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EUROPEAN EVENTS ANNUAL 2011 EuBEA

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Benchmark of Events at European level.

Benchmark of Events at European level.

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  • 1. 1a ed izi on eEuropean Best Event Awards 2011 - Events Case Studies
  • 2. 20 [editorial]eEuropean Bea,99 on the attack Never before have I been so evaluated, one by one, by a jury made up of 26 pleased with the performance of representatives, holding different roles in the European the European Best Event Awards event industry, headed by Carlo Jean Marie Hermes, in terms of quality and number business communication expert and consultant for of events competing. Nearly 100 Ceremonial and Event management at Eni Group. A events registered to the 2011 first selection was made on line by each juror. 50 edition of European Bea. An shortlisted projects were subsequently voted during the excellent result, clearly plenary session, in Milan on 4th October 2011. The jury increasing in respect to the last awarded the first three prizes and, in addition, two-year period. The award categories and technical excellence prizes. Thisorganized by ADC Group blows out seven birthday publication, European Event Annual, is the novelty ofcandles: born in 2004, during the first two years it was the year and is like a showcase of all the projects thataccessible to Italian structures only; subsequently, competed for the Eurpean Bea 2011 podium. Allstarting from 2006, it gathered applications and positive winners, which are presented in the following pages,feedback from all over Europe. This is a record holder are always rewarded during the award ceremony inyear: 99 registered projects submitted from 12 Milan, in the widest setting of Bea Expo Festival.European countries. To compete for the Little GoldenElephant, the symbol of excellence, 46 agencies, Salvatore Sagonecompared to 36 registered in 2010. Projects were chairman ADC Group 3
  • 3. 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 MilanoTel. +39 02 83102315 Fax + 39 02 36592735 e20@adcgroup.it Registered office: Via Freguglia, 2 - 20122 Milano Print in November 2011
  • 4. 20 [summary]e Events by event type 18. BtoB Event 74. Product / Service Launch 27. Celebration / Festivity 82. Public Event 34. Congress / Convention 93. Roadshow 38. Cultural Event 102. Sport Event 44. Educational / Training Event 107. Sustainable Event 45. Event for Non Profit / Social Organization 108. Unconventional Event 49. Fair 115. Web Event 53. Green Event 55. Incentive / Team Building 59. Internal Company Event / Convention 72. 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. 5
  • 5. Nostro Vostrol’impegno ad offrirvi il piacere di vivere in spazi ampi e modernissimi ununa struttura dalle grandi momento di lavoro che si trasformerà in un’occasionepotenzialità. memorabile. via della Fiera 23 — 47923 Rimini tel 0541 711500 — fax 0541 711505 www.riminipalacongressi.it info@riminipalacongressi.it
  • 6. The jury
  • 7. 20eEubea 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. 8
  • 8. 20 [eubea 2011 - the jury]e [S p a in ] [Fra n ce ] [S p a in ] [A u st ri a ] [Germany]JOSÉ GARCIA MICHEL BENSADOUN ANDER BILBAO CHRISTOPH BERNDL DIANA BUSSAGUAROD ANAÉ PRESIDENT MEMBER CLUB PARA EDITOR IN CHIEF VICE PRESIDENT CORPORATEPARTNER AND SALES MANAGER LA EXCELENCIA MESSE & EVENT COMMUNICATIONSGRUPO EVENTOPLUS MESSER GROUPJosé graduated in Business Michel graduated in Ander graduated in Law in Born in Vienna in 1972, Born in Münster in 1971,Administration from the Medicine and worked as a 1987 and completed an Christoph started in 1988 Diana studiedUniversities of Barcelona, GP for a few years before International Mba in 1989. to engage in regular CommunicationsFrankfurt and Keele. He is entering the Pharmaceutical He became founding theatre activities as lead Management and has acurrently Partner and Sales industry and receiving partner and Ceo of the actor and tours in Austria. degree in Public RelationsManager for Grupo training in Marketing. In Group Sörensen in 1990, He graduated in Drama Manager. Her area ofEventoplus, which includes 1981, he created a where he still works. He is and Musicology before expertise is InternationalEventoplus.com, the most communication consulting a member of the Club being editor of a variety of Corporate Culture. Sheimportant Spanish website agency specialized in the para la excelencia en publications and websites started her professionalfor the events industry, field of health, Elebor, and eventos in Spain. (Compress Verlag, City of career in 1995 in theEventos Magazine, in 1999, a subsidiary called Vienna, Messe & Event Research & DevelopmentEventoplus Training, which Eos. In 2009, the companies magazine). In 2009, he of industrial gases fororganizes courses for merged with La Fonderie, became chief editor of Messer Griesheim, one ofevents organizers in an event agency, and Inwien, the leading event the leading producer ofMexico, Portugal and Michel became one of the guide for Vienna. In industrial gases, such asAndorra, and the associates. In 2009, he addition, he was the nitrogen and oxygen. InEventoplus Award. entered the Board of Anaé, organizer of and consultant 2004, she took over the a French event agencies for numerous concerts and responsibility for corporate association, and was elected was a member of the Jury communications within the its president in July 2011. of the Austrian Messe Messer Group in Bad Michel is also vice president Marketing Awards and the Soden, near Frankfurt am of an Ngo involved in Austrian Event Award. He Main. Cambodia. also initiated the successful event series Messe & Event Branchentalk. 9
  • 9. 20 [eubea 2011 - the jury]e [Sweden] [Portugal] [Belgium] [Italy] [Austria]JENNIFER LUIS DIOGO CAVACO ERIK DE RIDDER MAJA DE SIMONI PETER DROBILCARLSSON MEMBERAPECATE MANAGING DIRECTOR MANAGING DIRECTOR HEAD OF BRAND MANAGEMENTCOMMUNICATION MANAGER EXPERIENCE MAGAZINE SICILIA CONVENTION BUREAU UNICREDIT GROUPFORTUMSince 2007, Jennifer has Luis was born in Born in 1968, Erik studied Maja has over 20 years of Born in Vienna in 1955,been Communication Mocamedes in 1968. After Hotel Management/ experience in event Peter has held a variety ofManager for Scandinavia, studying at the Faculty of Languages/Interpreter management as a senior jobs before becomingPoland and the Baltic Psychology and at the before starting his own project manager with Alpha advertising manager atcountries, managing all National Conservatory of company, Leo, in 1992, Studio Comunicazione ed UniCredit Bank Austria. Hecorporate events and Theatre and Cinema, he where he is still managing Eventi and is a qualified has followed many coursesleverage of the corporate embarked on a precursor editor and partner. The Cmp (Certified Meeting in business andsponsorships for the experiment in the events first publication, Meeting Professional) and Cmm management and has alsoenergy company Fortum. area as partner, creative Media Plus, now called (Certified Meeting given lectures at differentBefore this, she had held director and production for Experience Magazine, was Manager). She has institutions. Peter haspositions such as executive Publihappening, a reference Belgiums first Mice collaborated with the professional membershipsmarketing manager for in the events market in magazine. Two other titles European Event Roi Institute for the InternationalScandic Hotels (responsible Portugal. The company were later launched: The and she has been managing Advertising Association,of partner relations and organizes ExpoEventos and Corporate Traveller (1999) director of Sicilia Dialog Marketing Verbandcorporate events), product the parallel activities such as and Toys&Games (2007). In Convention Bureau since Österreich,manager at Real ‘Gala dos Eventos’. He has 2000, Leo organized the 2009, member of the WerbewissenschaftlicheEntertainment Group participated as speaker, first Benelux Event Awards. Executive Council of Mpi Gesellschaft, and Creative(arena events and musicals, specializing in themes such In 2007, it started the Italia Chapter for six years, Club Austria. He hasconcerts and tour as creativity, events and association for corporate and president from 2006 to published columns in,productions) and event business tourism, in forums event suppliers (Ema) and, 2007. Maja was also a among others, Austrianmanager at SJ (Swedish often attended by university in 2008, the association for member of Executive Business Women 2011 andRailway Company). students. event suppliers (Besa). Council of Federcongressi, in Die Presse and was acting as the Standards and member of the Jury for a Professional Certification variety of awards such as Committee co-ordinator. IAA-Effie, Green Panther and BoB. 10
  • 10. 20 [eubea 2011 - the jury]e [Portugal] [Germany] [Norway] [Sweden] [Italy]PEDRO MIGUEL ULF GASSNER ELLING HAMSO CLAES LINDSTRÖM GRAZIANO MASCHERIGANDARA MEMBER FAMAB MANAGING PARTNER SEFS MEMBER MEMBER CONSULTACOMMUNICATION MANAGER EUROPEAN EVENT ROI DEGLI EVENTI -SAMSUNG INSTITUTE ASSOCOMUNICAZIONEBorn in 1972, Pedro Born in 1966, Ulf studied Elling graduated in Claes has worked in the Born in Milan in 1968,graduated in Business Sports-Business Management and holds a Nordic communication Graziano studied TourismAdministration in 1995 Administration at the Ph.D in Supplier-Customer market since 1988. He and graduated inbefore being hired by Sony University of Sport in Relationship Strategies from holds a Degree in Communication and Event’sPortugal in 1996 as Cologne. In 1993, he Manchester University. He Marketing Management Organization from theassistant product manager became self-employed in works as meeting from Ihm Business School ‘Scuola Superiore per ilfor video recorders. He held the field of sports management consultant and a diploma in Strategic Turismo’ in Milan. Over aa variety of positions, marketing. In 1995, he and managing partner of Brand Management. Since period of ten years heincluding deputy marketing founded Concept X - European Event Roi 2005, he has been the Ceo worked in three differentmanager, before becoming Strategische Institute. He was a member and partner for Fieldwork Italian companies in thecommunication and pr Kommunikation. In 2007, of European Council and Live Communication Mice field. In 2000, hemanager in 2009. He then 2008 and 2009 he received Research Advisory Panel of agency. Prior to that Claes founded Sinergie,moved to Samsung national and international Meeting Professionals worked as Ceo and Co- specialized in conventions,Electronica Portuguesa as awards like the Eva (German International. He was founder in several Swedish meetings, incentive travelcorporate marketing Event Award) and EuBea. ranked 5th by Conference communication companies and special events. With hismanager. He is in charge, He currently is a board & Incentive Travel Magazine such as Ad Pepper Media company, Graziano isamong other things, of member of Famab (German on their list of the 50 most AB, Ad ON Media Nordic member of Consulta deglideveloping and association for direct influential people in the UK AB, Media Event AB and Eventi. Before deciding toimplementing brand economic communication) meetings and events Media Byrån AB. Claes also continue his studies andstrategies and product and Fme - Forum Marketing industry and the Swedish held a position as Sales start a new experience in amarketing strategies. Event Agencies. In 2008, he magazine Meetings Manager for the advertising congress and incentive founded 27Names, International placed him as department at Sweden’s agency, he had been a chef currently the biggest 11th on the list of the 100 largest newspaper, in a 3 stars Michelin network of independent hottest names in the Expressen. restaurant. event agencies in Europe. Scandinavian meetings industry. 11
  • 11. 20 [eubea 2011 - the jury]e [Germany] [Portugal] [Portugal] [Germany] [Spain]MICHAEL MUELLER RUI OCHOA MIGUEL OSÓRIO MICHAEL ROSE CHRISTOPHGROUP LEADER/CORPORATE MANAGING DIRECTOR DIRECTOR/BOARD MEMBER DIRECTOR OF PROTOCOL AND TESSMARMARKETING EVENT POINT SONAE MC EVENTS DEUTSCHE MESSE CONGRESS MANAGERSAMSUNG ELECTRONICS SANOFI AVENTISBorn in Germany in 1977, Born in Oporto (Portugal) Miguel holds a degree in Born in Stuttgart in 1965, Christoph was born inMichael joined Samsung in 1969, Rui graduated Economics from the Micheal worked for the Heidelberg (Germany) inElectronics Germany in with a Major in Social University of Lisbon and Visitor Service of the 1964. After his studies, he1999, working in the Communication from later joined Sonae as Federal Republic of started his professionalnewly founded Corporate Oporto Higher College of advertising manager for Germany from 1992 to career at BoehringerMarketing department. He Journalism. Over the years, the brand Continente. In 1998 and for Expo 2000 Mannheim as areaworked on different he has worked with 2005, he became head of GmbH as Director VIPs and manager for some Southprojects leading to fairs, several national advertising for the Delegations from 1998 to American countries. Insponsorships, events and newspapers and following brands: 2000. He has been director 1990, he moved tocollaborations, and was magazines and in Continente, Modelo, of Conferences and Events Boehringer Mannheim inresponsible for several particular has contributed Modelo Bonjour, Worten, Dach for Idc Central Barcelona where he wasCustomers-Public Events, to the development of Sport Zone, Vobis and Europe GmbH since 2001 put in charge of theIFAs, CeBITs, the Olympic Festas&Eventos, the only Modalfa. From 2008 to and head of Protocol and organization of someCampaigns & Olympic Portuguese publication 2011, he was the Corporate Events at events and congresses.Torch Relays, 12th Iaaf specialized in the marketing director for the Deutsche Messe AG since Remaining in theWorld Championship professional events sector brands Continente and 2005. pharmaceutical industry, inBerlin 2009. He is currently since its beginning in Modelo. Miguel is currently 1999 he joined Sanofi asin charge of the Corporate 2003. In 2008, Rui member of the Executive congress manager. He is inLive Communication for became the general Committee for the food charge of all the events ofSamsung Electronics management of retail area of Sonae and is the company (national andGermany. In 2009, he Festas&Eventos. In 2011, responsible for marketing international congresses,started an Mba in Live the magazine changed its and loyalty programmes. product presentations,Communication at the TU name to Event Point. symposia, sales conventionsChemnitz, which he has and booth design), nearlynow almost completed. 500 events per year. 12
  • 12. 20 [eubea 2011 - the jury]e [Belgium] [Netherlands] [France] [Netherlands] [United Kingdom]BRIGITTE VAN DAM PAUL VAN DER ERIC VILARDEL SJOERD WEIKAMP ANDREW WRIGHTMARKETING & HEIJDEN HEAD OF EVENT MANAGEMENT EDITOR IN CHIEF EVENTIA MEMBERCOMMUNICATIONS MANAGER EVENTS MANAGER ACHMEA & PATRONAGE AMUNDI EVENT BRANCHEALCATEL-LUCENTAfter graduating in Public Paul has broad marketing Born in Paris in 1974, Eric After studying Journalism Andrew has been in theRelations and Tourism, expertise and experience he studied Private Law before and Communication, Sjoerd hotel, catering and eventsBrigitte started working for acquired by working as a starting his professional worked for the publisher business for over thirtyAlcatel-Lucent in 1981. In marketing consultant for career at the event agency Reed Business on the event years, starting with The1991, she became assistant political and commercial Bso. After shortly working magazine Feestelijk Savoy Group back in 1972.for customer organizations, for Sfr, he went back to Zakendoen and on FZ.nl. He Since then his career hascommunications in the independently or as Bso as head of later started a new title for spanned through hotelmarketing department and responsible for a project development, then head of event professionals: management and cateringresponsible for the events a team. He is currently sales and finally deputy EventBranche.nl, where he companies. He was Groupfew years later. She now working in the corporate Ceo. While at Bso, Eric was still works as chief editor. It Business Development forrepresents market marketing, media and in charge of the first now publishes six Millburn’s Restaurants,communications in the sponsoring fields at French catalogue of ‘plug EventBranche Magazines, a which catered in the BritishBenelux area and Achmea; the largest Dutch and play events’ and online news-platform, six Museum and theimplements the marketing insurance company which worked on the launch of networking events and a Shakespeare’s Globe. He isplans. This involves, among has, over the past few years, ID Events, dedicated to trend magazine currently managing directorother things, the turned to events, pr and the Corporate Events. In 2008, Events&MICE per year. It at Fab! (eventsorganization of events, Internet to build a genuine he joined Amundi, as head also cooperates with the organization, weddingworkshops, seminars, team dialogue with its of Event Management. In major Dutch event planning, mkt and pr). Hebuilding, distribution of stakeholders. 2010, he was put in associations. Personal has been a board membergifts, newsletters, mailing charge of sponsorships interests: playing tennis and of the Cea, and of Eventia.and sponsoring. She is a (Villa Medici, Orchestre football; Sjoerd also partly He has also been involvedboard member of the Philharmonique de Radio owns a local sportsbar and with the Awards for yearsEvents Managers France, Acf). supports his local football and has chaired the EventiaAssociation. club De Graafschap from Awards committee. Doetinchem. 13
  • 13. FIRST PRIZE Surprise Catwalk Organizer: Fieldwork Client: The Salvation Army (Fretex) Event type: Unconventional Event Country: NorwaySECOND PRIZE EDP 35th birthday – ‘Energia Douro Concert’ Organizer: Desafio Global Ativism SA Client: EDP - Portuguese Electric Power Company Event type: Celebration/Festivity Country: PortugalTHIRD PRIZE ˇ Skoda World Dealer Conference ˇ Organizer: Vok Dams Agency for Events and Live-Marketing Client: Skoda Auto Event type: Congress/Convention Country: GermanyAWARDS BY EVENT TYPE CONGRESS/CONVENTION INCENTIVE/TEAM FIRST PRIZE BUILDING ˇBTOB EVENT Skoda World Dealer Conference FIRST PRIZEFIRST PRIZE Organizer: Vok Dams Agency for Events Coca Cola - RED Battle Of ExecutionGeberit Top Meeting and Live-Marketing Organizer: Uppartner ˇ Client: Skoda AutoOrganizer: Vok Dams Agency for Events Client: Coca Cola Portugaland Live-Marketing Country: Germany Country: PortugalClient: Geberit VertriebsCountry: Germany SECOND PRIZE 48 Horas con Telefónica SECOND PRIZE Organizer: Quum Comunicación RealeSECOND PRIZE Client: Telefónica de España Organizer: Global EventsFalling in love in Italy Country: Spain Client: RealeOrganizer: Promoconvention - GruppoInput Country: SpainClient: Lavazza CULTURAL EVENTCountry: Italy FIRST PRIZE INTERNAL COMPANY Festivities of the Proclamation of EVENT/COMPANYTHIRD PRIZE Republic with Festival dos Oceanos CONVENTIONHotpoint - The Movie Organizer: Realizar Worldwide Events FIRST PRIZEOrganizer: K-events Client: Associação de Turismo de Lisboa Strong Characters. Stronger Together.Client: Indesit Company Country: United Kingdom Senior Executive Convention 2011Country: Italy Organizer: Circ GmbH & Co. kg EVENT FOR NON Client: Continental AGCELEBRATION/FESTIVITY PROFIT/SOCIAL Country: GermanyFIRST PRIZE ORGANIZATIONEDPS 35th birthday - ‘Energia Douro FIRST PRIZE SECOND PRIZEConcert’ Nederland helpt Japan HMI JAT 2011Organizer: Desafio Global Ativism SA Organizer: Xsaga Organizer: Hagen Invent GmbH & Co. kgClient: EDP - Portuguese Electric Power Client: The Red CrossCompany Client: Ergo Lebensversicherung Country: The NetherlandsCountry: Portugal Country: Germany FAIRSECOND PRIZE FIRST PRIZE THIRD PRIZE77MTA Celebrations I am photokina 5th anniversary of MetinvestOrganizer: WRG Creative Communication Ltd Organizer: Jung von Matt/relations GmbH Organizer: K-eventsClient: Qatargas Client: Nikon Europe Client: Metinvest GroupCountry: United Kingdom Country: Germany Country: Italy 14
