European Events Annual 2011

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EVENTS AND LIVE-MARKETING

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European Best Event Awards 2011 - Events Case Studies

LEADING: regional, national, international!

DIVERSE: corporate-, public- and exhibition events, diverse media, information-, qualificationand motivation programs, hybrid events

www.facebook.com/vokdams VOK DAMS – Agency for Events and Live-Marketing H A M B U R G – B E R L I N – W U P P E R TA L – F R A N K F U R T – S T U T T G A R T – M U N I C H SHANGHAI – BEIJING – DUBAI – NEW YORK – BORDEAUX – LONDON

EUROPEAN EVENTS ANNUAL 2011

PHILOSOPHY: creating better results

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Editoriale Annual Eng

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[editorial]

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European Bea, 99 on the attack Never before have I been so pleased with the performance of the European Best Event Awards in terms of quality and number of events competing. Nearly 100 events registered to the 2011 edition of European Bea. An excellent result, clearly increasing in respect to the last two-year period. The award organized by ADC Group blows out seven birthday candles: born in 2004, during the first two years it was accessible to Italian structures only; subsequently, starting from 2006, it gathered applications and positive feedback from all over Europe. This is a record holder year: 99 registered projects submitted from 12 European countries. To compete for the Little Golden Elephant, the symbol of excellence, 46 agencies, compared to 36 registered in 2010. Projects were

evaluated, one by one, by a jury made up of 26 representatives, holding different roles in the European event industry, headed by Carlo Jean Marie Hermes, business communication expert and consultant for Ceremonial and Event management at Eni Group. A first selection was made on line by each juror. 50 shortlisted projects were subsequently voted during the plenary session, in Milan on 4th October 2011. The jury awarded the first three prizes and, in addition, categories and technical excellence prizes. This publication, European Event Annual, is the novelty of the year and is like a showcase of all the projects that competed for the Eurpean Bea 2011 podium. All 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.

Salvatore Sagone chairman ADC Group

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European Best Event Awards 2011 EDITOR Salvatore Sagone salvatore.sagone@adcgroup.it EDITORIAL COORDINATOR Marina Bellantoni marina.bellantoni@adcgroup.it EDITORIAL STAFF Chiara Pozzoli chiara.pozzoli@adcgroup.it EDITORIAL ASSISTANT Francesca Chittaro francesca.chittaro@adcgroup.it TRANSLATION Laura Marongiu ART DIRECTION Alessandra Pidò info@alessandrapi.it SALES DIRECTOR Cristina Concari cristina.concari@adcgroup.it ACCOUNT DIRECTOR Andrea Parmigiani andrea.parmigiani@adcgroup.it ACCOUNT MANAGER Alessandra Cellina alessandra.cellina@adcgroup.it Elisabetta Zarone elisabetta.zarone@adcgroup.it Andrea Gervasi andrea.gervasi@adcgroup.it (Roma) SUBSCRIPTION abbonamenti@adcgroup.it MARKETING E COMUNICAZIONE Mila Camnasio mila.camnasio@adcgroup.it PRINT Lasergrafica Polver via Kramer, 17/19 - 20129 Milano Published by ADC Group president: Salvatore Sagone; ceo: Giulio Bortolussi Editorial office: Via Fra Luca Pacioli, 3 - 20144 Milano Tel. +39 02 83102315 Fax + 39 02 36592735 e20@adcgroup.it Registered office: Via Freguglia, 2 - 20122 Milano Print in November 2011

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[summary]

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Events by event type

18.

27.

34.

38.

44.

45.

49.

53.

55.

59.

72.

BtoB Event Celebration / Festivity Congress / Convention Cultural Event Educational / Training Event Event for Non Profit / Social Organization Fair

74.

82.

93.

102.

107.

108.

115.

Product / Service Launch Public Event Roadshow Sport Event Sustainable Event Unconventional Event Web Event

Green Event Incentive / Team Building Internal Company Event / Convention Musical 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.

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Vostro il piacere di vivere in spazi ampi e modernissimi un momento di lavoro che si trasformerà in un’occasione memorabile.

via della Fiera 23 — 47923 Rimini tel 0541 711500 — fax 0541 711505 www.riminipalacongressi.it info@riminipalacongressi.it

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The jury

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Eubea 2011, The jury

[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.

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[S p a in ] JOSÉ GARCIA AGUAROD

[Fra n ce ] MICHEL BENSADOUN PRESIDENT ANAÉ

PARTNER AND SALES MANAGER

ANDER BILBAO CLUB PARA LA EXCELENCIA

MEMBER

CHRISTOPH BERNDL

DIANA BUSS

EDITOR IN CHIEF

VICE PRESIDENT CORPORATE

MESSE & EVENT

COMMUNICATIONS

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.

[Germany]

[A u st ri a ]

[S p a in ]

MESSER GROUP Michel 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, the companies merged with La Fonderie, an event agency, and Michel became one of the associates. In 2009, he entered the Board of Anaé, a French event agencies association, and was elected its president in July 2011.

Michel is also vice president of an Ngo involved in Cambodia.

Ander graduated in Law in 1987 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 a member of the Club para la excelencia en eventos in Spain.

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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.

Born in Münster in 1971, Diana studied Communications Management and has a degree in Public Relations Manager. Her area of expertise is International Corporate Culture. She started her professional career in 1995 in the Research & Development of industrial gases for Messer Griesheim, one of the leading producer of industrial gases, such as nitrogen and oxygen. In 2004, she took over the responsibility for corporate communications within the Messer Group in Bad Soden, near Frankfurt am Main.

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[Portugal]

[Sweden] JENNIFER CARLSSON

LUIS DIOGO CAVACO APECATE

MEMBER

COMMUNICATION MANAGER

[Belgium]

[Italy]

[Austria]

ERIK DE RIDDER

MAJA DE' SIMONI

PETER DROBIL

MANAGING DIRECTOR

MANAGING DIRECTOR

HEAD OF BRAND MANAGEMENT

EXPERIENCE MAGAZINE

SICILIA CONVENTION BUREAU

UNICREDIT GROUP

Born in 1968, Erik studied Hotel Management/ Languages/Interpreter before starting his own company, Leo, in 1992, where he is still managing editor and partner. The first publication, Meeting Media Plus, now called Experience Magazine, was Belgium's first Mice magazine. Two other titles were later launched: The Corporate Traveller (1999) and Toys&Games (2007). In 2000, Leo organized the first Benelux Event Awards.

In 2007, it started the association for corporate event suppliers (Ema) and, in 2008, the association for event suppliers (Besa).

Maja has over 20 years of experience in event management as a senior project manager with Alpha Studio Comunicazione ed Eventi and is a qualified Cmp (Certified Meeting Professional) and Cmm (Certified Meeting Manager). She has collaborated with the European Event Roi Institute and she has been managing director of Sicilia Convention Bureau since 2009, member of the Executive Council of Mpi Italia Chapter for six years, and president from 2006 to 2007. Maja was also a member of Executive Council of Federcongressi, acting as the Standards and Professional Certification Committee co-ordinator.

Born in Vienna in 1955, Peter has held a variety of jobs before becoming advertising manager at UniCredit Bank Austria. He has followed many courses in business and management and has also given lectures at different institutions. Peter has professional memberships for the International Advertising Association, Dialog Marketing Verband Österreich, Werbewissenschaftliche Gesellschaft, and Creative Club Austria. He has published columns in, among others, Austrian Business Women 2011 and in Die Presse and was member of the Jury for a variety of awards such as IAA-Effie, Green Panther and BoB.

FORTUM Since 2007, Jennifer has been Communication Manager for Scandinavia, Poland and the Baltic countries, managing all corporate events and leverage of the corporate sponsorships for the energy company Fortum.

Before this, she had held positions such as executive marketing manager for Scandic Hotels (responsible of partner relations and corporate events), product manager at Real Entertainment Group (arena events and musicals, concerts and tour productions) and event manager at SJ (Swedish Railway Company).

Luis was born in Mocamedes in 1968. After studying at the Faculty of Psychology and at the National Conservatory of Theatre and Cinema, he embarked on a precursor experiment in the events area as partner, creative director and production for Publihappening, a reference in the events market in Portugal. The company organizes ExpoEventos and the parallel activities such as ‘Gala dos Eventos’. He has participated as speaker, specializing in themes such as creativity, events and business tourism, in forums often attended by university students.

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[Portugal] PEDRO MIGUEL GANDARA

[Germany] ULF GASSNER MEMBER FAMAB

COMMUNICATION MANAGER

SAMSUNG Born in 1972, Pedro graduated in Business Administration in 1995 before being hired by Sony Portugal in 1996 as assistant product manager for video recorders. He held a variety of positions, including deputy marketing manager, before becoming communication and pr manager in 2009. He then moved to Samsung Electronica Portuguesa as corporate marketing manager. He is in charge, among other things, of developing and implementing brand strategies and product marketing strategies.

Born in 1966, Ulf studied Sports-Business Administration at the University of Sport in Cologne. In 1993, he became self-employed in the field of sports marketing. In 1995, he founded Concept X Strategische Kommunikation. In 2007, 2008 and 2009 he received national and international awards like the Eva (German Event Award) and EuBea. He currently is a board member of Famab (German association for direct economic communication) and Fme - Forum Marketing Event Agencies. In 2008, he founded '27Names', currently the biggest network of independent event agencies in Europe.

[Sweden]

[Norway] ELLING HAMSO PARTNER EUROPEAN EVENT ROI INSTITUTE

[Italy]

MANAGING

MEMBER

CLAES LINDSTRÖM SEFS

GRAZIANO MASCHERI CONSULTA DEGLI EVENTI ASSOCOMUNICAZIONE

Elling graduated in Management and holds a Ph.D in Supplier-Customer Relationship Strategies from Manchester University. He works as meeting management consultant and managing partner of European Event Roi Institute. He was a member of European Council and Research Advisory Panel of Meeting Professionals International. He was ranked 5th by Conference & Incentive Travel Magazine on their list of the 50 most influential people in the UK meetings and events industry and the Swedish magazine Meetings International placed him as 11th on the list of the 100 'hottest names' in the Scandinavian meetings industry.

Claes has worked in the Nordic communication market since 1988. He holds a Degree in Marketing Management from Ihm Business School and a diploma in Strategic Brand Management. Since 2005, he has been the Ceo and partner for Fieldwork Live Communication agency. Prior to that Claes worked as Ceo and Cofounder in several Swedish communication companies such as Ad Pepper Media AB, Ad ON Media Nordic AB, Media Event AB and Media Byrån AB. Claes also held a position as Sales Manager for the advertising department at Sweden’s largest newspaper, Expressen.

Born in Milan in 1968, Graziano studied Tourism and graduated in Communication and Event’s Organization from the ‘Scuola Superiore per il Turismo’ in Milan. Over a period of ten years he worked in three different Italian companies in the Mice field. In 2000, he founded Sinergie, specialized in conventions, meetings, incentive travel and special events. With his company, Graziano is member of Consulta degli Eventi. Before deciding to continue his studies and start a new experience in a congress and incentive agency, he had been a chef in a 3 stars Michelin restaurant.

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MEMBER

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[Germany]

[Portugal]

[Germany]

[Portugal]

MICHAEL MUELLER GROUP LEADER/CORPORATE

RUI OCHOA

MIGUEL OSĂ“RIO

MICHAEL ROSE

MANAGING DIRECTOR

DIRECTOR/BOARD MEMBER

DIRECTOR OF PROTOCOL AND

MARKETING

EVENT POINT

SONAE MC

EVENTS

DEUTSCHE MESSE

SAMSUNG ELECTRONICS Born in Germany in 1977, Michael joined Samsung Electronics Germany in 1999, working in the newly founded Corporate Marketing department. He worked on different projects leading to fairs, sponsorships, events and collaborations, and was responsible for several Customers-Public Events, IFAs, CeBITs, the Olympic Campaigns & Olympic Torch Relays, 12th Iaaf World Championship Berlin 2009. He is currently in charge of the Corporate Live Communication for Samsung Electronics Germany. In 2009, he started an Mba in Live Communication at the TU Chemnitz, which he has now almost completed.

[Spain] CHRISTOPH TESSMAR CONGRESS MANAGER

SANOFI AVENTIS Born in Oporto (Portugal) in 1969, Rui graduated with a Major in Social Communication from Oporto Higher College of Journalism. Over the years, he has worked with several national newspapers and magazines and in particular has contributed to the development of Festas&Eventos, the only Portuguese publication specialized in the professional events sector since its beginning in 2003. In 2008, Rui became the general management of Festas&Eventos. In 2011, the magazine changed its name to Event Point.

Miguel holds a degree in Economics from the University of Lisbon and later joined Sonae as advertising manager for the brand Continente. In 2005, he became head of advertising for the following brands: Continente, Modelo, Modelo Bonjour, Worten, Sport Zone, Vobis and Modalfa. From 2008 to 2011, he was the marketing director for the brands Continente and Modelo. Miguel is currently member of the Executive Committee for the food retail area of Sonae and is responsible for marketing and loyalty programmes.

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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 GmbH 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.

Christoph was born in Heidelberg (Germany) in 1964. After his studies, he started his professional career at Boehringer Mannheim as area manager for some South American countries. In 1990, he moved to Boehringer Mannheim in Barcelona where he was put in charge of the organization of some events and congresses.

Remaining in the pharmaceutical industry, in 1999 he joined Sanofi as congress manager. He is in charge of all the events of the company (national and international congresses, product presentations, symposia, sales conventions and booth design), nearly 500 events per year.

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[Belgium] BRIGITTE VAN DAM MARKETING & COMMUNICATIONS MANAGER

[Netherlands] PAUL VAN DER HEIJDEN EVENTS MANAGER ACHMEA

ERIC VILARDEL

SJOERD WEIKAMP

HEAD OF EVENT MANAGEMENT

EDITOR IN CHIEF

& PATRONAGE

AMUNDI

[United Kingdom]

[Netherlands]

[France]

ANDREW WRIGHT EVENTIA

MEMBER

EVENT BRANCHE

ALCATEL-LUCENT After graduating in Public Relations and Tourism, Brigitte started working for Alcatel-Lucent in 1981. In 1991, she became assistant for customer communications in the marketing department and responsible for the events a few years later. She now represents market communications in the Benelux area and implements the marketing plans. This involves, among other things, the organization of events, workshops, seminars, team building, distribution of gifts, newsletters, mailing and sponsoring. She is a board member of the Events Managers Association.

Paul has broad marketing expertise and experience he acquired by working as a marketing consultant for political and commercial organizations, independently or as responsible for a project team. He is currently working in the corporate marketing, media and sponsoring fields at Achmea; the largest Dutch insurance company which has, over the past few years, turned to events, pr and the Internet to build a genuine dialogue with its stakeholders.

Born in Paris in 1974, Eric studied Private Law before starting his professional career at the event agency Bso. After shortly working for Sfr, he went back to Bso as head of development, then head of sales and finally deputy Ceo. While at Bso, Eric was in charge of the first French catalogue of ‘plug and play events’ and worked on the launch of ID Events, dedicated to Corporate Events. In 2008, he joined Amundi, as head of Event Management. In 2010, he was put in charge of sponsorships (Villa Medici, Orchestre Philharmonique de Radio France, Acf).

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After studying Journalism and Communication, Sjoerd worked for the publisher Reed Business on the event magazine Feestelijk Zakendoen and on FZ.nl. He later started a new title for event professionals: EventBranche.nl, where he still works as chief editor. It now publishes six EventBranche Magazines, a online news-platform, six networking events and a trend magazine Events&MICE per year. It also cooperates with the major Dutch event associations. Personal interests: playing tennis and football; Sjoerd also partly owns a local sportsbar and supports his local football club De Graafschap from Doetinchem.

Andrew has been in the hotel, catering and events business for over thirty years, starting with The Savoy Group back in 1972.

Since then his career has spanned through hotel management and catering companies. He was Group Business Development for Millburn’s Restaurants, which catered in the British Museum and the Shakespeare’s Globe. He is currently managing director at Fab! (events organization, wedding planning, mkt and pr). He has been a board member of the Cea, and of Eventia.

He has also been involved with the Awards for years and has chaired the Eventia Awards committee.

tabellone EuBea

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FIRST PRIZE

Surprise Catwalk Organizer: Fieldwork Client: The Salvation Army (Fretex) Event type: Unconventional Event Country: Norway

SECOND PRIZE

EDP 35th birthday – ‘Energia Douro Concert’ Organizer: Desafio Global Ativism SA Client: EDP - Portuguese Electric Power Company Event type: Celebration/Festivity Country: Portugal

THIRD PRIZE

ˇ Skoda World Dealer Conference ˇ Organizer: Vok Dams Agency for Events and Live-Marketing Client: Skoda Auto Event type: Congress/Convention Country: Germany

AWARDS BY EVENT TYPE BTOB EVENT

FIRST PRIZE Geberit Top Meeting Organizer: Vok Dams Agency for Events and Live-Marketing Client: Geberit Vertriebs Country: Germany SECOND PRIZE Falling in love in Italy Organizer: Promoconvention - Gruppo Input Client: Lavazza Country: Italy THIRD PRIZE Hotpoint - The Movie Organizer: K-events Client: Indesit Company Country: Italy

CELEBRATION/FESTIVITY FIRST PRIZE EDP'S 35th birthday - ‘Energia Douro Concert’ Organizer: Desafio Global Ativism SA Client: EDP - Portuguese Electric Power Company Country: Portugal

SECOND PRIZE 77MTA Celebrations Organizer: WRG Creative Communication Ltd Client: Qatargas Country: United Kingdom

CONGRESS/CONVENTION

FIRST PRIZE ˇ Skoda World Dealer Conference Organizer: Vok Dams Agency for Events and Live-Marketing ˇ Auto Client: Skoda Country: Germany SECOND PRIZE 48 Horas con Telefónica Organizer: Quum Comunicación Client: Telefónica de España Country: Spain

CULTURAL EVENT

FIRST PRIZE Festivities of the Proclamation of Republic with Festival dos Oceanos Organizer: Realizar Worldwide Events Client: Associação de Turismo de Lisboa Country: United Kingdom

EVENT FOR NON PROFIT/SOCIAL ORGANIZATION FIRST PRIZE Nederland helpt Japan Organizer: Xsaga Client: The Red Cross Country: The Netherlands

FAIR

FIRST PRIZE I am photokina Organizer: Jung von Matt/relations GmbH Client: Nikon Europe Country: Germany 14

INCENTIVE/TEAM BUILDING

FIRST PRIZE Coca Cola - RED Battle Of Execution Organizer: Uppartner Client: Coca Cola Portugal Country: Portugal SECOND PRIZE Reale Organizer: Global Events Client: Reale Country: Spain

INTERNAL COMPANY EVENT/COMPANY CONVENTION

FIRST PRIZE Strong Characters. Stronger Together.

Senior Executive Convention 2011 Organizer: Circ GmbH & Co. kg Client: Continental AG Country: Germany SECOND PRIZE HMI JAT 2011 Organizer: Hagen Invent GmbH & Co. kg Client: Ergo Lebensversicherung Country: Germany THIRD PRIZE 5th anniversary of Metinvest Organizer: K-events Client: Metinvest Group Country: Italy

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[european Bea 2011- the winners] THIRD PRIZE Lavazza - The Official Coffee of Wimbledon Organizer: Promoconvention - Gruppo Input Client: Lavazza Country: Italy

MUSICAL EVENT

FIRST PRIZE EDP'S 35th birthday - ‘Energia Douro Concert’ Organizer: Desafio Global Ativism SA Client: EDP - Portuguese Electric Power Company Country: Portugal

PRODUCT/SERVICE LAUNCH

FIRST PRIZE Pavillon 21 MINI Opera Space Organizer: Metzler : Vater GmbH Client: MINI (BMW Group) Country: Germany SECOND PRIZE E-Postbrief Launch Events Organizer: Uniplan GmbH & Co. kg Client: Deutsche Post DHL Country: Germany THIRD PRIZE ˇ Skoda World Dealer Conference Organizer: Vok Dams Agency for Events and Live-Marketing ˇ Client: Skoda Auto Country: Germany

PUBLIC EVENT

FIRST PRIZE Picnic in the biggest urban farm Organizer: Realizar Worldwide Events Client: Continente Sonae Country: United Kingdom SECOND PRIZE EDP'S 35th birthday – ‘Energia Douro Concert’ Organizer: Desafio Global Ativism SA Client: EDP - Portuguese Electric Power Company Country: Portugal

ROADSHOW

FIRST PRIZE Uefa Champions League Trophy Tour 2010 presented by UniCredit Organizer: ajoint. communication GmbH Client: UniCredit Group Country: Germany SECOND PRIZE TGV's 30th Birthday Organizer: \Auditoire Client: Sncf - Société Nationale des Chemins de Fer Country: France THIRD PRIZE Dicom's road show for Iniciativa BMW Organizer: Dicom Client: Iniciativa BMW Country: Spain

UNCONVENTIONAL EVENT FIRST PRIZE Tramp a Benz Organizer: Jung von Matt/relations GmbH Client: Daimler AG Country: Germany

WEB EVENT/MEDIA EVENT FIRST PRIZE Tramp a Benz Organizer: Jung von Matt/relations GmbH Client: Daimler AG Country: Germany

AWARDS BY EXCELLENCE AUDIO/VIDEO/LIGHTING PRODUCTION

FIRST PRIZE AFC Asian Cup Qatar 2011 Opening Show Organizer: \Auditoire Client: QLOC (Qatar Local Organizing Committee) Country: France 15

SECOND PRIZE Technology and value creation. The future is in your hands.

