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EVENT PROPOSAL

SOCIALIZER MEETS

BARBICAN


EVENT PROPOSAL

P/01 Introduction Breif Summary

TABLE OF CONTENTS

P/02 Objectives Main Drivers of Event Launch

P/03 Presentation of the Editorial Platform Primary Target . Secondary Target . Socializer . Burberry Foundation

P/04 Current Situation

Competition . Positioning . Global Trends . Trends in Events . Value

P/05 The Event Concept

Creative Development . Pre-Launch

P/06 The Event Production P/07 The Event Communication P/08 The Sponsoring & Product Placement P/09 The Structure of Cost & References . Initial Breif 2 |SOCIALIZER X BARBICAN


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INTRODUCTION

In the social jungle of human existence, there is no feeling of being alive without a sense of identity. - Erik Erikson

The editorial platfrom Socializer is an interactive phone application that is providing connection between social medias and user from divergent fashion fields. This project will be describing the creation and launch of international event with main focus on human-to-human communication. The project will also link the base of nature with contemporary lifestyle and technology.

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OBJECTIVES

Create a human to human event Give audience a fear of missing out Introduce below the line experience Create awareness of the launched phone application Increase app downloads highest as possible To celebrate unique collaboration Media coverage & visibility Add value to the event from the perspective of the audience Fullfil the expected capacity of guests

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The connection between human beings is key, therefore this event will introduce unique experience a form a bond between creative industries and the audience.

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PRESENTATION OF THE EDITORIAL PLATFORM PRIMARY TARGET T h e C r e at o r s : The audience that is representing a fashion brand and is involved in the fashion world. Confident personalities with passion for fashion content creation with innovative and creative opinions. Individuals with strong digital identity and large online audiences that are creating engagement in a sophisticated sphere. The fashion luxury customers are busy audience that is constantly seaking for innovation and trends. To ensure the journey between the luxury fashion brand and the audience is short as possible the app socializer will help the primary target (luxury fashion brands) to gather and express content in one place.

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Name: The Creators Age: 20 - 40 years old Gender: Male & Female Job Description: Fashion Luxury Brands, Communication Departments Income: Independent, Middle to High Social Media: Daily Updates SOCIALIZER X BARBICAN 7


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SECONDARY TARGET

T h e C h i l i a d s : The audience created by innovative and creative youth that is seaking for inspiration in the fashion industry. A target that is daily active on social media platforms consuming the latest fashion new and involving them into their lifestyle and identity. The fashion world is constantly moving forward. The Chiliads represent youth that is hungry for latest trends and make them their lifestyle. They represent audience that is connecting with the fashion brands on a deep personal level.

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Name: Chiliads Age: 18 - 30 years old Gender: Male & Female Job Description: Fashion, Design & Art Students / Interns / Creative Departments Income: Parental dependency / Low income

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THE SOCIALIZER

The Socializer is a innovative smart phone application that provides connection between social medias. The system generates fashion based content from different platforms according to the personal preferences of the user. This way, the users can find easy and fast way to all the fashion news they find interesting and important. The generated content is constantly updated and allows the user to like, share and watch online streams. Further more, the app integrates location services that find and recommend fashion events around the current location of the user. This allows the audience to always be in touch of what is happening in their surroundings and what events they should attend. The app also aims to introduce a new way to create a deeper and human to human connection between the audiences and the fashion brands in a face to face actions.

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THE BURBERRY FOUNDATION

The Burberry Foundation is a charity organization focusing on helping young people developing their abilities and skills in the field of education. The help comes within the sponsorships of innovative study programmes on different universities across the world. The foundation is building a connection and partnerships between the students and global fashion industry. The charity is aiming to build self-confidence in talented student and help them reach their goals successfully. It helps the youth and other charities or voluntary bodies and also the general public. It offers grants to organisations and individuals that are aiming for personal and mutual accomplishments. The sixty percent of the money raised through the ticket sales will be give to the Burberry Foundation Group to support the education of young talents,

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CURRENT SITUATION COMPETITION

The Polyvore is a phone application and social commerce website that allows the audience to add products into shared product index and create collages of outfits. The consumer can search for inspiration from other users. It offers divers combinations of decorations, fashion items, healthy and beauty.