  • 14. [european Bea 2011- the winners] THIRD PRIZE SECOND PRIZE Lavazza - The Official Coffee of Wimbledon Technology and value creation. The future is Organizer: Promoconvention - Gruppo Input in your hands. Client: Lavazza Organizer: SCP Sistemas de Comunicación Country: Italy Puntual Client: Repsol - Executive MarketingMUSICAL EVENT ROADSHOW Department EuropeFIRST PRIZE FIRST PRIZE Country: SpainEDPS 35th birthday - ‘Energia Douro Uefa Champions League Trophy Tour 2010Concert’ presented by UniCredit THIRD PRIZEOrganizer: Desafio Global Ativism SA Organizer: ajoint. communication GmbH ‘MMA celebrates its employees’Client: EDP - Portuguese Electric Power Client: UniCredit Group Organizer: Denis&CoCompany Country: Germany Client: MMACountry: Portugal Country: France SECOND PRIZE TGVs 30th BirthdayPRODUCT/SERVICE Organizer: Auditoire CREATIVE IDEALAUNCH Client: Sncf - Société Nationale des FIRST PRIZEFIRST PRIZE Chemins de Fer Unilevers Innovation FairPavillon 21 MINI Opera Space Country: France Organizer: La 5aOrganizer: Metzler : Vater GmbH Client: UnileverClient: MINI (BMW Group) THIRD PRIZE Dicoms road show for Iniciativa BMW Country: SpainCountry: Germany Organizer: Dicom Client: Iniciativa BMW SECOND PRIZESECOND PRIZE The hairiest village of the worldE-Postbrief Launch Events Country: Spain Organizer: Jung von Matt/relations GmbHOrganizer: Uniplan GmbH & Co. kg Client: Panasonic Marketing EuropeClient: Deutsche Post DHL UNCONVENTIONAL EVENT Country: GermanyCountry: Germany FIRST PRIZE Tramp a Benz Organizer: Jung von Matt/relations GmbH THIRD PRIZETHIRD PRIZE The Cubanization of Germany ˇSkoda World Dealer Conference Client: Daimler AG Country: Germany Organizer: Jung von Matt/relations GmbHOrganizer: Vok Dams Agency for Events Client: Pernod-Ricard Deutschlandand Live-Marketing Country: Germany ˇClient: Skoda Auto WEB EVENT/MEDIA EVENTCountry: Germany FIRST PRIZE Tramp a Benz DIRECTIONPUBLIC EVENT Organizer: Jung von Matt/relations GmbH FIRST PRIZEFIRST PRIZE Client: Daimler AG 75th Anniversary of Shakhtar DonetskPicnic in the biggest urban farm Country: Germany Organizer: K-eventsOrganizer: Realizar Worldwide Events Client: Shakhtar DonetskClient: Continente Sonae AWARDS BY EXCELLENCE Country: ItalyCountry: United Kingdom AUDIO/VIDEO/LIGHTING SECOND PRIZESECOND PRIZE PRODUCTION Evening Event at the conferenceEDPS 35th birthday – ‘Energia Douro FIRST PRIZE ‘InvestmentAktuell 2011’Concert’ AFC Asian Cup Qatar 2011 Opening Show Organizer: insglück Gesellschaft fürOrganizer: Desafio Global Ativism SA Organizer: Auditoire Markeninszenierung mbHClient: EDP - Portuguese Electric Power Client: QLOC (Qatar Local Organizing Client: Union Asset ManagementCompany Committee) HoldingCountry: Portugal Country: France Country: Germany 15
  • 15. [european Bea 2011- the winners]THIRD PRIZEUnilever Benelux Experience 2011 ‘A Organizer: Música no Coração Client: tmn SPECIAL AND PUBLISHERdate with the Planet’ Country: Portugal AWARDSOrganizer: Dechesne & BoertjeClient: Unilever Benelux STAGING/SET DESIGN BEST EVENT AGENCYCountry: The Netherlands FIRST PRIZE FIRST PRIZE International Opening Event for the Desafio Global Ativism SA - PortugalLOCATION/SETTING Hanover Trade Fair 2011 SECOND PRIZEFIRST PRIZE Organizer: insglück Gesellschaft für Vok Dams Agency for Events and Live-Colosseum on fire Markeninszenierung mbH Marketing - GermanyOrganizer: Alphaomega Client: Deutsche Messe THIRD PRIZEClient: Roma Capitale Country: Germany Jung von Matt/relations GmbH -Country: Italy Germany SECOND PRIZESECOND PRIZE E-Plus Partner Shop Conference ‘The Day BEST EVENT COMPANYDanisco Business Forum, Spring 2011 of the Truth’ FIRST PRIZEOrganizer: Welcome Event Marketing Organizer: Vok Dams Agency for Events EDP – Portuguese Electric PowerClient: Danisco and Live-Marketing Company - PortugalCountry: Denmark Client: E-Plus Retail SECOND PRIZE Country: Germany The Salvation Army (Fretex) - NorwayTHIRD PRIZE THIRD PRIZEDare to Dream - Gold Conference 2010 THIRD PRIZE ˇ Skoda Auto - GermanyOrganizer: Creo Linde Material Handling at CeMAT 2011Client: Oriflame Natural Swedish Organizer: insglück Gesellschaft für EVENT EVALUATIONCosmetics Markeninszenierung mbH Ballast Nedam Innovation Day 2010 |Country: Italy Client: Linde Material Handling Internal Event Country: Germany Organizer: Beng! AmsterdamMEDIA MIX Client: Ballast NedamFIRST PRIZE SPECIAL EVENT TYPE Country: The NetherlandsPavillon 21 MINI Opera Space TECH. INNOVATIONOrganizer: Metzler : Vater GmbH LOW BUDGET EVENT International Opening Event for theCommunication Group Surprise Catwalk Hanover Trade Fair 2011Client: MINI (BMW Group) Organizer: Fieldwork Organizer: insglück Gesellschaft fürCountry: Germany Client: The Salvation Army (Fretex) Markeninszenierung mbHSECOND PRIZE Country: Norway Client: Deutsche MesseLjusruset - The Light-Run Country: GermanyOrganizer: Minnesota Communication, MOST VALUABLE EVENTPrime PR and Garbergs (HIGH BUDGET) SPACE/ENVIRONMENT/Client: Fortum Power and Heat ˇ Skoda World Dealer Conference SETTINGCountry: Sweden Organizer: Vok Dams Agency for Events Danisco Business Forum, Spring 2011 and Live-Marketing Organizer: Welcome Event Marketing ˇ Client: Skoda Auto Client: DaniscoNOTORIETY/PRESS Country: DenmarkRETURN Country: GermanyFIRST PRIZELaunch of the Tramway in Reims INTEGRATED EVENT GREEN/SUSTAINABLEOrganizer: Auditoire EDPS 35th birthday - ‘Energia Douro EVENTClient: Reims Métropole Concert’ Ljusruset - The Light-RunCountry: France Organizer: Desafio Global Ativism SA Organizer: Minnesota Communication, Client: EDP - Portuguese Electric Power Prime PR and GarbergsSECOND PRIZE Company Client: Fortum Power and HeatFestival Sudoeste tmn Country: Portugal Country: Sweden 16
  • 16. All the events
  • 17. 20 [btob event]eSamsung ExperienceDinner 2010This unique event was supported by three guiding Samsungs philosophy appealing to the human senses.ideas: ‘Understated pleasure not ostentatious Pleasure that was not limited to have the mostextravagance’, ‘Broadening horizons–not superficial expensive food on the plate but something selected andchat’ and ‘Content that creates stories’. The main idea special. A programme that was not just something to fillcommunicated derived from the slogan of the current in the breaks but something stimulating and inspiring.campaign (‘A new dimension of experience’) and was Brand psychology, culinary specialities and incomparable‘Samsung Inner Circle - Ifa Experience Dinner’. organisation were linked together. Framed by fittingSamsungs brand pillars of design, innovation and architecture, underpinned by a composition ofexperience were utilized in all events resources. These atmospheric lights and a specially composed tapestry offactors were used to create an event based on 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. 18
  • 18. 20 [btob event]eAudi Test Drive in Åre 2011The idea was to give guests the chance to history. Audi Sweden’s sales team used this registerexperience a free test drive and to be instructed on two weeks after the test run in Åre. Guests werehow to handle an Audi Quattro in extreme conditions, invited to visit the local Audi car dealer for a new teston the frozen lake of Åre. The Audi Test Drive in Åre run and the potentiality of a new car client for Audi.consisted of five daily test groups with six cars divided Web and mobile pages were developed for the Audiinto four 1,5 hour passes led by experienced car Test Drive in Åre to encourage bookings. Results: theinstructors and it was open for everyone to register. Audi Test Drive reached 83 % of potential driverThe passes started with different car handling attendances (763 out of 960 persons) and 96 % of allinstructions followed by test runs out on the track. possible test drive passes were completed. NumerousThe group finished up with a debriefing and a social new Audis are likely to derivate from the activity.coffee in a well known restaurant in Åre. All guests Guests’ feedback was of a funny, rewarding and wellwere recorded with personal information and car’s 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 advan- ced technology available in todays 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
  • 19. 20 [btob event]eAudi Dealer Meeting 2011At the core of the creative event concept was the of lightness. Results: The 24-hours ‘lightness’perfect and touching showcase of ‘lightness’ - the showcasing combined with the high-class but informaloutstanding product feature of the new ultra- atmosphere and the progressivity of the brand to createlightweight Audi A6, the innovative success factor of an unforgettable experience by strengthening thethe brand, representing an analogy with the target dealer’s brand loyalty and intensifying communication,group’s life - affirming attitude. To let lightness unfold resulted in the ‘best dealer meeting ever’.its full power, the concept was brilliantly brought to lifein five exclusive locations in Côte d’Azur and Monaco.Lightness, in all its emotional and rational facets, was atangible leitmotif and golden thread running throughevery detail of the 24hours event, which combineddriving experience, lifestyle and show. The locationsreflected lightness, a sentiment highlighted everywhere,in the contemporary event’s architecture, upmarketdesign, dramaturgy and tonality. Guests became part ofthis special attitude towards life, and were immersed inthe brand environment, sensing the unexpected power [ 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 dAzur, France, and Monaco. Objectives: to create a perfect overall experience of brand and product values, to strengthen brand loyalty and aware- ness 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
  • 20. 20 [btob event]eLinde Material Handlingat CeMAT 2011‘Engineered for Your Performance’, the slogan inside, the ‘brand world’. The heart of the exhibitionlooked alive in the trade-fair display at CeMAT 2011 was the Linde brand pavilion. The display’s modernand was also realized architecturally. Prominent design reflected the core values of the brand:landmarks displayed Linde’s corporate identity in every performance, user-friendliness, innovation, versatility,direction imposing the large ‘Gate to Performance’ and robustness. These core values were illustratedwith the brand slogan. Spectacular: the driverless inside of the pavilion; outside, they were the elementsforklifts maneuvering the Moving Gate at the entrance linking the different exhibits together. Results: thanksof the brand pavilion. Well-marked walkways and to highly increased visitors’ traffic, ideal visitors’ stayclear, concise product presentations reinforced the duration, an increased number of qualified contactsslogan’s message. Outside was the ‘product world’; 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
  • 21. 20 [btob event]eGran premier Acti 9After a complex and challenging brief, the decision customized music and artists performances. The scriptwas to create a tv program with a ‘Late’ format (Jay of the play was conceived to give the impression of aLeno type of program, similar to a talk show where an ‘Live’ transmission (‘Direct from…’) enhancing theinterviewer interacts with guests, performances and effect of spontaneity and increasing interest. Results:sketches). The audience would watch the program in 14 cities, 250 staff , 20 projection screens. 16m2 tomovie theatres, theatres and auditoriums around 14 90m2 from 240 meters of linear green carpet, 2,450cities and after they would enjoy a cocktail. The script metres of audiovisual cabling, 1,900 photos taken,of the program was obviously around the new 17.616 visits to web site. Capacity: 5,700, forecast:product, its features and related news. It included a 4,955, attendance: 4,525 (91,3%), customervisit to the production facility (with generation of satisfaction survey results: 9,1 over 10, best resultexternal footage), interviews to directors, and 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
  • 22. 20 [btob event]eHotpoint - The Movie‘Hotpoint - the Movie’ took place on May 20th and devoted to fire and ice to represent the new21st in Rome at Studio 5 in Cinecittà and Chiostro di household appliances (washing machine, oven andMichelangelo. Cinecittà hosted the plenary an refrigerator). Everything was accompanied by aextraordinary 3D presentation in the style of a cinema spectacular light design show. The second day’spremière, rich in coups the théâtre and special effects programme, at the Chiostro di Michelangelo of thestarring the new range of Hotpoint products. In Diocletian Spa, included the second gala dinner andaddition, a high-tech interactive showroom area show entitled ‘Metamorphosis’, freely inspired bydevoted to the new products was set up. Guests, Ovid’s works, involving 40 artists from four differenttotalling 1,000 participants, moved to the set of countries, with a staff of 80 people.‘Rome’ for an astonishing gala dinner during which avideo mapping show was projected onto the stages [ 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 internatio- nal dealers. Budget: up 1,000,000 to 5,000,000 euros. 23
  • 23. 20 [btob event]eFalling in love in ItalyFalling in love in Italy is the theme of Lavazza’s new the song ‘Vacanze Romane’. Results: over 20 Vips fromcalendar. In a showroom against the backdrop of Milan’s the jet set, eight magazine and newspaper editors inmost romantic setting (its canals), we created a garden chief, 20 Italian high level professionals and managers.of love where guests could experience the emotions of Over 1,200 press releases (384 on printed journals, 464the calendar’s photos. From the statue beneath the releases on the web and 348 on Tvs). Total audience:bridge, the path on real grass, the white climbing roses, 282,831,561 (Ots).hanging benches and over 2,000 roses, all the elementscreating the scene were conceived, designed andproduced to offer guests enticing corners and romanticniches where they could feel suspended in a headyatmosphere of love. It was a typically Italian ambience,with coffee as a love potion and dinner transformed intoa refined, romantic picnic. The large white space,marked by a Cupid’s arrow piercing the ground, was setaside for photography, framing the café that dominatedthe space from the summit of a spectacular staircase.Singer Antonella Ruggero enchanted guests when sheclosed the evening with her ‘unplugged’ performance of [ 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
  • 24. 20 [btob event]eE-Plus Partner ShopConference The Day of the TruthThe E-Plus Partner Congress 2011 became ‘The Day the fight and the event together with one of the mostof the Truth’. It is common to play with the symbolism popular tv hosts. The entire event, includingof boxing, but E-Plus means business! The heart and information during the plenum, a press conference, anhighlight of the event was a real fight. The opponent: exhibition and the party, were all integrated into theMaurice Weber, a professional boxer from the team fight. Another hall was turned into a large boxingWorld Champion Felix Sturm. Prior to the event, guests arena for the information during the plenum and thecould apply for the live fight. Two candidates were press conference. Results: evaluation revealed thatshortlisted and trained at the gym of the Sturm team 80% of all participants replied ‘very good’ or ‘good’for one week. The final contender: Christian, the when asked ‘How do you evaluate ‘The Day of theBaseman, Ricken would get in the ring of the boxing Truth’ overall?’. Boxing proved to be extremely targetarena that was erected for the event. The most popular group specific and offered numerous similarities to theGerman boxing ring announcer Roman Roell hosted 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
  • 25. 20 [btob event]eGeberit Top MeetingOn three different days and in three different stood in contrast to the classic early summer’s nightvenues, 2,800 invitees experienced a poetic dream. The dream-surprising, entertaining, innovative, sensual andcompany’s vision was entwined with culinary delights. optimally suited to the brand. Results: The feedbackThus, the motto took shape: a love story of was very positive. The event was documented in a HQdiscovering, losing, searching and finding in four acts. ‘dream book’. The results of the staff survey are notEach act represented a brand value. First act: available yet. Because of the high quality of the event,Innovation-Create quality of life; second act: guests were not asked to participate to the survey. It isPartnership-Share quality of life; third act: Know-how- important not to trigger any emotions and then toEnable quality of life; fourth act: ReliabilitySustainable control them.quality of life. The fifth brand value ‘quality of life’ wasimmanent in everything. Dreamlike. Rather old school?What was innovative about all that? The culinary lovestory did not take place in a castle, nor did a divaappear on a white horse… A space design on fourlevels, a wild chef and an innovative media concept [ 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
  • 26. 20 [celebration / festivity]eCelebration of Rome 1960Olympic GamesOn 25th August 2010 an impressive ceremony was spectacular lights show on Palazzo Senatorio andorganized in Piazza del Campidoglio to celebrate the Colosseum displayed historical images of Rome 196050th anniversary of Rome 1960 Olympic Games. A lot of Olympics. In addition, a public exhibition of Philately,stars and celebrities from the sport world took part in this Numismatics and Memorabilia totally dedicated to theceremony and recounted their memories, hopes and 1960 Games was also organized at the Tennisambitions in regard to the candidacy of Rome to the Association and showcased famous historic relics such as2020 Summer Olympic Games. The emotional climax of two Olympic torches, books and medals from the historicthe event was reached when Giancarlo Peris, the last Games. Results: the event succeeded in sharing andtorchbearer of Rome 1960 Games who brought the transferring history, values and culture of the Olympicflame to Rome, lit once again the Olimpic torch. A 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