Organizer: SCP Sistemas de Comunicación Puntual Client: Repsol - Executive Marketing Department Europe Country: Spain THIRD PRIZE ‘MMA celebrates its employees’ Organizer: Denis&Co Client: MMA Country: France

CREATIVE IDEA

FIRST PRIZE Unilever's Innovation Fair Organizer: La 5a Client: Unilever Country: Spain SECOND PRIZE The hairiest village of the world Organizer: Jung von Matt/relations GmbH Client: Panasonic Marketing Europe Country: Germany THIRD PRIZE The Cubanization of Germany Organizer: Jung von Matt/relations GmbH Client: Pernod-Ricard Deutschland Country: Germany

DIRECTION

FIRST PRIZE 75th Anniversary of Shakhtar Donetsk Organizer: K-events Client: Shakhtar Donetsk Country: Italy SECOND PRIZE Evening Event at the conference ‘InvestmentAktuell 2011’ Organizer: insglück Gesellschaft für Markeninszenierung mbH Client: Union Asset Management Holding Country: Germany

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[european Bea 2011- the winners] THIRD PRIZE Unilever Benelux Experience 2011 ‘A date with the Planet’ Organizer: Dechesne & Boertje Client: Unilever Benelux Country: The Netherlands

LOCATION/SETTING FIRST PRIZE Colosseum on fire Organizer: Alphaomega Client: Roma Capitale Country: Italy

SECOND PRIZE Danisco Business Forum, Spring 2011 Organizer: Welcome Event Marketing Client: Danisco Country: Denmark THIRD PRIZE Dare to Dream - Gold Conference 2010 Organizer: Creo Client: Oriflame Natural Swedish Cosmetics Country: Italy

MEDIA MIX

FIRST PRIZE Pavillon 21 MINI Opera Space Organizer: Metzler : Vater GmbH Communication Group Client: MINI (BMW Group) Country: Germany SECOND PRIZE Ljusruset - The Light-Run Organizer: Minnesota Communication, Prime PR and Garbergs Client: Fortum Power and Heat Country: Sweden

NOTORIETY/PRESS RETURN

FIRST PRIZE Launch of the Tramway in Reims Organizer: \Auditoire Client: Reims Métropole Country: France SECOND PRIZE Festival Sudoeste tmn

Organizer: Música no Coração Client: tmn Country: Portugal

SPECIAL AND PUBLISHER AWARDS

STAGING/SET DESIGN

BEST EVENT AGENCY

FIRST PRIZE International Opening Event for the Hanover Trade Fair 2011 Organizer: insglück Gesellschaft für Markeninszenierung mbH Client: Deutsche Messe Country: Germany SECOND PRIZE E-Plus Partner Shop Conference ‘The Day of the Truth’ Organizer: Vok Dams Agency for Events and Live-Marketing Client: E-Plus Retail Country: Germany THIRD PRIZE Linde Material Handling at CeMAT 2011 Organizer: insglück Gesellschaft für Markeninszenierung mbH Client: Linde Material Handling Country: Germany

SPECIAL EVENT TYPE LOW BUDGET EVENT

Surprise Catwalk Organizer: Fieldwork Client: The Salvation Army (Fretex) Country: Norway

MOST VALUABLE EVENT (HIGH BUDGET)

ˇ Skoda World Dealer Conference Organizer: Vok Dams Agency for Events and Live-Marketing ˇ Client: Skoda Auto Country: Germany

INTEGRATED EVENT

EDP'S 35th birthday - ‘Energia Douro Concert’ Organizer: Desafio Global Ativism SA Client: EDP - Portuguese Electric Power Company Country: Portugal 16

FIRST PRIZE Desafio Global Ativism SA - Portugal SECOND PRIZE Vok Dams Agency for Events and LiveMarketing - Germany THIRD PRIZE Jung von Matt/relations GmbH Germany

BEST EVENT COMPANY

FIRST PRIZE EDP – Portuguese Electric Power Company - Portugal SECOND PRIZE The Salvation Army (Fretex) - Norway THIRD PRIZE ˇ Skoda Auto - Germany

EVENT EVALUATION

Ballast Nedam Innovation Day 2010 | Internal Event Organizer: Beng! Amsterdam Client: Ballast Nedam Country: The Netherlands

TECH. INNOVATION

International Opening Event for the Hanover Trade Fair 2011 Organizer: insglück Gesellschaft für Markeninszenierung mbH Client: Deutsche Messe Country: Germany

SPACE/ENVIRONMENT/ SETTING

Danisco Business Forum, Spring 2011 Organizer: Welcome Event Marketing Client: Danisco Country: Denmark

GREEN/SUSTAINABLE EVENT

Ljusruset - The Light-Run Organizer: Minnesota Communication, Prime PR and Garbergs Client: Fortum Power and Heat Country: Sweden

Controcover Events

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All the events

DIALOGFELD LIVE_Samsung Experience Dinner 2010

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[btob event]

Samsung Experience Dinner 2010 This unique event was supported by three guiding ideas: ‘Understated pleasure not ostentatious extravagance’, ‘Broadening horizons–not superficial chat’ and ‘Content that creates stories’. The main idea communicated derived from the slogan of the current campaign (‘A new dimension of experience’) and was ‘Samsung Inner Circle - Ifa Experience Dinner’.

Samsung's brand pillars of design, innovation and experience were utilized in all event's resources. These factors were used to create an event based on

Samsung's philosophy appealing to the human senses.

Pleasure that was not limited to have the most expensive food on the plate but something selected and special. A programme that was not just something to fill in the breaks but something stimulating and inspiring.

Brand psychology, culinary specialities and incomparable organisation were linked together. Framed by fitting architecture, underpinned by a composition of atmospheric lights and a specially composed tapestry of sound. Results: The no-show rate was 0%. The event was judged to be an outstanding success on the basis of an overwhelming feedback and the achievement of all its objectives. It was a once in a lifetime event where everything slotted together in a perfect way.

[ DATA SHEET] Country: Germany.

Organizer: Cheil Communication Germany.

Client: Samsung Electronics Germany.

Date: September 5th, 2011.

Target: customer Loyality.

Location: Berlin, Hotel de Rome.

Objectives: at a strategic level, the short-term goal was to promote dialogue; the medium and long-term goal was to consolidate the brand image and to generate a personal bond to the company. The target no-show rate is 10% at most.

Budget: up 200,000 to 300,000 euros.

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FIELDWORK_Audi Test Drive in Åre 2011 ok

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Pagina 19

[btob event]

Audi Test Drive in Åre 2011 The idea was to give guests the chance to experience a free test drive and to be instructed on how to handle an Audi Quattro in extreme conditions, on the frozen lake of Åre. The Audi Test Drive in Åre consisted of five daily test groups with six cars divided into four 1,5 hour passes led by experienced car instructors and it was open for everyone to register.

The passes started with different car handling instructions followed by test runs out on the track.

The group finished up with a debriefing and a social coffee in a well known restaurant in Åre. All guests were recorded with personal information and car’s

history. Audi Sweden’s sales team used this register two weeks after the test run in Åre. Guests were invited to visit the local Audi car dealer for a new test run and the potentiality of a new car client for Audi.

Web and mobile pages were developed for the Audi Test Drive in Åre to encourage bookings. Results: the Audi Test Drive reached 83 % of potential driver attendances (763 out of 960 persons) and 96 % of all possible test drive passes were completed. Numerous new Audis are likely to derivate from the activity.

Guests’ feedback was of a funny, rewarding and well executed event.

[ DATA SHEET] Country: Sweden.

Organizer: Fieldwork.

Membership: 27Names.

Client: Volkswagen Group Sweden (Audi Sweden).

Date: February 14th, 2011; March, 13th, 2011.

Target: people on holiday, business trip, etc. in the ski village of Åre.

Location: Åre.

Objectives: pure driving pleasure; to improve the image of

the Audi Quattro brand and the understanding of the advanced technology available in today's Audi cars; to increase the Audi brand awareness further strengthening the brand as the best winter car.

Budget: up 50,000 to 100,000 euros.

19

HAGEN INVENT_Audi Dealer Meeting 2011

9-11-2011

11:29

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Pagina 20

[btob event]

Audi Dealer Meeting 2011 At the core of the creative event concept was the perfect and touching showcase of ‘lightness’ - the outstanding product feature of the new ultralightweight Audi A6, the innovative success factor of the brand, representing an analogy with the target group’s life - affirming attitude. To let lightness unfold its full power, the concept was brilliantly brought to life in five exclusive locations in Côte d’Azur and Monaco.

Lightness, in all its emotional and rational facets, was a tangible leitmotif and golden thread running through every detail of the 24hours event, which combined driving experience, lifestyle and show. The locations reflected lightness, a sentiment highlighted everywhere, in the contemporary event’s architecture, upmarket design, dramaturgy and tonality. Guests became part of this special attitude towards life, and were immersed in the brand environment, sensing the unexpected power

of lightness. Results: The 24-hours ‘lightness’ showcasing combined with the high-class but informal atmosphere and the progressivity of the brand to create an unforgettable experience by strengthening the dealer’s brand loyalty and intensifying communication, resulted in the ‘best dealer meeting ever’.

[ DATA SHEET] Country: Germany.

Organizer: Hagen Invent GmbH & Co. Kg. Client: Audi AG. Date: February 19th; March 5th, 2011.

Target: 3,500 international dealers and sales staff.

Location: Cote d'Azur, France, and Monaco.

Objectives: to create a perfect overall experience of brand and product values, to strengthen brand loyalty and awareness amongst the most important dealers worldwide; to increase communication and partnership with dealerships, and, for the Audi group, to show their appreciation.

Budget: more than 5,000,000 euros.

20

INSGLÜCK_Linde Material Handling at CeMAT 2011

9-11-2011

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11:31

Pagina 21

[btob event]

Linde Material Handling at CeMAT 2011 ‘Engineered for Your Performance’, the slogan looked alive in the trade-fair display at CeMAT 2011 and was also realized architecturally. Prominent landmarks displayed Linde’s corporate identity in every direction imposing the large ‘Gate to Performance’ with the brand slogan. Spectacular: the driverless forklifts maneuvering the Moving Gate at the entrance of the brand pavilion. Well-marked walkways and clear, concise product presentations reinforced the slogan’s message. Outside was the ‘product world’;

inside, the ‘brand world’. The heart of the exhibition was the Linde brand pavilion. The display’s modern design reflected the core values of the brand: performance, user-friendliness, innovation, versatility, and robustness. These core values were illustrated inside of the pavilion; outside, they were the elements linking the different exhibits together. Results: thanks to highly increased visitors’ traffic, ideal visitors’ stay duration, an increased number of qualified contacts and exceptionally positive customers’ feedback, Linde`s exhibition was ‘the most successful exhibition in the history of the brand’ according to M. Höhn, head of communication and branding.

[ DATA SHEET] Country: Germany.

Organizer: insglück Gesellschaft für Markeninszenierung mbH. Client: Linde Material Handling (Lmh).

Date: May 2nd-6th, 2011.

Target: fair visitors.

Location: Hannover Trade Fairgrounds.

Objectives: Lmh wanted the brand to reflect confidence and gain recognition far and wide. The architectural dominance of the expo roof must be considered as the booth stood out from many other providers and competitors’ ones.

Budget: up 1,000,000 to 5,000,000 euros.

21

Karpa marketing group_Gran premier Acti

9-11-2011

11:33

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Pagina 22

[btob event]

Gran premier Acti 9 After a complex and challenging brief, the decision was to create a tv program with a ‘Late’ format (Jay Leno type of program, similar to a talk show where an interviewer interacts with guests, performances and sketches). The audience would watch the program in movie theatres, theatres and auditoriums around 14 cities and after they would enjoy a cocktail. The script of the program was obviously around the new product, its features and related news. It included a visit to the production facility (with generation of external footage), interviews to directors, and

customized music and artists performances. The script of the play was conceived to give the impression of a ‘Live’ transmission (‘Direct from…’) enhancing the effect of spontaneity and increasing interest. Results: 14 cities, 250 staff , 20 projection screens. 16m2 to 90m2 from 240 meters of linear green carpet, 2,450 metres of audiovisual cabling, 1,900 photos taken, 17.616 visits to web site. Capacity: 5,700, forecast: 4,955, attendance: 4,525 (91,3%), customer satisfaction survey results: 9,1 over 10, best result ever in the House.

[ DATA SHEET] Country: Spain.

Organizer: Karpa Marketing Group.

Membership: 27Names.

Client: Schneider Electric Iberia.

Date: May 12th, 2011.

Target: clients and sales force.

Location: Alicante, Gijón, Barcelona, Madrid, Santiago, Gran Canaria, Bilbao, Málaga, Mallorca, San Sebastián, Sevilla, Valencia, Valladolid, Zaragoza.

Objectives: to launch the ACTI9 range of products and make clients be aware of this launch relevance; to motivate and convince the sales force that this new range will be a market winner; to show the company’s new approach to market by presenting the core launch as it was never done before.

Budget: up 400,000 to 500,000 euros.

22

K-EVENTS_Hotpoint The Movie

9-11-2011

11:35

Pagina 23

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[btob event]

Hotpoint - The Movie ‘Hotpoint - the Movie’ took place on May 20th and 21st in Rome at Studio 5 in Cinecittà and Chiostro di Michelangelo. Cinecittà hosted the plenary an extraordinary 3D presentation in the style of a cinema première, rich in coups the théâtre and special effects starring the new range of Hotpoint products. In addition, a high-tech interactive showroom area devoted to the new products was set up. Guests, totalling 1,000 participants, moved to the set of ‘Rome’ for an astonishing gala dinner during which a video mapping show was projected onto the stages

devoted to fire and ice to represent the new household appliances (washing machine, oven and refrigerator). Everything was accompanied by a spectacular light design show. The second day’s programme, at the Chiostro di Michelangelo of the Diocletian Spa, included the second gala dinner and show entitled ‘Metamorphosis’, freely inspired by Ovid’s works, involving 40 artists from four different countries, with a staff of 80 people.

[ DATA SHEET] Country: Italy.

Organizer: K-events.

Client: Indesit Company.

Date: May 20th-21st, 2011.

Target: Hotpoint Dealers.

Location: Rome, Studio 5 of Cinecittà and Michelangelo Chiostro.

Objectives: to introduce the new and innovative range of the Hotpoint household appliances to Italian and international dealers.

Budget: up 1,000,000 to 5,000,000 euros.

23

Gruppo Input_Falling in love in Italy

9-11-2011

11:40

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Pagina 24

[btob event]

Falling in love in Italy Falling in love in Italy is the theme of Lavazza’s new calendar. In a showroom against the backdrop of Milan’s most romantic setting (its canals), we created a garden of love where guests could experience the emotions of the calendar’s photos. From the statue beneath the bridge, the path on real grass, the white climbing roses, hanging benches and over 2,000 roses, all the elements creating the scene were conceived, designed and produced to offer guests enticing corners and romantic niches where they could feel suspended in a heady atmosphere of love. It was a typically Italian ambience, with coffee as a love potion and dinner transformed into a refined, romantic picnic. The large white space, marked by a Cupid’s arrow piercing the ground, was set aside for photography, framing the café that dominated the space from the summit of a spectacular staircase.

Singer Antonella Ruggero enchanted guests when she closed the evening with her ‘unplugged’ performance of

the song ‘Vacanze Romane’. Results: over 20 Vips from the jet set, eight magazine and newspaper editors in chief, 20 Italian high level professionals and managers.

Over 1,200 press releases (384 on printed journals, 464 releases on the web and 348 on Tvs). Total audience: 282,831,561 (Ots).

[ DATA SHEET] Country: Italy.

Organizer: Promoconvention - Gruppo Input.

Membership: AssoComunicazione - Event Department, 27Names.

Client: Lavazza.

Date: October 14th, 2010.

Target: international press, Vips.

Location: Milan, Ecliss.

Objectives: to introduce Lavazza’s 2011 calendar plunging guests in a multisensory atmosphere inspired by the pictures’ theme, making them live a memorable brand experience.

Budget: up 300,000 to 400,000 euros.

24

VOK DAMS GROUP_E-Plus Partner Shop Conference The Day of the Truth

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9-11-2011

11:42

Pagina 25

[btob event]

E-Plus Partner Shop Conference 'The Day of the Truth' The E-Plus Partner Congress 2011 became ‘The Day of the Truth’. It is common to play with the symbolism of boxing, but E-Plus means business! The heart and highlight of the event was a real fight. The opponent: Maurice Weber, a professional boxer from the team World Champion Felix Sturm. Prior to the event, guests could apply for the live fight. Two candidates were shortlisted and trained at the gym of the Sturm team for one week. The final contender: Christian, the Baseman, Ricken would get in the ring of the boxing arena that was erected for the event. The most popular German boxing ring announcer Roman Roell hosted

the fight and the event together with one of the most popular tv hosts. The entire event, including information during the plenum, a press conference, an exhibition and the party, were all integrated into the fight. Another hall was turned into a large boxing arena for the information during the plenum and the press conference. Results: evaluation revealed that 80% of all participants replied ‘very good’ or ‘good’ when asked ‘How do you evaluate ‘The Day of the Truth’ overall?’. Boxing proved to be extremely target group specific and offered numerous similarities to the world of E-Plus partnershop proprietors.

[ DATA SHEET] Country: Germany.

Organizer: Vok Dams Agency for Events and Live-Marketing.

Client: E-plus Retail.

Date: February 26th, 2011.

Target: business partners.

Location: Berlin, ewerk.

Objectives: ca. 400 partnershop proprietors of E-Plus had the feeling that the E-Plus Group / Base is the right partner for the coming business year. They felt they had the best trainers and equipment (products and rates) available.

Budget: up 400,000 to 500,000 euros.

25

VOK DAMS GROUP_E-Plus Partner Shop Conference The Day of the Truth

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9-11-2011

11:45

Pagina 26

[btob event]

Geberit Top Meeting On three different days and in three different venues, 2,800 invitees experienced a poetic dream. The company’s vision was entwined with culinary delights.

Thus, the motto took shape: a love story of discovering, losing, searching and finding in four acts.

Each act represented a brand value. First act: Innovation-Create quality of life; second act: Partnership-Share quality of life; third act: Know-howEnable quality of life; fourth act: ReliabilitySustainable quality of life. The fifth brand value ‘quality of life’ was immanent in everything. Dreamlike. Rather old school?

What was innovative about all that? The culinary love story did not take place in a castle, nor did a diva appear on a white horse… A space design on four levels, a wild chef and an innovative media concept

stood in contrast to the classic early summer’s night dream-surprising, entertaining, innovative, sensual and optimally suited to the brand. Results: The feedback was very positive. The event was documented in a HQ ‘dream book’. The results of the staff survey are not available yet. Because of the high quality of the event, guests were not asked to participate to the survey. It is important not to trigger any emotions and then to control them.

[ DATA SHEET] Country: Germany.

Organizer: Vok Dams Agency for Events and Live-Marketing.

Client: Geberit Vertriebs.

Date: May 13th -27th, 2011.

Target: accounts.

Location: Hannover, Hcc. Objectives: to allow invitees to experience the brand Geberit - to clearly position it; the concept should provide space and time for emotional, connecting experiences.

Budget: up 1,000,000 to 5,000,000 euros.

26

ALPHAOMEGA_Celebration of Rome 1960

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9-11-2011

11:49

Pagina 27

[celebration / festivity]

Celebration of Rome 1960 Olympic Games On 25th August 2010 an impressive ceremony was organized in Piazza del Campidoglio to celebrate the 50th anniversary of Rome 1960 Olympic Games. A lot of stars and celebrities from the sport world took part in this ceremony and recounted their memories, hopes and ambitions in regard to the candidacy of Rome to the 2020 Summer Olympic Games. The emotional climax of the event was reached when Giancarlo Peris, the last torchbearer of Rome 1960 Games who brought the flame to Rome, lit once again the Olimpic torch. A

spectacular lights show on Palazzo Senatorio and Colosseum displayed historical images of Rome 1960 Olympics. In addition, a public exhibition of Philately, Numismatics and Memorabilia totally dedicated to the 1960 Games was also organized at the Tennis Association and showcased famous historic relics such as two Olympic torches, books and medals from the historic Games. Results: the event succeeded in sharing and transferring history, values and culture of the Olympic sports even to people who never lived them.

[ DATA SHEET] Country: Italy.

Organizer: Alphaomega.

Membership: AssoComunicazione - Event Department, APA (Airport Promotion Agencies).

Client: Roma Capitale.

Date: August 25th, 2010.

Target: City of Rome.

Location: Rome, P.zza del Campidoglio.

Objectives: to celebrate the 50th anniversary of Rome 1960 Olympic Games with a view to the nomination for the Summer Olympic Games of 2020.

Budget: from 100,000 up to 200,000 euros.

27

AUDITOIRE - Afc Asian Cup 2011 Opening Show

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11-11-2011

15:08

Pagina 28

[celebration / festivity]

Afc Asian Cup Qatar 2011 Opening Show The show was spectacular, creating a huge 'wow effect'. The progressive scenario increased the tension and crystallized emotions. The light show combined artistic and technological expertise in an epic performance where light flowed in and out. Artists took part in the show by realizing a circle as a symbol of union. A huge firework device enlightened the stadium and its surroundings, bathing Doha with lights and colors

and cheers from the stadium. Eventually, it enhanced the values of sport and sports’ cooperation. Results: a large number of publications from both local and international press, 50,000 people in the stadium, 600 million people as tv audience.

[ DATA SHEET ] Country: France.

Organizer: \Auditoire.

Client: QLOC (Qatar Local Organizing Committee).

Date: January 1st, 2011.

Target: international audience.

Location: Doha, Qatar.

Objectives: to launch the Asian Cup by bringing every nation together and creating emotions; to celebrate the teams being all together in one stadium; to cheer up for the players; to amaze supporters, players and the whole world; to impress and show that Qatar is a great sport nation.

28

DECHESNE & BOERTJE - Ernst & Young Entr. 2010, 15th Anniversary

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9-11-2011

11:55

Pagina 29

[celebration / festivity]

E&Y Entrepreneur Of The Year 2010 - 15th Anniversary Edition A real 'Oscar-style' celebration in the heart of the showbiz city. The highlight was an amazing fashion show, featuring every finalist (entrepreneur) making an original artistic creation representing its business. Also: invitations to all finalists from the past fifteen years; parking valet and red carpet on arrival, a VIP-welcome, flashing cameras, cheering fans, an exclusive concert by a well-known artist and a famous Dutch presenter as a host. A 'Hall of Fame' also displayed the finalists’ pictures as blow-ups on the walls. The fifteen finalists made a great entrance: accompanied by showgirls

down a glittering staircase, a gala dinner for 363 guests and spotlight on entrepreneurship (videoclips on large video walls surrounding the audience and amazing creations on the catwalk during the entrepreneur’s fashion show). Results: guests had a wonderful night out and felt like VIPs from the beginning to the end. The event acknowledged the current community of E&Y Entrepreneur Of The Year Award winners. Guests felt that Ernst & Young understands, stimulates and appreciates entrepreneurs and entrepreneurship and gave the event a 8+ mark.

[ DATA SHEET] Country: Netherlands.

Organizer: Dechesne & Boertje.

Client: Ernst & Young.

Date: October 9th, 2010.

Target: finalists, company’s members & partners (400 guests).

Location: Rtl Wentink Events/Studio 21, Mediapark, Hilversum, Netherlands.

Objectives: to turn the annual award ceremony into an 'anniversary edition'; to create a glamorous and elegant evening perceived like a royal party and a prestigious reward for successful entrepreneurship; to create a brand-awareness leading to consider Ernst & Young the business partner that stimulates and rewards entrepreneurship.

Budget: from 300,000 up to 400,000 euros.

