the brand and the Pixie, supported by ongoing promotions has lived up to its claim ‘More than you see’.

[ DATA SHEET] Country: Germany Organiser: VOK DAMS Agency for Events and Live-Marketing Client: Nespresso Germany Date: July 20th - August 13th, 2011 Target: Trade partners & Young urban consumer Location: Cologne, Hamburg, Munich, Berlin, Frankfurt Budget: up € 400,000 to € 500,000

137


e

20

[roadshow]

Renault Twizy, Share The Positive Energy Objective: devising a high profile campaign for the launch in Italy of the first 100% electric, urban crossover. Twizy was presented as a ‘cult item’ for those who make their way in the city every day, emphasising the extrovert, open-minded side of Twizy. Creative idea and description: the event was mounted over weekends in four of the main Italian cities where the most enjoyable tests drives in history were staged, involving both those interested in the car and famous guests. A fun atmosphere was generated where strangers had the chance to get to know each other and share a new experience. Cameras were placed inside the cockpits of some of the cars used for the tests drives which allowed the conversations between those on board to be filmed. The most amusing were posted on the official website of the event. Staging and set design: the mechanism designed for

‘Share the Positive Energy’ was based on a very important element of the staging. The design concept for the Positive Energy stand came from a hexagonal-shaped crystal, a geometric shape in the form of the side opening of the Twizy itself. Media Mix: press campaign, Facebook Tab, display campaign, videos of the most amusing test drives were posted on YouTube and the tab dedicated to the event , promocards, billboards, bus stands, pack, press campaign, radio. A dedicated press office was also organized. Results: 2,587 test drives in 4 weekends, Facebook traffic increased by 200%,1,168 Twizy have been ordered resulting the test drive.

[ DATA SHEET] Country: Italy Organiser: Alphaomega/Publicis Client: Renault Italia Date: March 24th-25th (Rome); March 31st - April 1st (Bologna); April 14th-15th (Naples); April 17 th-22nd (Milan), 2012 Target: young professionals aged 30-40 years Location: Rome, P.zza della Repubblica + Terrazza Gianicolo, P.le Giuseppe Garibaldi; Bologna, P.zza dell’Unità + P.zza Giosuè Carducci; Naples, P.zza Carità + V.le Virgiliano (Parco Virgiliano); Milan: P.ta Romana + Palazzo Cusani (Brera) Budget: up € 400,000 to € 500,000 Credits: creative directors: Alberto Cassone and Enrico Conforti (Alphaomega) - Costanza Rossi, Cecilia Moro and Domenico Manno (Publicis)

138


e

20

[roadshow]

“We create chemistry” world tour Objective: to provide solutions to global challenges with BASF’s new strategy: ‘we create chemistry for a sustainable future’. Innovations for almost all areas of life play a key role. The goal is to communicate the strategy to employees and other stakeholders. Creative idea and description: the world tour allows target groups to experience what BASF stands for. At its centre: the Marketplace of Innovations which showcases 20 outstanding examples of how BASF is implementing its new corporate strategy right now. The marketplace is not only a place for presentations and information, but for dialogue and creative networking. ‘We create chemistry’: the strategic guiding principle is already giving rise to live corporate culture during the events, in real and virtual spaces. Because the world of BASF innovations is alsoevents and the web experience merge to create a perfectly integrated aggregate format. The powerful in the moment experiences provided by road show tour stops give rise to a sustainable online strategy implementation process. The first part of the tour goes from Europe to the Americas. The second will travel throughout Asia up to 2013. Audio/video/lights: the sound sets the stage as tour visitors imagine how the Earth will be in the year 2050: nine billion people and their increasing needs in all areas of life. BASF innovations provide answers for those global challenges: The thematic stands, which had up until that point been closed and in the dark, shine with BASF colours and open – a striking mise en scène that invites visitors to

satisfy their new curiosity with a first walk around. Staging and set design: the set design is part of the message: the scenography makes a first impression allowing visitors to experience the strategy and innovations the thematic stands provide via their senses, giving the set emotional power. On a second level, intelligent, light constructions and materials translate, in retrospect, BASF's strategic guiding principle of resource conservation, environmental compatibility, and climate protection into temporary architecture – an aesthetic that is much more than it seems. Media Mix: the tour concept relies strongly on the merging of online and offline tools. Results: the live events of the first tour reach more than 15,000 participants, the online platforms count nearly 150,000 visits. More than 90 percent of the participants rate the events as ‘very good’ or ‘good’. More than 3,500 posts initiate a worldwide dialogue on BASF's Intranet and on the Internet.

[ DATA SHEET] Country: Germany Organiser: circ gmbh und ko. kg Client: BASF SE Date: January 2012-May 2012 Target: employees, selected customers and other stakeholders Location: Worldwide (4 regions, 13 stations)

139


e

20

[roadshow]

Truck ‘Your energy’ Objective: EDP and Erse (regulator of the energy sector, which funded this project) had as main objectives: To teach good practices of energetic efficiency. How to use the energy maintening the daily comfort, using a didactic game to test the knowledge passed during the 1h class. Creative idea and description: the EDP truck is branded and equiped with energetic efficiency communication and, in each city, the local schools make the subscription to participate/attend to the

classes, that happen inside the truck. At the end, each child receive a gift. Audio/video/lights: was created a specific jingle and a dinamic presentation. Media Mix: tools of our internal communication, such as: Tv, intranet, magazine and site: www.geracaoedp.edp.pt/atuaenergia. Results: during 26 days were given 128 lessons to 151 schools, that were attended by 4,904 children, being 163 with special education needs.

[ DATA SHEET] Country: Portugal Organiser: Desafio Global Ativism Client: EDP-Energias de Portugal, SA Date: April 16th to May 25th, 2011 Target: children 6-10 years old Location: 16 portuguese cities Budget: up € 100,000 to € 200,000

140


e

20

[roadshow]

SRH Brainwaves Objective: the agency used a subject that the target group was interested in: Music. Under the motto of ‘Studying makes music’, students have their brain waves measured during the lecture & mixed into sounds. They show that perfect study conditions and state-of-the-art learning methods can increase brain activity. Creative idea and description: the idea is the interactive music project ‘SRH Brainwaves’. The open house day in five university sites has been used as a stage for the interactive music project ‘SRH Brainwaves’. Students from different subject areas have their brain waves measured live during the lecture with special neuro headsets. They produce music with the help of a new technology. The waves are converted to acoustic colours, rhythms and frequencies and perfected at the turntables of DJ Schowi and Palina Power, who mix unique tracks from them live in the foyer. The entire technical process is visualised for the visitors with a special software. This means that everyone can see live how the students are thinking and what kind of music

is made from this. A real-time camera shows the brainwaves above the heads of the respective students as notes. If you cannot be there in person, the ‘SRH Brainwaves’ can be viewed via a live stream on Facebook. Media Mix: the project ‘SRH -Brainwaves’ lives off of cross-media networking. To clearly place the young and innovative image of SRH universities, the project has been communicated via the channels that young people use every day: in addition to the live streams on Facebook, this includes Twitter and YouTube videos. This provides a platform for visitors who cannot be on site to follow the event as well. An accompanying PR campaign in print, TV and online media increases attention and the range of the project. Results: after only one month, ‘SRH Brainwaves’ had 4,500 fans on Facebook, 100,000 calls on YouTube and many reports on the largest German university portals like Unicum and Unikosmos. Regional press also regularly reported on the student band turning their brainwaves into music.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: SRH Holding Date: June 5th - July 20th ,2012 Target: wider public and young people interested in music Location: Berlin, Calw, Gera, Hamm, Heidelberg, Riedlingen Budget: up € 100,000 to € 200,000

141


e

20

[roadshow]

Wedding Rewinded Objective: in September 2011 Nikon releases a unique compact camera. The dynamic staging of the product gives the press and the sales people the chance to actively test the innovative range of services that the Nikon 1 offers. The distinctive points they remember shall establish Nikon as the ‘leading brand’. Creative idea and description: the agency boost the journalists’ and sales people’s ego and invite them to capture as VIP photographers the most emotional moments of a pretty crazy wedding at which we can either pause life or rewind the time: Wedding rewinded. It is a surprising live staging with actors in a 3D pop-up scenery: Church, ‘Just married’, party. Every scene is dedicated to a different innovative function of the Nikon 1 that the guests can actively try out. During the ceremony spontaneous modifications of the pop-up scenery and unexpected interventions take everyone by surprise, they are totally unforeseen - just like the best motives in real life. With so much ‘action’ even the best photographer loses a great motive sometimes. No

problem: we rewind certain scenes. Live. For example when the groom forgets the rings. Agitated he leaves the bride and the church to get them. And with him the scene runs backwards: everyone moves like in a rewinding movie back to the beginning of the ceremony. Staging and set design: out of nothing an altar appears. And disappears just as fast. Instead of speaking sententiously the priest raps his text with all his might. The dynamic staging with spontaneous modifications of the 3D pop-up scenery and unexpected interventions gives the press and the sales people the chance to actively test the innovative range of services that the Nikon 1 offers. The nationwide wedding takes place at 50 events in 13 cities. Results: forwards, backwards, still image - at the end of the tour everyone is happy: the guests took 250,000 pictures in total and are enthusiastic about the Nikon 1. Nikon is happy about the strong feedback from the press and trade partners.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: Nikon Date: September 29th - October 21st, 2011 Target: press and trade partners Location: Berlin, Leipzig, München, Stuttgart, Mannheim, Frankfurt, Nürnberg, Hamburg, Bremen, Hannover, Dortmund, Düsseldorf, Köln Budget: up € 500,000 to € 1,000,000

142


e

20

[roadshow]

Coca-Cola Christmas Truck Tour 2011 Objective: to bring the ‘magic of Christmas’ to the people in Austria. A whole new concept was required from the agency. Goals were promoting the image of Coke, the Christmas tradition, creating magic moments for families, bringing the truck to everybody and feeling the event with every sense. Creative idea and description: a big show parade with artists, dancers, show trucks, Christmas projections, gospel singers, fragrance, costumes, gifts for kids, Santa Claus with his truck, tradition, gastronomy and kids attractions together in a big parade like in Disney World in every province and small stops so everybody in Austria has the chance to see the world famous Coke Christmas truck. The truck tour stopped in nine cities for the big show stops and was seen in 60 small communes and cities all over Austria. The tour was family orientated, exiting, efficient and traditional. The concept was build up on five main topics: the first Christmas parade in Austria, light orchestration, video and projection orchestration, gifts, gastronomy, to fragrance the venue and the Austrian winter wonderland. With this concept every sense of the spectators were reached, which was the goal of Coca-Cola. Staging and set design: one stage at each show stop for moderation, interviews, singing with Santa Clause and live acts. At the final stop in Vienna a big show stage was build up for Natascha Bedingfield. The venues at the show stops were designed in Christmas style. 20 big Christmas trees, a parade street, gastronomy trailers, decorations, brandings,

fragrances with a unique technology for the whole venue, house projections, photo tent for picture with Santa Claus, and a carousel for kids. Media Mix: direct mailing distribution of Christmas packages to radio and tv and newspaper Stations; advance notice to over 900 journalists; Christmas spot in national tv, homepage (photos, stops, information), editorial office tour with Santa Claus, special tv coverage of the final stop in Vienna (concert of Natascha Bedingfield, incl. press conference), adv cooperation with communes (Poster and Flyer), facebook adv. Results: over 60.000 spectators (record), 40 people staff, 25 artists, 15 technicians, 20 security staff The truck tour generated a great media value in Austria and ended with a big concert of Natascha Bedingfield. 220 media clippings. Over 10,000 km were covered and everybody had the chance to visit.