  • 27. 20 [celebration / festivity]eAfc Asian Cup Qatar 2011Opening ShowThe show was spectacular, creating a huge wow and cheers from the stadium. Eventually, it enhanced theeffect. The progressive scenario increased the tension values of sport and sports’ cooperation. Results: a largeand crystallized emotions. The light show combined number of publications from both local and internationalartistic and technological expertise in an epic press, 50,000 people in the stadium, 600 million peopleperformance where light flowed in and out. Artists took as tv audience.part in the show by realizing a circle as a symbol ofunion. A huge firework device enlightened the stadiumand its surroundings, bathing Doha with lights and colors [ 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
  • 28. 20 [celebration / festivity]eE&Y Entrepreneur Of The Year2010 - 15th Anniversary EditionA real Oscar-style celebration in the heart of the down a glittering staircase, a gala dinner for 363showbiz city. The highlight was an amazing fashion guests and spotlight on entrepreneurship (videoclipsshow, featuring every finalist (entrepreneur) making an on large video walls surrounding the audience andoriginal artistic creation representing its business. Also: amazing creations on the catwalk during theinvitations to all finalists from the past fifteen years; entrepreneur’s fashion show). Results: guests had aparking valet and red carpet on arrival, a VIP-welcome, wonderful night out and felt like VIPs from theflashing cameras, cheering fans, an exclusive concert beginning to the end. The event acknowledged theby a well-known artist and a famous Dutch presenter current community of E&Y Entrepreneur Of The Yearas a host. A Hall of Fame also displayed the finalists’ Award winners. Guests felt that Ernst & Youngpictures as blow-ups on the walls. The fifteen finalists understands, stimulates and appreciates entrepreneursmade a great entrance: accompanied by showgirls 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 anni- versary edition; to create a glamorous and elegant evening perceived like a royal party and a prestigious reward for suc- cessful 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
  • 29. 20 [celebration / festivity]eEDPs birthday - ‘Energia 35thDouro Concert’For a long time Edp challenged its agency to create a history took place in a 600 square metres stage,once-in-a-lifetime experience to celebrate the crafted by a team of 250 men and witnessed live bycompany’s importance and generate awareness in its 50,000 people and Vip guests, both on the stage andsocial and environmental concerns. But for its 35th on a two-storey boat in front of it. The concert wasbirthday, when the long-awaited new logo designed seen by 50,000 people and a million people tvby Stephan Saigmeister was revealed, the challenge audience, resulting in a massive media coverage andwas simple: to achieve the impossible. Many tried - show re-airing. With a potential return of 4,810,421and failed - to create a floating stage in the euros in editorial spaces and advertising, Edpstreacherous Douro waters but some memorable shows birthday was hailed as the event of the year.were also created in improbable settings, for exampleconcerts set on a dam and in a cave. Partnering upwith Sic tv channel for a live broadcast, the stakes [ DATA SHEET]were even higher and, after 3 months of production, Country: Portugal.one of the most magical concerts in portuguese 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 employe- es 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-in- 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. 30
  • 30. 20 [celebration / festivity]eInternational OpeningEvent Hannover Trade Fair 2011The creative team wanted the opening ceremony surprised the audience by appearing on the stageto introduce a continuous stream of new ideas, just as structure and directly interacting with mediathe Hannover Messe itself does. The event employed a production. The public took a unique audiovisualconvincing combination of live artists and highly journey through the fair’s main topics, productioninnovative technological presentations to depict facilities and processes, data and resource flows andtomorrow’s innovations: 3D mapping. The production through the people’s living spaces, for which thesemade the new main focus of the trade fair, products and solutions are designed.Metropolitan Solutions, visible in the openingceremony: the stage was built in three dimensions,giving an industrial and urban touch while creatingmore space for innovative 3D mapping. Artists [ 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
  • 31. 20 [celebration / festivity]e75th Anniversaryof Shakhtar DonetskFour months of work, a team including over 300 choreography of special effects. Impressive humanprofessionals coming from all over the world, 1,300 choreographies, like the one of 700 dancers shapingvolunteers, a 3-hour show: an Olympic production a flower garden to celebrate Donetsk, known as theorganized in a country with a different cultural and ‘city of roses’, brightly coloured 3D projections,social-economic environment compared to Italy, with performances and guest stars such as Milla Jovovichthe purpose of contributing to increase turnover and and Rihanna. The show led the public back in time,employment. One of the main tasks of the show was along the glorious past of the team, recalling many ofto connect the team’s past, present and future with a the club’s most memorable moments. Results: 51,000mix of Olympic flavoured ingredients, ranging from viewers and sale of non-reserved seats. Sold out. Thelive performances to solemn moments, enriched by a 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
  • 32. 20 [celebration / festivity]e77MTA CelebrationsHigh production values, seamless execution and the construction of a 57 meters diameter circularsmooth logistics characterized December celebrations, structure - 20 metres high and with a roof capacity ofwhich turned out to be one of the biggest events that 50 tonnes. The ‘Tank’, as it was known, housed anthe country ever saw. Qatar Petroleum, Qatargas and auditorium and led to two exhibition spaces and aRasGas commissioned the creative concept for the lunch area. The venue was subsequently dismantledcelebration, its design, the building of the bespoke but is still available for re-use and is seen as one ofvenue at Ras Laffan Industrial City, and the the world’s largest semi-permanent, circular eventmanagement of the whole event production including 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, desi- gned to enhance national pride; to create a platform able to tell the amazing story of Qatar’s development to its own peo- ple and to the rest of the world. Budget: more than 5,000,000 euros. 33
  • 33. 20 [congress / convention]eIbac Roma 2011The creative idea was born from the centrality of power. The Gala Dinner took place in Galleria delRome in a globalized scenario, where metropolitan Cardinale, an elegant space in Palazzo Colonna, recentlyareas are the main drivers of growth and development renovated and designed to host exclusive events. Theof the land: a theme based on consistency and second day, dedicated to the organized works, wassimplicity which used the Capitol as a theater hub for all organized in the historical Campidoglio’s Giulio Cesareactivities. The welcome cocktail at the Exedra in the hall and was concluded on Terazza Caffarelli, hosting aCapitoline Museums was followed by the amazing light lunch for more than 70 people. Results: Rome wasprojections on Palazzo Senatorio in Piazza del recognized to be actually and actively committed toCampidoglio - an architectural projection, created implement a future land development andthrough a modern mapping technique, which administration, thanks to the efforts made to involve bighighlighted the cosmopolitan and eclectic identity of companies recognizing cities’ growth potential, not onlyRoma Capitale by means of images and music evocative 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 conver- gence and comparison among high profile projects and syner- gies 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
  • 34. 20 [congress / convention]e48 Horas con TelefónicaWork sessions were held in an innovative and creative into a futuristic show at the closing dinner. With livescenario. Lycra forms were used for the work meetings music, the ancestral carnival turned into an elegantto achieve a retro and frontal projection and generate a Venetian procession, ending with the coronation of asingle visual field in a multilayer depth, using a video futuristic queen. Modern lighting, pyrotechnics, jugglersmapping technology. And Ferrán Ádria, as guest fauns, fire-spitter stiltwalkers, fish tricycles, algae dancersspeaker, spoke about innovation. The institutional dinner inside spheres, baroque ladies, tap dancers, ciber-drags,was inspired to Gaia, the earth as a living organism: the etc. Results: Telefónica succeded in personally knowingchromatic spectrum of Africa, culture and fauna, an its large business, achieving a better customer loyalty,African group of dancers and musicians, Led baobabs, improving communication skills, reinforcing brand imageearth dancers, spherical planet balloons, etc. In the and increasing relevant volumes of business, as a resultafternoon, 17 leisure plans: golf, workshop 2.0, diving, of an improved personal relationship and a betterquads, etc. The traditional island carnival was converted 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 atten- dants; to reinforce the brand image by an excellent and per- sonalized approach, high added value in contents, technologi- cal and modern way of presentation. Budget: up 500,000 to 1,000,000 euros. 35
  • 35. 20 [congress / convention]eE-Plus Partner ShopConference The Day of the TruthThe E-Plus Partner Congress 2011 became ‘The Day fight and the event together with one of the mostof the Truth’. It is common to play with the symbolism popular tv hosts. The entire event, including informationof boxing, but E-Plus means business! The heart and during the plenum, a press conference, an exhibitionhighlight of the event was a real fight. The opponent: and the party, were all integrated into the fight.Maurice Weber, a professional boxer from the team Another hall was turned into a large boxing arena forWorld Champion Felix Sturm. Prior to the event, guests the information during the plenum and the presscould apply for the live fight. Two candidates were conference. Results: evaluation revealed that 80% of allshortlisted and trained at the gym of the Sturm team participants replied ‘very good’ or ‘good’ when askedfor one week. The final contender: Christian, the ‘How do you evaluate ‘The Day of the Truth’ overall?’.Baseman, Ricken would get in the ring of the boxing Boxing proved to be extremely target group specific andarena that was erected for the event. The most popular offered numerous similarities to the world of E-PlusGerman boxing ring announcer Roman Roell hosted the 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
  • 36. 20 [congress / convention]e ˇSkoda World DealerConferenceFor the ‘Big Bang’ concept, one of Europe’s largest the management’s statements and the correspondingarenas, the O2 Arena in Prague, was not big enough. ‘keys’ as well as by the powerful, acoustic interactionA new concept was necessary. The planners took of 5,000 dealers. The presentation of the newseriously the keywords from the briefing, ‘surprising showroom design was also impressive and authentic.and fresh’, and designed a horizontal separation of An extra showroom was built, where all 5,000 inviteesthe entire 2,500 sqm arena at a height of five metres. could walk inside, divided into groups, to experienceThe virtual opening up of the ‘floor’ by pressing a the brand’s new look. Results: for the follow-up of the 1button (within 2 – minutes!) became a powerful event, the showroom, which will exist as a ‘lab’ for 2symbol of the brand’s new beginning and a one year, might be the most important aspect. Overall,commitment act at the same time, because the the concept with its fresh and dynamicopening of the floor was symbolically triggered by a implementation was exciting and unique even for‘Power Button’ that filled with energy generated by ˇ ˇ Skoda - ‘The New Power of Skoda’! [ DATA SHEET] Country: Germany. Organizer: Vok Dams Agency for Events and Live-Marketing. ˇ Client: Skoda Auto. 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
  • 37. 20 [cultural event]eColosseum On FireThe central idea was a spectacular fire stoked all (including Cnn, Bbc), more than 300 press articles onaround the Colosseum. The initiative was played out the main national and international newspapers,in three evenings until late at night. The Event more than 500,000 people attended the event.foresaw the creation of an extraordinary andcaptivating scenario in which the Colosseum seemedto be set alight. The spectacular show, realized withan articulated play of mirrors and projections, createdan event of extraordinary and evocative potential,which was symbolically linked to the idea of re-birthand renewal and which involved present day socialand cultural and themes taken as a whole. The lastevening’s celebration took place in one of the mostprestigious terraces of Rome, where the spectacularprojections on the Colosseum could be enjoyed.Results: more than 60 television services in the world [ 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
  • 38. 20 [cultural event]eXIII Festival del HabanoFor five days Cuba turned into the perfect hostess ceremony of the Habano Year Awards and the Auctionto welcome more than 1,200 guests from 75 different of handmade Humidors for Cuban craftsmen, acountries. The Festival’s programme offered: a visit to collection destined to finance the country’s publicHabanos plantations and factories, where they are health. Results: successful international launch of new‘totally handmade’; participation to conferences and Habanos; collection of 827,000,00 euro during theseminars; tasting of Habanos; classes on the art of Humidors’ Auction; more than 35,000 cigarsHabanos’ rolling; a trade fair. Three big night events consumed; promotion and increase of knowledge andwere organized to present the new products of the enjoyment of the Habanos cigars.year and to offer participants an exquisite environmentand decorations from the best representatives ofCuban and international culture. The closing was the‘Gala Evening’ for more than 1,000 persons, withunique dishes created for the occasion and the mostprestigious Habanos. The final event was the [ 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, persona- lities, 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
  • 39. 20 [cultural event]eCelebration of Ligoat the Riga Centre!The central idea was a spectacular fire stoked all and renewal and which involved present day socialaround the Colosseum. The initiative was played out and cultural and themes taken as a whole. The lastin three evenings until late at night. The Event evening’s celebration took place in one of the mostforesaw the creation of an extraordinary and prestigious terraces of Rome, where the spectacularcaptivating scenario in which the Colosseum seemed projections on the Colosseum could be enjoyed.to be set alight. The spectacular show, realized with Results: More than 60 television services in the worldan articulated play of mirrors and projections, created (including Cnn, Bbc), more than 300 press articles onan event of extraordinary and evocative potential, the main national and international newspapers,which was symbolically linked to the idea of re-birth 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 resi- dents, attraction for tourists. Budget: up 100,000 to 200,000 euros. 40
  • 40. 20 [cultural event]eThe State Visit of PopeBenedict XVI to the UKIn the early Pope’s tour planning stages, the children), the Papal Mass at Westminster Cathedral,Catholic Bishops’ Conference (Cbc) asked to assist plus a low-key visit by the Pope to St Peterswith technical staging and logistics for the first official residence.visit of a Pope in the UK. The commitment changedas the tour developed to include a pastoral element.Expertise was called upon to handle high profileevents through the Cbc and the Foreign &Commonwealth Office (Fco) and to handle the centralevent at Cofton Park. Some 60,000 pilgrims attendedthe beatification of the 19th century CardinalNewman. Managing of other events included TheTwickenham Big Assembly (a gathering of 4,000 [ 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 Marys Universtiy, Birmingham, Cofton Park. Objectives: to project manage, design and deliver the sta- ging 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
  • 41. 20 [cultural event]eProclamation of Republicwith Festival dos OceanosFor two weeks Lisbon celebrated the power of the the streets were performed by famous artists, throughoutseven seas on dry land, connecting people and creating the day and in the evening. These entertainments fit intoemotions in the symbolic places of the city, related to the celebrations for the Republic proclamation, and madeOctober 5th 1910 revolution, linking history and people know behaviours and traditions of that period.technology to dozens of events, all with free admission Results: more than 350,000 people participated. Theand dedicated to families. The program of the festival festival’s edition with the highest audience ever. Theincluded different shows all over Lisbon, namely opening concert was attended by 40,000 people.pyromusical shows, concerts by Ms. Lauryn Hill and Pyromusical show was attended by 50,000 people. OverEstele, Fado nights (Fado is currently a candidate to 40,000 families visited museums and exhibitions.immaterial humanity patrimony by Unesco), video Festival’s clippings recorded 1,927 news.mapping projection with audience interactivity displayingmoments of the Portuguese Republic proclamation.During the festival, dozens of museums had special [ DATA SHEET]programs and were opened all night. Many activities in 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 pro- clamation, 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 tou- rists, with a value proposition consisting in artistic and cultu- ral events. Budget: up 1,000,000 to 5,000,000 euros. 42