29

DESAFIO GLOBAL ATIVISM EDP - 35th birthday Energia Douro Concert

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14-11-2011

9:48

Pagina 30

[celebration / festivity]

th 35

EDP's birthday - ‘Energia Douro Concert’ For a long time Edp challenged its agency to create a once-in-a-lifetime experience to celebrate the company’s importance and generate awareness in its social and environmental concerns. But for its 35th birthday, when the long-awaited new logo designed

by Stephan Saigmeister was revealed, the challenge was simple: to achieve the impossible. Many tried and failed - to create a floating stage in the treacherous Douro waters but some memorable shows were also created in improbable settings, for example concerts set on a dam and in a cave. Partnering up with Sic tv channel for a live broadcast, the stakes were even higher and, after 3 months of production, one of the most magical concerts in portuguese

history took place in a 600 square metres stage, crafted by a team of 250 men and witnessed live by 50,000 people and Vip guests, both on the stage and on a two-storey boat in front of it. The concert was seen by 50,000 people and a million people tv audience, resulting in a massive media coverage and show re-airing. With a potential return of 4,810,421 euros in editorial spaces and advertising, Edp's birthday was hailed as the event of the year.

[ DATA SHEET] Country: Portugal.

Organizer: Desafio Global Ativism SA. Client: EDP - Portuguese Electric Power Company.

Date: June 16th (3 days): transport from Lisbon to Porto; June 20th (10 days): floating stage set up, June 30th: floating stage river placing and securing, show rehearsals and promotion of the event, July 1st: live event.

Target: national audience via live-tv broadcast, EDP employees via intranet streaming, 150 Vips, 300 guests, 50.000 Oporto residents.

Location: Douro River, Oporto/Gaia.

Objectives: to celebrate Portugal biggest company’s 35th anniversary together with the whole country through a once-ina-lifetime experience in an historical and symbolical setting; to present EDP’s new brand; to generate awareness for EDP’s sustainable policies, in particular for what concerns Douro river.

Budget: from 200,000 up to 300,000 euros.

30

INSGLÜCK - Opening Event for the HANOVER TRADE FAIR 2011 manca target

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11-11-2011

15:15

Pagina 31

[celebration / festivity]

International Opening Event Hannover Trade Fair 2011 The creative team wanted the opening ceremony to introduce a continuous stream of new ideas, just as the Hannover Messe itself does. The event employed a convincing combination of live artists and highly innovative technological presentations to depict tomorrow’s innovations: 3D mapping. The production made the new main focus of the trade fair, Metropolitan Solutions, visible in the opening ceremony: the stage was built in three dimensions, giving an industrial and urban touch while creating more space for innovative 3D mapping. Artists

surprised the audience by appearing on the stage structure and directly interacting with media production. The public took a unique audiovisual journey through the fair’s main topics, production facilities and processes, data and resource flows and through the people’s living spaces, for which these products and solutions are designed.

[ DATA SHEET] Country: Germany.

Organizer: insglück Gesellschaft für Markeninszenierung mbH. Client: Deutsche Messe.

Date: April 3rd, 2011.

Location: Hannover, Congress Centrum.

Objectives: with 13 flagship trade fairs and a huge number of innovations, the Hannover Messe was in full force in 2011; current topics related to the trade fair and the industry were presented at the opening ceremony.

Budget: from 200,000 up to 300,000 euros.

31

K-events_75th Anniversary of Shakhtar Donetsk

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9-11-2011

12:02

Pagina 32

[celebration / festivity]

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Anniversary of Shakhtar Donetsk Four months of work, a team including over 300 professionals coming from all over the world, 1,300 volunteers, a 3-hour show: an Olympic production organized in a country with a different cultural and social-economic environment compared to Italy, with the purpose of contributing to increase turnover and employment. One of the main tasks of the show was to connect the team’s past, present and future with a mix of Olympic flavoured ingredients, ranging from live performances to solemn moments, enriched by a

choreography of special effects. Impressive human choreographies, like the one of 700 dancers shaping a flower garden to celebrate Donetsk, known as the ‘city of roses’, brightly coloured 3D projections, performances and guest stars such as Milla Jovovich and Rihanna. The show led the public back in time, along the glorious past of the team, recalling many of the club’s most memorable moments. Results: 51,000 viewers and sale of non-reserved seats. Sold out. The show was highly appreciated by the international press, which compared it to a real Olympic production.

[ DATA SHEET] Country: Italy.

Organizer: K-events.

Client: Shakhtar Donetsk.

Date: May 14th, 2011.

Target: the Ukrainian public.

Location: Donetsk, Donbass Arena.

Objectives: to celebrate the anniversary of Shakhtar Donetsk with an unprecedented event in the world of football recalling the history of the team and illustrating the future of football in Ukraine.

Budget: more than 5,000,000 euros.

32

WRG CREATIVE COMMUNICATION-27NAMES - 77MTA Celebrations

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9-11-2011

12:04

Pagina 33

[celebration / festivity]

77MTA Celebrations High production values, seamless execution and smooth logistics characterized December celebrations, which turned out to be one of the biggest events that the country ever saw. Qatar Petroleum, Qatargas and RasGas commissioned the creative concept for the celebration, its design, the building of the bespoke venue at Ras Laffan Industrial City, and the management of the whole event production including

the construction of a 57 meters diameter circular structure - 20 metres high and with a roof capacity of 50 tonnes. The ‘Tank’, as it was known, housed an auditorium and led to two exhibition spaces and a lunch area. The venue was subsequently dismantled but is still available for re-use and is seen as one of the world’s largest semi-permanent, circular event structures.

[ DATA SHEET] Country: United Kingdom.

Organizer: WRG Creative Communication Ltd. Membership: 27Names.

Client: Qatargas.

Date: December, 2010.

Target: 1,200 Qatari Royalties, vip.

Location: Qatar.

Objectives: to deliver a high impact celebratory event, designed to enhance national pride; to create a platform able to tell the amazing story of Qatar’s development to its own people and to the rest of the world.

Budget: more than 5,000,000 euros.

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ALPHAOMEGA_IBAC ROMA 2011 ok

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9-11-2011

12:11

Pagina 34

[congress / convention]

Ibac Roma 2011 The creative idea was born from the centrality of Rome in a globalized scenario, where metropolitan areas are the main drivers of growth and development of the land: a theme based on consistency and simplicity which used the Capitol as a theater hub for all activities. The welcome cocktail at the Exedra in the Capitoline Museums was followed by the amazing projections on Palazzo Senatorio in Piazza del Campidoglio - an architectural projection, created through a modern mapping technique, which highlighted the cosmopolitan and eclectic identity of Roma Capitale by means of images and music evocative

power. The Gala Dinner took place in Galleria del Cardinale, an elegant space in Palazzo Colonna, recently renovated and designed to host exclusive events. The second day, dedicated to the organized works, was organized in the historical Campidoglio’s Giulio Cesare hall and was concluded on Terazza Caffarelli, hosting a light lunch for more than 70 people. Results: Rome was recognized to be actually and actively committed to implement a future land development and administration, thanks to the efforts made to involve big companies recognizing cities’ growth potential, not only at regional and international level.

[ DATA SHEET] Country: Italy.

Organizer: Alphaomega.

Membership: AssoComunicazione - Event Department, APA (Airport Promotion Agencies).

Client: Roma Capitale.

Date: May 26th and 27th, 2011.

Target: top management of Italian and foreign multinational companies.

Location: Rome, Campidoglio Square, Capitolini Museums, Palazzo Senatorio (Sala Giulio Cesare).

Objectives: to offer Rome and its territory a point of convergence and comparison among high profile projects and synergies on Sustainable Mobility, Tourism and Regional Marketing and Ict, in order to bring real added value to a complex urban reality.

Budget: up 100,000 to 200,000 euros.

34

QUUM_48 Horas con Telefónicaok

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9-11-2011

12:12

Pagina 35

[congress / convention]

48 Horas con Telefónica Work sessions were held in an innovative and creative scenario. Lycra forms were used for the work meetings to achieve a retro and frontal projection and generate a single visual field in a multilayer depth, using a video mapping technology. And Ferrán Ádria, as guest speaker, spoke about innovation. The institutional dinner was inspired to Gaia, the earth as a living organism: the chromatic spectrum of Africa, culture and fauna, an African group of dancers and musicians, Led baobabs, earth dancers, spherical planet balloons, etc. In the afternoon, 17 leisure plans: golf, workshop 2.0, diving, quads, etc. The traditional island carnival was converted

into a futuristic show at the closing dinner. With live music, the ancestral carnival turned into an elegant Venetian procession, ending with the coronation of a futuristic queen. Modern lighting, pyrotechnics, jugglers fauns, fire-spitter stiltwalkers, fish tricycles, algae dancers inside spheres, baroque ladies, tap dancers, ciber-drags, etc. Results: Telefónica succeded in personally knowing its large business, achieving a better customer loyalty, improving communication skills, reinforcing brand image and increasing relevant volumes of business, as a result of an improved personal relationship and a better understanding of products.

[ DATA SHEET] Country: Spain.

Organizer: Quum Comunicación.

Client: Telefónica de España.

Date: June 7th - 9th, 2011.

Target: 600 best customers.

Location: Gran Canaria.

Objectives: to create commercial links with its 600 best customers, communicating them its business strategy and commercial offer; to become a business forum for the attendants; to reinforce the brand image by an excellent and personalized approach, high added value in contents, technological and modern way of presentation.

Budget: up 500,000 to 1,000,000 euros.

35

VOK DAMS GROUP_E-Plus Partner Shop Conference The Day of the Truth

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9-11-2011

12:14

Pagina 36

[congress / convention]

E-Plus Partner Shop Conference 'The Day of the Truth' The E-Plus Partner Congress 2011 became ‘The Day of the Truth’. It is common to play with the symbolism of boxing, but E-Plus means business! The heart and highlight of the event was a real fight. The opponent: Maurice Weber, a professional boxer from the team World Champion Felix Sturm. Prior to the event, guests could apply for the live fight. Two candidates were shortlisted and trained at the gym of the Sturm team for one week. The final contender: Christian, the Baseman, Ricken would get in the ring of the boxing arena that was erected for the event. The most popular German boxing ring announcer Roman Roell hosted the

fight and the event together with one of the most popular tv hosts. The entire event, including information during the plenum, a press conference, an exhibition and the party, were all integrated into the fight.

Another hall was turned into a large boxing arena for the information during the plenum and the press conference. Results: evaluation revealed that 80% of all participants replied ‘very good’ or ‘good’ when asked ‘How do you evaluate ‘The Day of the Truth’ overall?’.

Boxing proved to be extremely target group specific and offered numerous similarities to the world of E-Plus partnershop proprietors.

[ DATA SHEET] Country: Germany.

Organizer: Vok Dams Agency for Events and Live-Marketing.

Client: E-Plus Retail.

Date: February 26th, 2011.

Target: business partners.

Location: Berlin, ewerk.

Objectives: ca. 400 partnershop proprietors of E-Plus had the feeling that the E-Plus Group / Base is the right partner for the coming business year. They felt they had the best trainers and equipment (products and rates) available.

Budget: up 400,000 to 500,000 euros.

36

VOK DAMS GROUP_Skoda World Dealer Conferenceok

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9-11-2011

12:16

Pagina 37

[congress / convention]

ˇ

Skoda World Dealer Conference For the ‘Big Bang’ concept, one of Europe’s largest arenas, the O2 Arena in Prague, was not big enough.

A new concept was necessary. The planners took seriously the keywords from the briefing, ‘surprising and fresh’, and designed a horizontal separation of the entire 2,500 sqm arena at a height of five metres.

The virtual opening up of the ‘floor’ by pressing a button (within 2 –12 minutes!) became a powerful symbol of the brand’s new beginning and a commitment act at the same time, because the opening of the floor was symbolically triggered by a ‘Power Button’ that filled with energy generated by

the management’s statements and the corresponding ‘keys’ as well as by the powerful, acoustic interaction of 5,000 dealers. The presentation of the new showroom design was also impressive and authentic.

An extra showroom was built, where all 5,000 invitees could walk inside, divided into groups, to experience the brand’s new look. Results: for the follow-up of the event, the showroom, which will exist as a ‘lab’ for one year, might be the most important aspect. Overall, the concept with its fresh and dynamic implementation was exciting and unique even for ˇ ˇ Skoda - ‘The New Power of Skoda’!

[ DATA SHEET] Country: Germany.

Organizer: Vok Dams Agency for Events and Live-Marketing. ˇ Auto.

Client: Skoda Date: February, 10th - 11th, 2011.

Target: 5,000 dealers.

Location: Prague, O2 Arena.

Objectives: present the new strategy, the new logo, a new CI, a new showroom design and seven prototypes in the new ˇ Skoda design to all dealers at the same time. And all of this before it is announced to the general public worldwide.

Budget: more than 5,000,000 euros.

37

ALPHAOMEGA_Colosseum on fire

9-11-2011

14:37

Pagina 38

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[cultural event]

Colosseum On Fire The central idea was a spectacular fire stoked all around the Colosseum. The initiative was played out in three evenings until late at night. The Event foresaw the creation of an extraordinary and captivating scenario in which the Colosseum seemed to be set alight. The spectacular show, realized with an articulated play of mirrors and projections, created an event of extraordinary and evocative potential, which was symbolically linked to the idea of re-birth and renewal and which involved present day social and cultural and themes taken as a whole. The last evening’s celebration took place in one of the most prestigious terraces of Rome, where the spectacular projections on the Colosseum could be enjoyed.

Results: more than 60 television services in the world

(including Cnn, Bbc), more than 300 press articles on the main national and international newspapers, more than 500,000 people attended the event.

[ DATA SHEET] Country: Italy.

Organizer: Alphaomega.

Membership: AssoComunicazione - Event Department, APA (Airport Promotion Agencies).

Client: Roma Capitale.

Date: September 17th-18th-19th, 2010.

Target: city of Rome.

Location: Rome, Colosseum.

Objectives: to bring up to the world the immense historical and cultural heritage of Rome.

Budget: up 200.000 to 300.000 euros.

38

ALZARA, GRUPO DE COMUNICACION_XIII Festival del Habanook

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9-11-2011

14:40

Pagina 39

[cultural event]

XIII Festival del Habano For five days Cuba turned into the perfect hostess to welcome more than 1,200 guests from 75 different countries. The Festival’s programme offered: a visit to Habanos plantations and factories, where they are ‘totally handmade’; participation to conferences and seminars; tasting of Habanos; classes on the art of Habanos’ rolling; a trade fair. Three big night events were organized to present the new products of the year and to offer participants an exquisite environment and decorations from the best representatives of Cuban and international culture. The closing was the ‘Gala Evening’ for more than 1,000 persons, with unique dishes created for the occasion and the most prestigious Habanos. The final event was the

ceremony of the Habano Year Awards and the Auction of handmade Humidors for Cuban craftsmen, a collection destined to finance the country’s public health. Results: successful international launch of new Habanos; collection of 827,000,00 euro during the Humidors’ Auction; more than 35,000 cigars consumed; promotion and increase of knowledge and enjoyment of the Habanos cigars.

[ DATA SHEET] Country: Spain.

Organizer: Alzara, Grupo de Comunicación.

Client: Corporation Habanos.

Date: February 21th - 25th, 2011.

Target: lovers and consumers of the Habano cigar, personalities, professionals of the sector, distribution worldwide and communication media.

Location: Cuba, La Habana.

Objectives: to launch the new products in the market; to offer unforgettable moments linked to this brand.

Budget: up 500,000 to 1,000,000 euros.

39

Ideju Instituts_Celebration of Ligo at the Riga Centre!

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9-11-2011

14:42

Pagina 40

[cultural event]

Celebration of Ligo at the Riga Centre!

The central idea was a spectacular fire stoked all around the Colosseum. The initiative was played out in three evenings until late at night. The Event foresaw the creation of an extraordinary and captivating scenario in which the Colosseum seemed to be set alight. The spectacular show, realized with an articulated play of mirrors and projections, created an event of extraordinary and evocative potential, which was symbolically linked to the idea of re-birth

and renewal and which involved present day social and cultural and themes taken as a whole. The last evening’s celebration took place in one of the most prestigious terraces of Rome, where the spectacular projections on the Colosseum could be enjoyed.

Results: More than 60 television services in the world (including Cnn, Bbc), more than 300 press articles on the main national and international newspapers, more than 500,000 people attended the event.

[ DATA SHEET] Country: Lettonia.

Organizer: Ideju Instituts.

Membership: 27Names.

Client: Riga City Council.

Date: June 23rd- 24th, 2011.

Target: residents of Latvia and tourists.

Location: Riga, city centre.

Objectives: to create a solstice atmosphere in one of the busiest streets of the city; to involve russian speakers (more than 40% of Riga residents), young people with low interest in traditional culture, older people and low-income city residents, attraction for tourists.

Budget: up 100,000 to 200,000 euros.

40

WRG Creative Comm._Visit of Pope Benedict XVI to the UK

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9-11-2011

14:45

Pagina 41

[cultural event]

The State Visit of Pope Benedict XVI to the UK In the early Pope’s tour planning stages, the Catholic Bishops’ Conference (Cbc) asked to assist with technical staging and logistics for the first official visit of a Pope in the UK. The commitment changed as the tour developed to include a pastoral element.

Expertise was called upon to handle high profile events through the Cbc and the Foreign & Commonwealth Office (Fco) and to handle the central event at Cofton Park. Some 60,000 pilgrims attended the beatification of the 19th century Cardinal Newman. Managing of other events included The Twickenham Big Assembly (a gathering of 4,000

children), the Papal Mass at Westminster Cathedral, plus a low-key visit by the Pope to St Peter's residence.

[ DATA SHEET] Country: United Kingdom.

Organizer: WRG Creative Communication Ltd. Membership: 27Names.

Client: Foreign & Commonwealth Office and Catholic Bishops' Conference of England & Wales.

Date: September 2010.

Target: UK Public.

Location: London, Westminster Cathedral , Twickenham, St Mary's Universtiy, Birmingham, Cofton Park.

Objectives: to project manage, design and deliver the staging and technical infrastructure for the beatification of Cardinal John Henry Newman at Cofton Park; to address 4,000 school children at St Mary’s University; to proclaim Mass at Westminster Cathedral and visit St Peter’s Nursing Home during the tour.

Budget: up 1.000.000 to 5.000.000 euros.

41

REALIZAR WORLD. EVENTS_Festivities Procl. Republic+Festival dos Oceanosok

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9-11-2011

14:47

Pagina 42

[cultural event]

Proclamation of Republic with Festival dos Oceanos For two weeks Lisbon celebrated the power of the seven seas on dry land, connecting people and creating emotions in the symbolic places of the city, related to October 5th 1910 revolution, linking history and technology to dozens of events, all with free admission and dedicated to families. The program of the festival included different shows all over Lisbon, namely pyromusical shows, concerts by Ms. Lauryn Hill and Estele, Fado nights (Fado is currently a candidate to immaterial humanity patrimony by Unesco), video mapping projection with audience interactivity displaying moments of the Portuguese Republic proclamation.

During the festival, dozens of museums had special programs and were opened all night. Many activities in

the streets were performed by famous artists, throughout the day and in the evening. These entertainments fit into the celebrations for the Republic proclamation, and made people know behaviours and traditions of that period.

Results: more than 350,000 people participated. The festival’s edition with the highest audience ever. The opening concert was attended by 40,000 people.

Pyromusical show was attended by 50,000 people. Over 40,000 families visited museums and exhibitions.

Festival’s clippings recorded 1,927 news.

[ DATA SHEET] Country: United Kingdom.

Organizer: Realizar Worldwide Events.

Client: Associação de Turismo de Lisboa (Lisbon Tourism Association).

Date: July-August 2010.

Target: country born people and tourists.

Location: Lisbon’s main squares ( Praça do Comércio, Praça do Município, Praça S. Carlos, Praça Luis de Camões), Parque das Nações and 22 museums.

Objectives: to celebrate the anniversary of the Republic proclamation, attracting people, getting them closer to their own History; to increase awareness and position Lisbon as an appealing destination, for both country born people and tourists, with a value proposition consisting in artistic and cultural events.

Budget: up 1,000,000 to 5,000,000 euros.

42

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ALPHAOMEGA_Campus mentis

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9-11-2011

14:53

Pagina 44

[educational / training event]

Campus Mentis The optimum orientation of participants in the choices that offer the greatest employment opportunities required the value enhancement of their potential, both by means of traditional formative processes such as conferences and company workshops, cocktail interviews, career interviews, where young people individually met with the companies. Introduction to the Job: in depth experiential formation, useful to evaluate the candidates’ psicho-attitudinal components.

This 360° approach represented for the candidates a qualified experience to enhance their professional and personal growth. Many institutional moments such as the inauguration of the 2010 edition in Pomezia, in the presence of Minister Meloni, the official opening

ceremonies of each campus with the participation of the Institutions, local Authorities and journalists; the closing ceremonies with the delivery of participation certificates in the presence of Minister Meloni and Prime-Minister Berlusconi. Results: after a selection among 21,000 candidates, 2,800 resulted suitable, 1,500 new degree awardees were hosted in the campuses achieved, seven weeks of activity in the residential campuses between three different cities, covering north, central and south Italy. Six representative institutions and nine partner companies.

[ DATA SHEET] Country: Italy.

Organizer: Alphaomega.

Membership: AssoComunicazione - Event Department, APA (Airport Promotion Agencies).

Client: Rome, Impresapiens Research Center of the University ‘La Sapienza’.

Date: October 25th and December 20th, 2010 (Rome, Campus); February 1st-3rd, 2011 (Bruxelles); April, 8th, 2011 (Rome, Palazzo Chigi).

Target: young degree archievers from all the italian universities.

Location: Pomezia (Rome), Catania, Abano Terme (Padova).

Objectives: to provide a living experience to the new degree achievers for a qualified personal and professional growth; to give a free opportunity to participate in sessions of info-formation and get into touch with the most important companies and employment agencies, to participate in sporting events.

Budget: up 100,000 to 200,000 euros.

44

ALPHAOMEGA_The Bulgari Express for Save the Childrenok

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9-11-2011

15:00

Pagina 45

[event for non profit / social organization]

The Bulgari Express for Save the Children The Charity event was celebrated during the International Film Festival of Rome in a cinematic setting of the 50’s. The historical setting was reinforced by an epoch’s reconstruction with six historical cars and actors among which the news-vendor in his newspaper booth, and the paparazzi. At the entry of the Bulgari Station portal, hostesses dressed with the railway uniform welcomed and confirmed the invited guests. The foyer was rigged out as a ticket area (desk reception) and

luggage deposit (wardrobe desk) of a 50’s station, with a step and repeat back drop. Prominent exponents of the world’s cinema and show-business performed at the event, for a total of 500 guests. The central event was the auction sale of Bulgari Jewelery, whose proceeds went to Save the Children’s fund, with the appearance of Fiorello in the role of auctioneer and Julianne Moore as special testimonial. The culmination of the event was the live performance of the artist Lanny Kravitz.

[ DATA SHEET] Country: Italy.

Organizer: Alphaomega.

Membership: AssoComunicazione - Event Department, APA (Airport Promotion Agencies).

Client: Bulgari.

Date: November 3rd, 2010.

Target: 500 VIPs from the worlds of entertainment, film and media.

Location: Rome, Salone delle Fontane Eur. Objectives: to renew Bulgari support for Save the Children and programs for children education by launching the new ring exclusively designed for the organization and to raise funds from the Bulgari memorabilia charity auction.