[ DATA SHEET] Country: Austria Organiser: KESCH Branding Client: Coca-Cola Date: November 18th - December 17th, 2011 Target: general public; customers Location: nine show stops in every province, eight customer stops, over 60 way stops (national wide communes) Budget: up € 400,000 to € 500,000

143


e

20

[roadshow]

Puma Race Village Objective: to popularize the lifestyle brand; to drive retail sales of Puma shoes, clothes and accessories; to increase brand awareness worldwide by creating local buzz at each stop-over. Creative idea and description: to create a retail space and a hospitality space inspired by Mar Mostro (Sea Monster), the name of the Puma sailboat competing in the race. Puma used four branded forty-foot shipping containers to create retail space. The containers created an urban, industrial feel and were strong enough to support outdoor deck space on the roofs. Doors and walls swung up, stairs pulled into place, canopies assembled and Puma was in business. A larger-than-life inflated Mar Mostro reached his tentacles out from the rooftop of the container. Mar Mostro attracted attention and enabled visitors to intuitively make the connection between the ship and the Puma retail/hospitality space. The first container featured retail on ground level and hospitality above. Custom retail fixtures were fabricated from plumbing pipe and flight cases, which reinforced the space’s urban, edgy feel. The upper floor of this container housed Bar Mostro, where guests relaxed and enjoyed harbor views from funky red upholstered seating. The container with Mar Mostro erupting from the frame was dubbed the Puma Social Club which featured both indoor and outdoor lounge areas. Casual furnishings, a bar, unfinished floors, and Puma-red ambient lighting gave the space a club atmosphere. Puma positioned its containers to create a courtyard for live event marketing programs between the two structures as the location. The traffic pattern was

designed to lead crowds into the adjacent Puma retail shop and Puma Social Club. Media Mix: Puma’s sailing website (www.puma.com/sailing) with blogs, videos and links to Puma Sailing Facebook, YouTube, Twitter, Tumblr and iTunes podcast portals; Puma’s Social Club website (www.puma.com/social). Results: almost 18,000 visitors used the photo booth, Puma’s socials media trigger at nine stop-overs, generating nearly 24,000 unique visits; 3,100 visitors used the photo booth inside the retail store, creating 4,700 unique visitors to the special landing page; each viewed picture generated 2,4 online visits to Puma’s website; each Facebook shared picture generated 4,4 online visits to website; over 58,3% of the visitors, who retrieved their photo from the special landing page, opted-in for future Puma emails.

[ DATA SHEET] Country: Netherlands Organiser: Kubik Client: Puma Date: October 14th, 2011 - July 7th, 2012 Target: Young, trendy fashion-conscious consumers, sailing enthusiasts, retailers Location: Alicante (Spain), Cape Town (South Africa), Abu Dhabi (United Arab Emirates), Sanya (China) Auckland (New Zealand), Itajai (Brazil), Miami (Usa), Lisbon (Portugal), Lorient (France), Galway (Ireland) Budget: 2.5 milion euros

144


e

20

[roadshow]

Nissan Leaf Tour Objective: to establish Nissan and Nissan Leaf as the pioneer EV brand and model, generate excitement & reasons to believe and create sustained consumer demand for pre-orders throughout four pillars: pioneership, legitimacy, excitement and education. Focus on the ‘car of the year 2011’ vote. Creative idea and description: ‘Experience The new car’ - Create an environment of discovery and test drives centered on durable mobility with the first electrical vehicle sold in Europe: the Nissan Leaf. A general public event with a large instructive exhibition area explaining what an electrical vehicle is, its features, abilities, its autonomy via interactive information and activity boards (quiz, video games…); ‘Fun to discover’ - But also a discovery area of the vehicle with expert explanations about the car’s technology as well as a 1/2 hour test drive on an open road (road and highway); ‘Fun to drive’ - The tour also revolves around the sustainable development theme (naturally related to the vehicle zero emission feature) as all the

equipment has been thought and designed to be used over the whole tour and to be adapted to the different languages used in the countries visited. Staging and set design: a set design designed at the outset of the tour to adapt to all the location lay outs (outside, inside, tents) with a pre requisite area of 250 m2 devoted to games, personal reports (previous stages), education on durable mobility for the visitor to walk around the exhibition and experience the Nissan Leaf. Media Mix: a communication campaign organized by each country depending on its characteristics yet set up over a common base carried out by Nissan Europe. A mix ranging from radio, print and web campaigns (banners mainly) referring to Nissan Leaf Facebook page of the country visited and where the tour information is but also the registration form for the test drives of the vehicle. A street marketing campaign could be added in different stages to increase the traffic on the event.). Results: about 13, 000 visitors; about 6,000 test drives; 96 % of satisfaction rates; for 50 % of the visitors the event has enhanced the brand image; more pre orders than expected.

[ DATA SHEET] Country: France Organiser: Le Public System Client: Nissan Date: all the year 2012 Target: general public Location: Portugal, Spain, Italy, Switzerland, United Kingdom, Sweden, Finland, Denmark, Netherlands Budget: up € 1,000,000 to € 5,000,000

145


e

20

[roadshow]

B/S/H/ ProTour 2012 Objective: the B/S/H/ ProTour 2012 combined a premium product roadshow for small domestic appliances with knowhow transfer and networking atmosphere. It wanted to reach resellers and major buyers in eight major German cities within only one month’s time. Creative idea and description: Metzler : Vater created the B/S/H/ ProTour 2012 as a moving product fair. Within only four weeks’ time, the set-up travelled over 5,500 km throughout Germany to present product news of Bosch and Siemens in the small domestic appliances sector at uncommon locations in Potsdam, Lübeck, Stuttgart, Duisburg, Mainz, Hannover, Nürnberg, and München. Core of the project was a flexible cube solution that Metzler : Vater specifically constructed for this purpose: 17 single cubes that each treated an own thematic field. All cubes were clearly marked by their color and content design as belonging to either the Bosch or the Siemens brand. The cubes were gathered in an overall set-up that

was split into two separate product areas of Siemens and Bosch. All cubes grouped around a joint central area. This solution prove to be of great advantage: The modular system was very flexible and could thereby be erected in various arrangements on areas from 1,500 to 2,300 square meters. Media Mix: the invitation was a pop-up mailing individually branded and layouted for Bosch and Siemens with key information, event dates and a link to the registration platform www.protour-fachtreffen.de. The follow-up communication was realized by an own microsite. Also the pictures of the single events as well as the event film were provided here for the participants. An iPad evaluation directly at the event made it possible to get direct feedback by visitors and sales representatives. Results: the interest was enormous: About 2,000 registered participants came to the events, over one third more compared to the year before. 95% of the visitors evaluated the event as very successful. The product and sales managers gave a similar feedback for staging and ambience.

[ DATA SHEET] Country: Germany Organiser: Metzler : Vater communication group Client: B/S/H/ Bosch und Siemens Hausgeräte Date: March 5th - 29th, 2012 Target: reach resellers and major buyers Location: Potsdam, Lübeck, Stuttgart, Duisburg, Mainz, Hannover, Nürnberg, München Budget: up € 1,000,000 to € 5,000,000

146


e

20

[roadshow]

Volvo in the Volvo Ocean Race Objective: to interact with, involve and amaze visitors no matter of cultural heritage and produce innovative content into one of the biggest privately organized event tours in the world. Creative idea and description: as the Volvo Ocean Race communicates with different target groups in different countries and cultures, the challenge has been to create designs, communication and interactive solutions to let all kinds ofvisitors experience and understand the race. We wanted to go from branding to storytelling - leading to a conceptual storyline we have chosen to call 'human centric'. Our goal has been to give every visitor different sensations through the event design for them to each form a unique experience of their own. We wanted to illustrate

the excitement and thrill of man and technology working together under extreme conditions. Through experiences we wanted to highlight and bring out aspects that the Volvo brand and products have in common with the race. The layout opens a door for everybody to understand the race. The ideas and concept are carried out at the main Volvo Pavilion and around the whole of the race village in both physical and digital elements. Staging and set design: the staging and set design have faced the same challenges as the technical solutions used. A design created to communicate one concept, a concept to inspire and involve different audiences talking to all of their senses. The staging has been set to be dramatic and race inspired in line with our ‘human centric’ concept. Media Mix: broad and advanced. It involves most major channels such as tv, print, web and social media, events and pr. Results: the 10 months of round the world sail racing has involved and amazed millions of visitors. An event has been saluted many times over, visited and experienced by people from all over the world.