  • 42. 20 [educational / training event]eCampus MentisThe optimum orientation of participants in the ceremonies of each campus with the participation ofchoices that offer the greatest employment the Institutions, local Authorities and journalists; theopportunities required the value enhancement of their closing ceremonies with the delivery of participationpotential, both by means of traditional formative certificates in the presence of Minister Meloni andprocesses such as conferences and company workshops, Prime-Minister Berlusconi. Results: after a selectioncocktail interviews, career interviews, where young among 21,000 candidates, 2,800 resulted suitable,people individually met with the companies. Introduction 1,500 new degree awardees were hosted in theto the Job: in depth experiential formation, useful to campuses achieved, seven weeks of activity in theevaluate the candidates’ psicho-attitudinal components. residential campuses between three different cities,This 360° approach represented for the candidates a covering north, central and south Italy. Sixqualified experience to enhance their professional and representative institutions and nine partner companies.personal growth. Many institutional moments such asthe inauguration of the 2010 edition in Pomezia, in the [ DATA SHEET]presence of Minister Meloni, the official opening 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 univer- sities. 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 spor- ting events. Budget: up 100,000 to 200,000 euros. 44
  • 43. 20 [event for non profit / social organization]eThe Bulgari Expressfor Save the ChildrenThe Charity event was celebrated during the luggage deposit (wardrobe desk) of a 50’s station, with aInternational Film Festival of Rome in a cinematic setting step and repeat back drop. Prominent exponents of theof the 50’s. The historical setting was reinforced by an world’s cinema and show-business performed at theepoch’s reconstruction with six historical cars and actors event, for a total of 500 guests. The central event wasamong which the news-vendor in his newspaper booth, the auction sale of Bulgari Jewelery, whose proceedsand the paparazzi. At the entry of the Bulgari Station went to Save the Children’s fund, with the appearance ofportal, hostesses dressed with the railway uniform Fiorello in the role of auctioneer and Julianne Moore aswelcomed and confirmed the invited guests. The foyer special testimonial. The culmination of the event was thewas rigged out as a ticket area (desk reception) and 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
  • 44. 20 [event for non profit / social organization]eThe Social BusinessTour 2010Six months, six countries, six cities: The Social business success. Network events in each city broughtBusiness Tour 2010 under the auspices of Prof. Yunus, people with different backgrounds together toinspired and brought together private and public sector, exchange views on inspiring Social Business -students and entrepreneurs, culture and economy, discussions that also generated large media coverageinvestors and innovators. In Social Business labs creative and widespread public attention. Results: at the end ofminds met with knowledgeable practitioners - think- The Social Business Tour 2010, 160 concrete andand-do tanks, out of which concrete solutions for promising ideas for Social Business enterprises werecountry-specific social problems were developed. A generated. And, as much important: € 10 millioncompetition for the best Social Business idea - not financial assistance was provided to startlimited to lab participants - also spurred creativity. implementation of the best business models and toLeadership symposia initiated the dialogue between support their sustainable success.Traditional Business and Social Business. Decision-makers initiated a dialogue on a change in awareness:only a socially sustainable society can ensure sustainable [ 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
  • 45. 20 [event for non profit / social organization]eCED Tag (IBD Day),Toilet RaceThe main idea of this event was to attract people´s to attract media towards this sensitive health topic, weattention (especially young people) towards the came up with the unique idea to invite Austrianwidespread Ibd, which more than 80,000 Austrians are celebrities to participate in a Toilet-Race with mobileaffected by and figures rise exponentially. As the topic is toilet seats. By doing so, we approached media-channelsvery delicate and people avoid grappling with it, we had usually far from health issues (such as society media) andto find a creative idea to communicate in a respectful reached new target groups. Besides the toilet raceand suggestive way, yet providing an uncommon and doctors, scientists and affected people contributed toattention-grabbing platform for its presentation. In order 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
  • 46. 20 [event for non profit / social organization]eNederland helpt JapanThe creative idea was based on a stage that served as from the event amounted to more than € 7,0 mln.a symbol (Help) and that called people to emotionally and Corporate income: € 1,3 mln and many new valuableeffectively act (donations). The set design also solved the contacts. Ticket sale: 35,000. Tv viewers: 1,5 mln.sightline problem. With a single word and a single red dot, Broadcasted in 68 countries (10 times in Japan in oneas in the Japanese flag, everybody anywhere in the world, week). Online more than 100,000 hits within two weekswould know what was going on and what they needed to and thousands of tweets and facebook messages.do. The combination of the football match, fundraisingevent and television registration was a new but perfectway to reach millions of people all over the world. Afootball match was integrated as part of the event bycreating a stage that allowed the crew to have the footballfield ready within a few minutes after the entertainmentshow. The content of the show was a clever mix ofcultures: opera/ ballet and pop music. Dutch celebrities androyals were integrated in the concept by video testimonials.What makes this event even more special is that it wasproduced 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
  • 47. 20 [fair]eRenault Motorshow 2010Renault was the protagonists of the thirty-fifth wood; 9,214 mq of exhibition space; 29 vehiclesedition of the Bologna Motorshow. The objective was to exhibited;1 vehicle on its world premier;1 vehicle on itspoint out the Renault dynamic appearance at motor national premier; 146 staff involved; 6,484 sportingshow, inviting fans to try the various models. The braking actions in the Giordini Area; 24,960 conesMotorshow was thus transformed into a huge test-drive ‘doged’ in Area 4Control; 34,260 tricks.where one could choose to experience a brake testaccompanied by professional drivers in the sportingarea, or test the anti-skid steering equipment, orparticipate in a mini-course to discover how to reducethe consumption of one’s vehicle to its minimum. Theworld of electric cars was also unveiled at Renault ZE bybooking a test drive in Electric City, Hall 30. Results:13,546 carried out;16,933 registered leads; 200 m3 of [ 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, ‘environmen- tal’ properties. Budget: up 500,000 to 1,000,000 euros. 49
  • 48. 20 [fair]eSandvik Coromant Imts‘Paint Chicago Yellow’The creative concept had to be in line with company and product presentations in a hologramSandvik Coromant global brand communication format. A park ‘Productivity Park’ with artificial grassconcept: ‘Smart’. ‘Think smart, work smart, earn but real plants and trees, with bird song from hiddensmart’. Sandvik Coromant always works after the speakers. In the park the clients met SC professionalsdevice ‘Your success in focus’ (customer). With the to demo and speak. 40.000 yellow bags were handedSandvik Coromant color yellow (from logo), the out. Attendees at Imts experienced Sandvik Coromant,objective was to make all Chicago smart, and then everywhere they turned around. Results: all goals‘paint Chicago yellow’. All famous buildings in achieved and exceeded as to business goals, clientsChicago were displayed at the stand in 30 feets high and prospects. A questionary sent to 94 people frombuildings, 100% made from recycled paper. ‘The road 12 different countries working with the Imts fairto success’ was made through the city (also the Atl shows reported everyone’s agreement on a strongcommunication concept taken from the event impression. The ‘Yellow City theme’ was used again inconcept). The road leading to a cinema showing 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
  • 49. 20 [fair]eI Am PhotokinaFollowing Nikon’s brand claim ‘At the heart of the pictures were transmitted via a big pixel waterfall toimage’, the entire booth was based on pixels: making finally became alive on the Led wall. The pictures alsothe world of digital photography become alive. At the could be uploaded directly to flickr. Results: Nikonheart of the booth the Nikon Keycube (connected with attracted more visitors than all other competitorsa Led wall), a ‘Mega Pixel’ offering interactive product together, strongly exceeding visitors expectations;and brand experiences. In line with the ‘I Am Nikon’ more than 1,300 visitors participated in thecampaign, visitors could generate pictures from ‘Photobooth’; more than 1,100 visitors used the flickrthemselves, adding a personal ‘I Am…’ insert. The 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 lea- ding brand at Photokina. Budget: up 1,000,000 to 5,000,000 euros. 51
  • 50. 20 [fair]eSalone del Risparmio 2011Salone del Risparmio is an international happening met the exhibitors’ requirements and provided adequateand represents Italy’s most important event entirely services to welcome all guests. Results: the fair doubleddedicated to asset management industry. The first two 2010’s numbers, both in terms of visitors and quantitydays are reserved to the people working in the industry, and prestige of sponsors, and experienced an impressivefocused on discussing in depth the main topical issues growth also in mediatic eco and importance of themesof this business. On the third day, the Salone opens to and personalities attending the event.the public: private investors, students and citizens. Thissecond edition of Salone del Risparmio was anincredible success: over 9,000 participants, more than100 registered journalists, 88 conferences, 100 sponsorsand the presence of all the major stakeholders in themarket. The event organization involved an eight-months project to put in place a perfectly plannedsystem that coordinated the massive flow of visitors, [ 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
  • 51. 20 [green event]eBallast Nedam InnovationDay 2010 | Internal EventTo sell relevance and commitment - measured in received ‘the market’, instilling the sense ofentered ideas - a proud, innovative and 100% green inescapability of BN’s transformation, and translatingevent was organized to convince employees that this ‘academic concept’ to the ‘hands-on builders’ inmarket demand made BN’s transition inescapable, build the audience. Afterwards sub sessions awaited,self esteem by showing how innovative BN already is, designed around BN innovation themes, for everyonegive a ‘taste’ on how green innovative thinking can be to ‘taste’ their role in BN’s exciting future. Back at mainexciting and provide an activation outlet. The setting stage, the Innovation Awards were handed out, with awas an interactive Innovation Square, where product live vote for the People’s Choice Award. Finally, Intranetdevelopments from durable employee ideas were app Tok was launched with strong encouragementdisplayed. At the main stage, a tv talk show host 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 transitio- n’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
  • 52. 20 [green event]eLjusruset, The Light-RunDuring the winter, darkness reigns over Stockholm The running race ending up with the highest number ofwith only a few hours of daylight. The City of Stockholm participants won new or improved lighting. Local athleticwork together with energy companies on lighting issues clubs were engaged to administrate the events. The ideato light up dark and unsafe places. Running is one of the was to create three very local events with localmost popular sports and Stockholm citizens enjoy commitment but with a higher media impact also inrunning in the evening all the year. So more light was social media. Results: the races were a big success withneeded for a running track to make it more accessible 7,592 competitors. Mention in 423 media clips,and safe during darker times. The idea was to let three associations with both partners were very clear. Hugerunning tracks in Stockholm compete for new or interactivity and internal activation. Over 1,880improved lighting - with attention from famous athletics. Facebook likes. Stockholmers will enjoy a little brighterThree running events were announced at the same time. 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 associa- tions; energy consumers in the Stockholm region. Location: running tracks in Stockholm region: Älvsjö, Hässelby and Järva. Objectives: preference and appreciation of Stockholm regio- n’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
  • 53. 20 [incentive / team building]eDare to Dream,Gold Conference 2010Dare to Dream. Crisis doesn’t exist for Oriflame was to stimulate interaction and experience sharing. Theconsultants, who proudly keep on daring to dream week went on with Regional Conferences where theabout better results both for their professional growth most important issues were discussed: products,and their company’s development. During the week, strategies and motivation. Everything was characterizedstrong commitment by the management and best by the presence of ‘gold’. The message was clear: ‘If youpractices sharing: ‘they got it, I can do it!’. The Welcome want, your life can be covered by gold! Dare to Dream’:Party opened the event creating an enthusiastic consultants who dare, can fulfill their dreams. A Galaatmosphere: participants received big crayons to write Dinner full of special guests and 40 talented dancersdown their dreams on cloud shaped canvasses. The goal 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
  • 54. 20 [incentive / team building]eBuilding our futureThe creation of a new community and new future experimental workshop of Ipad. An evocative cocktailbegins from the simple, basic things. For this reason, on the set of ancient Rome in Cinecittà Studios, a galathe leaders of Ericsson Region Mediterranean had to dinner and a fun karaoke contest were organized toreally roll up their sleeves and, screwdriver in hand, make it an unforgettable evening.were required to assemble tables and chairs to be usedduring the convention. The whole event was rich intechnology, thanks to interaction design tools and an [ DATA SHEET] Country: Italy. Organizer: Egg Events. Client: Ericsson. Date: November 23rd - 24th, 2010. Target: Ericsson mediterranean region managers. Location: Rome, Cinecittà. 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. 56
  • 55. 20 [incentive / team building]eRealeFocus on people for the morning meeting by creating or not. To make the most of themselves as a team,a panel in the scene where all employees pictures were instead of inviting guests to a usual recreational activity,shown. Thanks to an electronic system for registration the 800 employees were transferred to a school andwhich recognized their identity, the pictures were were all involved in the complete restoration.illuminated and projected while participants entered themeeting room. In addition, some employeesparticipated in more than 12 videos used for thekeynote, bringing dynamism and colours to the event,made the meeting really enjoyable and gave an extravalue to speakers. In order to be involved in thepresentation, the ceo of the company invited the gueststo write down their wishes for the next years, and keptthem in a time capsule, to be unveiled at nextConvention to find out if they had been accomplished [ 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
  • 56. 20 [incentive / team building]eCoca-Cola, Red BattleOf ExecutionAn event based on a military concept. Coca-Cola they all had to show their value to achieve the RedRed Battle of Execution was designed to generate Stripes and become real soldiers. The ‘guns’ werestrong feelings amongst Coca-Cola employers. In market plans to 2011, details and strategies, thepartnership with the Portuguese Air Borne ‘enemy’ were market’s competitors.Commandos, a real active Military Base was used asstage. During three days, Coca-Cola and factoryworkers (Refrige) were welcomed and prepared for anintensive program that mixed team work, formationsessions (nine), combat and training missions, all in afully and real military mood. The 600 people weresurprised when Military Trucks pick them up insteadthe usual Luxury Bus. From that point on, they weredivided into smaller commando units. Each unit was abrand of the companies (Coca-Cola, Coke, MinuteMaid, Fanta, others) with a mission. All companiesstarted as private soldiers and during the three days [ 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
  • 57. 20 [internal company event / convention]eAlstom Top ManagersConvention 2010Bearing out the trust of Alstom’s top managers was a Château de Chillon followed. The next day was devotedcrucial objective. It was a challenging time and in order to team-building activities in the mountain, with anto represent it, Alstom decided to hold its convention in expedition based on technics of alpinism where thethe Swiss mountains: it was yet another obstacle to managers had to find pieces of the Alstom flag, makingovercome, challenging times for performing teams. them feel they belonged to the company. Results:During the plenary session a film starring ceo Patrick extremely positive feedback from the managers. TheKron was broadcasted, showing him as a leader of a convention improved Alstom’s motivation and the mainclimbing expedition. The managers took several management was highly satisfied.workshops which encouraged them to analyze andsolve together, the company’s issues. A fine dinner at [ 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 compe- titors; to highlight team spirit and performance. 59
  • 58. 20 [internal company event / convention]eBallast Nedam InnovationDay 2010 | Internal EventTo sell relevance and commitment, measured in received ‘the market’, instilling the sense ofentered ideas, a proud, innovative and 100% green inescapability of BN’s transformation, and translatingevent was organized to convince employees that this ‘academic concept’ to the ‘hands-on builders’ inmarket demand made BN’s transition inescapable, build the audience. Afterwards sub sessions awaited,self esteem by showing how innovative BN already is, designed around BN innovation themes, for everyonegive a ‘taste’ on how green innovative thinking can be to ‘taste’ their role in BN’s exciting future. Back at mainexciting and provide an activation outlet. The setting stage, the Innovation Awards were handed out, with awas an interactive Innovation Square, where product live vote for the People’s Choice Award. Finally, Intranetdevelopments from durable employee ideas were app Tok was launched with strong encouragementdisplayed. At the main stage, a tv talk show host 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 transitio- n’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