Budget: up 300,000 to 400,000 euros.

45

CIRC GMBH & CO_The Social Business Tour 2010

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9-11-2011

15:03

Pagina 46

[event for non profit / social organization]

The Social Business Tour 2010 Six months, six countries, six cities: The Social Business Tour 2010 under the auspices of Prof. Yunus, inspired and brought together private and public sector, students and entrepreneurs, culture and economy, investors and innovators. In Social Business labs creative minds met with knowledgeable practitioners - thinkand-do tanks, out of which concrete solutions for country-specific social problems were developed. A competition for the best Social Business idea - not limited to lab participants - also spurred creativity.

Leadership symposia initiated the dialogue between Traditional Business and Social Business. Decisionmakers initiated a dialogue on a change in awareness: only a socially sustainable society can ensure sustainable

business success. Network events in each city brought people with different backgrounds together to exchange views on inspiring Social Business discussions that also generated large media coverage and widespread public attention. Results: at the end of The Social Business Tour 2010, 160 concrete and promising ideas for Social Business enterprises were generated. And, as much important: â‚Ź 10 million financial assistance was provided to start implementation of the best business models and to support their sustainable success.

[ DATA SHEET] Country: Germany.

Organizer: Circ GmbH & Co. kg.

Client: Erste Foundation.

Date: May 12th-13th; July 7th; October 5th, 14th, 28th, 29th and 30th, 2010.

Target: representatives of politics, economy, society and NGOs, top managers, Ceos, chief editors, sociologists, key business leaders, entrepreneurs, students, apprentices.

Location: Vienna, Bratislava, Budapest, Prague, Bucharest, Belgrade.

Objectives: to solve social problems in an entrepreneurial manner; to increase awareness in Central and Eastern Europe of Peace Nobel Prize Prof. Yunus’ concept; to involve ideas and movers to run their companies as Social Businesses.

Budget: up 400,000 to 500,000 euros.

46

Pi-five DialogFeld_CED Tag (IBD Day) - Toilet Race

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9-11-2011

15:05

Pagina 47

[event for non profit / social organization]

CED Tag (IBD Day), Toilet Race The main idea of this event was to attract people´s attention (especially young people) towards the widespread Ibd, which more than 80,000 Austrians are affected by and figures rise exponentially. As the topic is very delicate and people avoid grappling with it, we had to find a creative idea to communicate in a respectful and suggestive way, yet providing an uncommon and attention-grabbing platform for its presentation. In order

to attract media towards this sensitive health topic, we came up with the unique idea to invite Austrian celebrities to participate in a Toilet-Race with mobile toilet seats. By doing so, we approached media-channels usually far from health issues (such as society media) and reached new target groups. Besides the toilet race doctors, scientists and affected people contributed to raise awareness by informing about the topic and providing advice on treatments’ options. Result: high media value through Austrian printed media, online, radio and four tv stations: attendance and active participation of celebrities; successful implementation of a platform addressed to affected people and experts; high awareness towards the Ibd taboo topic.

[ DATA SHEET] Country: Austria.

Organizer: pi-five Dialogfeld GmbH. Client: Ced Initiative Darm+.

Date: May 27th, 2011.

Target: Public Awareness for Ibd. Location: Wien, Michaelerplatz.

Objectives: to increase public awareness and eliminate this topic from the taboo zone; to increase knowledge of the disease and lead to a better understanding of the affected people’s needs; to promote early diagnosis as an important step in the progression of the disease.

Budget: less than 50,000 euros.

47

XSAGA_Nederland helpt Japan

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9-11-2011

20:09

Pagina 48

[event for non profit / social organization]

Nederland helpt Japan from the event amounted to more than â‚Ź 7,0 mln.

Corporate income: â‚Ź 1,3 mln and many new valuable contacts. Ticket sale: 35,000. Tv viewers: 1,5 mln.

Broadcasted in 68 countries (10 times in Japan in one week). Online more than 100,000 hits within two weeks and thousands of tweets and facebook messages.

The creative idea was based on a stage that served as a symbol (Help) and that called people to emotionally and effectively act (donations). The set design also solved the sightline problem. With a single word and a single red dot, as in the Japanese flag, everybody anywhere in the world, would know what was going on and what they needed to do. The combination of the football match, fundraising event and television registration was a new but perfect way to reach millions of people all over the world. A football match was integrated as part of the event by creating a stage that allowed the crew to have the football field ready within a few minutes after the entertainment show. The content of the show was a clever mix of cultures: opera/ ballet and pop music. Dutch celebrities and royals were integrated in the concept by video testimonials.

What makes this event even more special is that it was produced in less then 10 days. Results: The total income

[ DATA SHEET] Country: Netherlands.

Organizer: Xsaga.

Client: The Red Cross.

Date: April 13th, 2011.

Target: the whole Dutch.

Location: Amsterdam, Arena.

Objectives: to evoke awareness in the Dutch community towards the situation of the people in Japan; to raise funds to help Japan in time of need; to attract the attention of the world through television registration and recruit new donors, email contacts, etc.

Budget: up 100,000 to 200,000 euros.

48

Alphaomega_Renault Motorshow 2010

9-11-2011

15:10

Pagina 49

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[fair]

Renault Motorshow 2010 Renault was the protagonists of the thirty-fifth edition of the Bologna Motorshow. The objective was to point out the Renault dynamic appearance at motor show, inviting fans to try the various models. The Motorshow was thus transformed into a huge test-drive where one could choose to experience a brake test accompanied by professional drivers in the sporting area, or test the anti-skid steering equipment, or participate in a mini-course to discover how to reduce the consumption of one’s vehicle to its minimum. The world of electric cars was also unveiled at Renault ZE by booking a test drive in Electric City, Hall 30. Results: 13,546 carried out;16,933 registered leads; 200 m3 of

wood; 9,214 mq of exhibition space; 29 vehicles exhibited;1 vehicle on its world premier;1 vehicle on its national premier; 146 staff involved; 6,484 sporting braking actions in the Giordini Area; 24,960 cones ‘doged’ in Area 4Control; 34,260 tricks.

[ DATA SHEET] Country: Italy.

Organizer: Alphaomega.

Membership: AssoComunicazione - Event Department, APA (Airport Promotion Agencies).

Client: Renault Italia.

Date: December, 2nd-12th, 2010.

Target: Motorshow visitors.

Location: Bologna Fair.

Objectives: to link the exhibition set up to ‘Eco’ and ‘Zero Emissions’ concepts, emphasizing in particular, ‘environmental’ properties.

Budget: up 500,000 to 1,000,000 euros.

49

Fieldwork_Sandvik Coromant IMTS Paint Chicago Yellow

9-11-2011

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15:13

Pagina 50

[fair]

Sandvik Coromant Imts ‘Paint Chicago Yellow’ The creative concept had to be in line with Sandvik Coromant global brand communication concept: ‘Smart’. ‘Think smart, work smart, earn smart’. Sandvik Coromant always works after the device ‘Your success in focus’ (customer). With the Sandvik Coromant color yellow (from logo), the objective was to make all Chicago smart, and then ‘paint Chicago yellow’. All famous buildings in Chicago were displayed at the stand in 30 feets high buildings, 100% made from recycled paper. ‘The road to success’ was made through the city (also the Atl communication concept taken from the event concept). The road leading to a cinema showing

company and product presentations in a hologram format. A park ‘Productivity Park’ with artificial grass but real plants and trees, with bird song from hidden speakers. In the park the clients met SC professionals to demo and speak. 40.000 yellow bags were handed out. Attendees at Imts experienced Sandvik Coromant, everywhere they turned around. Results: all goals achieved and exceeded as to business goals, clients and prospects. A questionary sent to 94 people from 12 different countries working with the Imts fair shows reported everyone’s agreement on a strong impression. The ‘Yellow City theme’ was used again in Hannover in September 2011.

[ DATA SHEET] Country: Sweden.

Organizer: Fieldwork.

Membership: 27Names.

Client: Sandvik Coromant Sweden.

Date: September 2010.

Target: public, customers.

Location: McCormick Place, Chicago.

Objectives: to clearly confirm market leadership on the US market.

Budget: up 300,000 to 400,000 euros.

50

Jung von Matt_I AM PHOTOKINA

9-11-2011

15:15

Pagina 51

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[fair]

I Am Photokina Following Nikon’s brand claim ‘At the heart of the image’, the entire booth was based on pixels: making the world of digital photography become alive. At the heart of the booth the Nikon Keycube (connected with a Led wall), a ‘Mega Pixel’ offering interactive product and brand experiences. In line with the ‘I Am Nikon’ campaign, visitors could generate pictures from themselves, adding a personal ‘I Am…’ insert. The

pictures were transmitted via a big pixel waterfall to finally became alive on the Led wall. The pictures also could be uploaded directly to flickr. Results: Nikon attracted more visitors than all other competitors together, strongly exceeding visitor's expectations; more than 1,300 visitors participated in the ‘Photobooth’; more than 1,100 visitors used the flickr upload link.

[ DATA SHEET] Country: Germany.

Organizer: Jung von Matt/relations GmbH. Client: Nikon Europe.

Date: September 6th-26th, 2010.

Target: fair visitors.

Location: Photokina 2010, Cologne.

Objectives: to surprise visitors and competitors with the booth and communication concept, which needed to be seen clearly advanced in respect to previous years and as the leading brand at Photokina.

Budget: up 1,000,000 to 5,000,000 euros.

51

SINERGIE_Salone del Risparmio 2011

9-11-2011

15:18

Pagina 52

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[fair]

Salone del Risparmio 2011 Salone del Risparmio is an international happening and represents Italy’s most important event entirely dedicated to asset management industry. The first two days are reserved to the people working in the industry, focused on discussing in depth the main topical issues of this business. On the third day, the Salone opens to the public: private investors, students and citizens. This second edition of Salone del Risparmio was an incredible success: over 9,000 participants, more than 100 registered journalists, 88 conferences, 100 sponsors and the presence of all the major stakeholders in the market. The event organization involved an eightmonths project to put in place a perfectly planned system that coordinated the massive flow of visitors,

met the exhibitors’ requirements and provided adequate services to welcome all guests. Results: the fair doubled 2010’s numbers, both in terms of visitors and quantity and prestige of sponsors, and experienced an impressive growth also in mediatic eco and importance of themes and personalities attending the event.

[ DATA SHEET] Country: Italy.

Organizer: Sinergie.

Membership: AssoComunicazione - Event Department.

Client: Assogestioni.

Date: April 6th-8th, 2011.

Target: private investors, students, citizens, institutions, press.

Location: Milano, Bocconi University, Grafton Building.

Objectives: to promote the exchange of information and the development of commercial relationships within the market, as well as to strengthen the identity of the asset management industry and contribute to its growth.

Budget: up 400,000 to 500,000 euros.

52

BENG!_Ballast Nedam Innovation Day 2010 Internal Eventok

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9-11-2011

15:21

Pagina 53

[green event]

Ballast Nedam Innovation Day 2010 | Internal Event To sell relevance and commitment - measured in entered ideas - a proud, innovative and 100% green event was organized to convince employees that market demand made BN’s transition inescapable, build self esteem by showing how innovative BN already is, give a ‘taste’ on how green innovative thinking can be exciting and provide an activation outlet. The setting was an interactive Innovation Square, where product developments from durable employee ideas were displayed. At the main stage, a tv talk show host

received ‘the market’, instilling the sense of inescapability of BN’s transformation, and translating this ‘academic concept’ to the ‘hands-on builders’ in the audience. Afterwards sub sessions awaited, designed around BN innovation themes, for everyone to ‘taste’ their role in BN’s exciting future. Back at main stage, the Innovation Awards were handed out, with a live vote for the People’s Choice Award. Finally, Intranet app Tok was launched with strong encouragement from BN’s Ceo to use it.

[ DATA SHEET] Country: Netherlands.

Organizer: Beng! Amsterdam.

Client: Ballast Nedam.

Date: November 11th, 2010.

Target: 4,000 employees.

Location: Rotterdam, Van Nelle Ontwerpfabriek.

Objectives: to support BN’s transition from builder into innovative developer of durable infrastructure. This entry describes ‘stage 1’ of a two year ‘rocket’: selling the transition’s relevance to 4K employees, changing their attitude to generate ideas, enabling ‘stage 2’: open innovation projects with clients.

Budget: up 200,000 to 300,000 euros.

53

FORTUM POWER AND HEAT AB_Ljusruset-The Light-Run

9-11-2011

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15:23

Pagina 54

[green event]

Ljusruset, The Light-Run During the winter, darkness reigns over Stockholm with only a few hours of daylight. The City of Stockholm work together with energy companies on lighting issues to light up dark and unsafe places. Running is one of the most popular sports and Stockholm citizens enjoy running in the evening all the year. So more light was needed for a running track to make it more accessible and safe during darker times. The idea was to let three running tracks in Stockholm compete for new or improved lighting - with attention from famous athletics.

Three running events were announced at the same time.

The running race ending up with the highest number of participants won new or improved lighting. Local athletic clubs were engaged to administrate the events. The idea was to create three very local events with local commitment but with a higher media impact also in social media. Results: the races were a big success with 7,592 competitors. Mention in 423 media clips, associations with both partners were very clear. Huge interactivity and internal activation. Over 1,880 Facebook likes. Stockholmers will enjoy a little brighter and safer jogging track in their neighborhood.

[ DATA SHEET] Country: Sweden.

Organizer: Minnesota Communication (event), Prime PR (pr and media) and Garbergs (graphics and creative idea).

Client: Fortum Power and Heat.

Date: April 14th, 2011.

Target: inhabitants in Stockholm and local athletic associations; energy consumers in the Stockholm region.

Location: running tracks in Stockholm region: Älvsjö, Hässelby and Järva.

Objectives: preference and appreciation of Stockholm region’s inhabitants; commitment of those who use the exercise tracks; local residents and members of sports clubs.

Budget: up 50,000 to 100,000 euros.

54

Creo_Dare to Dream - Gold Conference 2010

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9-11-2011

15:26

Pagina 55

[incentive / team building]

Dare to Dream, Gold Conference 2010 Dare to Dream. Crisis doesn’t exist for Oriflame consultants, who proudly keep on daring to dream about better results both for their professional growth and their company’s development. During the week, strong commitment by the management and best practices sharing: ‘they got it, I can do it!’. The Welcome Party opened the event creating an enthusiastic atmosphere: participants received big crayons to write down their dreams on cloud shaped canvasses. The goal

was to stimulate interaction and experience sharing. The week went on with Regional Conferences where the most important issues were discussed: products, strategies and motivation. Everything was characterized by the presence of ‘gold’. The message was clear: ‘If you want, your life can be covered by gold! Dare to Dream’: consultants who dare, can fulfill their dreams. A Gala Dinner full of special guests and 40 talented dancers performed in the biggest show of the week: the award ceremony of more than 2,200 consultants. Results: 12% of positive variation in 2011 compared with 2010 with a remarkable growth in the number of attendees.

[ DATA SHEET] Country: Italy.

Organizer: Creo.

Client: Oriflame Natural Swedish Cosmetics Stockholm.

Date: August 29th - September 4th, 2010.

Target: The best consultants.

Location: Malta, Granaries Square, Hilton Hotel, Mfcc Tent.

Objectives: to develop affiliation; to recognize the results achieved motivating everyone to be present the following year for a higher level award.

Budget: up 1,000.000 to 5,000,000 euros.

55

Egg Events_Building our future

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9-11-2011

15:28

Pagina 56

[incentive / team building]

Building our future The creation of a new community and new future begins from the simple, basic things. For this reason, the leaders of Ericsson Region Mediterranean had to really roll up their sleeves and, screwdriver in hand, were required to assemble tables and chairs to be used during the convention. The whole event was rich in technology, thanks to interaction design tools and an

experimental workshop of Ipad. An evocative cocktail on the set of ancient Rome in CinecittĂ Studios, a gala dinner and a fun karaoke contest were organized to make it an unforgettable evening.

[ DATA SHEET] Country: Italy.

Organizer: Egg Events.

Client: Ericsson.

Date: November 23rd - 24th, 2010.

Target: Ericsson mediterranean region managers.

Location: Rome, CinecittĂ .

Objectives: to create a Rmed community (Mediterranean Region); share and align management strategy; to share and witness a new leadership style; to create an unforgettable event for all participants.

Budget: up 100,000 to 200,000 euros.

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Global Events_REALE

9-11-2011

15:30

Pagina 57

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[incentive / team building]

Reale Focus on people for the morning meeting by creating a panel in the scene where all employees' pictures were shown. Thanks to an electronic system for registration which recognized their identity, the pictures were illuminated and projected while participants entered the meeting room. In addition, some employees participated in more than 12 videos used for the keynote, bringing dynamism and colours to the event, made the meeting really enjoyable and gave an extra value to speakers. In order to be involved in the presentation, the ceo of the company invited the guests to write down their wishes for the next years, and kept them in a time capsule, to be unveiled at next Convention to find out if they had been accomplished

or not. To make the most of themselves as a team, instead of inviting guests to a usual recreational activity, the 800 employees were transferred to a school and were all involved in the complete restoration.

[ DATA SHEET] Country: Spain.

Organizer: Global Events.

Client: Reale.

Date: June 17th, 2011.

Target: more than 800 employees.

Location: Madrid.

Objectives: to make the employees aware of their key role in the company; to present the objectives for the coming years getting employees to reflect on Reale social responsibility.

Budget: up 400,000 to 500,000 euros.

57

Up Partner_Coca Cola - RED Battle Of Execution

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15:20

Pagina 58

[incentive / team building]

Coca-Cola, Red Battle Of Execution An event based on a military concept. Coca-Cola Red Battle of Execution was designed to generate strong feelings amongst Coca-Cola employers. In partnership with the Portuguese Air Borne Commandos, a real active Military Base was used as stage. During three days, Coca-Cola and factory workers (Refrige) were welcomed and prepared for an intensive program that mixed team work, formation sessions (nine), combat and training missions, all in a fully and real military mood. The 600 people were surprised when Military Trucks pick them up instead the usual Luxury Bus. From that point on, they were divided into smaller commando units. Each unit was a brand of the companies (Coca-Cola, Coke, Minute Maid, Fanta, others) with a mission. All companies started as private soldiers and during the three days

they all had to show their value to achieve the Red Stripes and become real soldiers. The ‘guns’ were market plans to 2011, details and strategies, the ‘enemy’ were market’s competitors.

[ DATA SHEET] Country: Portugal.

Organizer: Uppartner.

Membership: 27Names.

Client: Coca-Cola Portugal.

Date: January 2011.

Target: Coca-Cola Company (600 people).

Location: Lisbon, Coca-Cola Portugal.

Objectives: to create an incentive sales program, and make the annual sales convention at the same time; to increase sales and motivate workers with strong memories.

Budget: less than 50,000 euros.

58

AUDITOIRE_Alstom Top Managers Convention 2010

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9-11-2011

16:04

Pagina 59

[internal company event / convention]

Alstom Top Managers Convention 2010 Bearing out the trust of Alstom’s top managers was a crucial objective. It was a challenging time and in order to represent it, Alstom decided to hold its convention in the Swiss mountains: it was yet another obstacle to overcome, challenging times for performing teams.

During the plenary session a film starring ceo Patrick Kron was broadcasted, showing him as a leader of a climbing expedition. The managers took several workshops which encouraged them to analyze and solve together, the company’s issues. A fine dinner at

Château de Chillon followed. The next day was devoted to team-building activities in the mountain, with an expedition based on technics of alpinism where the managers had to find pieces of the Alstom flag, making them feel they belonged to the company. Results: extremely positive feedback from the managers. The convention improved Alstom’s motivation and the main management was highly satisfied.

[ DATA SHEET] Country: France.

Organizer: \Auditoire.

Client: Alstom.

Date: October 2010.

Target: World Top Managers and all Alstom employees.

Location: Montreux (Ch).

Objectives: to reassure managers about Alstom’s future; to reassert Alstom’s strength; to inspire with workshops and rewarding activities; to take up the challenges set by competitors; to highlight team spirit and performance.

59

BENG!_Ballast Nedam Innovation Day 2010 Internal Eventok

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9-11-2011

16:07

Pagina 60

[internal company event / convention]

Ballast Nedam Innovation Day 2010 | Internal Event To sell relevance and commitment, measured in entered ideas, a proud, innovative and 100% green event was organized to convince employees that market demand made BN’s transition inescapable, build self esteem by showing how innovative BN already is, give a ‘taste’ on how green innovative thinking can be exciting and provide an activation outlet. The setting was an interactive Innovation Square, where product developments from durable employee ideas were displayed. At the main stage, a tv talk show host

received ‘the market’, instilling the sense of inescapability of BN’s transformation, and translating this ‘academic concept’ to the ‘hands-on builders’ in the audience. Afterwards sub sessions awaited, designed around BN innovation themes, for everyone to ‘taste’ their role in BN’s exciting future. Back at main stage, the Innovation Awards were handed out, with a live vote for the People’s Choice Award. Finally, Intranet app Tok was launched with strong encouragement from BN’s Ceo to use it.

[ DATA SHEET] Country: Netherlands.

Organizer: Beng! Amsterdam.

Client: Ballast Nedam.

Date: November 11th, 2010.

Target: 4,000 employees.

Location: Rotterdam, Van Nelle Ontwerpfabriek.

Objectives: to support BN’s transition from builder into innovative developer of durable infrastructure. This entry describes ‘stage 1’ of a two year ‘rocket’: selling the transition’s relevance to 4K employees, changing their attitude to generate ideas, enabling stage 2: open innovation projects with clients.

Budget: up 200,000 to 300,000 euros.

60

CIRC_Strong Characters...Ex. Convention 2011

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11-11-2011

15:22

Pagina 61

[internal company event / convention]

Strong Characters. Stronger Together.

Senior Executive Convention 2011 They move as if on command, like a single organism.

And yet it seems there’s no obvious leader directing them: Swarms. Can humans learn from the birds and the fishes? Can their unique capacity for collective, nonhierarchical self-organization be a model for a new corporate culture at Continental? These questions were the starting point of a unique event format firmly based on the inspiring and persuasive power of one’s own experience. The opening: One of the largest warm experiments and a direct experience on how swarm

principles can unleash potential and strength when applied to people. An Open Space of Ideas, which applied the swarm concept to a business context and bonded participants into a cross-divisional, creative network, supported by an innovative IT network tool. A literal ‘bonding’ finale in the truest sense of the term, during which the emotion and team spirit of eleven young footballers was conveyed directly to the executives. Results: 92% of the paper-surveyed participants rated the event an absolute success.

[ DATA SHEET] Country: Germany.

Organizer: Circ GmbH & Co. kg.

Client: Continental AG. Date: February 15th-16th, 2011.

Target: top senior executives.

Location: Hannover.

Objectives: Continental is striving to bring about a change in corporate culture, a new quality of cooperation cutting divisional and hierarchical boundaries. As a kick off of this change process, the Sec seeks to create positive consensus on this cultural change from its top 300 senior executives.