[ DATA SHEET] Country: Sweden Organiser: PS Communication Client: Volvo Group, Volvo Cars and Volvo Ocean Race Date: October 2011 - July 2012 Target: general public Location: Alicante, Capetown, Abu Dhabi, Sanya, Auckland, Itajai, Miami, Lisbon, Lorient and Galway

Budget: up € 1,000,000 to € 5,000,000

147


e

20

[roadshow]

Ball Packaging Consumer Promotion 2.0 Objective: to communicate the environmental arguments surround drinks can innovatively and credibly through real dialogue in a creative context. Using digital and analogue communications channels to increase and stimulate discussion and active involvement in recycling. Creative idea and description: to reach your target group you need to be there where they are and where they use your product. You need to create as many touch points as possible and ‘speak’ their language. In the case of the Ball target group (young people) this meant a focus on online media and an emphasis on live events and active participation. The ‘language’ we choose was one of ‘creativity’. We urged our target group to be creative with drinks cans. We wanted them to show us their vision for the usage of drinks cans. We challenged them to become can visionaries. Or in German: Dosionaire (‘Dose’ is German for can). Online we invited fans to share their visions on Facebook, twitter, YouTube, Flickr and a dedicated dosionair website. Live we met them at their preferred events. As part of the smart beach tour - a beach volleyball competition all over Germany - with the

‘Fresh-Up Kiosk by dosionair.de’ and rickshaws as mobile interactive sampling stations in cooperation with brands like Coke, Warsteiner and Mixery. Media Mix: live events, social media (Twitter, Flickr, YouTube & Facebook) plus a dedicated campaign website. Opinion leader shows their visions for the drinks can and call their fans to create user generated contend. The dialogue continues in person at the ‘fresh up kiosk’ at the smart beach tour events. The currency at the kiosk - user generated content such as paying with a tweet. Interactive rickshaws also make the drinks can hot topic of conversation both on- and offline. Results: through on and offline events the dosionair community keeps on growing. The campaign generated: 10 mio impressions on Facebook.110,000 clicks on dosionair.de. 2 mio engagements on the social networks. 420 mio national media gross contacts. 200,000 product experiences with a can recycling rate of 98%.

[ DATA SHEET] Country: Germany Organiser: VOK DAMS Agency for Events and Live-Marketing Client: Ball Packaging Europe Date: January - July 2012 Target: teenagers and young adults Location: various cities in Germany Budget: up € 300,000 to € 400,000

148


e

20

[roadshow]

Nespresso PIXIE machine launch Objective: to bring the claim ‘More Than You See’ to live and to excite audiences about the Pixie through surprising & engaging actions that substantiated the product claim and reconfirmed Nespresso as the premium brand. Creative idea and description: inspired and driven by the claim ‘More Than You See’ the creative team set out to evolved a campaign that allowed audiences to discover the new Pixie, Nespresso’s smallest, fastest and most innovative machine, in environments full of delightful surprises. The trade partners educate the new Pixie in a theatrical reveal with an oversized video cube whose sides first alive and opened itself and an oversize (XL) replica of the new coffee machine suddenly stood proud centre immediate impact was important. This was achieved by creating the largest coffee machine ever. Standing over 4m high the XXL Pixie was a travelling billboard and tasting station all in one and formed the centerpiece of an open air Pixie Lounge that for a 48 hour period took over some of Germanys most frequented city squares. 'More Than You See’. Staging and set design: every detail and every action was calibrated to create a journey of discovery that as its highlight revealed the new Pixie and provided for a compelling Nespresso experience. The OP Art inspired vortex graphic featured in the Pos campaign was turned into a central element and used on all print collateral but most notably converted into a 3D architectonical eye-catcher which served as a signpost for more things to come and the physical manifestation

of there is ‘More Than You See’. Media Mix: to underline Pixies fresh & contemporary positioning the consumer events were supported by innovative online actions involving social media (Facebook, Twitter) to announce the arrival of the roadshow, facilitate competitions & encourage a lively exchange amongst new and existing Nespresso lovers/fans. This online buzz was augmented by onsite actions involving iPad paparazzi which published photos live on a specially Pixie Facebook page. A competition utilizing QR-Codes that offered to win a Pixie. Results: it was an outstanding success, stimulating demand for the Pixie from both the trade & consumer side. Sales of the new machine have exceeded expectations and recruited a new generation of members to the brand and the Pixie, supported by ongoing promotions has lived up to its claim ‘More than you see’.

[ DATA SHEET] Country: Germany Organiser: VOK DAMS Agency for Events and Live-Marketing Client: Nespresso Germany Date: July 20th - August 13th, 2011 Target: Trade partners & Young urban consumer Location: Cologne, Hamburg, Munich, Berlin, Frankfurt Budget: up € 400,000 to € 500,000

149


e

20

[roadshow]

A perfect day, 24 hours with Philips Objective: Developing a new roadshow concept featuring event dramaturgy that is way beyond traditional product exhibits and that focuses more intensively on the product and brand world. Creative idea and description: A perfect day - 24 hours with Philips. A message turns into an experience. Based on the brand message ‘Philips products accompany you all day long’, guests get to experience an interactive, lively product exhibit during an evening event that guides them through a day from morning to night with Phillips innovations. An idea becomes a space: the symbol of the face of a clock is converted into a circular, two part roomin-room concept, which connects the exhibit to the evening event. The event space is perfect for a dramaturgy including changes of scenes, surprising moments, a spatial experience highlighting differentiated product worlds and clear guest guidance. Experience turns into Expertise: try and interact. The focal point is the detail rich product tour through four routine daily schedule worlds with hands-on product presentations that make the core strengths individual experiences. The presence of celebrity guests

complements a perfect day. Staging and set design: The room-in-room concept guarantees every visitor the ‘perfect day’ with Philips. The circular architecture, divided into two parts, comprises an exterior ring with the product exhibit and an interior circle, used for entertainment, networking and catering. Specifics: tailor-made product presentations, rich in detail and interactive and white. The ‘white furniture concept’ leaves the visual focus where it has to be, on the products. Results: S. Lindemann, Philips CL Spokesman, comments: “A creative concept, which delivered our message to our customers with laser like precision”. The concept delivered ideas for the POS and earned a high level of enthusiasm among the guests, stating: “Philips never presented itself this way before”.

[ DATA SHEET] Country: Germany Organiser: WILKENWERK Client: Philips; UB Consumer Lifestyle Date: February 14th - March 29th, 2012 Target: retailer Location: Hamburg (Schuppen 52, Potsdam), Munich (Filmstudios Babelsberg, Bavaria Studios), (Salzburg, Salzburgarena), Vienna (Austria Center), Cologne (Medienparks Nrw), Mainz (Rheingoldhalle) Budget: up € 1,000,000 to € 5,000,000

150


e

20

[sport event]

StaplerCup Objective: with the StaplerCup, Linde MH wants to demonstrate its products’ quality, solidity and functionality. It should generate appreciation of forklift truck drivers and their work, strengthen customer loyalty and raise awareness of the relevant safety aspects. Creative idea and description: in 2005, Linde MH was looking for a marketing platform for forklift trucks and their drivers. It wanted to highlight technical and driving skills in a serious sporting event, using a tricky course to showcase all the potential and the advantages of Linde’s forklift trucks. The solution was the StaplerCup, which more than 1,500 forklift drivers entered in its first year alone. The successful event was expanded in 2007 to include an international title. The StaplerCup comprises 27 regional heats in Germany, which are hosted by authorised Linde dealers, and national qualifying competitions in the other participating countries. This series of heats culminates in the final held in Aschaffenburg (Germany) in late September each year in front of approx. 15,000 spectators. Germany’s best forklift truck driver is determined, national teams from around the world (2012: 14 countries) compete against each other in the International Championship, and company teams battle it out in the Company Team Championship. Staging and set design: a temporary tarmac layer covers the cobblestones on Aschaffenburg’s Schlossplatz for the final, so that all the entrants enjoy the same good competition conditions. The space is covered with a ‘Magic Sky’ of 30 m in diameter (surface area: approx. 707 mÇ) to minimise the impact of the weather. Covered grandstands for thousands of spectators result in a great stadium-like atmosphere. The Schlossplatz as

the venue and its vicinity to the River Main give the event an extra special flair. Media Mix: regional and national media are reached through standard pr about the qualifying heats and the final. 2011 results: 535 publications with media penetration of 3,685,240,323 in Germany alone. B2B and key account communication by incorporating Linde’s authorised dealers into the regional championships, Company Team Championship, etc. The same corporate design and branding at all of the events. Results: the StaplerCup gives forklift drivers a very positive public profile. More than 10,000 drivers have taken part in the competition since it started in 2005. Some 10,000 to 15,000 spectators watch the final every year. Linde MH is already the market leader for electric forklift trucks in Germany.

[ DATA SHEET] Country: Germany Organiser: Linde Material Handling GmbH Client: Linde Material Handling GmbH Date: Since 2005. Yearly preliminary rounds: April-August; Yearly Final: Late September (2011: September 22nd24th/2012: September 20th-22nd) Target: forklift drivers, general public Participating Countries: Winners of the national championships in China, France, the Netherlands, Austria, Sweden, Slovakia, Spain, the Czech Republic, the UK, Hungary, Latvia, Lithuania and Estonia Location: Germany: 27 regional heats and a final in Aschaffenburg

151


e

20

[sustainable event]

Car of the Year in Russia 2012 Award Objective: to honoring the car brands’ representatives, a creative presentation of the awards sponsors and partners, an outstanding show and entertainment for the guests Creative idea and description: this year the car awards ceremony became one of the most anticipated and impressive events of the country's automobile market. Two delightful concepts, Circus & Magic Box, were created to attract guests’ attention to the ceremony. The idea of the event was based on the emotion connections, surprise and delight, that people get from the circus and the excitement that they get from the car. This time the ‘Car of the year in Russia’ awards was transformed into a real ‘Magic Box’ with wonders - talking dolls, living statues, and sorcerers. Guests could see breathtaking trapeze performances, enchanting magicians and perfect cars while watching magic circus show. It was also used a real magic box on the stage to introduce awards’ chairman and nominations. It was stunning, it was magic, it was circus! Staging and set design: the stage itself was designed as a complex circus arena with different levels for the artists. In the center of the stage we built a huge cube, which

worked as an entrance for the masters of the ceremony, some artists, guests and winners. Two side triangle podiums were made for the circus acting. The red carpet and the lamp belt light all over the stage and podiums always returned guests to the circus main theme. Stage was also filled with some circus props and theater red curtains. Media Mix: the major automotive media, radio and news portals supported the ceremony. More than 90 journalists from leading federal and regional publications came. The award ceremony was broadcasted online, so everyone could watch it. Results: pending the triumph, all the heads of car dealerships, the business elite, as well as celebrities gathered together in popular nightclub. Sponsors and customers were delighted by the event, it was widely covered in the press. Eventum Premo agency received gratitude from the awards administration.