  • 59. 20 [internal company event / convention]eStrong Characters. Stronger Together.Senior Executive Convention 2011They move as if on command, like a single organism. principles can unleash potential and strength whenAnd yet it seems there’s no obvious leader directing applied to people. An Open Space of Ideas, whichthem: Swarms. Can humans learn from the birds and applied the swarm concept to a business context andthe fishes? Can their unique capacity for collective, non- bonded participants into a cross-divisional, creativehierarchical self-organization be a model for a new network, supported by an innovative IT network tool. Acorporate culture at Continental? These questions were literal ‘bonding’ finale in the truest sense of the term,the starting point of a unique event format firmly based during which the emotion and team spirit of elevenon the inspiring and persuasive power of one’s own young footballers was conveyed directly to theexperience. The opening: One of the largest warm executives. Results: 92% of the paper-surveyedexperiments and a direct experience on how swarm 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 divi- sional and hierarchical boundaries. As a kick off of this chan- ge 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
  • 60. 20 [internal company event / convention]eEuropean Business ForumAfter the opening of the Ebf with a Bbq-Academy in developed format produced striking results in a shortthe evening before, all participants were given tickets space of time, and the next group could directly buildand assigned seats for the second days location in on it. The presentation of the results took place onadvance. Due to the size of the hall, guests seemed stage behind the closed curtains that opened at the endsomewhat lost, and the distances between people were to reveal the theatre filled with visitors. The surprisingsoon apparent, just as so often in everyday business. applause for the actors visibly moved all the managers!This feeling was taken up by the welcoming speech and Results: ‘connecting for success’ at its best! Beginningall were invited up on stage, as everyone present was a with the Bbq-Academy, a start with irritation, a perfectkey player in Basf. As kick off the theme was then keynote, unique workshops, a good orchestration untilillustrated with a keynote speech: "From a solo to a a perfect ending. The result was a think tank parsymphony - what a company can learn from an excellence! A powerful, emotional and successfulorchestra". This was followed by the workshops. The 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
  • 61. 20 [internal company event / convention]eDare to Dream,Gold Conference 2010Dare to Dream. Crisis doesn’t exist for Oriflame was to stimulate interaction and experience sharing. Theconsultants, who proudly keep on daring to dream week went on with Regional Conferences where theabout better results both for their professional growth most important issues were discussed: products,and their company’s development. During the week, strategies and motivation. Everything was characterizedstrong commitment by the management and best by the presence of ‘gold’. The message was clear: ‘If youpractices sharing: they got it, I can do it! The Welcome want, your life can be covered by gold! Dare to Dream’:Party opened the event creating an enthusiastic consultants who dare, can fulfill their dreams. A Galaatmosphere: participants received big crayons to write Dinner full of special guests and 40 talented dancersdown their dreams on cloud shaped canvasses. The goal 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
  • 62. 20 [internal company event / convention]eUnilever Benelux Experience2011 A date with the PlanetUbe is both informative and interactive. The lunch, employees experienced how 60% of the world’scompany’s new strategy of halving its footprint needed population lives with just one cup of rice. A harrowingto be experienced. Employees followed a green trail contrast with the 40% tucking into a Vip lunch.during the day, gradually raising awareness of the need Unilever’s commitment to the Wfp’s Red Cupfor a change. A huge globe made from Unilever Campaign was clarified. Interactive workshopspackaging waste in the entrance was the first wake-up activated and inspired staff to reduce their owncall. The surrounding white projection screen showing footprint at work or at home. The ceo entered thea film about a dying planet clearly stressed the need for wrap up-session at full speed in the latest hybrid car,change. Possibilities and challenges of the Plan were demonstrating the company’s positive and fun attitudediscussed with key speakers, ceo and the audience. At 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 strate- gy to double the size of the company while reducing the envi- ronmental impact; to raise their awareness. Budget: up 200,000 to 300,000 euros. 64
  • 63. 20 [internal company event / convention]eMMA celebrates its employeesThe event was inspired by Mmas core values and its talent, team contests etc.). The day wrapped up withidea of ‘community’ (one of Mmas priorities). Before, an exclusive concert by Yannick Noah. Results:during, and after the event, everything was designed participants commented on the site about theto maximize social cohesion and interactivity. In the enormous success of the event. The event succeeded intradition of popular festivals, more than 250 artists unifying the members of the Mma community. Thiswere mobilized, offering spectacular performances and special day of encounters and exchange allowedfun, interactive entertainment involving the guests participants to reinforce their professional ties and to(giant flashmob, athletic feats, street artists, company 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 brand- building 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 par- tners. 65
  • 64. 20 [internal company event / convention]eHMI Jat 2011Consistent with the overall optimistic mood within speeches, award presentations to Hmi’s top salesHmi, ‘Ready for take-off’ was chosen as the motto for people, and various theme-oriented show actsthe Kick-Off Meeting at the Frankfurt Festival Hall maintained a successful balance between informationattended by Hmi’s most successful employees. and emotion. The event motto ‘Ready for take-off’ ranConforming with the event motto, the kick-off as a common thread through all details and stages ofmeeting was planned around the creative concept of an emotionally charged, highly motivational andan aircraft carrier, symbolizing the parent company identity-establishing event. Results: the event conceptErgo, and spectacularly presented as the base of Hmi’s strongly touched the nerve of the target group.top-notch ‘aviators’. The detailed event concept, Conforming precisely with Hmi’s central values -matching the theme to perfection, and the stage performance, respect, responsibility and fun - thesetting with a 68-meter screen for film presentations, impressive showcasing of the event motto successfullyconverted the festival hall into the deck of an aircraft boosted team spirit and the aspiration to maintaincarrier. The entire program, with motivational 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 par- tners. 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
  • 65. 20 [internal company event / convention]e5th anniversary of Metinvest220 members of the production staff, 107 artists water and a show started. It was subdivided into five actsfrom 8 countries, a floating theatre built ad hoc covering and inspired by Metinvest values: fireworks and flames to2,000 sq.m. and 10,000 sq.m. The convention for the enhance the element of the earth and the tradition of the5th anniversary of the Metinvest group was held on a Group; watergames for the element of nature andfloating location built ad hoc near the Kirsha Training sustainability; aerial choreographies for the value ofCentre. A six minute 3D video introduced the key factors human beings and leadership; the Metinvest logo wasof Metinvest’s success, followed by the institutional represented by a spectacular human choreography. Anspeeches by the ceo and the President of Scm Holding. after-party event followed in the garden, including dinnerThen the floating structure magically opened on the 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 inter- national level and define future strategies and objectives. Budget: up 1,000,000 to 5,000,00 euros. 67
  • 66. 20 [internal company event / convention]eEvening Event at‘InvestmentAktuell 2011’‘Life Dreams’ was the natural continuation of Union impressions of different phases of life were transformedInvestment’s current marketing campaign. The production into finger-painted symbols and pictures until a sand artistpresented characteristic themes from each period of life in took up this thread and carried it further. She createdemotional, memorable ways. Because one thing is clear: brilliantly evocative metaphors with the sand becoming aUnion Investment provides their customers and partners visual symbol for advancement along the path of life. Thewith reliable companionship through every phase of their intensity of the performance raised with each of thelives. First, a media production transported the guests into subsequent live acts. People in each phase of lifea fantasy world via the Blue Door which, in the campaign, portrayed the life themes belonging to their generations.symbolized entering a new stage of life. Realistic [ 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
  • 67. Creativity attracts big animals. Thanks for the awards in 2008, 2009, 2010 and 2011. www.insglueck.com
  • 68. 20 [internal company event / convention]eTechnology and valuecreation. The future is in your handsDue to the client’s need to visually transmit a great took three months to make, with filming, 2D and 3Ddeal of information, the event focused on the contents Motion Graphics, treated like a tv advert, focused onthrough a 45 minutes audiovisual production with very conveying the fact that Repsol is in an environment ofelaborate scripts and images projected during the constant technological change and that the future is inthree hours of the event. The idea was to incorporate everyone’s hands.the videos into the scenography, simulating a large,‘pixellated’ image, with the large screen at the centrevisually representing the evolution in a technologicalsetting. The event took place in an auditorium for 800people and it was broadcast live in high definition insix European countries. The audiovisual production [ 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
  • 69. 20 [internal company event / convention]eDanisco Business Forum,Spring 2011To meet the parameters of business meeting, the hall; An open sided tent became the fire lit socialconcept of bringing together successful peers who’d venue. Team challenges: making inventive pieces ofseen it all and immersion in a New and challenging film guided by real film-makers; physical/mental tasksenvironment, the idea of the venue for the gathering set by ex-military specialists.was developed. Where could this be done? In a campfor senior, conference-hardened attendees inmagnificent location; a determined client; an intelligentaudience and the surprise-effect. Delegates were onlyinformed of a castle location and casual, outdoor dresscode. A closed castle enhanced the surprise of theneat, white, sheltered campsite when it came into viewas delegates paddled across the lake on arrival. Luxury2 man tents became bedrooms; A hard sided bespoketent became a fully equipped meeting forum & dining [ 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 regu- lar assembly but uniquely; to build an experience of memora- ble 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
  • 70. 20 [musical event]eEDPs birthday - 35th‘Energia Douro Concert’For a long time Edp challenged its agency to create a stage, crafted by a team of 250 men and witnessed liveonce-in-a-lifetime experience to celebrate the company’s by 50,000 people and Vip guests, both on the stage andimportance and generate awareness in its social and on a two-storey boat in front of it. The concert was seenenvironmental concerns. But for its 35th birthday, when by 50,000 people and a million people tv audience,the long-awaited new logo designed by Stephan resulting in a massive media coverage and show re-Saigmeister was revealed, the challenge was simple: to airing. With a potential return of 4,810,421 euros inachieve the impossible. Many tried - and failed - to editorial spaces and advertising, Edps birthday wascreate a floating stage in the treacherous Douro waters hailed as the event of the year.but some memorable shows were also created inimprobable settings, for example concerts set on a damand in a cave. Partnering up with Sic tv channel for a live [ DATA SHEET]broadcast, the stakes were even higher and, after 3 Country: Portugal.months of production, one of the most magical concerts Organizer: Desafio Global Ativism SA.in portuguese history took place in a 600 square metres 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 emplo- yees 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- in-a-lifetime experience in an historical and symbolical set- ting; 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. 72
  • 71. 20 [musical event]eFestival Sudoeste tmn‘Did you come to see, or to live it?’, this was the and gifts); tmn zone (battery charging); star parade;signature of the campaign to challenge festival-goers. It blindrace Sms, flirt zone; briefing bonding band; testserved as the basis for creative pieces whose purpose singalong Alentejo Stage tmn (projections stage);was to illustrate the fantastic experience to live SWtmn. animations stage (T Dance, singalong Alentejo, MrThe Sudoeste tmn is the biggest summer festival in Moche). Results: about 40,000 people per day werePortugal at its 15th edition. It is a unique festival because impacted and a 159% Rate of Return on the investment.it goes far beyond music concerts - the duration,location and the possibility of camping for festival-goersare attractive to make new experiences. Tmn variousactivities at the festival: Eco Action tmn (collection ofcups and plastic bottles and delivery to kiosks Eco withEcotmn coins in return to exchange for beer, animations [ 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 impor- tant target for the telecommunications market. Budget: up 500,000 to 1,000,000 euros. 73
  • 72. 20 [product / service launch]eLaunch of the newvitaminwater xxx flavourIn order to surprise everyone once again, the event was was signed with the Passage du Désir love store, outing aheld in a very unexpected, exotic place, matching the set with a sextoy and a bottle of vitaminwater xxx. Results:flavour’s name: xxx. A sexy content in a glamorous, 450 persons for the three parties; numerous pressfiendish place : Les Chandelles, a swapping club. publications; a wide echo on the internet.Hostesses and DJs girls in alluring underwear, pole dancedancers, a robot asking sexy questions… Here was themix of all three parties : first one for Vips invited to dinner,second one for 150 opinion leaders and third one forjournalists and general public. In top of that, a partnership [ 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 conti- nue 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
  • 73. 20 [product / service launch]eCabrio Days, VolkswagenForum 2011The creative event concept was the perfect staging event, in every location, dramaturgically, emotionally,of a relaxing summer day amongst friends with the Golf aesthetically and architecturally, systematically reflectedconvertible, starting with breakfast on a terrace, in the key visual, a stylized wafting red scarf. Ancontinuing with a convertible driving experience and emotionalizing product launch and Volkswagen brandending with a brand and product show at sunset experience, a perfect summer day amongst friends.followed by a kitchen party amongst friends at night.The pivotal element of the event was the inspiringfeeling solely associated with the icon Golf convertible:the unique ‘Cabrio (German for convertible) feeling’(the claim and the golden thread running through theentire event) and the partnership experienced with theVolkswagen group were to be tangible during everyminute of the Cabrio Days event, in every detail of the [ 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 commu- nicate and exchange ideas with business partners. Budget: more than 5,000,000 euros. 75
  • 74. 20 [product / service launch]eUnilevers Innovation FairThe mission was to surprise Unilever’s clients. innovation messages: Skip, Knorr, Lipton, Magnum andAttendees to the event expected a conventional Pond’s. Each room appealed to the traveller’s senses,conference with figures and new products memories and feelings. Attendees were moved andannouncements and after that a fun group activity as happy! Results: allowing Unilever’s clients to live a showeach year. They did not expect to be amazed while created ad hoc for them was considered ‘spectacular’discovering Unilever’s novelties. They were invited to and ‘wonderful’. The labyrinth moved their emotionspass into a very comfortable living room where lectures and proved that this way of experimental marketing iswere hold. After lectures, during the coffee break, really enjoyable and can win the hearts of consumersattendees were interrupted by a strange character who better than other marketing ways.invited them to pass into a magical world, individuallyand barefoot: Unilever’s Home. A group of artists,anthropologists and philosophers created an individualshow for spectators in a 35 minutes labyrinthexperience. The labyrinth had inhabitants in severalrooms devoted to a specific Unilever’s brand and their [ DATA SHEET] Country: Spain. Organizer: La 5a. Client: Unilever. Date: January 2011. Target: Unilevers 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. 76
  • 75. 20 [product / service launch]eBMW X3 GamesOut of 15,000 registrations, 52 teams consisting of a creative task had to be completed even if it did not enterthree members each (with participants from 19 European into the overall competition. At the closing ceremony, thecountries speaking 25 different languages in total) were winning team won three all-new Bmw X3. Results: thegathered and finally travelled to Geneva. 29 international emotions related to the Bmw X3 were fully addressed bymedia cooperations with selected newspapers, the multi-sports-competition. E.g., the winning photos ofmagazines, online platforms and radio stations were the creative task showed that the message reachedagreed to support one team each. The event was split up participants. The participants community created after thein six single disciplines. On day 1, the event started with a shared experience was an evidence of the same.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 showingtheir driving ability on the Bmw X3 Parcours. On day 3,the athletes mastered a challenging course on Bmw CrossCountry Mountain Bikes and boarded Bénéteaus FirstClass 7.5 Yachts for a regatta on Lake Geneva. In addition, [ 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. 77