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THE COMPETITION

The Values Do a Few Things Well It’s better to do a few things well than many things poorly. We focus on the things that actually matter. We care deeply about the polish of our work and take pride in perfecting the details.

Make an Impact We value smart people who have a strong, innate desire to make an impact, who constantly search for clever ways to make things better, and who step up to solve problems (even those they don’t own). Our open culture, flat organization and collaborative environment empower our team to make a difference.fans. We go the extra mile to make that happen.

Delight the User Great products win. We strive to build exceptional products that delight our users and customers. The best marketing is word-of-mouth from passionate fans. We go the extra mile to make that happen.

Trends & Clients The company is introducing a new trend of discovering things linked to fashion, beauty & home deco. The clients are represented by young social media influencers with majority represented by women.

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CURRENT SITUATION COMPETITION

The 21 Button is a application that allows the user to search and pin fashionable items and the place of purchase. The client can share the daily outfits and combine styles with other Buttoners. The user can shop online & earn money by generating sales.

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THE COMPETITION

The Values Do a Few Things Well Either summer nights, fitness time or my wishlist. The comapny allows to create as many wardrobes as you want (public or private) to organize and keep the clothes that inspire.

Trends & Clients It consists from youth influencers and fashionistas mainly based in Spain. The company continues with the trend of fast purchase where the audience can immediately get the references of the designer or potential store.

Value for community Follow your friends and favourite influencers, keep up with the latest trends and discover the most popular clothes.

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CURRENT SITUATION COMPETITION

The Hootsuit is a social media platform that integrates MailChimp, edit, LinkedIn & Twitter. It used to manage online brands and to submit messages. The company provided a dashboard that allows user to stay updated. The strategy combines free basic services with payment for additional features.

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THE COMPETITION

The Values In an attempt to curate the action that takes place here inside and outside “the nest,� and in our London office, and among a growing roster of international satellite employees and offices.

Value for our customers, partners & employees Our vision is to revolutionize the customer journey via social.

Trends & Clients Empowerment of organizations and turn of messages into meaningful relationships.

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THE POSITIONING High Interaction

Complex

Easy

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THE GLOBAL TRENDS The Physical Made Digital The trend allows the new audience experience with digital aspects. The products are showcased easily on the tip of the finger and the screen of the phone. The technology became part of everyday objects and make communication more easy through human interaction.

The Artificial Inteligence The trend represents everyday assistance of virtual communicator such as Siri, Amazon Alexa and many others. The assistance helps the audience through daily struggles. The technology is used as a virtual event assistant that helps with anything from registration to budgeting.

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THE TRENDS IN EVENTS

Feel at Home The trend is making the attendees feel like home by surrounding them with warm and familiar materials. The comfort of the audience is key in order to make the results successful.

The Speakers In the event is very difficult to keep the consecration and interaction of your audience. There for its suitable to incorporate speakers represented by experts in the area of their career. The human experience will convey memorable outcome.

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VALUE

Technology is a compulsive and addictive way to live. Verbal communication cannot be lost because of a lack of skill. The ability to listen and learn is key to mastering the art of communication. If you don’t use your verbal skills and networking, it will disappear rapidly. Use technology wisely. - Rick Pitino

The aim is to value every attendee of the event and appeal to personal soft skills. There will be creation of a bridge between the brands and the customers that will then transform to a long-lasting bond.

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THE EVENT CONCEPT

The event main driver is to connect the audience and the brand and to create human to human communication and unique experience with wide word of mouth. It the perfect opportunity to build a face to face action between the two groups of attendees. The innovative technologie will support the experience and will speard a wave of fear of missing out. The venue is representing the primery state of being where nowdays society is trying to excape and rest from the concreate jungle. The link between nature and technology in the middle of London City will make the audience feel comfortable and well treated.