[ DATA SHEET] Country: Russia Organiser: Eventum Premo Client: ‘Car of the Year in Russia’ Foundation Date: March 29th, 2012 Target: heads of car companies, pr and marketing managers, 1,200 persons + wide internet audience

Location: Izvestia Hall, Moscow, Russia Budget: up € 50,000 to € 100,000

152


e

20

[sustainable event]

IBM Start Objective: to understand how greater sustainability can be achieved by a focus on behaviour change To be provocative and challenging. Speakers included Tim Smit ceo of the Eden Project and David Green ceo of EcoIsland. To create a sustainability Action Plan e-book for every delegate. Creative idea and description: whole event was unique concept as it was a very collaborative process with the ultimate goal to share and discuss rather than educate. Those that attended were passionate about sustainability. Through the use of workshop, keynote speakers and highly interactive discussion groups, objectives were outlined and solutions to real world issues put forward and discussed. The focal point of sustainability was reflected with: recycled paper badges, that were collected and

recycled after the event. Locally sourced and Fair Trade food & beverages served during the event. A complete reduction in non-essential printed materials. Post-event materials delivered only in digital form. All event architecture is reusable and graphics were saved for re-use where possible. Furthermore as part of the ongoing postevent campaign strategy, all of the content captured from the workshops and interactive polling has been collated into an eBook to provoke action towards driving consumer change amongst Ibm’s clients. Audio/video/lights: continuing with the sustainable approach applied to all the different aspects of the event, staging and set design requirements were kept simple reducing raw materials needed. The clever use streamlined architecture went one step further than fewer materials used with all business partners and Ibm re-using their structures and displays for future events. Results: 61 percent of all delegates believed in their ability achieve greater sustainability via long term behaviour change amongst their consumers 903 ideas generated in the summit were reviewed by Ibm and Start. The outcome was the best ideas taken forward to improve sustainability within organizations.

[ DATA SHEET] Country: Uk Organiser: George P Johnson Client: IBM Date: November 1st, 2011 Target: IBM clients and delegates Location: 8 Northumberland Avenue, London

153


e

20

[sustainable event]

Electric Ireland at Electric Picnic Objective: to design and to implement an interactive event which would be engaging to a fun loving audience of festival goers. Message to communicate - being energy efficient doesn’t have to be boring! Plan an event which would engage consumers both online and off - pre-event, during and after. Creative idea and description: to raise energy efficiency awareness, but in a way that was not going to bore fun loving festival goers, he agency created Ireland’s first ever ‘Energy Producing Playground for Adults’ with an assortment of energy producing games and rides: an oversized energy generating hamster wheel, an energy generating merry-go-round, an energy generating see-saw, a rig of energy generating bicycles. The event was 100% sustainable using energy power from the playground rides, bicycles and exterior solar panels. Festival goers could alsouse the rig to charge their mobile phone free of charge. This was the first ‘Energy Producing Adult Playground’ ever seen at an Irish festival - the design of 100% sustainable components was highly innovative. Social media was used to create anticipation. This increased Twitter followers whilst creating anticipation and excitement in the run up to the event. Staging and set design: to keep the space as much like a playground as possible but without sacrificing cover we opted to use a saddlespan structure. This left the area open enough for people to see the entire rig yet kept it weatherproof. All the playground pieces were designed to be as similar to normal equipment as possible. We made

use of space on the equipment by attaching magnetic branding. The stage area was the focal point of the playground and housed our DJ and display screen. Media Mix: pre-event, consumers could win tickets to the festival with through a Twitter Hunt; find the mascot who appeared in various locations around Dublin with tickets to the event; clues to the whereabouts were Tweeted daily; a creative launch took place using comedian Karl Spain to announce the line up and generate strong pre-event coverage; key members of the online blogging community were hosted at the event continuously updating their followers on key highlights of the event. Results: 24,000 followers on Facebook and Twitter. Over ?142,000 pr coverage value. + 4% spontaneous brand awareness. An average of 2,000 visitors to the playground per day. 100% sustainable event. Won the Best Sponsorship Award at the Irish Event Industry Awards 2012.

[ DATA SHEET] Country: Ireland Organiser: Verve Marketing Client: Electric Ireland (Ireland's largest electricity service provider) Date: September 2nd - 4th, 2011 Target: Electric Picnic festival goers (audience of 30,000 25-40 year olds). Location: Electric Picnic Festival, Stradbally, Co. Laois, Ireland Budget: up € 500,000 to € 1,000,000

154


e

20

[unconventional event]

Sportbladet PLUS-Showers Objective: the purpose of the campaign was, through Aftonbladet's cooperation with supporter organisation Camp Sweden, to gain approval of the trademark Sportbladet and, at the same time, support our online business. Which means new customers. Creative idea and description: during Euro 2012 in Ukraine, thousands of Swedish fans were camping on an island near Kiev. Sportbladet saw an opportunity to seriously make a difference for the fans, and in this way significantly strengthen the status of Sportbladet in their eyes. Sportbladet understood that Camp Sweden were going to have problems providing facilities for the basic need of keeping yourself clean. Some 5.000 Swedes stayed on the campsite every night of the event. There was an extreme shortage of showers and those that were in very poor condition. Water supply was limited and that which existed was cold. We built the campsite's luxury showers: ‘Sportbladets Plus-dusch’. The showers were clean and had hot water and a door that could be closed. Only Aftonbladet's Plus-customers could use the showers. The supporters were, naturally, given the opportunity to sign a subscription for our Plus service there and then. The Plus-dusch became a natural meeting place on the campsite. Staging and set design: Diablo Marketing & Blick Event contracted an Ukraine company to help them build the showers. Then they made the last finish to make them look and feel like the brand Sportbladet. The showers were clean and had such finesses as a wash basin, mirror and electrical socket. And above all, there was hot water and a door that could be

closed. In this way the design and construction of the showers was a great different to the other showers on the camping. Media Mix: the campaign was a physical event on site in Kiev, Ukraine. The event was supported via communication in all Sportbladet's own channels web, mobile and in print – as well as on Sportbladet's facebook page. Results: Diablo Marketing & Blick Event have gained approval for Sportbladet and they have supported their Online business and promoted their Plus-offers for an important target group. Sportbladets PlusShower provided Aftonbladet with some 400 new Plus-customers. The showers were used by more than 500 supporters.

[ DATA SHEET] Country: Sweden Organiser: Diablo Marketing & Blick Event Client: Aftonbladet Date: June 10th-20th, 2012 Target: Men, aged 18-40 with a passion for football Location: Kiev, Ukraine Budget: up € 100,000 to € 200,000

155


e

20

[unconventional event]

Centenary BA Vidro Objective: the aim was to celebrate the company's 100th anniversary, as well as that of the event venue itself. Guests were welcomed in an ambience of fantasy and glamour. The idea was to create an unforgettable occasion transporting guests far beyond the physical nature of the company's products and services. Creative idea and description: The starting point for the design project was the raw material and its transformation into glass containers. The containers were re-used, serving as a resource to create a bold new scenographic setting. From black metal flower pots to the welcome desk illuminated with jam jars, from iron table decorations incorporating glass candle holders to a magnificent chandelier made of bottles, a whole range of pieces were made from scratch. In parallel, a video mapping project was developed to be projected on to the factory's two chimneys telling the story of the transformation of glass into containers. So that the projected images could be viewed without difficulty, BA Vidro removed a whole zinc wall from one side of the warehouse, and replaced it with two big acrylic windows (which were open at the time of the show). In this way the show could be seen perfectly and it ended with a firework display between the chimneys. Audio/video/lights: for the production of this event, 120 moving lights were used, as well as 10,000 watts of light, 200 metres of truss, and six video projectors. A 32-metre-long structure with remote-controlled motors for raising a black curtain measuring 32mx10m. Videomapping projected on to the two factory chimneys with content produced for the event. During

the cocktail party, two designers drew BA Vidro containers which were projected in real time on to one of the lounge walls. Staging and set design: the semi-circular main stage was used for a New Circus show and for a performance by the opera singer Liza Veiga, who appeared in the room on a remote-controlled platform/stage which carried her to the main stage. Eight iron screens with coloured glass bottles divided the lounge areas from the dining room. Media Mix: As it was an internal event, there was no plan for outside advertising, but, through the public relations department, the event was attended by different media channels which led to the publication of 149 news items on television, in the press and online (24 press, 17 Tv, 97 Web, 1 radio, €996,421.78 Ave). Results: the objectives were fully met, surpassing the expectations of the client and guests. In addition, the event was reported in different media channels, through 149 news items on television and radio, in the press and on the web (€996,421.78 Ave).

[ DATA SHEET] Contry: Portugal Organiser: Desafio Global Ativism Client: BA Vidro Date: May 10th, 2012 Target: Members of government, clients and partners of BA Vidro

Location: Fábrica BA Vidro - Avintes Budget: up € 200,000 to € 300,000

156


e

20

[unconventional event]

Smarting xmas Objective: to spread the news of the opening of the new ING Direct’s office in Milan through the direct involvement of employees. Increase the enthusiasm and the sense of belonging of participants, while creating outdoor engagement in an entertaing way. Creative idea and description: 270 ING Direct’s employees became brand ambassadors, to communicate the opening of the first office in Milan and the smartbanking days, the promotion linked at the event. The participants, dressed in orange, were divided into teams and were challenged in 10 trials. The ‘smartest’ team has been awarded during the night gala. The tests required the involvement of the citizens in order to make them

aware in a fun way of the opening of the new ING’s office. Media Mix: guerrilla activities with distribution of promotional material. Involvement of employees through the website via a teaser video to motivate action and sign up. Final evening event with live performances and award hand out to the winning team. Results: also thanks to guerrilla activities the results for the first two days of the opening of the office were very significant: the office has received more than 1,000 visits. During the days 600 accounts were opened as well as 100 ‘Conto Arancio’.