  • 76. 20 [product / service launch]ePavillon 21 MINI Opera SpaceThe Pavillon 21 Mini Opera Space turned the ‘Mini Drive-In Cinema’ in Mini convertibles, the ‘MiniMarstallplatz in Munich into a meeting place for Music Lounge’ with top DJs Ricardo Villalobos and Paulcreativity. An architecturally striking building, designed van Dyk, and the wellness event ‘Mini Yoga’ completedby architects Coop Himmelb(L)au, was the stage for an the concept. Results: due to both its central location inexceptional cooperation between the Bavarian State the heart of Munich and its exceptional concept, theOpera and its main sponsor Mini. Following the motto Pavillon 21 Mini Opera Space gained a high level of‘Creative Use of Space’, an overall concept for Mini was attention towards the building and the culturaldeveloped. A great number of cultural events - from program. Every event counted a constant high numbermusic to theater, from fashion to performing arts - took of 400 visitors who got into touch with the Mini brand.place. One of the main highlights was the ‘Mini FashionTheater’, a unique blend of stunning fashion show anddramatic theater performance, as well as the exclusiveGerman premiere of the special model ‘Mini Inspired byGoodwood’, and ‘Mini in Concert’ with British top actsHurts and The Ting Tings. Additional events such as the [ 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
  • 77. 20 [product / service launch]eZon Human LcdInspired by the mystique of the football organized Using the colours of Portugal (green, red and yellow)supporters and with the objective of promoting the the choreography included more than 65 pictures andinvolvement of football fans, a dedicated choreography symbols inspired by the anthems associated to football.was designed, with 1,300 volunteers and Zon The human logo ended with a huge Zon logoemployees, creating the first Portuguese human Lcd. 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 defini- tion and 3D. Budget: up 50,000 to 100,000 euros. 79
  • 78. 20 [product / service launch]eE-Postbrief Launch EventsThe E-Postbrief (online letter) was launched in July easily accessible informational bit and a ‘party’ setting.2010. A Germany-wide cross-media campaign was run The result was an atmosphere that was smart, fresh andover the span of several months. The centerpiece was a tv innovative. Results: the events contributed to the overallcommercial. Both events were designed to leverage on success of the campaign; by November 2010 more thanthe familiar look and feel of the tv commercial and turn it 100 major companies and public authorities becameinto a brand-immersive 360-degree experience by using contract partners for E-Postbrief; approx. 1 million privatemulti-media elements and live entertainment. Like the customers registered.hybrid E-Postbrief, which can be sent electronically or as aconventional letter, the event itself mixed the real with thevirtual. The event space was divided into four zones orphases: the ‘dark’ internet world; an expansive ‘bridge’;the E-Postbrief portal; the safe and idyllic world as foundin the tv commercial. These worlds were experienced oneafter the other by the guests. The event mix provided awell-worked balance between entertainment, a brief and [ 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 van- guard of online communications as the setter of standards for binding, confidential and reliable web-based mail communi- cation; to create a brand experience positioning product and company as innovative and fresh while promising traditional reliability. 80
  • 79. 20 [product / service launch]e ˇSkoda World DealerConferenceFor the ‘Big Bang’ concept, one of Europe’s largest management’s statements and the corresponding ‘keys’arenas, the O2 Arena in Prague, was not big enough. A as well as by the powerful, acoustic interaction of 5,000new concept was necessary. The planners took seriously dealers. The presentation of the new showroom designthe keywords from the briefing, ‘surprising and fresh’, and was also impressive and authentic. An extra showroomdesigned a horizontal separation of the entire 2,500 sqm was built, where all 5,000 invitees could walk inside,arena at a height of five metres. The virtual opening up of divided into groups, to experience the brand’s new look. 1the ‘floor’ by pressing a button (within 2 – minutes!) Results: for the follow-up of the event, the showroom, 2became a powerful symbol of the brand’s new beginning which will exist as a ‘lab’ for one year, might be the mostand a commitment act at the same time, because the important aspect. Overall, the concept with its fresh andopening of the floor was symbolically triggered by a dynamic implementation was exciting and unique even‘Power Button’ that filled with energy generated by the ˇ ˇ for Skoda - ‘The New Power of Skoda’! [ DATA SHEET] Country: Germany. Organizer: Vok Dams Agency for Events and Live-Marketing. ˇ Client: Skoda Auto. Date: February, 10th - 11th, 2011. Target: 5,000 dealers. Location: Prague, O2 Arena. Objectives: to present, before it is announced to the gene- ral 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
  • 80. 20 [public event]eCelebration of the 21stApril, Roma AmorA celebration which embraced all forms of art: conceptual projections illuminated Augustan Forum. Theconcert music, cinematic contributions, painting, decontextualization of the birth of Rome by using asculptures, dance, and recitation. Architectural location with clear historic reference, and a conceptualprojections were also used, and light play, giving birth to theme, allowed not to make banal a legendary momenta show which was both dream-like, and rich in such as the initiation of the Eternal city.emotions, creating optical illusions and emotiveparticipation. With the performance of the Orchestra delTeatro dell’Opera, architecture came to life by means ofthe projections in which images ‘wrote’ the history. Theatmosphere was enhanced by the performance ofactors, with the recitation of Gabriele Lavia when [ 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, cinemato- graphic, architectural projections and music combined together. Budget: up 50,000 to 100,000 euros. 82
  • 81. 20 [public event]eLaunch of the Tramwayin ReimsIn order to rally everyone in a large, popular original light show (Groupe F in a unique collaborationcelebration, an awareness campaign preceded the launch with La Machine) ended the celebrations. From April,in March, and shopkeepers were given a communication 18th, a thank you campaign was displayed. Results: 175kit. An information campaign helped to recruit people in publications (80 national) on press and tv.schools, sports and culture associations. On April, a widemarch was organized, following the Tramway’s route upto a meeting point where the mayor met everyone.People could follow the maiden trip for free, asassociations organized activities all around the city. In themiddle of the afternoon, the Mécanique Savante (giantmachine) started its march across the city. At the end, an [ 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, shop- keepers, partners. 83
  • 82. 20 [public event]eEDPs birthday - 35th‘Energia Douro Concert’For a long time Edp challenged its agency to create a stage, crafted by a team of 250 men and witnessed liveonce-in-a-lifetime experience to celebrate the company’s by 50,000 people and Vip guests, both on the stage andimportance and generate awareness in its social and on a two-storey boat in front of it. The concert was seenenvironmental concerns. But for its 35th birthday, when by 50,000 people and a million people tv audience,the long-awaited new logo designed by Stephan resulting in a massive media coverage and show re-Saigmeister was revealed, the challenge was simple: to airing. With a potential return of 4,810,421 euros inachieve the impossible. Many tried - and failed - to editorial spaces and advertising, Edps birthday wascreate a floating stage in the treacherous Douro waters hailed as the event of the year.but some memorable shows were also created inimprobable settings, for example concerts set on a damand in a cave. Partnering up with Sic tv channel for a live [ DATA SHEET]broadcast, the stakes were even higher and, after 3 Country: Portugal.months of production, one of the most magical concerts Organizer: Desafio Global Ativism SA.in portuguese history took place in a 600 square metres 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 emplo- yees 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- in-a-lifetime experience in an historical and symbolical set- ting; 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
  • 83. 20 [public event]eAxe Boat!The brand decided to continue with its strategy on a boat, it could be taken in the six chosen cities.based on the naughty image. The event consisted in Only 250 lucky worthy men and sexy girls chosenexclusive parties travelling along the Spanish among dozens of Axe girls would get the chance to goMediterranean coast on a branded vessel, synonym of to the party. Results: even consumers who didn’tendless and sensual nights. The Axe Boat was actually make it on the boat bragged online that theyessentially a sailing Axe discotheque, delivering some did, since the parties were so cool. On Facebook, 3,000of the most modern audiovisual shows with European people (and 2,500 on Twitter) claimed to havetop djs mixing beats in open waters. By holding a party 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 shel- ves, ‘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
  • 84. 20 [public event]eThe Cubanizationof GermanyThe goal for the Cuban original Havana Club rum was: the most essential Mojito ingredient: Havana Club Rum.to cubanize Germany. Following this motto, the product The promotion campaign was accompanied by regionalhero, the Mojito, was promoted not by a classic outdoor press and publicity to lead people to the mint plants.and campaign, but rather, by planting Mojito mint Results: approximately 700,000 direct and 2 millionthroughout Germany: on traffic islands, at bus stops, and online contacts created a rush on retail shops.even filling enormous fields with Cuban Mojito mint rightin the middle of the cities. The target audience was ableto harvest the mint directly on the spot. To ensure thateveryone knew what to do with it, each mint plant camewith a recipe by Cuba’s star mixologists attached to it.This took the target group directly to a retail location for [ 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
  • 85. 20 [public event]eThe hairiest village of the worldThe question was: ‘Where do men usually shave their trimmed! Three days of non-stop shaving became thehair and beards? And how can we get in contact with a ultimate proof of hair and beard trimmers’ power.big group of them at one time in one place?’ Electric Results: the whole world was present during the threeshavers are usually used at home or at the barber shop. days of shaving and trimming. Journalists from all overNo other places are likely to have a large number of the country travelled to the Passion Play and watched thepeople in one place at the same time. It was necessary to shaving, generating a media coverage worth approx.find a place with a huge group of hairy people coming €1,3 million.together at one time. And there was a perfect place: Theworld’s most famous Passion Plays in Oberammergau! Allvillagers take part in the play and in the bizarre traditioncalled the ‘beard decree’. During the year before the play,they couldn’t cut their hair or beard. Oberammergauturns into the hairiest village in the world. Panasonicspelled Oberammergau’s salvation. A traditional barbershop was taken over and every villager was shaved and [ 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
  • 86. 20 [public event]eTramp a Benz‘The best or nothing’ is a very special claim, it’s his very own exhibition. Stefan was invited to eventrather an attitude. So it has also to be communicated in shows and published a photobook with all stories anda special way. The idea: an experiment interpreting the pictures. Results: Stefans journey was followed byclaim: Tramp a Benz, a hitchhike trip across Europe just thousands of readers. The exhibitions & the photobookin Mercedes cars. Street photographer and performance made his story accessible to a bigger amount of people.artist Stefan Gbureck set out on a journey with no TaB was related to the claim ‘The best or nothing’. As itdestination but one goal: to travel with ‘The best or supported brand communication, it helped to raise thenothing’. Which in this case meant just in Mercedes recognition of the claim from 0% to 42% in 2010.cars. And the Mercedes community didnt let himdown. Online, where they encouraged him to keep itup and on the road where he found the friendliest,craziest, most stereotyped and most offbeat Mercedesdrivers you could imagine. The pictures and stories ofthe 17-days trip were shared on Stefans Blog. Heportrayed the drivers and their cars and showed theresults to an even bigger audience after his trip during [ 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 custo- mers about Mercedes-Benz, ‘The best or nothing’ and the idea behind it. Budget: less than 50,000 euros. 88
  • 87. 20 [public event]ePavillon 21 MINIOpera SpaceThe Pavillon 21 Mini Opera Space turned the unique blend of stunning fashion show and dramaticMarstallplatz in Munich into a meeting place for theater performance, as well as the exclusive Germancreativity. An architecturally striking building, premiere of the special model ‘Mini Inspired bydesigned by architects Coop Himmelb(L)au, was the Goodwood’, and ‘Mini in Concert’ with British topthe stage for an exceptional cooperation between the acts Hurts and The Ting Tings. Additional events suchBavarian State Opera and its main sponsor Mini. as the ‘Mini Drive-In Cinema’ in Mini convertibles, theFollowing the motto ‘Creative Use of Space’, an ‘Mini Music Lounge’ with top DJs Ricardo Villalobosoverall concept for Mini was developed. A great and Paul van Dyk, and the wellness event ‘Mini Yoga’number of cultural events - from music to theater, completed the concept. Results: due to both itsfrom fashion to performing arts - took place. One of central location in the heart of Munich and itsthe main highlights was the ‘Mini Fashion Theater’, a 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
  • 88. 20 [public event]eMilka Chocolate FestivalThe Milka chocolate family festival is a traditional more than 33,000 people joined the 28th chocolateevent for young and old people. The whole city of festival which registered an all-time number ofBludenz transformed into a lilac world of Milka, full of attendees; high medial value - worth approximatelylife and joy. To make Milka´s new claim ‘Dare to be 250,000 euro; sampling of more than 2,8 tons oftender’ vivid, the event reflected the essence of Milka chocolate, 300kg of Milka Philadelphia andtenderness and encouraged all participants to live it 5,000 cups of Tassimo Hot drinks.through the event´s motto. More than 75 stationswith different games and dancing workshops werebuilt up and invited people to be part of the brand,experiencing the world of Milka. Additionally, a livestage program was organized for children and theyhad the great chance to watch the Kiddy contest, awell-known Austrian singers contest for Kids. Milkapresented their world famous skiing stars for anautograph session where fans had the chance to seethem at first hand. The local band ‘Krauthobel’created one more time a fulminate atmosphere whichled the successful summer day to an end. Results: [ 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
  • 89. 20 [public event]eLavazza, The OfficialCoffee of Wimbledon‘The Official Coffee of Wimbledon’: dozens of Lounge a relaxation ‘bubble’ where fans could enjoy anservice points and three cafés to bring the Italian taste espresso whilst plonked down on swish beanbags. In theand design in the ‘temple of tennis’. The most vibrant meanwhile curious contests took place on the lawn:cafeteria was the Baseline, whose walls were a 10 games such as ‘Racket Cup’ and ‘Tennis Croquet’, withmetres long video-installation: a fascinating videography racquets and hoops shaped like espresso cups. A team‘coffee-match’ showing two cups playing tennis with a of promoters (all Italians!) involved the Queue launchingcoffee bean, watched by an audience of tea-spoons. The tennis-quizzes on the iPad. Results: in less than 15 days asound was that of a real game. A multimedia menu was million coffee were served and Lavazza brand awarenessalso projected. The exterior was the scene of ‘We Are among Wimbledon audience was more than doubled.the Queue’: sampling and engagement activities for fans The media coverage was very high: over 430 releases allready to queue for hours to buy games’ tickets. The around the world. Surveys registered a greatcafé became an ‘Airstream camper’ and the Lavazza 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
  • 90. 20 [public event]ePicnic in the biggesturban farmTo promote a giant picnic in an environment perfect scenario. Traditions and culture were celebratedreproducing the countryside and culminating with a by the performances of the Folk and Academic groupsconcert of the most international portuguese singers. (Ranchos and Tunas), the Traditional Games, theTo transform, alongside with national producers, the Scarecrows Workshop, the Donkey Rides, themost emblematic avenue of the capital, in a giant farm plantations, the transparent beehive, the Itinerarywhere families had their picnic and interacted with entertainment, and Tony Carreira’s Mega Concert.animals and a variety of fruits, legumes, trees and Results: In a country with 10 Million people, more thanplants, promoting the value of national production. To 500,000 attended; the Presidency of the Portuguesemake this event successful the organization relied on Republic supported the event; Tony Carreira concerts32 national producers, more than 260 animals, and sold out; 5,500 slots were built, with 38,846,13 ft3 of5,500 slots with approximately 38,846,13 ft3 of soil soil and 44,092 pounds of vegetables; 1,520,000and 20 tons of vegetable material, resulting in the 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 solida- rity 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