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VENUE

T

THE BARBICAN CENTRE CONSERVATORY

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THE LOOK & FEEL

The audience’s perception is the key driver of the look & feel. The aim is to interact with the emotional stage of the viewer. The environment will create a positive vibe that will transfer the attendee in too a welcoming and exiting place full of experiences and innovative technologies. The original colours will consist of shades of green and linen black. The entire venue is decorated with tropical plants, grass and water ponds. The atmosphere will be accompanied with DJ that will embrace the core value of the international launch.

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THE PRE-LAUNCH OF SOCIALIZER THE OBJECTIVES

Increase the downloads high as possible Media coverage and visibility Users awareness Influence engagement Add value to the event for our audience Give the audience fear of missing out Gain acquisition of consumers

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THE PRE-LAUNCH OF SOCIALIZER THE STEPS

Unbounce website to help track the landing page conversions Headline on the landing page about the app launch and few invitation offers for the fastest users by providing their email and download Social media ads to drive traffic to the landing page Press covering app launch & pitch about the launching event Offer for the press of exclusive access to the reporters Customized & Personalized invitations Track the RSVPs to follow up with and assess whether to invite more people Launch mobile install ads using social media

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THE EVENT PRODUCTION THE HANDSHAKE

To increase the human interaction and the face-to-face action the audience will receive digital bracelets by the entrance. By a simple handshake the attendees can become friend on social medias. This will provide future connections between the consumer and the brand representatives and employees. The communication will be then driven in to higher level of interaction through the unique experience. The bracelet will be connected and provided by Socializer phone application.

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THE DRONES

The event will be accompanied by drons with GoPro cameras. The user of socializer can call the dron to spot where he is standing. The camera can take a picture of the user with his companion and share it immediately via the Socializer app with confirmation of the user. They will also life stream on Socializer.

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MICROSOFT HOLOLENS LOUNGE

As the main sponsor, Microsoft will provide the event with a Hololens lounge. It is a innovative technology that allows the participant to teleport into a virtual reality of a event or environment. The users of Socializer will be offered the experience of virtual presentation of London Fashion Week and view the brands showcased pieces and inspirations from the front row as a VIP guest.

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MICROSOFT HOLOLENS LOUNGE

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THE TEAM The Event Director

Budget Coordinator

Promotion Coordinator

Merchandise Coordinator

Hospitality Coordination

Planning & Events Coordinators Team

Sponsor Team

Venue Coordinator

Catering Team

Microsoft Lounge Manager

Equipment Maintenance

DJ, Runners & Security

App Manager Budget Planner

Media Relations & PR Team Sales Team Press & Art Direction Team Designers & Press Managers Socail Media Team