[ DATA SHEET] Country: Italy Organiser: Egg Events Client: ING Direct Date: December 13th, 2011 Target: employees Location: Milan, city center/Superstudio Più

157


e

20

[unconventional event]

Live casting new Kari Traa model Objective: to present the new collection to the target group, create buzz in media and draw the attention of Kari Traas distributors to increas sales and to be in line with Kari Traas vision: ‘To inspire women (the Nuns and The Knockouts of the world) and create social arenas for interaction, sports and fun’. Creative idea and description: live Casting, invite the target group to a pop up; Live catwalk, to find the new Kari Traa model and at the same time present the new Kari Traa collection. The agency installed a pop up fashion catwalk at a central plaza in down town Oslo and invited the target group through the use of outdoor boards and social medias to participate in a catwalk show to present the new collection from Kari Traa. They went through registration, had their picture taken, their make-up done a little bit by a make up artist and then hit the catwalk. The girls were cheered on by an exited crowd and catchy music. The participants that registered was encouraged to walk the catwalk in a fun and a little crazy manner and to give the onlookers a little show. In a feminine and sportive way they presented the new Kari Traa collection. The whole event was filmed and the film was published, with acceptance from the participating girls, on YouTube and later on used in the sales material towards Kari Traas distributors. Staging and set design: the runway was done in an pop up manner and set up in less than 30 minutes and

was the perfect social arena to inspire the target group to live the brand. The girls that showed up to walk the runway and to be the new Kari Traa model presented the new collection from Kari Traa. Some of them waited for two hours to finally get on the catwalk. Media Mix: event, guerilla, print (flyers), outdoor, web/ social media (Facebook, Twitter) & pr (press release and invitations to journalists) The target group were invited through the use of outdoor boards and social medias to participate in the launch of the new collection. Results: the event inspired over 200 women to participate. FB fanpage got over 10,000 new members. Covered by national tv, VG tv and in numerous fashion and lifestyle news sites, blogs etc. Film went viral. Sales for the new collection increased with over 25% compared to the last winter collection.

[ DATA SHEET] Country: Norway Organiser: Fieldwork Client: Kari Traa Date: 28th - 29th, 2011 Target: Women 18-25 (core target group), distributors of Kari Traa sportswear, fashion oriented bloggers, journalists and people working within the fashion industry Location: Oslo and Bergen, Norway Budget: less than €50,000 Low Budget

158


e

20

[unconventional event]

World Prematurity Day 2011 Objective: ‘Ene mene mini. One out of ten babies is premature. Worldwide.’ is an initiative of the European Foundation for Premature Infants and Newborns and ‘Dräger’. The concept should raise awareness of circumstances of premature babies and their parents, plus promoting simultaneously a petition online. Creative idea and description: nothing gives a newborn baby more a sense of security than the closeness and warmth of their parents. Familiar smells and voices make a huge difference for an ideal start to life. Since the voice is often the only connection the parents have with their child at this point in time, the human voice became the core of the idea: people have a voice as a gift and therefore give their own voice to those who have none. The first step: the singers were standing around a passenger, inviting the person to personal and most intimate concert in the world, in the middle of the bustling trade fair or crowds of shoppers. The singing groups sang children’s lullabies, evoking memories and feelings childhood. The selected repertoire included well-known German and international lullabies, such as ‘Good Evening, Good Night’ or ‘Lullaby’ by Billy Joel. The second step: following the singers explained the initiative of ‘ene mene mini’ and campaigned for their online petition.

Staging and set design: the ‘singmob’ took place in Duesseldorf ‘s most frequented areas, like the ‘Königsallee’, the Christmas market and at the trade fair ‘Medica’. Media Mix: the ‘singmob’ also took place simultaneously on social network sites, via YouTube and Facebook. There, the project was imbedded within further European and global campaigns. Results: hundreds of direct contacts and thousands of viewer contacts led to a drastic rise in visitors to the website and within a short time more than 2,000 YouTube viewers. But the intensity of this project is much stronger than simply tallying up numbers. Premature babies have been given a voice.

[ DATA SHEET] Country: Germany Organiser: Joke Event Client: Drägerwerk AG & Co. Date: November 17th, 2011 Target: general public Location: Düsseldorf City Budget: less than € 50,000 Low Budget

159


e

20

[unconventional event]

Interactive Spotlight Installation Objective: when night falls over Germany, people in dark car parks in German cities become the directors of their own ‘light show’ with an interactive spotlight that follows their every movement. Creative idea and description: due to the fact that the risk of accidents is twice as high at night, the brand with the star

turned night into day: with ILS (Intelligent Light System), an adaptive, self-thinking headlight system. So we transfer the ILS principle to human movements - with an interactive spotlight installation. In poorly or unlit car parks, a spotlight appears out of nowhere, finds people and follows their movements thanks to an innovative motion-tracking camera and special software. Whether moving forward, backward or sideways, dancing or jumping in circles of light, the people in the car parks can clearly see. This way, the way to or from the car on a dark night is, thanks to Mercedes-Benz, a bit safer and more fun. ‘Light where you need it. The Intelligent Light System by Mercedes-Benz.’ Results: thousands of direct contacts, which developed into multipliers: people took pictures and videos of the campaign and uploaded them to the Internet via blogs and social media.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: Daimler AG - Mercedes-Benz Cars Date: January 5th-15th, 2012 Target: general public Location: Berlin, Hamburg, Köln, Leipzig, München Budget: less than € 50,000 Low Budget

160


e

20

[unconventional event]

SRH Brainwaves Objective: the agency used a subject that the target group was interested in: Music. Under the motto of ‘Studying makes music’, students have their brain waves measured during the lecture & mixed into sounds. They show that perfect study conditions and state-of-the-art learning methods can increase brain activity. Creative idea and description: the idea is the interactive music project ‘SRH Brainwaves’. The open house day in five university sites has been used as a stage for the interactive music project ‘SRH Brainwaves’. Students from different subject areas have their brain waves measured live during the lecture with special neuro headsets. They produce music with the help of a new technology. The waves are converted to acoustic colours, rhythms and frequencies and perfected at the turntables of DJ Schowi and Palina Power, who mix unique tracks from them live in the foyer. The entire technical process is visualised for the visitors with a special software. This means that everyone can see live how the students are thinking and what kind of music

is made from this. A real-time camera shows the brainwaves above the heads of the respective students as notes. If you cannot be there in person, the ‘SRH Brainwaves’ can be viewed via a live stream on Facebook. Media Mix: the project ‘SRH -Brainwaves’ lives off of cross-media networking. To clearly place the young and innovative image of SRH universities, the project has been communicated via the channels that young people use every day: in addition to the live streams on Facebook, this includes Twitter and YouTube videos. This provides a platform for visitors who cannot be on site to follow the event as well. An accompanying PR campaign in print, TV and online media increases attention and the range of the project. Results: after only one month, ‘SRH Brainwaves’ had 4,500 fans on Facebook, 100,000 calls on YouTube and many reports on the largest German university portals like Unicum and Unikosmos. Regional press also regularly reported on the student band turning their brainwaves into music.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: SRH Holding Date: June 5th - July 20th ,2012 Target: wider public and young people interested in music Location: Berlin, Calw, Gera, Hamm, Heidelberg, Riedlingen Budget: up € 100,000 to € 200,000

161


e

20

[unconventional event]

The EM-Walker Objective: the concept was to penetrate the emotional Euronics campaign motto ‘Wir sind die Fans der Fans’ (‘We are the fans of the fans’) into German media. Thus, the agency was assigned to develop a unique event corresponding to the idea of the campaign - and to make it the unmistakable talk of Germany. Creative idea and description: as fan of the fans, Euronics was eager to ensure that nobody in Germany would have to miss a match of the German football team during the European Championship. Let it be

because they had to work and watching the game was not allowed or no TV was available. In order to enable the unlucky fans to watch the games anyway, the agency created the Euronics EM-Walker: a person carrying a mobile TV set in order to let people watch TV wherever he went. Hence, a distinctive backpack had to be developed. Equipped with this special device, the group of EM-Walkers went out on the streets of Germany in order to do their job. Regardless of whether bus drivers, doormen, security guards or waiters, who were all in the unpleasant position to miss Germany’s match: the Euronics EM-Walkers enabled them to spontaneously watch it - live and on the spot. The exceptional outdoor event was logged on camera in order to produce film material for national TV and online distribution as much as documentation. Results: the media coverage was a great success. Pictures of the EM-Walkers were widely publicized in Germany’s most influential tabloids and blogs, local radio stations reported on the event and national TV stations broadcasted the extraordinary idea. Euronics was talk and picture of town.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: Euronics Deutschland eG Date: June 8th - July 1st, 2012 Target: general public Location: major German cities Budget: up € 50,000 to € 100,000

162


e

20

[unconventional event]

Hacket London Milan store opening Objective: to celebrate the opening and to inform existing and potential clients about the arrival of Hackett London in Milan through new and traditional media together with a guerilla marketing campaign. Creative idea and description: the activities for the Hackett London Milan store opening were implemented in two days. On April 11-12, a guerilla marketing campaign was planned with actors, dressed in Hackett, wearing typical British menswear elements which were sent out in groups to create flashmobs, capturing passers-by’s and tourists attention at the main points of interest in Milan i.e Duomo, Galleria, Castello... A guest photographer blogger, Yvan Rodic, Facehunter, followed the Hackett men during the campaign. On the evening of April 12 the store opened with more than 400 guests including press, actors, socialites, Vips. Each detail of the opening reflected the Britishness of the client; from the storefront illumination to the catering menu, from gifts to the in-store activities. Months before the opening, during Pitti in January, branded “fashion week survival kits” were sent to selected press & bloggers including press kits announcing the opening, thought as a funny and creative way to communicate the news. Staging and set design: guerilla activities: actors & models were dressed in Hackett with pure British elements. A London cab, which whilst not in use parked in front of main Milanese tourist attractions, was carrying them around. A

London phonebooth was used in Castello. Opening night: storefront was illuminated in Union Jack colors. Inside the London cab guests were able to take souvenir pictures, instore activities included embroidering initials to handkerchiefs and leather keyrings thought as personalized gift. Media Mix: newspapers Fashion Magazines Lifestyle Magazines Fashion Websites Lifestyle Websites Guest Blogger: Yvan Rodic facehunter.com Bloggers. Results: more than 400 guests attended opening. Yvan Rodic’s instagram: 16,947 likes & 474 comments in total, a record for himself. Hackett’s Facebook posts obtained 448 likes. New standard for Hackett openings worldwide: plans for repeating same activities in Hong Kong.