Budget: up 500,000 to 1,000,000 euros.

61

CONCEPT X STRATEGISCHE_European Business Forum

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9-11-2011

16:13

Pagina 62

[internal company event / convention]

European Business Forum After the opening of the Ebf with a Bbq-Academy in the evening before, all participants were given tickets and assigned seats for the second day's location in advance. Due to the size of the hall, guests seemed somewhat lost, and the distances between people were soon apparent, just as so often in everyday business.

This feeling was taken up by the welcoming speech and all were invited up on stage, as everyone present was a key player in Basf. As kick off the theme was then illustrated with a keynote speech: "From a solo to a symphony - what a company can learn from an orchestra". This was followed by the workshops. The

developed format produced striking results in a short space of time, and the next group could directly build on it. The presentation of the results took place on stage behind the closed curtains that opened at the end to reveal the theatre filled with visitors. The surprising applause for the actors visibly moved all the managers!

Results: ‘connecting for success’ at its best! Beginning with the Bbq-Academy, a start with irritation, a perfect keynote, unique workshops, a good orchestration until a perfect ending. The result was a think tank par excellence! A powerful, emotional and successful workshop. Simple, Good, Efficient!

[ DATA SHEET] Country: Germany.

Organizer: concept X. Membership: 27Names.

Client: Basf.

Date: February 1st-2nd, 2011.

Target: Staff and managers.

Location: Congress Forum Frankenthal.

Objectives: to exchange professional expertise; to generate new ideas; to maintain the business network.

Budget: up 100,000 to 200,000 euros.

62

CREO_Dare to Dream - Gold Conference 2010

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9-11-2011

16:17

Pagina 63

[internal company event / convention]

Dare to Dream, Gold Conference 2010 Dare to Dream. Crisis doesn’t exist for Oriflame consultants, who proudly keep on daring to dream about better results both for their professional growth and their company’s development. During the week, strong commitment by the management and best practices sharing: they got it, I can do it! The Welcome Party opened the event creating an enthusiastic atmosphere: participants received big crayons to write down their dreams on cloud shaped canvasses. The goal

was to stimulate interaction and experience sharing. The week went on with Regional Conferences where the most important issues were discussed: products, strategies and motivation. Everything was characterized by the presence of ‘gold’. The message was clear: ‘If you want, your life can be covered by gold! Dare to Dream’: consultants who dare, can fulfill their dreams. A Gala Dinner full of special guests and 40 talented dancers performed in the biggest show of the week: the award ceremony of more than 2,200 consultants. Results: 12% of positive variation in 2011 compared with 2010 with a remarkable growth in the number of attendees.

[ DATA SHEET] Country: Italy.

Organizer: Creo.

Client: Oriflame Natural Swedish Cosmetics Stockholm.

Date: August 29th - September 4th, 2010.

Target: The best consultants.

Location: Malta, Granaries Square, Hilton Hotel, Mfcc Tent.

Objectives: to develop affiliation; to recognize the results achieved motivating everyone to be present the following year for a higher level award.

Budget: up 1,000.000 to 5,000,000 euros.

63

DECHESNE & BOERTJE_Unilever Benelux Exp. 2011ok

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9-11-2011

16:21

Pagina 64

[internal company event / convention]

Unilever Benelux Experience 2011 'A date with the Planet' Ube is both informative and interactive. The company’s new strategy of halving its footprint needed to be experienced. Employees followed a green trail during the day, gradually raising awareness of the need for a change. A huge globe made from Unilever packaging waste in the entrance was the first wake-up call. The surrounding white projection screen showing a film about a dying planet clearly stressed the need for change. Possibilities and challenges of the Plan were discussed with key speakers, ceo and the audience. At

lunch, employees experienced how 60% of the world’s population lives with just one cup of rice. A harrowing contrast with the 40% tucking into a Vip lunch.

Unilever’s commitment to the Wfp’s Red Cup Campaign was clarified. Interactive workshops activated and inspired staff to reduce their own footprint at work or at home. The ceo entered the wrap up-session at full speed in the latest hybrid car, demonstrating the company’s positive and fun attitude towards its strategy.

[ DATA SHEET] Country: Netherlands.

Organizer: Dechesne & Boertje.

Client: Unilever Benelux.

Date: January 25th, 2011.

Target: employees from the Netherlands and Belgium, 750 guests.

Location: Zeelandhallen Goes, Netherlands.

Objectives: to get the sales and marketing force at Unilever Benelux ready and motivated for the company’s global strategy to double the size of the company while reducing the environmental impact; to raise their awareness.

Budget: up 200,000 to 300,000 euros.

64

DENIS&CO_MMA celebrates its employees ok

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9-11-2011

16:23

Pagina 65

[internal company event / convention]

MMA celebrates its employees The event was inspired by Mma's core values and its idea of ‘community’ (one of Mma's priorities). Before, during, and after the event, everything was designed to maximize social cohesion and interactivity. In the tradition of popular festivals, more than 250 artists were mobilized, offering spectacular performances and fun, interactive entertainment involving the guests (giant flashmob, athletic feats, street artists, company

talent, team contests etc.). The day wrapped up with an exclusive concert by Yannick Noah. Results: participants commented on the site about the enormous success of the event. The event succeeded in unifying the members of the Mma community. This special day of encounters and exchange allowed participants to reinforce their professional ties and to move forward with renewed energy.

[ DATA SHEET] Country: France.

Organizer: Denis&Co. Client: MMA. Date: June 24th, 2011.

Target: employees, agents and partners.

Location: France, Le Mans.

Objectives: to offer a great example of a successful brandbuilding initiative for employees, agents, and partners. Mma chose the symbolic MMArena to illustrate its new slogan ‘the 1st social network for insurance’ with its employees and partners.

65

HAGEN INVENT_Hmi jat 2011ok

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9-11-2011

16:25

Pagina 66

[internal company event / convention]

HMI Jat 2011 Consistent with the overall optimistic mood within Hmi, ‘Ready for take-off’ was chosen as the motto for the Kick-Off Meeting at the Frankfurt Festival Hall attended by Hmi’s most successful employees.

Conforming with the event motto, the kick-off meeting was planned around the creative concept of an aircraft carrier, symbolizing the parent company Ergo, and spectacularly presented as the base of Hmi’s top-notch ‘aviators’. The detailed event concept, matching the theme to perfection, and the stage setting with a 68-meter screen for film presentations, converted the festival hall into the deck of an aircraft carrier. The entire program, with motivational

speeches, award presentations to Hmi’s top sales people, and various theme-oriented show acts maintained a successful balance between information and emotion. The event motto ‘Ready for take-off’ ran as a common thread through all details and stages of an emotionally charged, highly motivational and identity-establishing event. Results: the event concept strongly touched the nerve of the target group.

Conforming precisely with Hmi’s central values performance, respect, responsibility and fun - the impressive showcasing of the event motto successfully boosted team spirit and the aspiration to maintain high levels of performance.

[ DATA SHEET] Country: Germany.

Organizer: Hagen Invent GmbH & Co. Kg. Client: Ergo Lebensversicherung.

Date: January 21st, 2011.

Target: 3,000 of Hmi’s most successful employees and partners.

Location: Frankfurt.

Objectives: to reward excellence; to boost employee moti-

vation; to create an optimistic outlook on the future and a high degree of identification with Hmi, while strengthening the feeling of togetherness and recounting company strategy and developments in 2011.

Budget: up 1,000,000 to 5,000,000 euros.

66

k-events_5th anniversary of Metinvest

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9-11-2011

16:52

Pagina 67

[internal company event / convention]

5th anniversary of Metinvest 220 members of the production staff, 107 artists from 8 countries, a floating theatre built ad hoc covering 2,000 sq.m. and 10,000 sq.m. The convention for the 5th anniversary of the Metinvest group was held on a floating location built ad hoc near the Kirsha Training Centre. A six minute 3D video introduced the key factors of Metinvest’s success, followed by the institutional speeches by the ceo and the President of Scm Holding.

Then the floating structure magically opened on the

water and a show started. It was subdivided into five acts and inspired by Metinvest values: fireworks and flames to enhance the element of the earth and the tradition of the Group; watergames for the element of nature and sustainability; aerial choreographies for the value of human beings and leadership; the Metinvest logo was represented by a spectacular human choreography. An after-party event followed in the garden, including dinner and firework shows until late at night.

[ DATA SHEET] Country: Italy.

Organizer: K-events.

Client: Metinvest Group.

Date: June 18th, 2011.

Target: international network of employees and buyers of the Metinvest group.

Location: Donetsk, Ukraine.

Objectives: to celebrate the values, identity and vision of a Group that in five years has achieved a great success at international level and define future strategies and objectives.

Budget: up 1,000,000 to 5,000,00 euros.

67

INSGLÜCK_Evening Event at the conference InvestmentAktuell 2011ok

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9-11-2011

16:55

Pagina 68

[internal company event / convention]

Evening Event at ‘InvestmentAktuell 2011’ ‘Life Dreams’ was the natural continuation of Union Investment’s current marketing campaign. The production presented characteristic themes from each period of life in emotional, memorable ways. Because one thing is clear: Union Investment provides their customers and partners with reliable companionship through every phase of their lives. First, a media production transported the guests into a fantasy world via the Blue Door which, in the campaign, symbolized entering a new stage of life. Realistic

impressions of different phases of life were transformed into finger-painted symbols and pictures until a sand artist took up this thread and carried it further. She created brilliantly evocative metaphors with the sand becoming a visual symbol for advancement along the path of life. The intensity of the performance raised with each of the subsequent live acts. People in each phase of life portrayed the life themes belonging to their generations.

[ DATA SHEET] Country: Germany.

Organizer: insglück Gesellschaft für Markeninszenierung mbH. Client: Union Asset Management Holding.

Date: May 19th, 2011.

Target: partner banks.

Location: Frankfurt.

Objectives: to thank partner banks for their dedication and strengthen their ties to Union Investment while reinforcing Union’s position as a competent partner in fund management; to convey new ideas and create stronger brand associations.

Budget: up 200,000 to 300,000 euros.

68

Creativity attracts big animals.

Thanks for the awards in 2008, 2009, 2010 and 2011.

www.insglueck.com

SISTEMAS DE COM. PUNTUAL Y MKT ESP._Technology and value creation ok

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9-11-2011

16:58

Pagina 70

[internal company event / convention]

Technology and value creation. The future is in your hands Due to the client’s need to visually transmit a great deal of information, the event focused on the contents through a 45 minutes audiovisual production with very elaborate scripts and images projected during the three hours of the event. The idea was to incorporate the videos into the scenography, simulating a large, ‘pixellated’ image, with the large screen at the centre visually representing the evolution in a technological setting. The event took place in an auditorium for 800 people and it was broadcast live in high definition in six European countries. The audiovisual production

took three months to make, with filming, 2D and 3D Motion Graphics, treated like a tv advert, focused on conveying the fact that Repsol is in an environment of constant technological change and that the future is in everyone’s hands.

[ DATA SHEET] Country: Spain.

Organizer: SCP, Sistemas de Comunicación Puntual.

Client: Repsol - Executive Marketing Department Europe.

Date: March 24th, 2011.

Target: employees (service stations, direct sales, lubricants and specialities); marketing Italy and Portugal.

Location: Madrid.

Objectives: to inform 2,000 marketing employees of the new strategy, inspired by technology and value creation, at times of important changes in the petroleum sector and with new ways of understanding energy and business.

Budget: up 500,000 to 1,000,000 euros.

70

WELCOME EVENT MKT_Danisco Business Forum, Spring 2011ok

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9-11-2011

17:01

Pagina 71

[internal company event / convention]

Danisco Business Forum, Spring 2011 To meet the parameters of business meeting, the concept of bringing together successful peers who’d seen it all and immersion in a New and challenging environment, the idea of the venue for the gathering was developed. Where could this be done? In a camp for senior, conference-hardened attendees in magnificent location; a determined client; an intelligent audience and the surprise-effect. Delegates were only informed of a castle location and casual, outdoor dress code. A closed castle enhanced the surprise of the neat, white, sheltered campsite when it came into view as delegates paddled across the lake on arrival. Luxury 2 man tents became bedrooms; A hard sided bespoke tent became a fully equipped meeting forum & dining

hall; An open sided tent became the fire lit social venue. Team challenges: making inventive pieces of film guided by real film-makers; physical/mental tasks set by ex-military specialists.

[ DATA SHEET] Country: Denmark.

Organizer: Welcome Event Marketing.

Client: Danisco.

Date: May 4th - 6th, 2011.

Target: executive management, 60 international executives.

Location: Gisselfeld Castle, Denmark.

Objectives: to provide a practical business forum for a regular assembly but uniquely; to build an experience of memorable singularity; to immerse delegates in an environment so together they could work, share & leave with a strong and long-lasting memory.

Budget: up 400,000 to 500,000 euros.

71

DESAFIO GLOBAL ATIVISM EDP_35th birthday Energia Douro Concert ok

14-11-2011

9:44

Pagina 72

[musical event]

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th 35

EDP's birthday ‘Energia Douro Concert’ For a long time Edp challenged its agency to create a once-in-a-lifetime experience to celebrate the company’s importance and generate awareness in its social and environmental concerns. But for its 35th birthday, when the long-awaited new logo designed by Stephan Saigmeister was revealed, the challenge was simple: to achieve the impossible. Many tried - and failed - to create a floating stage in the treacherous Douro waters but some memorable shows were also created in improbable settings, for example concerts set on a dam and in a cave. Partnering up with Sic tv channel for a live broadcast, the stakes were even higher and, after 3 months of production, one of the most magical concerts in portuguese history took place in a 600 square metres

stage, crafted by a team of 250 men and witnessed live by 50,000 people and Vip guests, both on the stage and on a two-storey boat in front of it. The concert was seen by 50,000 people and a million people tv audience, resulting in a massive media coverage and show reairing. With a potential return of 4,810,421 euros in editorial spaces and advertising, Edp's birthday was hailed as the event of the year.

[ DATA SHEET] Country: Portugal.

Organizer: Desafio Global Ativism SA. Client: EDP - Portuguese Electric Power Company.

Date: June 16th (3 days): transport from Lisbon to Porto; June 20th (10 days): floating stage set up, June 30th: floating stage river placing and securing, show rehearsals and promotion of the event, July 1st: live event.

Target: national audience via live-tv broadcast, EDP employees via intranet streaming, 150 Vips, 300 guests, 50.000 Oporto residents.

Location: Douro River, Oporto/Gaia.

Objectives: to celebrate Portugal biggest company’s 35th anniversary together with the whole country through a oncein-a-lifetime experience in an historical and symbolical setting; to present EDP’s new brand; to generate awareness for EDP’s sustainable policies, in particular for what concerns Douro river.

Budget: from 200,000 up to 300,000 euros.

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TMN_Festival Sudovest tmnok

9-11-2011

17:06

Pagina 73

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[musical event]

Festival Sudoeste tmn ‘Did you come to see, or to live it?’, this was the signature of the campaign to challenge festival-goers. It served as the basis for creative pieces whose purpose was to illustrate the fantastic experience to live SWtmn.

The Sudoeste tmn is the biggest summer festival in Portugal at its 15th edition. It is a unique festival because it goes far beyond music concerts - the duration, location and the possibility of camping for festival-goers are attractive to make new experiences. Tmn various activities at the festival: Eco Action tmn (collection of cups and plastic bottles and delivery to kiosks Eco with Ecotmn coins in return to exchange for beer, animations

and gifts); tmn zone (battery charging); star parade; blindrace Sms, flirt zone; briefing bonding band; test singalong Alentejo Stage tmn (projections stage); animations stage (T Dance, singalong Alentejo, Mr Moche). Results: about 40,000 people per day were impacted and a 159% Rate of Return on the investment.

[ DATA SHEET] Country: Portugal.

Organizer: Música no Coração.

Client: tmn.

Date: July 31st - August 8th, 2010.

Target: 15-30 years old.

Location: Zambujeira Mar - Alentejo.

Objectives: to get closer to the young people, a very important target for the telecommunications market.

Budget: up 500,000 to 1,000,000 euros.

73

Auditoire_Launch of the new vitaminwater xxx flavour

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9-11-2011

17:12

Pagina 74

[product / service launch]

Launch of the new vitaminwater xxx flavour In order to surprise everyone once again, the event was held in a very unexpected, exotic place, matching the flavour’s name: xxx. A sexy content in a glamorous, fiendish place : Les Chandelles, a swapping club.

Hostesses and DJs girls in alluring underwear, pole dance dancers, a robot asking sexy questions… Here was the mix of all three parties : first one for Vips invited to dinner, second one for 150 opinion leaders and third one for journalists and general public. In top of that, a partnership

was signed with the Passage du Désir love store, outing a set with a sextoy and a bottle of vitaminwater xxx. Results: 450 persons for the three parties; numerous press publications; a wide echo on the internet.

[ DATA SHEET] Country: France.

Organizer: \Auditoire.

Client: Glaceau - vitaminwater.

Date: April, 19th and 26th ; May, 3rd 2011.

Target: opinion leaders, journalists, bloggers and general public.

Location: Paris.

Objectives: to rally the vitaminwater community; to continue the dialogue with the opinion leaders who saw the two popup bars; to amaze again and again with an unexpected operation; to grow the ‘it-drink’ image stronger.

74

HAGEN INVENT_Cabrio Days Volkswagen Forum 2011

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9-11-2011

17:14

Pagina 75

[product / service launch]

Cabrio Days, Volkswagen Forum 2011 The creative event concept was the perfect staging of a relaxing summer day amongst friends with the Golf convertible, starting with breakfast on a terrace, continuing with a convertible driving experience and ending with a brand and product show at sunset followed by a kitchen party amongst friends at night.

The pivotal element of the event was the inspiring feeling solely associated with the icon Golf convertible: the unique ‘Cabrio (German for convertible) feeling’ (the claim and the golden thread running through the entire event) and the partnership experienced with the Volkswagen group were to be tangible during every minute of the Cabrio Days event, in every detail of the

event, in every location, dramaturgically, emotionally, aesthetically and architecturally, systematically reflected in the key visual, a stylized wafting red scarf. An emotionalizing product launch and Volkswagen brand experience, a perfect summer day amongst friends.

[ DATA SHEET] Country: Germany.

Organizer: Hagen Invent GmbH & Co. Kg. Client: Volkswagen.

Date: May 16th-20th, 2011.

Target: 1,600 national principals of Volkswagen dealerships.

Location: Dresden.

Objectives: to create an emotional product launch and brand experience in order to increase dealers’ enthusiasm, motivate them and consolidate their loyalty and identification with the brand, while giving them an opportunity to communicate and exchange ideas with business partners.

Budget: more than 5,000,000 euros.

75

La 5ª S.L._Unilever's Innovation Fai

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9-11-2011

17:17

Pagina 76

[product / service launch]

Unilever's Innovation Fair The mission was to surprise Unilever’s clients.

Attendees to the event expected a conventional conference with figures and new products announcements and after that a fun group activity as each year. They did not expect to be amazed while discovering Unilever’s novelties. They were invited to pass into a very comfortable living room where lectures were hold. After lectures, during the coffee break, attendees were interrupted by a strange character who invited them to pass into a magical world, individually and barefoot: Unilever’s Home. A group of artists, anthropologists and philosophers created an individual show for spectators in a 35 minutes labyrinth experience. The labyrinth had inhabitants in several rooms devoted to a specific Unilever’s brand and their

innovation messages: Skip, Knorr, Lipton, Magnum and Pond’s. Each room appealed to the traveller’s senses, memories and feelings. Attendees were moved and happy! Results: allowing Unilever’s clients to live a show created ad hoc for them was considered ‘spectacular’ and ‘wonderful’. The labyrinth moved their emotions and proved that this way of experimental marketing is really enjoyable and can win the hearts of consumers better than other marketing ways.

[ DATA SHEET] Country: Spain.

Organizer: La 5a.

Client: Unilever.

Date: January 2011.

Target: Unilever's major distributors clients.

Location: Madrid, The Market.

Objectives: to promote Unilever’s main product novelties to its major customers in a surprising way, bringing clients closer to the products with their senses and appealing to memories and feelings that products evoke; to make their clients not to forget this experience for a long long time.

Budget: up 100,000 to 200,000 euros.

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Metzler Vater_BMW X3 Games

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11-11-2011

15:25

Pagina 77

[product / service launch]

BMW X3 Games Out of 15,000 registrations, 52 teams consisting of three members each (with participants from 19 European countries speaking 25 different languages in total) were gathered and finally travelled to Geneva. 29 international media cooperations with selected newspapers, magazines, online platforms and radio stations were agreed to support one team each. The event was split up in six single disciplines. On day 1, the event started with a 14 km run and a round of golf in Gross Stableford format.

On day 2, the teams moved on to Chamonix/Mont Blanc (near Geneva) for the ski giant slalom before showing their driving ability on the Bmw X3 Parcours. On day 3, the athletes mastered a challenging course on Bmw Cross Country Mountain Bikes and boarded BĂŠnĂŠteaus First Class 7.5 Yachts for a regatta on Lake Geneva. In addition,

a creative task had to be completed even if it did not enter into the overall competition. At the closing ceremony, the winning team won three all-new Bmw X3. Results: the emotions related to the Bmw X3 were fully addressed by the multi-sports-competition. E.g., the winning photos of the creative task showed that the message reached participants. The participants' community created after the shared experience was an evidence of the same.

[ DATA SHEET] Country: Germany.

Organizer: Metzler : Vater GmbH. Client: BMW. Date: April 27th - May 1st, 2011.

Target: sports lovers, athletes.

Location: Lake Geneva and Chamonix/Mont Blanc (France and Switzerland).

Objectives: the event focused on the experience quality of the new BMW X3. It emphasized on experiential marketing and strongly aimed at emotion with the four BMW pillars: joy, dynamics, challenge and aesthetics.

Budget: up 500,000 to 1,000,000 euros.

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Metzler Vater_Pavillon 21 MINI Opera

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9-11-2011

17:31

Pagina 78

[product / service launch]

Pavillon 21 MINI Opera Space The Pavillon 21 Mini Opera Space turned the Marstallplatz in Munich into a meeting place for creativity. An architecturally striking building, designed by architects Coop Himmelb(L)au, was the stage for an exceptional cooperation between the Bavarian State Opera and its main sponsor Mini. Following the motto ‘Creative Use of Space’, an overall concept for Mini was developed. A great number of cultural events - from music to theater, from fashion to performing arts - took place. One of the main highlights was the ‘Mini Fashion Theater’, a unique blend of stunning fashion show and dramatic theater performance, as well as the exclusive German premiere of the special model ‘Mini Inspired by Goodwood’, and ‘Mini in Concert’ with British top acts Hurts and The Ting Tings. Additional events such as the

‘Mini Drive-In Cinema’ in Mini convertibles, the ‘Mini Music Lounge’ with top DJs Ricardo Villalobos and Paul van Dyk, and the wellness event ‘Mini Yoga’ completed the concept. Results: due to both its central location in the heart of Munich and its exceptional concept, the Pavillon 21 Mini Opera Space gained a high level of attention towards the building and the cultural program. Every event counted a constant high number of 400 visitors who got into touch with the Mini brand.