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Assistants

Hostess & Technicians


EVENT PROPOSAL

AGENDA 2018 JAN 8th

Venue Reservation

MAR 12th

Budget Plan & PR Plan

MAR 26th

Press Release

APR 2nd

QR Codes . Invitations . Tickets

APR 9th

Socializer Campaign & Social Media

APR 23rd

Send Reminder of event

APR 23rd

Technical Run

APR 30th

Microsoft Hololens Lounge Instalation

MAY 5th

The Socializer X The Barbican Centre Conservatory

MAY 7th

Evaluation & Thank You Notes

MAY 10th

Income Statement

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CALENDAR MAY 2nd

MAY 3rd

MAY 4th

MAY 5th

Plan of Organization

Venue SetUp

Testing of Drons

Catering 2nd Part Rocket London

SetUp

Music Test

Catering 1st Part Rocket London

Organization and Guidance

Camera & Lifestream Test - Drons

Lighting Test

Final Venue SetUp

Churchil Security LineUp

VIP Arrival SetUp

10 am

12 am Microsoft Lounge

1 pm

Meeting of Team 2 pm Representatives

3 pm

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Event Start


EVENT PROPOSAL

MAY 5TH 6:00 am

Organization Team Arrival

6:30 am

The Venue SetUp Finishings

6:30 am

Microsoft Lounge Final Test

6:45 am

DJ Desk Test

7:00 am

Sound and Lght Test

7:30 am

Technicians & Security

9:00 am

Team Meeting

10:00 am

Catering Rocket London

12:00 am

Guests Organization & Guidance

12:30 pm

VIP

3:00 pm

Event Start

20:00 pm

Venue Finishings & Closing

21:00 pm

Evaluation

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THE DJ

The international launch event will be accompanied by the honour of Steve Paradise, Italian DJ and artist that has broad experience with music. He is know as one of the first promoters of house music in Italy. The aim is to create calm, homely, and welcoming environment the will lead the audience to conversations.

Steve Paradise - Zultan (Pablo Fierro Remix) Italy Origin

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THE DJ

The music desk and area for the musician will be placed in the area visualized above. The access to this area will have only the organization team, the DJ and VIP guests. There will be microphone for the welcoming speach made by upcoming celebrity.

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EVENT PROPOSAL

VIP

Owen Sagness General Manager Microsoft UK

Jon Kortajarena

Cara Delevingne Model

Sophie Allard Sarah Burton Evian General Manager CD of A. McQueen

Sarah Letchford Burberry Foundation Manager 36 |SOCIALIZER X BARBICAN

Poppy Delevingne Myles Rothacker Model Manager The Dron.Co

Kate Foley Model

Harry Styles Musician

Christopher Bailey CD of Burberry

Eddie Redmayne Actor


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THE AUDIENCE

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GUESTS

The expected number of guests of the international launch event is represented by number of 250 to 300 people. The main guest of the event is Cara Delevingne who will also give a welcome speech at the beginning of the event. Through out the action she will move around and also collaborate with the DJ Steve Paradise. She is suitable icon of the event due to her goofy personality and connections with younger audience and influencers.

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THE BUILDING PLAN

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THE INVITATIONS

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THE EVENT COMMUNICATION

The expected number of guests of the international launch event is represented by number of 250 to 300 people. The main guest of the event is Cara Delevingne who will also give a welcome speech at the beginning of the event. Through out the action she will move around and also collaborate with the DJ Steve Paradise. She is suitable icon of the event due to her goofy personality and connections with younger audience and influencers.

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THE OBJECTIVES OF EVENT COMMUNICATION Create awareness upon the upcoming event Establish trust Increase app download and conversations Promote fashion event Create word of mouth & manage expectations Evoke fear of missing out

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THE COMMUNICATION METHOD

The aim is to create a memorable and personal experience with the audience. Since London City is a town with unstable weather the event will be also promoted through the water resistant OR codes placed in key areas and most frequent places. The audience can scan the code and get to the landing page and information about the event. This technique will increase conversation rates and word of mouth of the upcoming event.

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THE COMMUNICATION METHOD

The green QR code is personalised for the upcoming event. It will lead the audience to the landing page and offer app download and email subscription with request for event invitation

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THE COMMUNICATION METHOD

The promotional campaign will be streamed on the socializer app with a link to the final landing page. The main guest Cara Delevingne will promote the campaign on the instagram account and link it to the Socializer app. The QR code of the event will be placed outdoor and also on the physical paper invitations and electronic invitations (via email subscribers).

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OUTSOURCING MAIN SPONSOR

The main sponsor Microsoft will provide the event with innovative technologies represented by HoloLens googols . The company will have launch dedicated only to them and the technology. The audience will be able to try on the googols and live the experience of teleporting into virtual reality in London Fashion Week with the front row seat.

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OUTSOURCING CATERING

The catering will be provided by The Rocket London. Their vision is to serve excellent food with creativity and sense for detail. The style and innovation is the cornerstone of what they provide and how they incorporate the creative time. The company has history with extraordinary locations and partnerships. The sponser is suitable for the event due to its spirit, Britishness and high standard of client connections.