[ DATA SHEET] Country: Italy Organiser: Negri Firman PR & Communication Client: Hackett London Date: April 12th (opening), 2012, April 11th-12th (guerilla campaign), 2012

Target: press, socialites, Vips, buyers, consumers Location: Hackett London store (opening), Duomo, Bar Taveggia, Castello Sforzesco, Parco Sempione, Piazza della Scala, Galleria Vittorio Emanuele II (guerilla campaign) Budget: up € 200,000 to € 300,000

163


e

20

[unconventional event]

Yasuragi Kids In the City Objective: Yasuragi, a Japanese style spa and resort in Stockholm had a challenge concerning reservations during summer low season. Our objectives were clear, create knowledge and buzz in the family target group by using a cost efficient marketing tool in order to increase reservations. Creative idea and description: a couple of years ago, the spa developed a concept called ‘Yasuragi Kids’ to attract families to the resort often visited by adults only. It had worked fine but needed to be communicated in order to increase knowledge and generate reservations once again. The budgets were low and the challenge big. The target group being families with kids, we decided to communicate with kids. The creative idea rolled out in

‘Yasuragi Kids In the City’. The agency turned the Yasuragi Kids-concept into a guerrilla activity during the season in need of a boost. During one week, guerrilla crews with kids were doing japanese radio gymnastics, a Yasuragi wellness group activity, at crowded places in Stockholm where the target group could be found. The kids acting as they were at the resort attracted interest and attention both on site as well as in local media. Staging and set design: the staging and set designs were simple but thoughtful, consisting mainly of three elements: the kids, their Japanese clothes and the natural environment at the selected sites. Media Mix: the main media used to create direct attention was the guerrilla marketing, in itself cost efficient and unconventional. The event was supported by regular webpage info at yasuragi.se. Results: with a very small budget of 25,000 euro for one week of guerrilla marketing and minimal investments in traditional media the event generated astonishing results. Reservations went up 7% compared to the year before, increasing turnover by 15% and visits by 2,800 guests.

[ DATA SHEET] Country: Sweden Organiser: PS Communication Client: Yasuragi Hasseludden Date: July 2011 Target: families with kids from the Stockholm region Location: Stockholm Budget: less than € 50,000 Low Budget

164


e

20

[unconventional event]

Het Nationale Ballet op de foto Objective: to decrease the emotional gap between the audience and the institute by making it more visual for people. The strategy was to involve people, based on the idea that people are really touched if you involve them into something special and thrill them by unforgettable moments or a unique opportunity. Creative idea and description: the Dutch National Ballet celebrated its 50th birthday by giving a special gift to Amsterdam: a photography competition for professional and non-professional photographers. For once in a life time The National Ballet gave photographers the exclusive opportunity and freedom to take beautiful pictures behind the scenes of the institute, which is normally not allowed. The competition became an enormous success. Through an article in 'Het Parool', a newspaper from Amsterdam, people were called to sign up for the competition. On the 10th of October 2011 a group of 250 photographers arrived at the Music Theater in Amsterdam to take pictures during the repetitions. The winning pictures became the birthday campaign with

the message 'congratulations!'; a congratulation for the photographer and the institute at the same time. The photos were spreaded in mupis around the city center of Amsterdam. A beautiful bilateral gift that leaded to an amount of €104,407 of free publicity within one week! Media Mix: the photographers were called to sign up for the competition by free advertisements in 'Het Parool' (newspaper from Amsterdam). For the publication of the winning pictures the government of Amsterdam placed 200 free mupis at disposal which coloured the city center with relevant and beautiful photos of the jubilating National Ballet. During the competition articles and news letters were published and short movies were posted on You Tube. The media attention was above all imaginations. Results: the maximum of 250 photographers signed up for the competition after only two articles. 500 pictures were subscribed free of any rights. They are still being used by the ballet for free. The institute added two winners to their exclusive community of in-house photographers. €104,407 of free publicity.

[ DATA SHEET] Country: Netherlands Organiser: Xsaga Client: Het Nationale Ballet Date: October 10th, 2011 Target: general public Location: Music Theater Amsterdam Budget: less than € 50,000 Low Budget

165


e

20

[unconventional event]

A perfect day, 24 hours with Philips Objective: Developing a new roadshow concept featuring event dramaturgy that is way beyond traditional product exhibits and that focuses more intensively on the product and brand world. Creative idea and description: A perfect day - 24 hours with Philips. A message turns into an experience. Based on the brand message ‘Philips products accompany you all day long’, guests get to experience an interactive, lively product exhibit during an evening event that guides them through a day from morning to night with Phillips innovations. An idea becomes a space: the symbol of the face of a clock is converted into a circular, two part roomin-room concept, which connects the exhibit to the evening event. The event space is perfect for a dramaturgy including changes of scenes, surprising moments, a spatial experience highlighting differentiated product worlds and clear guest guidance. Experience turns into Expertise: try and interact. The focal point is the detail rich product tour through four routine daily schedule worlds with hands-on product presentations that make the core strengths individual experiences. The presence of celebrity guests

complements a perfect day. Staging and set design: The room-in-room concept guarantees every visitor the ‘perfect day’ with Philips. The circular architecture, divided into two parts, comprises an exterior ring with the product exhibit and an interior circle, used for entertainment, networking and catering. Specifics: tailor-made product presentations, rich in detail and interactive and white. The ‘white furniture concept’ leaves the visual focus where it has to be, on the products. Results: S. Lindemann, Philips CL Spokesman, comments: “A creative concept, which delivered our message to our customers with laser like precision”. The concept delivered ideas for the POS and earned a high level of enthusiasm among the guests, stating: “Philips never presented itself this way before”.

[ DATA SHEET] Country: Germany Organiser: WILKENWERK Client: Philips; UB Consumer Lifestyle Date: February 14th - March 29th, 2012 Target: retailer Location: Hamburg (Schuppen 52, Potsdam), Munich (Filmstudios Babelsberg, Bavaria Studios), (Salzburg, Salzburgarena), Vienna (Austria Center), Cologne (Medienparks Nrw), Mainz (Rheingoldhalle) Budget: up € 1,000,000 to € 5,000,000

166


e

20

[web event / media event]

Twingo, Mix your Style! Objective: to launch the new Twingo as the alternative choice to the competitors, win over the youth market and show the many options for customization. Creative idea and description: the event was designed to turn the concept of mix-and-match and on-the-spot customisation of the new Twingo into a real experience through art. To this end, the whole project combined three different forms of promotion: a launch day, a roadshow and a competition. The car debuted at the Rome Macro show where the highly acclaimed chef, Davide Scabin, presented an ‘appetising’ version of the car, customised with drawings of pasta and Mediterranean cuisine. The highly renowned Puerto Rican artist, Dzine, both astounded and entertained the public with his performance using the technique of ‘car wrapping’. The ‘artists’ Twingos’ were then displayed to the public in Rome, Naples, Milan and Bologna, not only to advertise the new car but also to present the ‘Mix Your Style’ competition for creative young people, calling for the reinterpretation of the New Twingo in line with their own tastes and personalities. Media Mix: the operation’s concept was channelled through various media (some messages strictly linked to adv the competition, others aimed more at advertising just the launch event): the ‘Mix your style!’ operation logo press coverage in support of the launch of the new model, display campaign in support of the launch of the new model, mini-website dedicated to the competition, Facebook Page, pack (in paper form with a web banner advertising the competition, pr office, direct email marketing). Staging and set design: the displays/sets created

sought to show the seven different versions of the New Twingo; the predominant colour and ‘character’ were emphasised for each version. Results: over 400 personalized Twingo were selected from the contest; more than 2,000 Twingo created with the online configurator; 224,509 new contacts online 96,487 only in the first two weeks; +91% new visitators; 750 Twingo have been ordered during the contest; 2,361 Twingo sold in four months.

[ DATA SHEET] Country: Italy Organiser: Alphaomega/Publicis Client: Renault Italia Date: January 30th (party); roadshow: February 18th-19th (Bologna), 25th-26th (Milan), March 3rd -4th (Rome); Contest recruiting: January 16th-25th; Activation: February 1st - April 5th, 2012 Target: young adults, both women and men, ready to try out new things Location: party: Rome, Macro Museum, La Pelanda; roadshow: Bologna, Milan, Rome; Contest: Accademia di Belle Arti of Bologna, Milan, Rome, Palermo and Naples, Florence Design Academy, Naba Futurarium, Rufa, Istituto Europeo di design, Istituto d’arte applicata e design, Nid (Turin), Leao (Perugia). Budget: up € 300,000 to € 400,000 Credits: creative directors: Alberto Cassone and Enrico Conforti (Alphaomega) - Cecilia Moro and Domenico Manno (Publicis)

167


e

20

[web event / media event]

The Black and Yellow Fan Van Objective: Sparda Bank West has been BVB Dortmund 09's Champion Partner since as early as 2006. Every season, the bank works to develop new activities and events that will further increase its name recognition levels by hitting home with BVB fans. Creative idea and description: this season, the agency develops a rolling idea: the black and-yellow fan van. By participating in events and contests live in the stadium, at fan bars, and on Facebook and Co., BVB supporters can win a ride to a BVB away game in a lovingly restored VW T2. The trips make each away game a real happening for six soccer enthusiasts. The iconic BVB Fan Van is a popular photo subject, both on the road and at promotional events held in-stadium or at bank branches. The ultimate accolades for the fan van: BVB integrates it into their victory parade through Dortmund. The van is a real eyecatcher for the parade's audience of nearly 500,000; for 6 happy passengers, it creates an unforgettable experience. All activities related to the fan van are reported over a network of live, online, social-media, print, pr, and PoS channels, ensuring high public visibility and enduring communication. Media Mix: more than 50,000 BVB fans take part in Sparda Bank's contests and soccer pools over the course of the season. As the season progresses, demand for spots in the BVB Fan Van skyrockets, especially on

Facebook. Click rates on the black-and-yellow cards' website increase dramatically after every promotional event as well. The agency also creates an ad campaign promoting the black-and-yellow van' trips away; ads are displayed in both the stadium magazine, and the regional daily newspaper. The linking element and central component of all communication is the blackand-yellow cards' Facebook presence, in close connection to their website, www.schwarzgelbekarte.de. The van wins more and more Facebook fans every day. The number has quadrupled since the beginning of the season, and user activity levels are extremely high. Results: 20% more new customers and an unprecedented wave of enthusiasm for the bank. Due to the campaign's huge success, the bank decides to use the BVB Fan Van during the 2012-13 season as well.