[ DATA SHEET] Country: Germany.

Organizer: Metzler : Vater GmbH. Client: MINI (BMW Group).

Date: May 28th - June 21st , 2011.

Target: urban community.

Location: Munich, Marstallplatz.

Objectives: to strengthen the integrative factor of the MINI brand.

Budget: up 500,000 to 1,000,000 euros.

78

Realizar Worldwide Events_ZON HUMAN LCD

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9-11-2011

17:34

Pagina 79

[product / service launch]

Zon Human Lcd Inspired by the mystique of the football organized supporters and with the objective of promoting the involvement of football fans, a dedicated choreography was designed, with 1,300 volunteers and Zon employees, creating the first Portuguese human Lcd.

Using the colours of Portugal (green, red and yellow) the choreography included more than 65 pictures and symbols inspired by the anthems associated to football.

The human logo ended with a huge Zon logo advertising the client’s brand.

[ DATA SHEET] Country: United Kingdom.

Organizer: Realizar Worldwide Events.

Client: Zon. Date: June 2010.

Target: tv viewers.

Location: Lisbon, Jamor Stadium.

Objectives: to promote Zon as the broadcaster responsible for showing the 64 matches of the World Cup 2010, live and in high definition. The human Lcd purpose was to serve as a launching pad for the support campaign of the Portuguese Football Team and to promote Zon as a leader in high definition and 3D. Budget: up 50,000 to 100,000 euros.

79

Deutsche Post AG_E-Postbrief Launch Events

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9-11-2011

17:37

Pagina 80

[product / service launch]

E-Postbrief Launch Events The E-Postbrief (online letter) was launched in July 2010. A Germany-wide cross-media campaign was run over the span of several months. The centerpiece was a tv commercial. Both events were designed to leverage on the familiar look and feel of the tv commercial and turn it into a brand-immersive 360-degree experience by using multi-media elements and live entertainment. Like the hybrid E-Postbrief, which can be sent electronically or as a conventional letter, the event itself mixed the real with the virtual. The event space was divided into four zones or phases: the ‘dark’ internet world; an expansive ‘bridge’; the E-Postbrief portal; the safe and idyllic world as found in the tv commercial. These worlds were experienced one after the other by the guests. The event mix provided a well-worked balance between entertainment, a brief and

easily accessible informational bit and a ‘party’ setting.

The result was an atmosphere that was smart, fresh and innovative. Results: the events contributed to the overall success of the campaign; by November 2010 more than 100 major companies and public authorities became contract partners for E-Postbrief; approx. 1 million private customers registered.

[ DATA SHEET] Country: Germany.

Organizer: Uniplan GmbH & Co. Client: Deutsche Post DHL. Date: Oktober, 28th 2010; November 3rd, 2010.

Target: customers, prospects, governments, media.

Location: Berlin; Bonn.

Objectives: to position product and company at the vanguard of online communications as the setter of standards for binding, confidential and reliable web-based mail communication; to create a brand experience positioning product and company as innovative and fresh while promising traditional reliability.

80

VOK DAMS GROUP_Skoda World Dealer Conference

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9-11-2011

17:39

Pagina 81

[product / service launch]

ˇ

Skoda World Dealer Conference For the ‘Big Bang’ concept, one of Europe’s largest arenas, the O2 Arena in Prague, was not big enough. A new concept was necessary. The planners took seriously the keywords from the briefing, ‘surprising and fresh’, and designed a horizontal separation of the entire 2,500 sqm arena at a height of five metres. The virtual opening up of the ‘floor’ by pressing a button (within 2 –12 minutes!) became a powerful symbol of the brand’s new beginning and a commitment act at the same time, because the opening of the floor was symbolically triggered by a ‘Power Button’ that filled with energy generated by the

management’s statements and the corresponding ‘keys’ as well as by the powerful, acoustic interaction of 5,000 dealers. The presentation of the new showroom design was also impressive and authentic. An extra showroom was built, where all 5,000 invitees could walk inside, divided into groups, to experience the brand’s new look.

Results: for the follow-up of the event, the showroom, which will exist as a ‘lab’ for one year, might be the most important aspect. Overall, the concept with its fresh and dynamic implementation was exciting and unique even ˇ ˇ for Skoda - ‘The New Power of Skoda’!

[ DATA SHEET] Country: Germany.

Organizer: Vok Dams Agency for Events and Live-Marketing. ˇ Auto.

Client: Skoda Date: February, 10th - 11th, 2011.

Target: 5,000 dealers.

Location: Prague, O2 Arena.

Objectives: to present, before it is announced to the general public worldwide, the new strategy, logo, CI, showroom ˇ design and seven prototypes in the new Skoda design to all dealers at the same time.

Budget: more than 5,000,000 euros.

81

ALPHAOMEGA_Celebration of the 21st April-Roma amorok

9-11-2011

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17:43

Pagina 82

[public event]

Celebration of the 21st April, Roma Amor A celebration which embraced all forms of art: concert music, cinematic contributions, painting, sculptures, dance, and recitation. Architectural projections were also used, and light play, giving birth to a show which was both dream-like, and rich in emotions, creating optical illusions and emotive participation. With the performance of the Orchestra del Teatro dell’Opera, architecture came to life by means of the projections in which images ‘wrote’ the history. The atmosphere was enhanced by the performance of actors, with the recitation of Gabriele Lavia when

conceptual projections illuminated Augustan Forum. The decontextualization of the birth of Rome by using a location with clear historic reference, and a conceptual theme, allowed not to make banal a legendary moment such as the initiation of the Eternal city.

[ DATA SHEET] Country: Italy.

Organizer: Alphaomega.

Membership: AssoComunicazione - Event Department, APA (Airport Promotion Agencies).

Client: Roma Capitale.

Date: April 21st, 2011.

Target: Roman public and tourists.

Location: Rome, Foro di Augusto and Fori Imperiali.

Objectives: to celebrate the 2,764th anniversary of Rome foundation by utilizing a masterly play of lighting, cinematographic, architectural projections and music combined together.

Budget: up 50,000 to 100,000 euros.

82

AUDITOIRE_Lauch of the Tramway in Reimsok

9-11-2011

17:48

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Pagina 83

[public event]

Launch of the Tramway in Reims In order to rally everyone in a large, popular celebration, an awareness campaign preceded the launch in March, and shopkeepers were given a communication kit. An information campaign helped to recruit people in schools, sports and culture associations. On April, a wide march was organized, following the Tramway’s route up to a meeting point where the mayor met everyone.

People could follow the maiden trip for free, as associations organized activities all around the city. In the middle of the afternoon, the Mécanique Savante (giant machine) started its march across the city. At the end, an

original light show (Groupe F in a unique collaboration with La Machine) ended the celebrations. From April, 18th, a thank you campaign was displayed. Results: 175 publications (80 national) on press and tv.

[ DATA SHEET] Country: France.

Organizer: \Auditoire.

Client: Reims Métropole.

Date: March14th - May, 2011.

Target: people in Reims and the region, shopkeepers, partners.

Location: Reims, France.

Objectives: to rally every stakeholder in the metropolis; to encourage people to support and celebrate; to highlight the importance of being together; to thank people in Reims, shopkeepers, partners.

83

DESAFIO GLOBAL ATIVISM EDP_35th birthday Energia Douro Concert

14-11-2011

9:49

Pagina 84

[public event]

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EDP's birthday ‘Energia Douro Concert’ For a long time Edp challenged its agency to create a once-in-a-lifetime experience to celebrate the company’s importance and generate awareness in its social and environmental concerns. But for its 35th birthday, when the long-awaited new logo designed by Stephan Saigmeister was revealed, the challenge was simple: to achieve the impossible. Many tried - and failed - to create a floating stage in the treacherous Douro waters but some memorable shows were also created in improbable settings, for example concerts set on a dam and in a cave. Partnering up with Sic tv channel for a live broadcast, the stakes were even higher and, after 3 months of production, one of the most magical concerts in portuguese history took place in a 600 square metres

stage, crafted by a team of 250 men and witnessed live by 50,000 people and Vip guests, both on the stage and on a two-storey boat in front of it. The concert was seen by 50,000 people and a million people tv audience, resulting in a massive media coverage and show reairing. With a potential return of 4,810,421 euros in editorial spaces and advertising, Edp's birthday was hailed as the event of the year.

[ DATA SHEET] Country: Portugal.

Organizer: Desafio Global Ativism SA. Client: EDP - Portuguese Electric Power Company.

Date: June 16th (3 days): transport from Lisbon to Porto; June 20th (10 days): floating stage set up, June 30th: floating stage river placing and securing, show rehearsals and promotion of the event, July 1st: live event.

Target: national audience via live-tv broadcast, EDP employees via intranet streaming, 150 Vips, 300 guests, 50.000 Oporto residents.

Location: Douro River, Oporto/Gaia.

Objectives: to celebrate Portugal biggest company’s 35th anniversary together with the whole country through a oncein-a-lifetime experience in an historical and symbolical setting; to present EDP’s new brand; to generate awareness for EDP’s sustainable policies, in particular for what concerns Douro river.

Budget: from 200,000 up to 300,000 euros.

84

Global Events_Axe Boat!

9-11-2011

17:52

Pagina 85

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[public event]

Axe Boat!

The brand decided to continue with its strategy based on the naughty image. The event consisted in exclusive parties travelling along the Spanish Mediterranean coast on a branded vessel, synonym of endless and sensual nights. The Axe Boat was essentially a sailing Axe discotheque, delivering some of the most modern audiovisual shows with European top djs mixing beats in open waters. By holding a party

on a boat, it could be taken in the six chosen cities.

Only 250 lucky worthy men and sexy girls chosen among dozens of Axe girls would get the chance to go to the party. Results: even consumers who didn’t actually make it on the boat bragged online that they did, since the parties were so cool. On Facebook, 3,000 people (and 2,500 on Twitter) claimed to have attended when only 1.500 actually did.

[ DATA SHEET] Country: Spain.

Organizer: Global Events.

Client: Unilever.

Date: July 14th - 24th , 2011.

Target: 1,500 young men and women on holiday aged from 18 to 35 years. Modern urban people with a special care for fashion and nightlife and, most importantly, social network users.

Location: Spanish Mediterranean coasts: Barcelona, Palma de Mallorca, Ibiza, Valencia, Alicante, Málaga.

Objectives: to take the brand out of the supermarket shelves, ‘out in the street’, increasing its notoriety and give an image of a sexy ‘overall brand’.

Budget: up 100,000 to 200,000 euros.

85

JUNG VON MATTRELATIONS_The Cubanization of Germany

9-11-2011

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Pagina 86

[public event]

The Cubanization of Germany The goal for the Cuban original Havana Club rum was: to cubanize Germany. Following this motto, the product hero, the Mojito, was promoted not by a classic outdoor and campaign, but rather, by planting Mojito mint throughout Germany: on traffic islands, at bus stops, and even filling enormous fields with Cuban Mojito mint right in the middle of the cities. The target audience was able to harvest the mint directly on the spot. To ensure that everyone knew what to do with it, each mint plant came with a recipe by Cuba’s star mixologists attached to it.

This took the target group directly to a retail location for

the most essential Mojito ingredient: Havana Club Rum. The promotion campaign was accompanied by regional press and publicity to lead people to the mint plants.

Results: approximately 700,000 direct and 2 million online contacts created a rush on retail shops.

[ DATA SHEET] Country: Germany.

Organizer: Jung von Matt/relations GmbH. Client: Pernod-Ricard Deutschland.

Date: June 26th - July 17th, 2010.

Target: consumers.

Location: Public places in Berlin, Hamburg, Munich, Cologne.

Objectives: to bring people, especially the youngest, closer to the brand by showing them the cuban origin of the brand Havana Club.

Budget: up 100,000 to 200,000 euros.

86

JUNG VON MATTRELATIONS_The hairiest village of the worldok

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9-11-2011

17:59

Pagina 87

[public event]

The hairiest village of the world The question was: ‘Where do men usually shave their hair and beards? And how can we get in contact with a big group of them at one time in one place?’ Electric shavers are usually used at home or at the barber shop.

No other places are likely to have a large number of people in one place at the same time. It was necessary to find a place with a huge group of hairy people coming together at one time. And there was a perfect place: The world’s most famous Passion Plays in Oberammergau! All villagers take part in the play and in the bizarre tradition called the ‘beard decree’. During the year before the play, they couldn’t cut their hair or beard. Oberammergau turns into the hairiest village in the world. Panasonic spelled Oberammergau’s salvation. A traditional barber shop was taken over and every villager was shaved and

trimmed! Three days of non-stop shaving became the ultimate proof of hair and beard trimmers’ power.

Results: the whole world was present during the three days of shaving and trimming. Journalists from all over the country travelled to the Passion Play and watched the shaving, generating a media coverage worth approx. €1,3 million.

[ DATA SHEET] Country: Germany.

Organizer: Jung von Matt/relations GmbH. Client: Panasonic Marketing Europe.

Date: October 3rd - 6th, 2010.

Target: Oberammergau villagers, journalists.

Location: Oberammergau, Bavaria, Germany.

Objectives: to demonstrate the power and quality of their electric shavers directly to consumers.

Budget: less than 50,000 euros.

87

JUNG VON MATTRELATIONS_Tramp a Benzok

9-11-2011

18:01

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Pagina 88

[public event]

Tramp a Benz ‘The best or nothing’ is a very special claim, it’s rather an attitude. So it has also to be communicated in a special way. The idea: an experiment interpreting the claim: Tramp a Benz, a hitchhike trip across Europe just in Mercedes cars. Street photographer and performance artist Stefan Gbureck set out on a journey with no destination but one goal: to travel with ‘The best or nothing’. Which in this case meant just in Mercedes cars. And the Mercedes community didn't let him down. Online, where they encouraged him to keep it up and on the road where he found the friendliest, craziest, most stereotyped and most offbeat Mercedes drivers you could imagine. The pictures and stories of the 17-days trip were shared on Stefan's Blog. He portrayed the drivers and their cars and showed the results to an even bigger audience after his trip during

his very own exhibition. Stefan was invited to event shows and published a photobook with all stories and pictures. Results: Stefan's journey was followed by thousands of readers. The exhibitions & the photobook made his story accessible to a bigger amount of people.

TaB was related to the claim ‘The best or nothing’. As it supported brand communication, it helped to raise the recognition of the claim from 0% to 42% in 2010.

[ DATA SHEET] Country: Germany.

Organizer: Jung von Matt/relations GmbH. Client: Daimler AG. Date: November 30th - December 17th, 2010.

Target: present and future customers.

Location: streets of Europe between Berlin and Barcelona.

Objectives: to create a dialog with present and future customers about Mercedes-Benz, ‘The best or nothing’ and the idea behind it.

Budget: less than 50,000 euros.

88

METZLERVATER_Pavillon 21 MINI Opera Spaceok

11-11-2011

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15:28

Pagina 89

[public event]

Pavillon 21 MINI Opera Space The Pavillon 21 Mini Opera Space turned the Marstallplatz in Munich into a meeting place for creativity. An architecturally striking building, designed by architects Coop Himmelb(L)au, was the the stage for an exceptional cooperation between the Bavarian State Opera and its main sponsor Mini.

Following the motto ‘Creative Use of Space’, an overall concept for Mini was developed. A great number of cultural events - from music to theater, from fashion to performing arts - took place. One of the main highlights was the ‘Mini Fashion Theater’, a

unique blend of stunning fashion show and dramatic theater performance, as well as the exclusive German premiere of the special model ‘Mini Inspired by Goodwood’, and ‘Mini in Concert’ with British top acts Hurts and The Ting Tings. Additional events such as the ‘Mini Drive-In Cinema’ in Mini convertibles, the ‘Mini Music Lounge’ with top DJs Ricardo Villalobos and Paul van Dyk, and the wellness event ‘Mini Yoga’ completed the concept. Results: due to both its central location in the heart of Munich and its exceptional concept, the Pavillon 21 Mini Opera Space gained a high level of attention towards the building and the cultural program. Every event counted a constant high number of 400 visitors who got into touch with the Mini brand.

[ DATA SHEET] Country: Germany.

Organizer: Metzler : Vater GmbH. Client: MINI (BMW Group).

Date: May 28th - June 21st , 2011.

Target: urban community.

Location: Munich, Marstallplatz.

Objectives: to strengthen the integrative factor of the MINI brand.

Budget: up 500,000 to 1,000,000 euros.

89

Pi-five DialogFeld_Milka Chocolate Festival

9-11-2011

18:05

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Pagina 90

[public event]

Milka Chocolate Festival The Milka chocolate family festival is a traditional event for young and old people. The whole city of Bludenz transformed into a lilac world of Milka, full of life and joy. To make Milka´s new claim ‘Dare to be tender’ vivid, the event reflected the essence of tenderness and encouraged all participants to live it through the event´s motto. More than 75 stations with different games and dancing workshops were built up and invited people to be part of the brand, experiencing the world of Milka. Additionally, a live stage program was organized for children and they had the great chance to watch the Kiddy contest, a well-known Austrian singers contest for Kids. Milka presented their world famous skiing stars for an autograph session where fans had the chance to see them at first hand. The local band ‘Krauthobel’ created one more time a fulminate atmosphere which led the successful summer day to an end. Results:

more than 33,000 people joined the 28th chocolate festival which registered an all-time number of attendees; high medial value - worth approximately 250,000 euro; sampling of more than 2,8 tons of Milka chocolate, 300kg of Milka Philadelphia and 5,000 cups of Tassimo Hot drinks.

[ DATA SHEET] Country: Austria.

Organizer: pi-five Dialogfeld GmbH. Client: Kraft Foods.

Date: July 9th, 2011.

Target: Bludenz citizens.

Location: Bludenz, Austria.

Objectives: to create a long lasting emotional relationship to the brand; to increase public awareness and identification with the brand and the Milka factory in Bludenz.

Budget: up 100,000 to 200,000 euros.

90

GRUPPO INPUT_Lavazza - The Official Coffee of Wimbledonok

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9-11-2011

18:09

Pagina 91

[public event]

Lavazza, The Official Coffee of Wimbledon ‘The Official Coffee of Wimbledon’: dozens of service points and three cafés to bring the Italian taste and design in the ‘temple of tennis’. The most vibrant cafeteria was the Baseline, whose walls were a 10 metres long video-installation: a fascinating videography ‘coffee-match’ showing two cups playing tennis with a coffee bean, watched by an audience of tea-spoons. The sound was that of a real game. A multimedia menu was also projected. The exterior was the scene of ‘We Are the Queue’: sampling and engagement activities for fans ready to queue for hours to buy games’ tickets. The café became an ‘Airstream camper’ and the Lavazza

Lounge a relaxation ‘bubble’ where fans could enjoy an espresso whilst plonked down on swish beanbags. In the meanwhile curious contests took place on the lawn: games such as ‘Racket Cup’ and ‘Tennis Croquet’, with racquets and hoops shaped like espresso cups. A team of promoters (all Italians!) involved the Queue launching tennis-quizzes on the iPad. Results: in less than 15 days a million coffee were served and Lavazza brand awareness among Wimbledon audience was more than doubled.

The media coverage was very high: over 430 releases all around the world. Surveys registered a great appreciation for Lavazza’s presence at Wimbledon.

[ DATA SHEET] Country: Italy.

Organizer: Promoconvention - Gruppo Input.

Membership: AssoComunicazione - Event Department, 27Names.

Client: Lavazza.

Date: June 20th -July 3rd , 2011 (cafeterias); June 20th -25th, 2011 (queue engagement).

Target: public and other visitors to the Wimbledon tennis tournament.

Location: Wimbledon (UK).

Objectives: Lavazza, ‘The Official Coffee of Wimbledon’, wanted to give a ‘buzz’ to the 600,000 fans attending the event and to those waiting to enter, by conveying the typical Italian taste, quality and empathy.

Budget: up 300,000 to 400,000 euros.

91

REALIZAR WORLDWIDE EVENTS_Picnic in the biggest urban farm

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11-11-2011

15:31

Pagina 92

[public event]

Picnic in the biggest urban farm To promote a giant picnic in an environment reproducing the countryside and culminating with a concert of the most international portuguese singers.

To transform, alongside with national producers, the most emblematic avenue of the capital, in a giant farm where families had their picnic and interacted with animals and a variety of fruits, legumes, trees and plants, promoting the value of national production. To make this event successful the organization relied on 32 national producers, more than 260 animals, and 5,500 slots with approximately 38,846,13 ft3 of soil and 20 tons of vegetable material, resulting in the

perfect scenario. Traditions and culture were celebrated by the performances of the Folk and Academic groups (Ranchos and Tunas), the Traditional Games, the Scarecrows Workshop, the Donkey Rides, the plantations, the transparent beehive, the Itinerary entertainment, and Tony Carreira’s Mega Concert.

Results: In a country with 10 Million people, more than 500,000 attended; the Presidency of the Portuguese Republic supported the event; Tony Carreira concerts sold out; 5,500 slots were built, with 38,846,13 ft3 of soil and 44,092 pounds of vegetables; 1,520,000 plants and 266 animals.

[ DATA SHEET] Country: United Kingdom.

Organizer: Realizar Worldwide Events.

Client: Continente Sonae.

Date: June, 2011.

Target: Portuguese families.

Location: Avenida da Liberdade, Lisbon city Main Avenue.

Objectives: to support national production by stimulating the consumption of national products culminating in a solidarity action with the distribution of five tons of fresh food; to celebrate ‘portugalness’, with the gathering in a picnic of thousands of families from all over the country, and ending big with Tony Carreira concert.

Budget: up 500,000 to 1,000,000 euros.

92

ajoint. communication gmbh_UEFA Champions League Trophy Tour 2010

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9-11-2011

18:17

Pagina 93

[roadshow]

UEFA Champions League Trophy Tour 2010 presented by UniCredit The event concept consisted of an annual five weeks roadshow bringing the Uefa Champions League Trophy to fans in five European countries - being close to the Trophy that was moved on a nineteen meters long truck, secured in a glass safe, travelling highways and country roads. In the capitals, the Trophy Tour Village opened its doors to everybody. The exhibition was adapted to a real match: passing through the ‘players’ tunnel’, surrounded by fans scream, visitors entered a space that brought to life contests and goals of Uefa Champions League.

Highlight: a personal picture with the Trophy, available for download online. Further activation elements: opening ceremony, press conference, live radio broadcasts soccer court tournaments, live concerts, and social initiatives.

Luís Figo, official UniCredit Ambassador for Uefa

Champions League, and other Ambassadors, personally joined the events. The countries also used the Trophy Tour to benefit employees as main stakeholders. Results: over 138,000 fans came to experience the excitement in 2010 and over 24,000 official pictures were taken with the Trophy; 3.500 km were driven through the landscape; Trophy Tour related media activities generated 538, 8 million gross contacts and a 420% Roi.