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TECHNICAL SPONSOR

The technical sponsor Drone.co will provide the event with flying drones that will be linked to the Socializer phone application where the user can call the drone to the spot he is standing. The Drone can take a picture of the attendee and his company and share it via Socializer. The Drones will also stream life the whole event via Socializer app.


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OUTSOURCING COMMERCIAL SPONSOR

The Evian brand is portrayed as a luxury and expensive bottled water. The aim is to deliver to the audience the best possible products. It is highly linked with the fashion industry, also photographed by David LaChapelle. In 2009 the company received Gold Award at the London International Award for the best visual effects. Therefore the brand is linked with Socializer and the event concept. The goal is to link nature and technology and provide high standard treatment to the audience.

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GIFT BAG

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At the end of the event the audience will receive a gift bag with a thank you note. The company Burberry will provide small testers of fragrances that will be launched the following season. The consumer can then be the first who will smell & try the new personalized perfumes.

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PRODUCT PLACEMENT

The logos of the sponsors are going to be place on the banners by the entrance and also mentioned via Socializer promotional campaigns. The Evian will have their own stand with hostess that will be offering the crystal clear water to the attendees. Their logo will be also placed with a temporary colour on the wall under the DJ desk.

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THE STRUCTURE OF COST

MANAGEMENT

$ 40.000

PUBLIC RELATIONS

$ 110.000

DEVELOPMENT

$ 100.000

PRESS

$ 90.000

VISUALS & DESIGN

$ 100.000

TOTAL COST

$ 440.000

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INITIAL BRIEF The Brand Socializer

Project Name Editorial Platform Launch

The Brand Promise Socializer is an app device that links social medias & creats a H2H connection between the consumer & the brand

The Brand Character Accessible: Easy, useful Innovative: Up-to-date, modern

The Core Audience T h e C r e at o r s : The audience that is representing a fashion brand and is involved in the fashion world. Confident personalities with passion for fashion content creation with innovative and creative opinions. Individuals with strong digital identity and large online audiences that are creating engagement in a sophisticated sphere.

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T h e C h i l i a d s : The audience created by innovative and creative youth that is seaking for inspiration in the fashion industry. A target that is daily active on social media platforms consuming the latest fashion new and involving them into their lifestyle and identity.


EVENT PROPOSAL

Assignment Design a International Launching Event & Fashion Show What is the issue we are trying to solve, the audience, the opportunity The fashion brands and the fashion consumers are constantly ion the move. The Socializer launching event gives an opportunity to connect the brand and the audience in a face-to-face action. In order to humanize the event the raised money will go to the Burberry Foundation that is supporting many educational activities and organizations and help creative students with their future.

What is the desired outcome, with measurable KPIs? The desire is to transmit both brands as supportive and innovative and to create a bond between the brand values and the audience. Further move the aim is to build bridges between the human-to-human actions and personal experiences. The goal is to increase the sales and attendance of the events with word of mouth and social media shares.

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What is the expected audience’s attitude to the brand, and how do we want to change it? EU: Since Europe is the place where the fashion happens we expect high interaction with the audience and high rate of downloads. They will expect daily feeds from the fashion industry and will desire to get closer to the brands. US: The audience is known for high social media interaction. We expect high rate of conversations and app downloads. The desire is to expand the key strategic markets.

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What is the core selling message, the single main idea? Get connected What are the mandatories? Do: Treat every customer on the personal level and make him or her feel unique. Target the soft skill of the attendees and create unforgettable experience with a wave of word of mouth. Further more; collaborate with brand that stands for the similar value of the audience. Don’t: Focus only on one target audience and their interaction. Focus only on key strategic market but continue expand the word of mouth world wide.


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Global App Launch - Socializer  

Creative concept and strategy suited and optimal for the editorial platform in order to create a realistic event that will create publicity...

Global App Launch - Socializer  

Creative concept and strategy suited and optimal for the editorial platform in order to create a realistic event that will create publicity...

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