[ DATA SHEET] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung Client: Sparda-Bank West eG Date: August 2011 - May 2012 Target: general public, BVB fans Location: Dortmund Budget: up € 200,000 to € 300,000

168


e

20

[web event / media event]

Academia del Ron Objective: to inspire barkeepers and to win their long-term loyalty to the brand - Havana Club is to be positioned as the barkeeper's reliable partner. On the other hand Havana Club wants to address young barkeepers and support them with a particular platform. Creative idea and description: Academia del Ron is an all-year platform for communication and training unique in Germany - that continuously promotes, trains and links the barkeepers and gives them exceptional added value: leading experts pass on their know-how and inspiration at the very highest international levels. The barkeepers can learn new techniques and communicate with international colleagues in workshops and video blogs. Highlight of the year is a separate event series which comprises two distinct formats, starting with the EdiciĂłn Talento. The young talents were able prove their skills to win a wildcard to the Academia del Ron. Workshops, tastings and

networking dominate the event, culminating in a cocktail competition. The competitors have set their sights on a very special goal: to take part in the international Cocktail Grand Prix in Havana, Cuba. In this way, Havana Club will become an established partner for all barkeepers. Media Mix: Academia del Ron is a varied round-the-clock offering of know-how for bartenders. Social media, print and PR communication ensure maximum awareness. A separate microsite supplies the community with relevant content throughout the year, such as interviews and essays by selected experts. The Facebook profile is the hotspot for discussion and communication with Havana Club. Communication is rounded off by continuous reporting in trade journals for the beverage industry. Results: around 25 million contacts in the trade and community media. Articles published through the Facebook profile spread very rapidly in the community, with an average virility of more than 30%. The amazing echo among the event's participants highlights the platform's relevance.

[ DATA SHEET] Country: Germany Organiser: Jung von Matt/relations Client: Pernod Ricard Deutschland Date: April 24th-25th, 2012 Target: barkeepers Location: Club Department, Berlin Budget: up â‚Ź 100,000 to â‚Ź 200,000

169


e

20

[web event / media event]

Audi Q3 Trans China Tour 2011 Objective: Audi wanted to present the Q3 in what has become its most important market. The company invited journalists and multipliers to attend the driving event. In addition to providing a driving experience, Audi wanted the guests to be able to intuitively sense that Audi understands the Chinese market. Creative idea and description: the brand has been successful in the premium segment in China for many years. Nevertheless, the cars are often still perceived as ‘functional sedans’ that gave the event organizers the idea to combine the road trip with a public event. ‘Terminals’ were designed to be set up at the starting line at the different stops along the way at the finish line. The terminals would provide a space to experience the brand and its products up close and first hand. The journalists also became messengers of the brand and its products on their tour through China, during which the drivable Q3 traversed China's roads and terrain. People were able to see the car live thanks to up-to-date social media reporting. The organizers carefully designed the atmosphere surrounding the trans-China tour to inspire the journalists to cover the event extensively. In addition to setting up a website, which is still active, they particularly focused on digital and social media. Staging and set design: all of China became the stage for the Q3! The car's labeling as the ‘the urban way to drive off road’ was tangible at the starting and finish lines and people experienced the car's off-road character in the countryside. The organizers designed the route to give people the chance to experience China in a way that surpassed the typical television images

and clichés. The route ran through metropolises that are less known to Europe as well as small villages. Media Mix: almost every type of media was used to report the 2011 Audi Trans China Tour: product launch, roadshow, public events at prominent locations (‘The Place’ in Beijing, shopping mall with a 500-meter led ceiling, ‘The Bund’ in Shanghai, the ‘Concert Hall’ in Shenzhen), interactive road journal on the iPad, extensive terminal and exhibit structures at the starting line, stopping points and finish line, pr (online and offline, live and post-event reporting, print and tv). Results: the event generated resonating communication from positive media coverage and detailed publications.

[ DATA SHEET] Country: Germany Organiser: Pure Perfection GmbH Client: AUDI AG Date: Oktober 14th - November 3rd, 2011 Target: journalists, multipliers and public Location: China Budget: more than € 5,000,000 High Budget

170


e

20

[web event / media event]

20 years of leadership Objective: to celebrate the 20th anniversary of the company in Italy and engage all staff across the country with the goal of reinforcing the sense of belonging and encouraging each resource to play an active part in the celebration. Creative idea and description: creation of the 20annidaprotagonista multimedia concept generating 12 months of internal communication both online and offline. All activities were accompanied by Mark, a mascot character created to guide employees which became a focal element of the whole project. Actions: creation of community web site www.20annidaprotagonista.it with personal profiles, chat line, public bulletin board, pvt messaging, electronic games, direct line with management, video/photo uploads, content discussion; promotion of 20annidaprotagonista concept in all Media World and Saturn stores via btl materials, tv monitors, newsletters and multimedia; viral video broadcast on Italia 1 featuring the Mark mascot; workplace switch between staff for winners of an online competition; final event on the 2nd of October with top name entertainment, high impact stage set and line up chosen by the whole 7,500 members of the community. Staging and set design: five stands providing seating for 2,100, 3,000 sqm stage in layers on four levels, 3,700 sqm

of carpeting, 840 m of catering services, 300 m of illuminated bar, 3,500 sqm of furnished space for dressing rooms/offices/fitting rooms, 400 m of crowd control barriers outside. Acrobatic choreography from Ivan Manzoni, live radio with Diego and La Pina from Radio Deejay, and concert by Elio e le Storie Tese. 30 fitters, 6 days' fitting up round the clock, two days to dismantle. Media Mix: a multimedia concept expressed through a range of communication tools, internal and non, online and offline, atl and btl, sending a strong, clear message to all staff. Communication tools: web community, digital and printed newsletters, viral video on national tv and Web, contests, games, Pos activities, posters and cut-outs. Results: community: 3,570 registered users, 280 discussion groups, 600 photo albums, 1,300 videos. Closing event: audience of 7,500 people. The project achieved all its initial goals: to foster a sense of belonging to the company, stimulate relationships between staff, facilitate dialogue with management.

[ DATA SHEET] Country: Italy Organiser: Sinergie Client: Mediamarket (Media World and Saturn) Date: January - December (online community); October 2nd (celebratory event), 2011 Target: All 7,500 staff of Media World and Saturn chains (over 110 stores) Location: two pavilions at the Rho Fiera Milano fairgrounds Budget: up â‚Ź 1,000,000 to â‚Ź 5,000,000

171


e

20

[web event / media event]

Ball Packaging Consumer Promotion 2.0 Objective: to communicate the environmental arguments surround drinks can innovatively and credibly through real dialogue in a creative context. Using digital and analogue communications channels to increase and stimulate discussion and active involvement in recycling. Creative idea and description: to reach your target group you need to be there where they are and where they use your product. You need to create as many touch points as possible and ‘speak’ their language. In the case of the Ball target group (young people) this meant a focus on online media and an emphasis on live events and active participation. The ‘language’ we choose was one of ‘creativity’. We urged our target group to be creative with drinks cans. We wanted them to show us their vision for the usage of drinks cans. We challenged them to become can visionaries. Or in German: Dosionaire (‘Dose’ is German for can). Online we invited fans to share their visions on Facebook, twitter, YouTube, Flickr and a dedicated dosionair website. Live we met them at their preferred events. As part of the smart beach tour - a beach volleyball competition all over Germany - with the

‘Fresh-Up Kiosk by dosionair.de’ and rickshaws as mobile interactive sampling stations in cooperation with brands like Coke, Warsteiner and Mixery. Media Mix: live events, social media (Twitter, Flickr, YouTube & Facebook) plus a dedicated campaign website. Opinion leader shows their visions for the drinks can and call their fans to create user generated contend. The dialogue continues in person at the ‘fresh up kiosk’ at the smart beach tour events. The currency at the kiosk - user generated content such as paying with a tweet. Interactive rickshaws also make the drinks can hot topic of conversation both on- and offline. Results: through on and offline events the dosionair community keeps on growing. The campaign generated: 10 mio impressions on Facebook.110,000 clicks on dosionair.de. 2 mio engagements on the social networks. 420 mio national media gross contacts. 200,000 product experiences with a can recycling rate of 98%.

[ DATA SHEET] Country: Germany Organiser: VOK DAMS Agency for Events and Live-Marketing Client: Ball Packaging Europe Date: January - July 2012 Target: teenagers and young adults Location: various cities in Germany Budget: up € 300,000 to € 400,000

172


e

20

European Bea 2012 The protagonists \Auditoire

Desafio Global Ativism Celebration / Festivity. Centenary BA Vidro .....................................37

Internal Company Event / Company Convention. Pernod-Ricard Annual Convention - Les Embiez 2012 ...........................76 Public Event. Magnum Café .........................................................126 Public Event. Nike Barber Shop ....................................................127

Celebration / Festivity.

Action4 Ativism Musical Event. Vodafone Mexefest ................................................94 Public Event. Vodafone Mexefest ................................................125

Internal Company Event / Company Convention.

Learn and Progress 4th Diploma Presentation Session.........................38 Celebration / Festivity. Operations National Meeting Pingo Doce......39 Congress / Convention. International Forestry Conference 2011.......52 Meeting EDP 2012 .............................................................................78 Roadshow. Truck ‘Your energy’ ..................................................140 Unconventional Event. Centenary BA Vidro .................................156

Aftonbladet

Unconventional Event. Sportbladet PLUS-Showers .....................155

DPR (Input Group) Btob Event. Alitalia Day 2012 ......................................................22 Internal Company Event / Convention. Extraordinary Everyday .79

Alphaomega Roadshow. Renault Twizy, Share The Positive Energy ....................138 Web Event / Media Event. Twingo, Mix your Style! ....................167

Egg Events ArmosiA

Unconventional Event. Smarting xmas .....................................157

Product / Service Launch. The Avengers .....................................104 Event Arena

BBDO Live

Celebration / Festivity. The World of ‘Le Magnific' .......................40

Celebration / Festivity. 125 years of Bosch, anniversary gala .............34 Incentive / Team Building. Seasonal final FC Deutsche Post in 2012..71 Public Event. smart Eball ..............................................................128

Event Masters

Circ und Ko.