[ DATA SHEET] Country: Germany.

Organizer: ajoint. communication GmbH. Client: UniCredit Group Date: September 15th; October 17th, 2010.

Target: Employees and stakeholders.

Location: Munich (Marienhof); Prague (Staromestské námestí); Plzen; Ceské Budejovice; Brno; Pardubice; Warsaw, Plac Konstytucji; Worclaw; Krakow; Bratislava (Euroneva Center); Îilina; Poprda; Banská Bystrica; Presov; Kosice; Vienna (Rathausplatz); Graz; Klagenfurt; Salzburg; Linz; St.Pölten.

Objectives: to emotionally involve the local football-interested target audience with the UniCredit brand, thereby fostering awareness and a positive brand image; to increase media exposure to communicate the Uefa Champions League sponsorship and generate leads.

Budget: up 1,000,000 to 5,000,000 euros.

93

ALPHAOMEGA_Third half Peroni villageok

11-11-2011

15:33

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Pagina 94

[roadshow]

Third Half Peroni Village To enhance the true atmosphere of the Third Half, which has now become the Peroni trademark, the Third Half Peroni Village was built in the cities hosting the Test Matches, the six nations competition, and the Under 20’s World Championships. Fans could live the excitement of the typical rugby atmosphere also sharing, thanks to Peroni, values, passions and traditions. The village hosted various stands, a stage with maxi-screen to entertain the public, inflatables and a 3D statue. Huge PR news coverage was achieved with the Guiness World Record for the largest ball in the world, made up with 20,076 tins signed during the match by the fans, testimonials, and players of the Italian national rugby team. The synergy with the trade was really important and

allowed to live the atmosphere of the Third Half in the city. Results: a stunning success, about 217,000 contacts during the road show of ‘Third Half Peroni Village’, more than 90 hectoliters of beer sold, a full press release printed on the main national media, a Guinness World Record realized.

[ DATA SHEET] Country: Italy.

Organizer: Alphaomega.

Membership: AssoComunicazione - Event Department, APA (Airport Promotion Agencies).

Client: Spa Birra Peroni.

Date: November 13th-20th-27th, 2010; February/March/May 2011.

Target: people 20 -70 years old.

Location: Verona, Florence, Modena; Rome; Treviso, Rovigo e Padova.

Objectives: to consolidate the concept that Peroni is the beer of Rugby, being as such the promoter of rugby in Italy, and underpin the values shared by Rugby and Peroni: union, passion and loyalty.

Budget: up 500,000 to 1,000,000 euros.

94

AUDITOIRE_TGV's 30th Birthday

9-11-2011

18:22

Pagina 95

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[roadshow]

TGV's 30th Birthday To celebrate Tgv’s 30th birthday properly, a wide, nomadic operation was put in place, through the Tgv experience, a special train taking people into a unique, interactive experience. A 360° operation and a leading, decentralized action stopping in 16 towns. In each town, people could visit the ‘Tgv Experience’, join the activities on platforms and play to win two passes

for a year of Tgv trips. Meanwhile, a large online game was organized, to win a weekend with 30 friends, boarding the Tgv experience and heading where winners desired. Local action all around France.

Results: 65,000 visitors in 18 dates; 450,000 unique visitors on the website 200 publications; 5,500 people played the online game.

[ DATA SHEET] Country: France.

Organizer: \Auditoire.

Client: Sncf - Société Nationale des Chemins de Fer. Date: from April 15th to end of year 2011.

Target: the general public in France and Europe (travellers); media and opinion leaders; Sncf employees.

Location: France, Switzerland, Belgium.

Objectives: to thank the two billion people who travelled with TGV in 30 years, by putting them at the heart of the operation; to shed an even more positive light on Sncf’s image in France and Europe, while new competitors appear; to amaze with an original operation; to bring everyone together.

95

Dicom_ROAD SHOW FOR INICIATIVA BMW

9-11-2011

18:24

Pagina 96

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[roadshow]

Road Show for Iniciativa BMW Iniciativa Bmw Program and Instituto Europeo de Design at Barcelona created several prototypes of dressings of the future. The best were displayed in an itinerary exhibition around several Spanish cities like Barcelona, Madrid, Salamanca or Granada. Showcases for each prototype were created and constructed.

These structures had to be secure, impacting, easy to transport and able to support the communication of each prototype and the global Bmw project. It was decided to use the tube as an urban element, as a tunnel without end towards the future, imagining it as

the form where innovation circulated freely and as the turbine where new ideas flew non-stop. All these concepts perfectly fitted with the values of Iniciativa Bmw. A structure was created to allow the adaptation of the exhibition in any space without barriers or divisions and an area for the press conference that took place in Barcelona to present the exhibition.

[ DATA SHEET] Country: Spain.

Organizer: Dicom.

Client: Iniciativa BMW. Date: since January 2011.

Target: public.

Location: Barcelona, Madrid, Salamanca, AlmerĂ­a, Ciudad Real or Granada.

Objectives: to show the Iniciativa Bmw in a surprising way in order to impact pedestrians in the streets, thanks to several tubes containing the exhibit’s elements and to give information about them.

Budget: up 200,000 to 300,000 euros.

96

Egg Events_Tour Piccolini Barilla 2010

9-11-2011

18:26

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Pagina 97

[roadshow]

Tour Piccolini Barilla 2010 Meals are a time of great emotional investment between mother and child. Piccolini pasta makes meal a fun game for the child and, from the nutritional point of view, it is very reassuring for mothers.

Mothers and children lived the excitement of a special relationship in the Piccolini stand: they could play with pens and pasta to make a self-portrait; they

could build a bespoke menu just for them and they could taste the pasta directly cooked by the chef. The promotion was consistent with this world: moms and children took part in the initiative with aprons to prepare together delicious new recipes.

[ DATA SHEET] Country: Italy.

Organizer: Egg Events.

Client: Barilla.

Date: May 14th -15th , 2010.

Target: children and families.

Location: shopping mall.

Objectives: to build brand awareness of the ‘new’ Piccolini positioning, to create an emotional link between the brand and the core target, to stimulate testing of new products Piccolini and Piccolini Veggies, to increase the brand penetration on core target.

Budget: up 200,000 to 300,000 euros.

97

GEORGE P.JOHNSON_Smarter Planet Comes to You tour

9-11-2011

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18:28

Pagina 98

[roadshow]

'Smarter Planet Comes to You' tour The roadshow lasted 7 weeks stopping at 24 universities in 11 countries. At each university there was a main event for students and faculty members in the morning, a localized session in the afternoon and numerous activities on board the Ibm Skills truck which was located on the campus grounds throughout the day. The Ibm Skills truck provided an interactive learning environment which was divided into collaborative digital experience zones. A journey of discovery by use of ‘laboratories’ of thinking allowed students to engage individually, one-to-one with an Ibm Subject Matter Expert or as a group of students to deep-dive into Ibm content, ask questions and learn about the Ibm Smarter Planet initiatives.

The truck hosted Smarter Planet demonstrations, a Gaming Zone, a Meet the Experts area, facilities to learn about the developerWorks/ My developerWorks community and various other academic portals.

Results: 6,889 visitors to Skills Truck; 12,757 total attendees (118% of target); 3,506 members to the Facebook page (175% of target); 555,288 post views on Facebook; 964 post likes on Facebook; 24,794 photo views, 3,845 video views on YouTube; 31,045 clicks via the adv campaign on Facebook.

[ DATA SHEET] Country: United Kingdom.

Organizer: George P. Johnson.

Client: Ibm. Date: February - April 2011.

Target: students, faculty members, business partners.

Location: european cities.

Objectives: to raise student awareness around the Ibm Smarter Planet initiative and ‘make it real’ in the community; to evangelize the Smarter Planet Strategy within the IT student audience, creating a buzz for the next generation of business and technology leaders; to introduce the skills required in tomorrow’s world.

Budget: up 300,000 to 400,000 euros.

98

Jung von Matt_The Cubanization of Germany

9-11-2011

18:30

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Pagina 99

[roadshow]

The Cubanization of Germany The goal for the Cuban original Havana Club rum was: to cubanize Germany. Following this motto, the product hero, the Mojito, was promoted not by a classic outdoor and campaign, but rather, by planting Mojito mint throughout Germany: on traffic islands, at bus stops, and even filling enormous fields with Cuban Mojito mint right in the middle of the cities. The target audience was able to harvest the mint directly on the spot. To ensure that

everyone knew what to do with it, each mint plant came with a recipe by Cuba’s star mixologists attached to it. This took the target group directly to a retail location for the most essential Mojito ingredient: Havana Club Rum. The promotion campaign was accompanied by regional press and publicity to lead people to the mint plants. Results: approximately 700,000 direct and 2 million online contacts created a rush on retail shops.

[ DATA SHEET] Country: Germany.

Organizer: Jung von Matt/relations GmbH. Client: Pernod-Ricard Deutschland.

Date: June 26th - July 17th, 2010.

Target: consumers.

Location: public places in Berlin, Hamburg, Munich, Cologne.

Objectives: to bring people, especially the youngest, closer to the brand by showing them the cuban origin of the brand Havana Club.

Budget: up 100,000 to 200,000 euros.

99

Karpa marketing group_Roadshow History Channel

9-11-2011

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18:32

Pagina 100

[roadshow]

Roadshow History Channel The challenge was to bring interactive games, experiences, new technologies and the whole concept of a closer and more friendly ‘history’ in a flexible manner that could be displayed on a weekly basis, in several strategic countries, on a very short period of time, aiming to achieve the largest possible number of impacts, with a relatively reduced budget. Then the idea came up of a ‘moving display’ needing less set up and agile transferring. A showroom was set on a 16,5 meter trailer (truck) that could open hydraulically hosting 75 sq meters of interactive games and programming sampling. Next to it, coinciding with the launch in some countries of 3D content programs, a 72 sqm black tent served as an active 3D movie theatre

where consumers could enjoy the highest resolution and best 3D system in the market. A really full 3D experience that could be set up and dismantled in only 3 hours by only 2 people. This flexibility allowed the display to be performed, for instance, one day in one city in Poland and the next day in another city in Germany. Video games, augmented reality, touch screens and many more features brought history alive and closer to consumers while the novelty of technology and the uniqueness of the display awoke curiosity among the media. Results: more than 5,000,000 impressions; more than 1,000,000 saw the display and its branding in person; 16,000 visitors experienced the display; 12,000 km travelled; 18 european cities visited; appearance in more than 100 media (print, web and tv); more than 250.000 visits to webs generated.

[ DATA SHEET] Country: Spain.

Organizer: Karpa Marketing Group.

Membership: 27Names.

Client: History Channel.

Date: March 21st - June 22nd, 2011.

Target: young people (18-35 years old).

Location: Europe.

Objectives: to generate History Channel brand exposure and product testing through an innovative and different exhibit; to refresh the brand through new technologies and friendly displays; to generate media opportunities increasing brand exposure; to establish a broad regional presence in Europe.

Budget: up 400,000 to 500,000 euros.

100

Louder Italia_Coke & Food Experiential Sampling 201

9-11-2011

e

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18:36

Pagina 101

[roadshow]

Coke & Food Experiential Sampling 2011 The creative idea was to approach households sampling a Coca-Cola bottle and promoting the association with food. The worlds activated were multiple: from street marketing to door2door, from shopping malls to a partnership with a global company specialized in frozen food home delivery. To create expectations and generate word of mouth, the advance team has checked the selected cities identifying the best areas and informing shop owners and citizens about the arrival of the CocaCola tour. All shops approached have been personalized with posters and Pop materials announcing the arrival of the sampling team. The sampling team arrived in the cities three days later, sampling a bottle of Coca-Cola and a discount coupon to the targeted people, promoting the

association with food. Every bottle has been distributed in a shopper made of biodegradable material. The visibility has been granted by branded vans and colorful Ape Cars, branded shopping trolleys and temporarely sampling corners placed in crowded areas.

In the shopping malls were sampled Coca-Cola mini-cans, supporting the activity with a prize winning approach.

Branded coolers were used to refrigerate the products A company specialized in frozen food home delivery offered a Coca-Cola bottle to all customers. Results: over 2 Mio Coca-Cola bottle sampled; 2 Mio discount coupons and biodegradable shoppers distributed; more than 230 cities activated; 120 working days; more than 300 fix staff members, 1,600 local hostess, 800 home delivery sellers.

[ DATA SHEET] Country: Italy.

Organizer: Louder Italia.

Client: Coca-Cola Italia.

Date: from March to October 2011.

Target: households 25 - 45 years old Location: all over Italy, from cities to malls.

Objectives: promoting the association between Coca-Cola and Food.

101

3E60 SPORT_Indesit Genuine Footballok

9-11-2011

18:39

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Pagina 102

[sport event]

Indesit Genuine Football The first creative step was to construe the approach of Indesit Company towards the football world. From this basis, the mood ‘Genuine Football’ was shaped. The chosen venue was the city of London, and more precisely, the Emirates Stadium, known as one of the best sports facilities in Europe, during the Emirates Cup, organized by Arsenal FC. Two different events where organized within the prestigious Diamond Club: corporate meetings with the European markets and a press conference with the international press. Indesit’s guests were able to attend the matches of the Emirates Cup and a special event was organized for them in the London Soccer Dome, a unique location with two completely

covered, 11-a-side, soccer fields. A Genuine Football Village was set-up, where the employees of the European market and the journalists could interact with fun sport activities and play in the Genuine Football Cup, 8-a-side soccer tournaments. The evening ended with a dinner at the O2 Arena.

[ SCHEDA] Country: Italy.

Organizer: 3e60 Sport.

Client: Indesit Company.

Date: July 30th -31st , 2011.

Target: Indesit European management and International press.

Location: London (Emirates Stadium, London Soccer Dome, O2 Arena).

Objectives: to communicate to the European market and international press the alliance with the football world, sponsoring Arsenal (UK), AC Milan (IT), Paris Saint Germain (FR), Shakhtar Donetsk (UA).

Budget: up 100,000 to 200,000 euros.

102

ALPHAOMEGA_Roma enters the field 2010

9-11-2011

18:41

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Pagina 103

[sport event]

Roma enters the field 2010 Unusual football and basketball match sold out and a large sum in return. To renew the challenge by planning the second edition of ‘Rome enters the field’. To give more significant value to the event by letting the other team of the capital, Lazio, to ‘enter the field’, in order to reinforce the concept that there are no distinctions of mesh or faith when they are all ready to join and win the ‘battle’. This was the first event in the history to see playing together bitter rivals as Roma and Lazio. A new basketball match was organized (first-time basketball, second time football in five) with the Rest of the World

team against Italy team, each team composed by players of the three Roman clubs involved. De Rossi, Rocchi and Gigli in a team and Hernanes, Mexes in the other. The audience was the great protagonist of the event, many children, schools, families as well as a VIP like Paolo Bonolis. Results: the event was a true celebration of a supportive city. The presence of around 6,000 spectators in the stands and the donation of more than 270,000 meals established the success of the event.

[ SCHEDA] Country: Italy.

Organizer: Alphaomega.

Membership: AssoComunicazione - Event Department, APA (Airport Promotion Agencies).

Client: Unilever-Roma Capitale.

Date: December 13th, 2010.

Target: families.

Location: Rome Sports Hall.

Objectives: to organize a charity event to raise funds for the World Food Programme (Wfp) and to draw public’s attention on projects related to world hunger.

Budget: less than 50,000 euros.

103

BSP MARKETING AB_Nordea Scandinavian Masters and Nordea Tour 2010

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9-11-2011

18:44

Pagina 104

[sport event]

Nordea Scandinavian Masters and Nordea Tour 2010 Activation of everything connected to the title sponsorship of Nordea Scandinavian Masters and the Nordea Tour. The creative idea was to let all activations breathe Nordea’s mission of making it possible and, in line with this, to give Vip guests and the audience a fantastic and memorable experience with Nordea. Vip events: Pro Am at the golf course with the stars, Golf pro Catrin Nilsmark (famous Swedish professional golfer) hosted the activities as Nordea’s face, VIP lunches at the castle, Nordea VIP lounge, The leading golfer talked daily to VIP guests, Dinners with entertainment from the Royal Opera House, Golf clinics with Swedish professional

players and food from the Guide Michelin one star restaurant Lux. Public events: golf simulator - play the actual 17th Hole, Viewing points - platforms with better sights and seats open for everyone, Nordea Kids Park, Caffe Latte from professional baristas for all Nordea guests and ‘Win a place in the leader ball competition’.

Results: Nordea was acclaimed as ‘The Best Swedish Sport Sponsorship 2010’ (Sport & Money 2010) and got the fantastic result of 94% in Total Spontaneous Recall.

The Pr-value exceeded the sponsor investment by 250%.

Nordea delivered high above expectation according to its mission ‘Making it possible’.

[ DATA SHEET] Country: Sweden.

Organizer: Bsp Marketing AB. Client: Nordea.

Date: July-September , 2010.

Target: B2B and B2C. Location: Stockholm, Sweden.

Objectives: to create Europe’s best golf competition according to Nordea’s mission; to create a platform for Nordea to communicate with their target group. 3,000 Vip guests, 350 super Vip and 50,000 paying visitors successfully activated in a brand building and creative way.

Budget: up 500,000 to 1,000,000 euros.

104

METZLERVATER_Bmw X3 Games

11-11-2011

15:35

Pagina 105

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20

[sport event]

BMW X3 Games Out of 15,000 registrations, 52 teams consisting of three members each (with participants from 19 European countries speaking 25 different languages in total) were gathered and finally travelled to Geneva. 29 international media cooperations with selected newspapers, magazines, online platforms and radio stations were agreed to support one team each. The event was split up in six single disciplines. On day 1, the event started with a 14 km run and a round of golf in Gross Stableford format. On day 2, the teams moved on to Chamonix/Mont Blanc (near Geneva) for the ski giant slalom before showing their driving ability on the Bmw X3 Parcours. On day 3, the athletes mastered a challenging course on Bmw Cross Country Mountain Bikes and boarded BĂŠnĂŠteaus First Class 7.5 Yachts for a regatta on Lake Geneva. In addition, a creative task had to be completed even if it did not enter into the overall competition. At the closing ceremony, the winning team

won three all-new Bmw X3. Results: the emotions related to the Bmw X3 were fully addressed by the multi-sports-competition. E.g., the winning photos of the creative task showed that the message reached participants. The participants' community created after the shared experience was an evidence of the same.

[ DATA SHEET] Country: Germany.

Organizer: Metzler : Vater GmbH. Client: BMW. Date: April 27th - May 1st, 2011.

Target: sports lovers, athletes.

Location: Lake Geneva and Chamonix/Mont Blanc (France and Switzerland).

Objectives: The event focused on the experience quality of the new BMW X3. It emphasized on experiential marketing and strongly aimed at emotion with the four BMW pillars: joy, dynamics, challenge and aesthetics.

Budget: up 500,000 to 1,000,000 euros.

105

TMN_Rip Curl Pro Portugal powered by Tmnok

9-11-2011

18:49

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Pagina 106

[sport event]

Rip Curl PRO Portugal powered by tmn The Asp World Tour is the competition that brings together the 45 best surfers in the world (the 1st league of surfing). For the second consecutive year, an event of the World Tour took place at the beaches of Peniche.

The event took place from October 6th to 18th, on the beaches of Super Tubes, Baleal and Lagide. Results: 100,000 people attended the event which had a 243% return rate with an increase of 50% over 2009.

[ DATA SHEET] Country: Portugal.

Organizer: Rip Curl.

Client: tmn.

Date: October 4th - 18th, 2011.

Target: surfers and surf lovers.

Location: Peniche, Portugal.

Objectives: to maintain the brand strategy of being the non surfing brand more associated with surfing and impacting young people surfers and surfers; to bring the best surfers in the world.

Budget: up 200,000 to 300,000 euros.

106

BENG!_Ballast Nedam Innovation Day 2010 Internal Eventok

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9-11-2011

18:53

Pagina 107

[sustainable event]

Ballast Nedam Innovation Day 2010 | Internal Event To sell relevance and commitment, measured in entered ideas, a proud, innovative and 100% green event was organized to convince employees that market demand made BN’s transition inescapable, build self esteem by showing how innovative BN already is, give a ‘taste’ on how green innovative thinking can be exciting and provide an activation outlet. The setting was an interactive Innovation Square, where product developments from durable employee ideas were displayed. At the main stage, a

tv talk show host received ‘the market’, instilling the sense of inescapability of BN’s transformation, and translating this ‘academic concept’ to the ‘hands-on builders’ in the audience. Afterwards sub sessions awaited, designed around BN innovation themes, for everyone to ‘taste’ their role in BN’s exciting future.

Back at main stage, the Innovation Awards were handed out, with a live vote for the People’s Choice Award. Finally, Intranet app Tok was launched with strong encouragement from BN’s Ceo to use it.

[ DATA SHEET] Country: Netherlands.

Organizer: Beng! Amsterdam.

Client: Ballast Nedam.

Date: November 11th, 2010.

Target: 4,000 employees.

Location: Rotterdam, Van Nelle Ontwerpfabriek.

Objectives: to support BN’s transition from builder into innovative developer of durable infrastructure. This entry describes ‘stage 1’ of a two year ‘rocket’: selling the transition’s relevance to 4K employees, changing their attitude to generate ideas, enabling ‘stage 2’: open innovation projects with clients.

Budget: up 200,000 to 300,000 euros.

107

Ativism_Vodafone FM

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9-11-2011

18:57

Pagina 108

[unconventional event]

Vodafone FM Vodafone FM is the first branded radio in Portugal.

The strategy involved naming, brand design, brand positioning, tagline, online presence, launch campaign, media presentation event and activation.

The tagline ‘Mexe na Música’ meant ‘Put your hands on the music’, and invited everyone to decide which music keeps playing on air - people just had to enter

the website with a ‘Like’ or ‘Don’t Like’ to the songs.

The launch campaign used Portuguese artists, aligned with the editorial mindset of the radio (everything that’s new and relevant) interacting with each other.

Results: Vodafone managed to gain significant more association with music and Vodafone FM is the first alternative local station in Oporto and third in Lisbon.

[ DATA SHEET] Country: Portugal.

Organizer: Action 4 Ativism SA. Client: Vodafone Portugal.

Date: January 2011, still running.

Target: urban hipsters music lovers.

Location: Lisbon and Oporto, the main cities in Portugal.

Objectives: to break with the standard branded music events in Portugal; to present Vodafone FM as the first branded radio that can be tuned in the car, phone and house stereo.

Budget: up 100,000 to 200,000 euros.