  • 91. 20 [roadshow]eUEFA Champions League TrophyTour 2010 presented by UniCreditThe event concept consisted of an annual five weeks Champions League, and other Ambassadors, personallyroadshow bringing the Uefa Champions League Trophy joined the events. The countries also used the Trophyto fans in five European countries - being close to the Tour to benefit employees as main stakeholders. Results:Trophy that was moved on a nineteen meters long truck, over 138,000 fans came to experience the excitement insecured in a glass safe, travelling highways and country 2010 and over 24,000 official pictures were taken withroads. In the capitals, the Trophy Tour Village opened its the Trophy; 3.500 km were driven through the landscape;doors to everybody. The exhibition was adapted to a real Trophy Tour related media activities generated 538, 8match: passing through the ‘players’ tunnel’, surrounded million gross contacts and a 420% Roi.by fans scream, visitors entered a space that brought tolife contests and goals of Uefa Champions League.Highlight: a personal picture with the Trophy, available for [ DATA SHEET]download online. Further activation elements: opening Country: Germany.ceremony, press conference, live radio broadcasts soccer Organizer: ajoint. communication GmbH.court tournaments, live concerts, and social initiatives. Client: UniCredit GroupLuís Figo, official UniCredit Ambassador for Uefa Date: September 15th; October 17th, 2010. Target: Employees and stakeholders. Location: Munich (Marienhof); Prague (Staromestské náme- stí); 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-intere- sted target audience with the UniCredit brand, thereby foste- ring awareness and a positive brand image; to increase media exposure to communicate the Uefa Champions League spon- sorship and generate leads. Budget: up 1,000,000 to 5,000,000 euros. 93
  • 92. 20 [roadshow]eThird Half Peroni VillageTo enhance the true atmosphere of the Third Half, allowed to live the atmosphere of the Third Half inwhich has now become the Peroni trademark, the the city. Results: a stunning success, about 217,000Third Half Peroni Village was built in the cities hosting contacts during the road show of ‘Third Half Peronithe Test Matches, the six nations competition, and the Village’, more than 90 hectoliters of beer sold, a fullUnder 20’s World Championships. Fans could live the press release printed on the main national media, aexcitement of the typical rugby atmosphere also Guinness World Record realized.sharing, thanks to Peroni, values, passions andtraditions. The village hosted various stands, a stagewith maxi-screen to entertain the public, inflatablesand a 3D statue. Huge PR news coverage wasachieved with the Guiness World Record for thelargest ball in the world, made up with 20,076 tinssigned during the match by the fans, testimonials,and players of the Italian national rugby team. Thesynergy with the trade was really important and [ 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
  • 93. 20 [roadshow]eTGVs 30th BirthdayTo celebrate Tgv’s 30th birthday properly, a wide, for a year of Tgv trips. Meanwhile, a large online gamenomadic operation was put in place, through the Tgv was organized, to win a weekend with 30 friends,experience, a special train taking people into a unique, boarding the Tgv experience and heading whereinteractive experience. A 360° operation and a winners desired. Local action all around France.leading, decentralized action stopping in 16 towns. In Results: 65,000 visitors in 18 dates; 450,000 uniqueeach town, people could visit the ‘Tgv Experience’, join visitors on the website 200 publications; 5,500 peoplethe activities on platforms and play to win two passes 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 ope- ration; 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
  • 94. 20 [roadshow]eRoad Show for Iniciativa BMWIniciativa Bmw Program and Instituto Europeo de the form where innovation circulated freely and as theDesign at Barcelona created several prototypes of turbine where new ideas flew non-stop. All thesedressings of the future. The best were displayed in an concepts perfectly fitted with the values of Iniciativaitinerary exhibition around several Spanish cities like Bmw. A structure was created to allow the adaptationBarcelona, Madrid, Salamanca or Granada. Showcases of the exhibition in any space without barriers orfor each prototype were created and constructed. divisions and an area for the press conference thatThese structures had to be secure, impacting, easy to took place in Barcelona to present the exhibition.transport and able to support the communication ofeach prototype and the global Bmw project. It wasdecided to use the tube as an urban element, as atunnel without end towards the future, imagining it as [ DATA SHEET] Country: Spain. Organizer: Dicom. Client: Iniciativa BMW. Date: since January 2011. Target: public. Location: Barcelona, Madrid, Salamanca, Almería, 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 informa- tion about them. Budget: up 200,000 to 300,000 euros. 96
  • 95. 20 [roadshow]eTour Piccolini Barilla 2010Meals are a time of great emotional investment could build a bespoke menu just for them and theybetween mother and child. Piccolini pasta makes meal could taste the pasta directly cooked by the chef. Thea fun game for the child and, from the nutritional promotion was consistent with this world: moms andpoint of view, it is very reassuring for mothers. children took part in the initiative with aprons toMothers and children lived the excitement of a special prepare together delicious new recipes.relationship in the Piccolini stand: they could playwith pens and pasta to make a self-portrait; they [ 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 penetra- tion on core target. Budget: up 200,000 to 300,000 euros. 97
  • 96. 20 [roadshow]eSmarter Planet Comesto You tourThe roadshow lasted 7 weeks stopping at 24 The truck hosted Smarter Planet demonstrations, auniversities in 11 countries. At each university there Gaming Zone, a Meet the Experts area, facilities towas a main event for students and faculty members in learn about the developerWorks/ My developerWorksthe morning, a localized session in the afternoon and community and various other academic portals.numerous activities on board the Ibm Skills truck Results: 6,889 visitors to Skills Truck; 12,757 totalwhich was located on the campus grounds attendees (118% of target); 3,506 members to thethroughout the day. The Ibm Skills truck provided an Facebook page (175% of target); 555,288 post viewsinteractive learning environment which was divided on Facebook; 964 post likes on Facebook; 24,794into collaborative digital experience zones. A journey photo views, 3,845 video views on YouTube; 31,045of discovery by use of ‘laboratories’ of thinking clicks via the adv campaign on Facebook.allowed students to engage individually, one-to-onewith an Ibm Subject Matter Expert or as a group ofstudents to deep-dive into Ibm content, ask questionsand learn about the Ibm Smarter Planet initiatives. [ 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
  • 97. 20 [roadshow]eThe Cubanization of GermanyThe goal for the Cuban original Havana Club rum was: everyone knew what to do with it, each mint plant cameto cubanize Germany. Following this motto, the product with a recipe by Cuba’s star mixologists attached to it. Thishero, the Mojito, was promoted not by a classic outdoor took the target group directly to a retail location for theand campaign, but rather, by planting Mojito mint most essential Mojito ingredient: Havana Club Rum. Thethroughout Germany: on traffic islands, at bus stops, and promotion campaign was accompanied by regional presseven filling enormous fields with Cuban Mojito mint right and publicity to lead people to the mint plants. Results:in the middle of the cities. The target audience was able approximately 700,000 direct and 2 million onlineto harvest the mint directly on the spot. To ensure that 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
  • 98. 20 [roadshow]eRoadshow History ChannelThe challenge was to bring interactive games, where consumers could enjoy the highest resolutionexperiences, new technologies and the whole concept and best 3D system in the market. A really full 3Dof a closer and more friendly ‘history’ in a flexible experience that could be set up and dismantled in onlymanner that could be displayed on a weekly basis, in 3 hours by only 2 people. This flexibility allowed theseveral strategic countries, on a very short period of display to be performed, for instance, one day in onetime, aiming to achieve the largest possible number of city in Poland and the next day in another city inimpacts, with a relatively reduced budget. Then the Germany. Video games, augmented reality, touchidea came up of a ‘moving display’ needing less set up screens and many more features brought history aliveand agile transferring. A showroom was set on a 16,5 and closer to consumers while the novelty ofmeter trailer (truck) that could open hydraulically technology and the uniqueness of the display awokehosting 75 sq meters of interactive games and curiosity among the media. Results: more thanprogramming sampling. Next to it, coinciding with the 5,000,000 impressions; more than 1,000,000 saw thelaunch in some countries of 3D content programs, a 72 display and its branding in person; 16,000 visitorssqm black tent served as an active 3D movie theatre 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
  • 99. 20 [roadshow]eCoke & Food ExperientialSampling 2011The creative idea was to approach households association with food. Every bottle has been distributed insampling a Coca-Cola bottle and promoting the a shopper made of biodegradable material. The visibilityassociation with food. The worlds activated were multiple: has been granted by branded vans and colorful Ape Cars,from street marketing to door2door, from shopping malls branded shopping trolleys and temporarely samplingto a partnership with a global company specialized in corners placed in crowded areas.frozen food home delivery. To create expectations and In the shopping malls were sampled Coca-Cola mini-cans,generate word of mouth, the advance team has checked supporting the activity with a prize winning approach.the selected cities identifying the best areas and informing Branded coolers were used to refrigerate the productsshop owners and citizens about the arrival of the Coca- A company specialized in frozen food home deliveryCola tour. All shops approached have been personalized offered a Coca-Cola bottle to all customers. Results: overwith posters and Pop materials announcing the arrival of 2 Mio Coca-Cola bottle sampled; 2 Mio discount couponsthe sampling team. The sampling team arrived in the cities and biodegradable shoppers distributed; more than 230three days later, sampling a bottle of Coca-Cola and a cities activated; 120 working days; more than 300 fix staffdiscount coupon to the targeted people, promoting the 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
  • 100. 20 [sport event]eIndesit Genuine FootballThe first creative step was to construe the covered, 11-a-side, soccer fields. A Genuine Footballapproach of Indesit Company towards the football Village was set-up, where the employees of theworld. From this basis, the mood ‘Genuine Football’ European market and the journalists could interactwas shaped. The chosen venue was the city of with fun sport activities and play in the GenuineLondon, and more precisely, the Emirates Stadium, Football Cup, 8-a-side soccer tournaments. Theknown as one of the best sports facilities in Europe, evening ended with a dinner at the O2 Arena.during the Emirates Cup, organized by Arsenal FC.Two different events where organized within theprestigious Diamond Club: corporate meetings withthe European markets and a press conference withthe international press. Indesit’s guests were able toattend the matches of the Emirates Cup and a specialevent was organized for them in the London SoccerDome, a unique location with two completely [ 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 inter- national 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
  • 101. 20 [sport event]eRoma enters the field 2010Unusual football and basketball match sold out and a team against Italy team, each team composed by playerslarge sum in return. To renew the challenge by planning of the three Roman clubs involved. De Rossi, Rocchi andthe second edition of ‘Rome enters the field’. To give Gigli in a team and Hernanes, Mexes in the other. Themore significant value to the event by letting the other audience was the great protagonist of the event, manyteam of the capital, Lazio, to ‘enter the field’, in order to children, schools, families as well as a VIP like Paoloreinforce the concept that there are no distinctions of Bonolis. Results: the event was a true celebration of amesh or faith when they are all ready to join and win the supportive city. The presence of around 6,000 spectators‘battle’. This was the first event in the history to see in the stands and the donation of more than 270,000playing together bitter rivals as Roma and Lazio. A new meals established the success of the event.basketball match was organized (first-time basketball,second time football in five) with the Rest of the World [ 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
  • 102. 20 [sport event]eNordea ScandinavianMasters and Nordea Tour 2010Activation of everything connected to the title players and food from the Guide Michelin one starsponsorship of Nordea Scandinavian Masters and the restaurant Lux. Public events: golf simulator - play theNordea Tour. The creative idea was to let all activations actual 17th Hole, Viewing points - platforms with betterbreathe Nordea’s mission of making it possible and, in sights and seats open for everyone, Nordea Kids Park,line with this, to give Vip guests and the audience a Caffe Latte from professional baristas for all Nordeafantastic and memorable experience with Nordea. Vip guests and ‘Win a place in the leader ball competition’.events: Pro Am at the golf course with the stars, Golf Results: Nordea was acclaimed as ‘The Best Swedishpro Catrin Nilsmark (famous Swedish professional golfer) Sport Sponsorship 2010’ (Sport & Money 2010) and gothosted the activities as Nordea’s face, VIP lunches at the the fantastic result of 94% in Total Spontaneous Recall.castle, Nordea VIP lounge, The leading golfer talked daily The Pr-value exceeded the sponsor investment by 250%.to VIP guests, Dinners with entertainment from the Royal Nordea delivered high above expectation according to itsOpera House, Golf clinics with Swedish professional 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 accor- ding 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
  • 103. 20 [sport event]eBMW X3 GamesOut of 15,000 registrations, 52 teams consisting of won three all-new Bmw X3. Results: the emotionsthree members each (with participants from 19 related to the Bmw X3 were fully addressed by theEuropean countries speaking 25 different languages in multi-sports-competition. E.g., the winning photos oftotal) were gathered and finally travelled to Geneva. 29 the creative task showed that the message reachedinternational media cooperations with selected participants. The participants community created afternewspapers, magazines, online platforms and radio the shared experience was an evidence of the same.stations were agreed to support one team each. Theevent was split up in six single disciplines. On day 1, theevent started with a 14 km run and a round of golf inGross Stableford format. On day 2, the teams moved onto Chamonix/Mont Blanc (near Geneva) for the ski giantslalom before showing their driving ability on the BmwX3 Parcours. On day 3, the athletes mastered achallenging course on Bmw Cross Country MountainBikes and boarded Bénéteaus First Class 7.5 Yachts for aregatta on Lake Geneva. In addition, a creative task hadto be completed even if it did not enter into the overallcompetition. At the closing ceremony, the winning team [ 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
  • 104. 20 [sport event]eRip Curl PRO Portugalpowered by tmnThe Asp World Tour is the competition that brings The event took place from October 6th to 18th, on thetogether the 45 best surfers in the world (the 1st league beaches of Super Tubes, Baleal and Lagide. Results:of surfing). For the second consecutive year, an event of 100,000 people attended the event which had a 243%the World Tour took place at the beaches of Peniche. 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
  • 105. 20 [sustainable event]eBallast Nedam InnovationDay 2010 | Internal EventTo sell relevance and commitment, measured in tv talk show host received ‘the market’, instilling theentered ideas, a proud, innovative and 100% green sense of inescapability of BN’s transformation, andevent was organized to convince employees that translating this ‘academic concept’ to the ‘hands-onmarket demand made BN’s transition inescapable, builders’ in the audience. Afterwards sub sessionsbuild self esteem by showing how innovative BN awaited, designed around BN innovation themes, foralready is, give a ‘taste’ on how green innovative everyone to ‘taste’ their role in BN’s exciting future.thinking can be exciting and provide an activation Back at main stage, the Innovation Awards wereoutlet. The setting was an interactive Innovation handed out, with a live vote for the People’s ChoiceSquare, where product developments from durable Award. Finally, Intranet app Tok was launched withemployee ideas were displayed. At the main stage, a 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 transitio- n’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
  • 106. 20 [unconventional event]eVodafone FMVodafone FM is the first branded radio in Portugal. the website with a ‘Like’ or ‘Don’t Like’ to the songs.The strategy involved naming, brand design, brand The launch campaign used Portuguese artists, alignedpositioning, tagline, online presence, launch with the editorial mindset of the radio (everythingcampaign, media presentation event and activation. that’s new and relevant) interacting with each other.The tagline ‘Mexe na Música’ meant ‘Put your hands Results: Vodafone managed to gain significant moreon the music’, and invited everyone to decide which association with music and Vodafone FM is the firstmusic keeps playing on air - people just had to enter 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
  • 107. 20 [unconventional event]eArena 3D ExperienceOn thursday, June 23rd, the first monumental 3D immersive and deep dive, with one of the worldsprojection took place in Paris featuring the famous greatest swimmer, Alain Bernard. Results: 250 guestsfrench band Birdy Nam Nam. The idea was to live the attended the events cocktail and 2,000 peopleemotion of a high level athlete. The process was based watched the live performance. The event generatedon the use of the buildings shapes to bring life to the 217 media fallout on television, press, radio andfacade. For 10 minutes, Arena led the audience in an 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 innovati- ve way in order to create a link with the target. Budget: up 500,000 to 1,000,000 euros. 109