Internal Company Event / Convention. 37th European Championship Rotary Golf.......................................80

Internal Event / Convention. ‘We create chemistry’ world tour ....77 Roadshow. “We create chemistry” world tour ...............................139

Eventum Premo

Celebration / Festivity. Bacardi 150th Anniversary World Celebration in Russia ....................41 Congress / Convention. Oriflame Megaforum .............................53 Internal Company Event / Convention. Oriflame Banquet .........81 Non Profit / Social Service Event. 3D in the Park ........................98 Sustainable Event. Car of the Year in Russia 2012 Award ...........152

Dechesne & Boertje Eventmarketing Celebration / Festivity. Dela 75 years - For Each Other ..................35 Celebration / Festivity. FloraHolland, 100 Years of Colour .............36

Congress / Convention. Entrepreneurs’ Org. University Amsterdam 2012 ...............................51

174


e

20

[european bea 2012 - the protagonists]

EWT - Events with Taste

insglück Gesellschaft für Markeninszenierung

Product / Service Launch.

Celebration / Festivity.

New BMW 6 Series Gran Coupé presentation ................................105

Opening Event Hannover Trade Fair 2012 ........................................45

face to face

Roche Diabetes Care Germany's 2012 ............................................86

Internal Company Event / Convention. Educational / Training Event.

Non Profit / Social Service Event.

Bayer HealthCare product launch Xarelto ........................................65

Aktion Mensch Exhibit at Catholics Day...........................................99 Public Event. ŠKODA at the GTI Meet 2012 ................................130 Web Event / Media Event. The Black and Yellow Fan Van ..........168

Facts and fiction Public Event. Seavolution, Germany at the Expo 2012 ..................129

Joke Event

Non Profit / Social Service Event. World Prematurity Day 2011 .100 Unconventional Event. World Prematurity Day 2011 .................159

Fieldwork

Product / Service Launch. Live casting new Kari Traa model........106 Unconventional Event. Live casting new Kari Traa model............158

Jung von Matt/relations BtoB Event. Academia del Ron.....................................................24 BtoB Event. Wedding Rewinded ..................................................25 Musical Event. SRH Brainwaves ...................................................95 Product / Service Launch. SRH Brainwaves................................108 Product / Service Launch. Wedding Rewinded ..........................109 Public Event. Interactive Spotlight Installation .............................131 Public Event. The EM-Walker .....................................................132 Roadshow. SRH Brainwaves .......................................................141 Roadshow. Wedding Rewinded..................................................142 Unconventional Event. Interactive Spotlight Installation .............160 Unconventional Event. SRH Brainwaves ...................................161 Unconventional Event. The EM-Walker ....................................162 Web Event. Academia del Ron ...................................................169

Filmmaster

Celebration / Festivity. Juventus Stadium Opening Ceremony .......42 Celebration / Festivity. Lamborghini Experience 2012 ..................43 Celebration / Festivity. Morocco Mall grand opening ...................44 Fair. The City, Salone del Mobile 2012 - Eurocucina FTK...................68 Internal Company Event / Convention. BNL Day 2012 ..............82 Internal Company Event / Convention. Next. Oggi, domani, oltre. 2011>>2013 .........................................83 Product / Service Launch. Maggiolino Blind Date Party ..............107 General de Producciones y Diseño, (GPD)

Cultural Event. 8th centenary of the Cathedral of Santiago de Compostela ..............62 George P. Johnson Btob Event. Cisco Live 2012 ........................................................23 Congress / Convention. Cisco Live 2012 .....................................54 Congress / Convention. Zumba Instructors Conference .................55 Sustainable Event. IBM Start ....................................................153

Kesch Branding Roadshow. Coca-Cola Christmas Truck Tour 2011 ........................143 Kubik Roadshow. Puma Race Village....................................................144 La 5ª

Product / Service Launch. Nespresso's ‘U’ launching ..................110

Grupo Sorensen

Internal Company Event / Convention. Altadis Leadership ........84 Le Public System BtoB Event. Microsoft Techday.....................................................26

Hagen Invent

Incentive / Team Building.

Internal Company Event / Convention.

Volkswagen Service Forum 2012 .......................................................72

Discovery Day of Safran.....................................................................87 Product / Service Launch. Renault ZE Generation Sevilla 2011 ....111 Roadshow. Nissan Leaf Tour.......................................................145

Internal Company Event / Convention. Volkswagen Service Forum 2012 ....................................................85

175


e

20

[european bea 2012 - the protagonists]

Leading (Ativism)

Pure Perfection

Congress / Convention. 6th EORNACongress ..............................56 Educational / Training Event. European Marketing Academy Annual Conference ..........................66

Product / Service Launch. Audi Q3 Trans China Tour 2011 .........116 Public Event. Audi Q3 Trans China Tour 2011 .............................134 Web Event. Audi Q3 Trans China Tour 2011 ................................170

Linde Material Handlig + BBDO Live Sport Event. StaplerCup................................................................151

Quum Comunicación

Mediation

Realizar WorldWide Events

Congress / Convention. European Event Summit .........................57

Non Profit / Social Service Event. Realizar um Sonho ...............102 Product / Service Launch. Lav I’m Lionhearted ..........................117

Congress / Convention. Móvil Forum Coference 2011..................58

MenCompany

Product / Service Launch. U Experience ....................................112

Roxer Event & More

Product / Service Launch. Vredestein International product launch ...118 Metzler: Vater communication group Product / Service Launch. BMW M Power Experience 2011 ........113 Roadshow. B/S/H/ ProTour 2012 .................................................146

SCP-Sistemas de comunicacción Puntual y Marketing

Internal Company Event / Convention. Innovation and making things happen...............................................91 Product / Service Launch. Trend Vision 2012.............................119

Mindact

Internal Company Event / Convention. Porsche 911 Carrera dealer launch event in Cape Town ....................88

Sinergie

Product / Service Launch.

Internal Company Event / Convention. 20 years of leadership ...92 Web Event. 20 years of leadership .............................................171

Porsche 911 Carrera dealer launch event in Cape Town ..................114 Negri Firman PR & Communication Unconventional Event. Hacket London Milan store opening ...163

Staff Eventos

Celebration / Festivity. Inauguration of R&D&I ThyssenKrupp .......47 Product / Service Launch. New BMW 1 Series launch ................120

Parente Fireworks Public Event. 'La Quintessence des Éléments' Fête du Lac ............133

TMN

Musical Event. Sudoeste TMN 2011.............................................96 Phocus Brand Contact & Co.

Internal Company Event / Convention. go LIVE ........................89 Internal Company Event / Convention. One Vision. One Team. One Hundred..............................................90 Product / Service Launch. Black Box .........................................115

UP Partner | 27 Names Btob Event. World of Emirates, Show & Gala Dinner......................27 Incentive / Team Building. Refrige Coca-Cola ‘Happiness Factory .74 Product / Service Launch. World of Emirates, Show & Gala Dinner 121

Promoconvention (Input Group) Celebration / Festivity. 50th Anniversary of R.I.A.R. .....................46

Verve Marketing

Incentive / Team Building. Google Seasonal Party .......................75 Product / Service Launch. Emirates Gala Launch Event ...............122 Sustainable Event. Electric Ireland at Electric Picnic .....................154

PS Communication Cultural Event. 100 innovations ..................................................61 Roadshow. Volvo in the Volvo Ocean Race ..................................147 Unconventional Event. Yasuragi Kids In the City .......................164

Vogelsänger Gruppe Btob Event. Adam & Eve Award-Show 2011 .................................28

176


e

20

[european bea 2012 - the protagonists]

Celebration / Festivity. Adam & Eve Award-Show 2011 ...............48 Public Event. Adam & Eve Award-Show 2011 .............................135

Product / Service Launch. Grundfos, Big Bang Circulator Event...123 Wildstyle Network

Product / Service Launch. Windows Phone 7.5 Hotel .................124

Vok Dams Agency for Events and Live-Marketing BtoB Event. Porsche Boxster dealer launch ....................................30 Celebration / Festivity. Jewish Museum 10th Anniversary .............49 Congress / Convention. Porsche Boxster dealer launch..................59 Educational / Training Event. Porsche Boxster dealer launch .......67 Fair. Volkswagen at the International Motor Show (IAA) ..................69

Wilkenwerk BtoB Event. A perfect day, 24 hours with Philips............................32 Roadshow. A perfect day, 24 hours with Philips ...........................150 Unconventional Event. A perfect day, 24 hours with Philips .......166

Non Profit / Social Service Event. Jewish Museum 10th Anniversary .................................................101 Public Event. Ball Packaging Consumer Promotion 2.0 .................136 Public Event. Nespresso PIXIE machine launch.............................137 Roadshow. Ball Packaging Consumer Promotion 2.0 ....................148 Roadshow. Nespresso PIXIE machine launch ................................149 Web Event. Ball Packaging Consumer Promotion 2.0 ...................172

Wind Telecomunicazioni Musical Event. Wind Music Awards 2012 .....................................97 WRG Creative Communication Fair. Ricoh Europe at Drupa 2012 ..................................................70 Xsaga

Welcome Event Marketing BtoB Event. Grundfos, Big Bang Circulator Event ...........................29

Celebration / Festivity. Opening Eye Film Institute .........................50 Congress / Convention. Dreaming of Gold ..................................60 Cultural Event. Prins Bernhard Cultuurfondsprijs 2011 ..................64 Unconventional Event. Het Nationale Ballet op de foto .............165

Internal Company Event / Convention. Grundfos, Big Bang Circulator Event ...............................................93

177


e

20

EuBea 2012 - Partners Associations

Media partners

Exhibitions

Technical sponsor

Edu

178



European Events Annual 2012