108

AGENCE TOKYO_Arena 3d experience

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9-11-2011

18:58

Pagina 109

[unconventional event]

Arena 3D Experience On thursday, June 23rd, the first monumental 3D projection took place in Paris featuring the famous french band Birdy Nam Nam. The idea was to live the emotion of a high level athlete. The process was based on the use of the building's shapes to bring life to the facade. For 10 minutes, Arena led the audience in an

immersive and deep dive, with one of the world's greatest swimmer, Alain Bernard. Results: 250 guests attended the event's cocktail and 2,000 people watched the live performance. The event generated 217 media fallout on television, press, radio and internet.

[ DATA SHEET] Country: France.

Organizer: Agence Tokyo.

Client: Arena.

Date: June 23rd, 2011.

Target: general public.

Location: Paris.

Objectives: to generate a strong emotion using an innovative way in order to create a link with the target.

Budget: up 500,000 to 1,000,000 euros.

109

Fieldwork_Surprise Catwalk

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9-11-2011

19:01

Pagina 110

[unconventional event]

Surprise Catwalk A fashion catwalk was installed at a central subway exit in the most central place in Oslo, and the subway passengers used as models. Normal people were unexpectedly taken by big surprise, being featured on the Fretex catwalk, and presented in that way next years collections. Along the runway and the red carpet used as platform, there were also wellknown fashion stylists, journalist and models from Oslo Fashion Week being the expert audience, and a well known DJ taking care of the music in a way that matched the different models. Results: The event created a lot of publicity in the media. The largest tabloid newspaper VG made a three minute long documentary as a head Tv-story and VG Tv Moved it to the editorial fashion content later. More than 300.000 exposures for the film the first week. Spread to blogs. The Surprise Catwalk raised awareness of

the brand and the shop’s need for donated clothes, as well as signed up fans on the Fretex Fashion Facebook page (>8000 FB fans).

[ DATA SHEET] Country: Norway.

Organizer: Fieldwork.

Membership: 27Names.

Client: The Salvation Army (Fretex).

Date: September 3rd, 2010.

Target: people in general and potential customers for the Salvation Armys second hand shops; fashion oriented bloggers, journalists and people working within the fashion industry.

Location: Oslo, Norway.

Objectives: to show The Salvation Armys coming collection in a different and inspiring way and communicate this to all potential givers and customers for the Salvation Army second hand shops.

Budget: less than 50,000 euros.

110

GEM_Vodafone One Cent

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9-11-2011

19:03

Pagina 111

[unconventional event]

Vodafone One Cent The selected communication campaign aimed at getting closer to ordinary people. So, not only people approaching the brand, but also visibility actions ‘getting to people’. This is why the idea came up to involve actions and places people are familiar with. It was a three-stage project including a teaser with massive guerrilla in eight cities, aiming at announcing the upcoming campaign (a leaflet with a 1 cent coin picture and the question ‘What are you doing with one cent?’). Then the event took place involving the most famous fountains in the world and coin throwing, which traditionally characterizes it (but only 1 Cent coins, taken from Vodafone-branded coins

purses distributed by hostesses!). In the square, presenter Massimo Bagnato announced the record to over 1,500 people and joked with the crowd. An engagement action followed in eight cities involving the Vodafone Machines, purpose-made slot machines working with ‘1CentVodafone’ coins and allowing to win a mobile special refill card. Results: it was an integrated communication project, which succeeded in supporting the Vodafone campaign and enhancing its contents. Eight cities, over 1,500 people at the Trevi Fountain, over 10,000 contacts and wide coverage of the record event by press and tv networks.

[ DATA SHEET] Country: Italy.

Organizer: GEM Fonema.

Membership: AssoComunicazione - Event Department.

Client: Vodafone.

Date: September 1st , 2010 (guerrilla); October 8th , 2010 (record); November 2010 (engagement).

Target: consumer, both clients and prospects aged between 14 and 99.

Location: Rome, Trevi Fountain (record); Rome, Milan, Turin, Naples, Salerno, Bologna, Rimini, and Genoa (guerrilla & engagement).

Objectives: to plan an event allowing spreading rumors and increasing brand awareness, linked to the ‘1 cent’ campaign that Vodafone was about to launch; to generate a Wom effect; to increase the promo’s ‘newsability’.

Budget: up 50,000 to 100,000 euros.

111

Gruppo Input_A Life in the Limelight

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9-11-2011

19:06

Pagina 112

[unconventional event]

A Life in the Limelight The center of Milan became the setting for a temporary shop featuring design furniture, technological workstations, free internet connection, promoters and a live DJ set (open from 10am to 9pm, September 21st - 28th , during Fashion Week). People were invited to take a picture against a blue backdrop and the image get edited placing them in the Adv campaign framework, where VIPs shield themselves from paparazzi using a HP notebook. Photos were printed and immediately given out to the participants. A make-up artist was available to give consumers an extra touch of ‘celebrity style’. For two days (four performances a day) a flash mob lived up the square: 25 professional dancers, confused among the audience, started dancing following the rhythm of a sudden

music, starting in small groups and then gathered up in front of the container, giving life to a real show marked by a choreographic crescendo. The performance was filmed and later posted on YouTube for a viral effect.

Results: 15,000 flyer distributed; 4,000 visitors; 1.500 pictures taken and given to the audience; over 7,000 visualizations of the event on YouTube.

[ DATA SHEET] Country: Italy.

Organizer: Input Eventi e Comunicazione - Gruppo Input.

Membership: AssoComunicazione - Event Department, 27Names.

Client: Hewlett-Packard Italia + Intel Corporation Italia.

Date: September 21st - 28th , 2011.

Target: trendy young professionals and university students aged 18-40.

Location: Milan, Largo La Foppa.

Objectives: to draw attention on HP Psg collection; to turn the Adv campaign claim ‘Life is your stage; perform’ into a live event; to create store traffic and word of mouth, profile the target and offer a ‘glamour live experience’ associated to HP and Intel products; to support sales, in partnership with Fnac.

Budget: less than 50,000 euros.

112

Jung von Matt_The Cubanization of Germany

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9-11-2011

19:08

Pagina 113

[unconventional event]

The Cubanization of Germany The goal for the Cuban original Havana Club rum was: to cubanize Germany. Following this motto, the product hero, the Mojito, was promoted not by a classic outdoor and campaign, but rather, by planting Mojito mint throughout Germany: on traffic islands, at bus stops, and even filling enormous fields with Cuban Mojito mint right in the middle of the cities. The target audience was able to harvest the mint directly on the spot. To ensure that

everyone knew what to do with it, each mint plant came with a recipe by Cuba’s star mixologists attached to it.

This took the target group directly to a retail location for the most essential Mojito ingredient: Havana Club Rum. The promotion campaign was accompanied by regional press and publicity to lead people to the mint plants.

Results: approximately 700,000 direct and 2 million online contacts created a rush on retail shops.

[ DATA SHEET] Country: Germany.

Organizer: Jung von Matt/relations GmbH. Client: Pernod-Ricard Deutschland.

Date: June 26th - July 17th, 2010.

Target: consumers.

Location: public places in Berlin, Hamburg, Munich, Cologne.

Objectives: to bring people, especially the youngest, closer to the brand by showing them the cuban origin of the brand Havana Club.

Budget: up 100,000 to 200,000 euros.

113

Jung von Matt_Tramp a Benz

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11-11-2011

15:38

Pagina 114

[unconventional event]

Tramp a Benz ‘The best or nothing’ is a very special claim, it’s rather an attitude. So it has also to be communicated in a special way. The idea: an experiment interpreting the claim: Tramp a Benz, a hitchhike trip across Europe just in Mercedes cars. Street photographer and performance artist Stefan Gbureck set out on a journey with no destination but one goal: to travel with ‘The best or nothing’. Which in this case meant just in Mercedes cars.

And the Mercedes community didn't let him down.

Online, where they encouraged him to keep it up and on the road where he found the friendliest, craziest, most stereotyped and most offbeat Mercedes drivers you could imagine. The pictures and stories of the 17-days trip were shared on Stefan's Blog. He portrayed the drivers and

their cars and showed the results to an even bigger audience after his trip during his very own exhibition.

Stefan was invited to event shows and published a photobook with all stories and pictures. Results: Stefan's journey was followed by thousands of readers. The exhibitions & the photobook made his story accessible to a bigger amount of people. TaB was related to the claim ‘The best or nothing’. As it supported brand communication, it helped to raise the recognition of the claim from 0% to 42% in 2010.

[ DATA SHEET] Country: Germany.

Organizer: Jung von Matt/relations GmbH. Client: Daimler AG. Date: November 30th - December 17th, 2010.

Target: present and future customers.

Location: streets of Europe between Berlin and Barcelona.

Objectives: to create a dialog with present and future customers about Mercedes-Benz, ‘The best or nothing’ and the idea behind it.

Budget: less than 50,000 euros.

114

Ativism_Vodafone FM

9-11-2011

19:12

Pagina 115

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[web event]

Vodafone FM Web Vodafone FM is the first branded radio in Portugal.

The strategy involved naming, brand design, brand positioning, tagline, online presence, launch campaign, media presentation event and activation.

The tagline ‘Mexe na Música’ meant ‘Put your hands

on the music’, and invited everyone to decide which music keeps playing on air: people just had to enter the website with a ‘Like’ or ‘Don’t Like’ to the songs.

The launch campaign used Portuguese artists, aligned with the editorial mindset of the radio (everything that’s new and relevant) interacting with each other.

[ DATA SHEET] Country: Portugal.

Organizer: Action 4 Ativism SA. Client: Vodafone Portugal.

Date: January 2011 and is still running.

Target: urban hipsters music lovers.

Location: Lisbon and Oporto.

Objectives: to give power to Vodafone customers, breaking with the standard branded music events in Portugal; to introduce Vodafone FM as the first branded radio to be tuned in the car, phone and house stereo, that lets everyone decide which music plays on air through a website.

Budget: less than 50.000 euros.

115

insglück_Urban Kicker with the Sparda-Bank West

9-11-2011

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19:14

Pagina 116

[web event]

Urban Kicker with the Sparda-Bank West The benefit for the ‘SparCard’ is that with every goal Borussia Dortmund scores, an additional 0,5% interest is paid on the cardholders balance until the following game. In order to help fans experience the bank’s current slogan ‘With every score, your account is the winner!’ and the mechanism behind it, a package of methods was developed focusing on live communication, new communication channels and linking activities together. So it was all about goals, goals, goals. And goals became something in both real and virtual environments with ‘Urban Kicker’, inspired by the street-soccer cult and the trend towards moving soccer into urban environments.

Urban Kicker was an attention-getting live tool where soccer fans tried to score as many unusual goals as possible in an urban environment, becoming winners of the game. Results: a 30% increase in new customers’ acquisitions.

[ DATA SHEET] Country: Germany.

Organizer: insglück Gesellschaft für Markeninszenierung mbH. Client: Sparda-Bank West eG. Date: January 1st, 2010 - may 14th, 2011 Target: soccer fans.

Location: Dortmund, Signal Duna Park.

Objectives: to help the bank gain a wider name recognition as well as acquiring new customers for the ‘SparCard’; to present the bank as modern, close to fans and unconventional.

Budget: up 200,000 to 300,000 euros.

116

Jung von Matt_Tramp a Benz

11-11-2011

15:40

Pagina 117

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[web event]

Tramp a Benz ‘The best or nothing’ is a very special claim, it’s rather an attitude. So it has also to be communicated in a special way. The idea: an experiment interpreting the claim ‘Tramp a Benz’, a hitchhike trip across Europe just in Mercedes cars. Street photographer and performance artist Stefan Gbureck set out on a journey with no destination but one goal: to travel with ‘The best or nothing’. Which in this case meant just in Mercedes cars.

And the Mercedes community didn't let him down.

Online, where they encouraged him to keep it up and on the road where he found the friendliest, craziest, most stereotyped and most offbeat Mercedes drivers you could imagine. The pictures and stories of the 17-days trip were shared on Stefan's Blog. He portrayed the drivers and their cars and showed the results to an even bigger audience after his trip during his very own exhibition.

Stefan was invited to event shows and published a photobook with all stories and pictures. Results: Stefan's journey was followed by thousands of readers. The

exhibitions & the photobook made his story accessible to a bigger amount of people. TaB was related to the claim ‘The best or nothing’. As it supported brand communication, it helped to raise the recognition of the claim from 0% to 42% in 2010.

[ DATA SHEET] Country: Germany.

Organizer: Jung von Matt/relations GmbH. Client: Daimler.

Date: November 30th - December 17th, 2010.

Target: present and future customers.

Location: streets of Europe between Berlin and Barcelona.

Objectives: to create a dialog with present and future customers about Mercedes-Benz, ‘The best or nothing’ and the idea behind it.

Budget: less than 50,000 euros.

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The new dimension of internet The Vanity Fair magazine has very faithful readers.

Condé Nast needed to take them from the paper magazine to the web, positioning the website as a really up-to-date stage for exclusive events with news for all women. How to launch the new Vanityfair.it website and make the difference? Through a very engaging opportunity: Gianna Nannini, one of the most important singers in Italy, comes back after two years with an unplugged 3D concert launching for the first time her new inedited album. Exclusively on Vanityfair.it website. The concert was communicated through the most important Condé Nast magazines, main Italian newspapers and the Vanity Fair Facebook page. The main message in the advertising campaign invited the readers to buy the Vanity Fair magazine one week before the event. 3D glasses were attached to the magazine to watch the exclusive event.

Results:10.000 people watched the Vanityfair.it promotion.

It was very successful both from a publishing house and

consumers point of view. Readers showed their enthusiasm for the initiative through the Facebook fan page. Condé Nast still continues with the 'Exclusive events

by Vanityfair.it' with more and more exclusive concerts starring international pop stars.

[ DATA SHEET] Country: Italy.

Organizer: OgilvyAction.

Membership: AssoComunicazione - Event Department.

Client: Condé Nast (Vanityfair.it).

Date: January, 10th 2011.

Target: Vanity Fair readers.

Objectives: to create buzz around the new Vanityfair.it website building awareness; leveraging on the Vanity Fair magazine reputation through both the 'brand' awareness and the use of the magazine as media to communicate the birth of the new Vanityfair.it website.

Budget: less than 50.000 euros.

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Media partners

Fairs

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European Bea 2011 Main Characters Public Event. Celebration of the 21st April, Roma Amor .................82 Roadshow. Third Half Peroni Village ................................................94 Sport Event. Roma enters the field 2010.......................................103

\Auditoire

Celebration / Festivity. Afc Asian Cup Qatar 2011 Opening Show....28 Internal Company Event / Convention.

Alstom Top Managers Convention 2010 ............................................59 Product / Service Launch.

Launch of the new vitaminwater xxx flavour ......................................74 Public Event. Launch of the Tramway in Reims................................83 Roadshow. Tgv's 30th Birthday .......................................................95

Alzara, Grupo de Comunicaci贸n Cultural Event. XIII Festival del Habano...........................................39 Beng! Amsterdam Green Event. Ballast Nedam Innovation Day 2010 | Internal Event...53

Internal Company Event / Convention.

3e60 Sport

Ballast Nedam Innovation Day 2010 | Internal Event...........................60

Sport Event. Indesit Genuine Football ...........................................102

Sustainable Event.

Ballast Nedam Innovation Day 2010 | Internal Event ........................107

Action 4 Ativism SA

Unconventional Event. Vodafone FM .........................................108 Web Event. Vodafone FM Web .....................................................115

Bsp Marketing Sport Event. Nordea Scandinavian Masters and Nordea Tour 2010 ...104

Agence Tokyo

Cheil Communication Germany BtoB Event. Samsung Experience Dinner 2010 ................................18

Unconventional Event. Arena 3D Experience..............................109 ajoint. communication GmbH

Circ GmbH & Co. kg

Roadshow.

Event For Non Profit / Social Organization.

Uefa Champions League Trophy Tour 2010 presented by UniCredit....93

The Social Business Tour 2010 ...........................................................46

Internal Company Event / Convention.

Alphaomega

Strong Characters. Stronger Together.

Senior Executive Convention 2011.....................................................61

Celebration / Festivity. Celebration of Rome 1960 Olympic Games ...27 Congress / Convention. Ibac Roma 2011 ......................................34 Cultural Event. Colosseum On Fire .................................................38 Educational / Training Event. Campus Mentis..............................44 Event For Non Profit / Social Organization.

The Bulgari Express for Save the Children...........................................45 Fair. Renault Motorshow 2010 .........................................................49

concept X

Internal Company Event / Convention. European Business Forum ..62 Creo

Incentive / Team Building. Dare to Dream, Gold Conference 2010...55

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Internal Company Event / Convention.

Hagen Invent GmbH & Co. kg BtoB Event. Audi Dealer Meeting 2011...........................................20 Internal Company Event / Convention. HMI JAT 2011 ...............66 Product / Service Launch. Cabrio Days, Volkswagen Forum 2011 ....75

Dare to Dream, Gold Conference 2010..............................................63 Dechesne & Boertje

Celebration / Festivity.

Ideju Institüts Cultural Event. Celebration of Ligo at the Riga Centre! ..................40

E&Y Entrepreneur Of The Year 2010, 15th Anniversary Edition ..........29

Internal Company Event / Convention.

Unilever Benelux Experience 2011 'A date with the Planet' ................64

Input Eventi e Comunicazione - Gruppo Input Unconventional Event. A Life in the Limelight ............................112

Denis&Co

Internal Company Event / Convention.

insglück Gesellschaft für Markeninszenierung mbH BtoB Event. Linde Material Handling at CeMAT 2011......................21

Mma celebrates its employees ...........................................................65

Celebration / Festivity.

Desafio Global Ativism SA

International Opening Event Hannover Trade Fair 2011.....................31

Celebration / Festivity.

Internal Company Event / Convention.

EDP’S 35th birthday - ‘Energia Douro Concert’ ..................................30 Musical Event. EDP’S 35th birthday - ‘Energia Douro Concert’ ........72 Public Event. EDP’S 35th birthday - ‘Energia Douro Concert’...........84

Evening Event at 'InvestmentAktuell 2011' ........................................68 Web Event. Urban Kicker with the Sparda-Bank West ...................116 Jung von Matt/relations GmbH Fair. I am Photokina..........................................................................51 Public Event. The Cubanization of Germany ...................................86 Public Event. The hairiest village of the world .................................87 Public Event. Tramp a Benz.............................................................88 Roadshow. The Cubanization of Germany.......................................99 Unconventional Event. The Cubanization of Germany................113 Unconventional Event. Tramp a Benz .........................................114 Web Event. Tramp a Benz .............................................................117

Dicom

Roadshow. Road Show for Iniciativa BMW ......................................96 Egg Events

Incentive / Team Building. Building our future .............................56 Roadshow. Tour Piccolini Barilla 2010..............................................97 Fieldwork

BtoB Event. Audi Test Drive in Åre 2011 .........................................19 Fair. Sandvik Coromant Imts ‘Paint Chicago Yellow’ ..........................50 Unconventional Event. Surprise Catwalk ....................................110

K-events

BtoB Event. Hotpoint - The Movie...................................................23 Celebration / Festivity. 75th Anniversary of Shakhtar Donetsk ......32 Internal Company Event / Convention.

5th anniversary of Metinvest .............................................................67

Garbergs, Prime PR, Minnesota Communication Green Event. Ljusruset, The Light-Run ............................................54 GEM Fonema

Karpa Marketing Group BtoB Event. Gran premier Acti 9 .....................................................22 Roadshow. Roadshow History Channel .........................................100

Unconventional Event. Vodafone One Cent ...............................111 George P. Johnson Roadshow. ‘Smarter Planet Comes to You’ tour...............................98

La 5ª

Product / Service Launch. Unilever's Innovation Fair......................76

Global Events

Incentive / Team Building. Reale ..................................................57 Public Event. Axe Boat! ..................................................................85

Louder Italia Roadshow. Coke & Food Experiential Sampling 2011 ....................101

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Metzler : Vater GmbH

Uniplan GmbH & Co. kg Product / Service Launch. E-Postbrief Launch Events.....................80

Product / Service Launch. BMW X3 Games...................................77 Product / Service Launch. Pavillon 21 MINI Opera Space...............78 Public Event. Pavillon 21 MINI Opera Space ....................................89 Sport Event. BMW X3 Games ..........................................................105

Uppartner

Incentive / Team Building. Coca Cola, Red Battle Of Execution.....58

Minnesota Communication, Prime PR, Garbergs Green Event. Ljusruset, The Light-Run ............................................54

Vok Dams Agency for Events and Live-Marketing

BtoB Event.

E-Plus Partner Shop Conference ‘The Day of the Truth’ ......................25 BtoB Event. Geberit Top Meeting....................................................26

Música no Coração Musical Event. Festival Sudoeste tmn .............................................73

Congress / Convention.

OgilvyAction Web Event. The new dimension of internet...................................118

E-Plus Partner Shop Conference ‘The Day of the Truth’ ......................36 Congress / Convention. Škoda World Dealer Conference ..............37 Product / Service Launch. Škoda World Dealer Conference ...........81

pi-five Dialogfeld GmbH

Event For Non Profit / Social Organization.

Welcome Event Marketing

CED Tag (IBD Day), Toilet Race ...........................................................47 Public Event. Milka Chocolate Festival.............................................90

Internal Company Event / Convention.

Danisco Business Forum, Spring 2011................................................71

Prime PR, Minnesota Communication, Garbergs Green Event. Ljusruset, The Light-Run ............................................54

WRG Creative Communication Celebration / Festivity. 77MTA Celebrations..................................33 Cultural Event. The State Visit of Pope Benedict XVI to the UK .......41

Promoconvention - Gruppo Input BtoB Event. Falling in love in Italy....................................................24 Public Event. Lavazza, The Official Coffee of Wimbledon ................91

Xsaga

Event For Non Profit / Social Organization.

Quum Comunicación

Nederland helpt Japan.......................................................................48

Congress / Convention. 48 Horas con Telefónica...........................35 Realizar Worldwide Events

Cultural Event.

Proclamation of Republic with Festival dos Oceanos...........................42 Product / Service Launch. Zon Human Lcd ....................................79 Public Event. Picnic in the biggest urban farm.................................92 Rip Curl

Sport Event. Rip Curl PRO Portugal powered by tmn.....................106 SCP, Sistemas de Comunicación Puntual

Internal Company Event / Convention.

Technology and value creation. The future is in your hands................70 Sinergie Fair. Salone del Risparmio 2011 ........................................................52

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EVENTS AND LIVE-MARKETING

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European Best Event Awards 2011 - Events Case Studies

LEADING: regional, national, international!

DIVERSE: corporate-, public- and exhibition events, diverse media, information-, qualificationand motivation programs, hybrid events

www.facebook.com/vokdams VOK DAMS – Agency for Events and Live-Marketing H A M B U R G – B E R L I N – W U P P E R TA L – F R A N K F U R T – S T U T T G A R T – M U N I C H SHANGHAI – BEIJING – DUBAI – NEW YORK – BORDEAUX – LONDON

EUROPEAN EVENTS ANNUAL 2011

PHILOSOPHY: creating better results

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