  • 108. 20 [unconventional event]eSurprise CatwalkA fashion catwalk was installed at a central the brand and the shop’s need for donated clothes, assubway exit in the most central place in Oslo, and the well as signed up fans on the Fretex Fashion Facebooksubway passengers used as models. Normal people page (>8000 FB fans).were unexpectedly taken by big surprise, beingfeatured on the Fretex catwalk, and presented in thatway next years collections. Along the runway and thered carpet used as platform, there were also well-known fashion stylists, journalist and models fromOslo Fashion Week being the expert audience, and awell known DJ taking care of the music in a way thatmatched the different models. Results: The eventcreated a lot of publicity in the media. The largesttabloid newspaper VG made a three minute longdocumentary as a head Tv-story and VG Tv Moved itto the editorial fashion content later. More than300.000 exposures for the film the first week. Spreadto blogs. The Surprise Catwalk raised awareness of [ 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
  • 109. 20 [unconventional event]eVodafone One CentThe selected communication campaign aimed at purses distributed by hostesses!). In the square,getting closer to ordinary people. So, not only people presenter Massimo Bagnato announced the record toapproaching the brand, but also visibility actions over 1,500 people and joked with the crowd. An‘getting to people’. This is why the idea came up to engagement action followed in eight cities involvinginvolve actions and places people are familiar with. It the Vodafone Machines, purpose-made slot machineswas a three-stage project including a teaser with working with ‘1CentVodafone’ coins and allowing tomassive guerrilla in eight cities, aiming at announcing win a mobile special refill card. Results: it was anthe upcoming campaign (a leaflet with a 1 cent coin integrated communication project, which succeededpicture and the question ‘What are you doing with in supporting the Vodafone campaign and enhancingone cent?’). Then the event took place involving the its contents. Eight cities, over 1,500 people at themost famous fountains in the world and coin Trevi Fountain, over 10,000 contacts and widethrowing, which traditionally characterizes it (but only coverage of the record event by press and tv1 Cent coins, taken from Vodafone-branded coins 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
  • 110. 20 [unconventional event]eA Life in the LimelightThe center of Milan became the setting for a music, starting in small groups and then gathered up intemporary shop featuring design furniture, front of the container, giving life to a real show markedtechnological workstations, free internet connection, by a choreographic crescendo. The performance waspromoters and a live DJ set (open from 10am to 9pm, filmed and later posted on YouTube for a viral effect.September 21st - 28th , during Fashion Week). People Results: 15,000 flyer distributed; 4,000 visitors; 1.500were invited to take a picture against a blue backdrop pictures taken and given to the audience; over 7,000and the image get edited placing them in the Adv visualizations of the event on YouTube.campaign framework, where VIPs shield themselvesfrom paparazzi using a HP notebook. Photos wereprinted and immediately given out to the participants. Amake-up artist was available to give consumers an extratouch of ‘celebrity style’. For two days (fourperformances a day) a flash mob lived up the square: 25professional dancers, confused among the audience,started dancing following the rhythm of a sudden [ 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
  • 111. 20 [unconventional event]eThe Cubanization of GermanyThe goal for the Cuban original Havana Club rum was: everyone knew what to do with it, each mint plant cameto cubanize Germany. Following this motto, the product with a recipe by Cuba’s star mixologists attached to it.hero, the Mojito, was promoted not by a classic outdoor This took the target group directly to a retail location forand campaign, but rather, by planting Mojito mint the most essential Mojito ingredient: Havana Club Rum.throughout Germany: on traffic islands, at bus stops, and The promotion campaign was accompanied by regionaleven filling enormous fields with Cuban Mojito mint right press and publicity to lead people to the mint plants.in the middle of the cities. The target audience was able Results: approximately 700,000 direct and 2 millionto harvest the mint directly on the spot. To ensure that 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
  • 112. 20 [unconventional event]eTramp a Benz‘The best or nothing’ is a very special claim, it’s rather their cars and showed the results to an even biggeran attitude. So it has also to be communicated in a audience after his trip during his very own exhibition.special way. The idea: an experiment interpreting the Stefan was invited to event shows and published aclaim: Tramp a Benz, a hitchhike trip across Europe just in photobook with all stories and pictures. Results: StefansMercedes cars. Street photographer and performance journey was followed by thousands of readers. Theartist Stefan Gbureck set out on a journey with no exhibitions & the photobook made his story accessible todestination but one goal: to travel with ‘The best or a bigger amount of people. TaB was related to the claimnothing’. Which in this case meant just in Mercedes cars. ‘The best or nothing’. As it supported brandAnd the Mercedes community didnt let him down. communication, it helped to raise the recognition of theOnline, where they encouraged him to keep it up and on claim from 0% to 42% in 2010.the road where he found the friendliest, craziest, moststereotyped and most offbeat Mercedes drivers you couldimagine. The pictures and stories of the 17-days trip wereshared on Stefans Blog. He portrayed the drivers and [ 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 custo- mers about Mercedes-Benz, ‘The best or nothing’ and the idea behind it. Budget: less than 50,000 euros. 114
  • 113. 20 [web event]eVodafone FM WebVodafone FM is the first branded radio in Portugal. on the music’, and invited everyone to decide whichThe strategy involved naming, brand design, brand music keeps playing on air: people just had to enterpositioning, tagline, online presence, launch the website with a ‘Like’ or ‘Don’t Like’ to the songs.campaign, media presentation event and activation. The launch campaign used Portuguese artists, alignedThe tagline ‘Mexe na Música’ meant ‘Put your hands 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 intro- duce 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
  • 114. 20 [web event]eUrban Kicker withthe Sparda-Bank WestThe benefit for the ‘SparCard’ is that with every Urban Kicker was an attention-getting live tool wheregoal Borussia Dortmund scores, an additional 0,5% soccer fans tried to score as many unusual goals asinterest is paid on the cardholders balance until the possible in an urban environment, becoming winnersfollowing game. In order to help fans experience the of the game. Results: a 30% increase in newbank’s current slogan ‘With every score, your account customers’ acquisitions.is the winner!’ and the mechanism behind it, apackage of methods was developed focusing on livecommunication, new communication channels andlinking activities together. So it was all about goals,goals, goals. And goals became something in bothreal and virtual environments with ‘Urban Kicker’,inspired by the street-soccer cult and the trendtowards moving soccer into urban environments. [ 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 pre- sent the bank as modern, close to fans and unconventional. Budget: up 200,000 to 300,000 euros. 116
  • 115. 20 [web event]eTramp a Benz‘The best or nothing’ is a very special claim, it’s rather exhibitions & the photobook made his story accessible toan attitude. So it has also to be communicated in a a bigger amount of people. TaB was related to the claimspecial way. The idea: an experiment interpreting the ‘The best or nothing’. As it supported brandclaim ‘Tramp a Benz’, a hitchhike trip across Europe just communication, it helped to raise the recognition of thein Mercedes cars. Street photographer and performance claim from 0% to 42% in 2010.artist Stefan Gbureck set out on a journey with nodestination but one goal: to travel with ‘The best ornothing’. Which in this case meant just in Mercedes cars.And the Mercedes community didnt let him down.Online, where they encouraged him to keep it up and onthe road where he found the friendliest, craziest, moststereotyped and most offbeat Mercedes drivers you couldimagine. The pictures and stories of the 17-days trip wereshared on Stefans Blog. He portrayed the drivers andtheir cars and showed the results to an even biggeraudience after his trip during his very own exhibition.Stefan was invited to event shows and published aphotobook with all stories and pictures. Results: Stefansjourney was followed by thousands of readers. The [ 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 custo- mers about Mercedes-Benz, ‘The best or nothing’ and the idea behind it. Budget: less than 50,000 euros. 117
  • 116. 20 [web event]eThe new dimension of internetThe Vanity Fair magazine has very faithful readers. consumers point of view. Readers showed theirCondé Nast needed to take them from the paper enthusiasm for the initiative through the Facebook fanmagazine to the web, positioning the website as a really page. Condé Nast still continues with the Exclusive eventsup-to-date stage for exclusive events with news for all by Vanityfair.it with more and more exclusive concertswomen. How to launch the new Vanityfair.it website and starring international pop stars.make the difference? Through a very engagingopportunity: Gianna Nannini, one of the most importantsingers in Italy, comes back after two years with anunplugged 3D concert launching for the first time her newinedited album. Exclusively on Vanityfair.it website. Theconcert was communicated through the most importantCondé Nast magazines, main Italian newspapers and theVanity Fair Facebook page. The main message in theadvertising campaign invited the readers to buy the VanityFair magazine one week before the event. 3D glasses wereattached 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 [ 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 web- site building awareness; leveraging on the Vanity Fair maga- zine 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. 118
  • 117. 20eEuBea 2011 - Partners Associations Media partners Fairs 119
  • 118. 20eEuropean Bea 2011Main CharactersAuditoire Public Event. Celebration of the 21st April, Roma Amor .................82Celebration / Festivity. Afc Asian Cup Qatar 2011 Opening Show....28 Roadshow. Third Half Peroni Village ................................................94Internal Company Event / Convention. Sport Event. Roma enters the field 2010.......................................103Alstom Top Managers Convention 2010 ............................................59Product / Service Launch. Alzara, Grupo de ComunicaciónLaunch of the new vitaminwater xxx flavour ......................................74 Cultural Event. XIII Festival del Habano...........................................39Public Event. Launch of the Tramway in Reims................................83 Beng! AmsterdamRoadshow. Tgvs 30th Birthday .......................................................95 Green Event. Ballast Nedam Innovation Day 2010 | Internal Event...533e60 Sport Internal Company Event / Convention. Ballast Nedam Innovation Day 2010 | Internal Event...........................60Sport Event. Indesit Genuine Football ...........................................102 Sustainable Event.Action 4 Ativism SA Ballast Nedam Innovation Day 2010 | Internal Event ........................107Unconventional Event. Vodafone FM .........................................108 Bsp MarketingWeb Event. Vodafone FM Web .....................................................115 Sport Event. Nordea Scandinavian Masters and Nordea Tour 2010 ...104Agence Tokyo Cheil Communication GermanyUnconventional Event. Arena 3D Experience..............................109 BtoB Event. Samsung Experience Dinner 2010 ................................18ajoint. communication GmbH Circ GmbH & Co. kgRoadshow. Event For Non Profit / Social Organization.Uefa Champions League Trophy Tour 2010 presented by UniCredit....93 The Social Business Tour 2010 ...........................................................46Alphaomega Internal Company Event / Convention. Strong Characters. Stronger Together.Celebration / Festivity. Celebration of Rome 1960 Olympic Games ...27 Senior Executive Convention 2011.....................................................61Congress / Convention. Ibac Roma 2011 ......................................34Cultural Event. Colosseum On Fire .................................................38 concept XEducational / Training Event. Campus Mentis..............................44 Internal Company Event / Convention. European Business Forum ..62Event For Non Profit / Social Organization.The Bulgari Express for Save the Children...........................................45 CreoFair. Renault Motorshow 2010 .........................................................49 Incentive / Team Building. Dare to Dream, Gold Conference 2010...55 120
  • 119. 20 [european bea 2011 - main characters]eInternal Company Event / Convention. Hagen Invent GmbH & Co. kgDare to Dream, Gold Conference 2010..............................................63 BtoB Event. Audi Dealer Meeting 2011...........................................20 Internal Company Event / Convention. HMI JAT 2011 ...............66Dechesne & Boertje Product / Service Launch. Cabrio Days, Volkswagen Forum 2011 ....75Celebration / Festivity.E&Y Entrepreneur Of The Year 2010, 15th Anniversary Edition ..........29 Ideju InstitütsInternal Company Event / Convention. Cultural Event. Celebration of Ligo at the Riga Centre! ..................40Unilever Benelux Experience 2011 A date with the Planet ................64 Input Eventi e Comunicazione - Gruppo InputDenis&Co Unconventional Event. A Life in the Limelight ............................112Internal Company Event / Convention. insglück Gesellschaft für Markeninszenierung mbHMma celebrates its employees ...........................................................65 BtoB Event. Linde Material Handling at CeMAT 2011......................21 Celebration / Festivity.Desafio Global Ativism SA International Opening Event Hannover Trade Fair 2011.....................31Celebration / Festivity. Internal Company Event / Convention.EDP’S 35th birthday - ‘Energia Douro Concert’ ..................................30 Evening Event at InvestmentAktuell 2011 ........................................68Musical Event. EDP’S 35th birthday - ‘Energia Douro Concert’ ........72 Web Event. Urban Kicker with the Sparda-Bank West ...................116Public Event. EDP’S 35th birthday - ‘Energia Douro Concert’...........84 Jung von Matt/relations GmbHDicom Fair. I am Photokina..........................................................................51Roadshow. Road Show for Iniciativa BMW ......................................96 Public Event. The Cubanization of Germany ...................................86 Public Event. The hairiest village of the world .................................87Egg Events Public Event. Tramp a Benz.............................................................88Incentive / Team Building. Building our future .............................56 Roadshow. The Cubanization of Germany.......................................99Roadshow. Tour Piccolini Barilla 2010..............................................97 Unconventional Event. The Cubanization of Germany................113 Unconventional Event. Tramp a Benz .........................................114Fieldwork Web Event. Tramp a Benz .............................................................117BtoB Event. Audi Test Drive in Åre 2011 .........................................19Fair. Sandvik Coromant Imts ‘Paint Chicago Yellow’ ..........................50 K-eventsUnconventional Event. Surprise Catwalk ....................................110 BtoB Event. Hotpoint - The Movie...................................................23 Celebration / Festivity. 75th Anniversary of Shakhtar Donetsk ......32Garbergs, Prime PR, Minnesota Communication Internal Company Event / Convention.Green Event. Ljusruset, The Light-Run ............................................54 5th anniversary of Metinvest .............................................................67GEM Fonema Karpa Marketing GroupUnconventional Event. Vodafone One Cent ...............................111 BtoB Event. Gran premier Acti 9 .....................................................22 Roadshow. Roadshow History Channel .........................................100George P. JohnsonRoadshow. ‘Smarter Planet Comes to You’ tour...............................98 La 5ª Product / Service Launch. Unilevers Innovation Fair......................76Global EventsIncentive / Team Building. Reale ..................................................57 Louder ItaliaPublic Event. Axe Boat! ..................................................................85 Roadshow. Coke & Food Experiential Sampling 2011 ....................101 121
  • 120. 20 [european bea 2011 - main characters]eMetzler : Vater GmbH Uniplan GmbH & Co. kgProduct / Service Launch. BMW X3 Games...................................77 Product / Service Launch. E-Postbrief Launch Events.....................80Product / Service Launch. Pavillon 21 MINI Opera Space...............78Public Event. Pavillon 21 MINI Opera Space ....................................89 UppartnerSport Event. BMW X3 Games ..........................................................105 Incentive / Team Building. Coca Cola, Red Battle Of Execution.....58Minnesota Communication, Prime PR, Garbergs Vok Dams Agency for Events and Live-MarketingGreen Event. Ljusruset, The Light-Run ............................................54 BtoB Event. E-Plus Partner Shop Conference ‘The Day of the Truth’ ......................25Música no CoraçãoMusical Event. Festival Sudoeste tmn .............................................73 BtoB Event. Geberit Top Meeting....................................................26 Congress / Convention.OgilvyAction E-Plus Partner Shop Conference ‘The Day of the Truth’ ......................36Web Event. The new dimension of internet...................................118 Congress / Convention. Škoda World Dealer Conference ..............37 Product / Service Launch. Škoda World Dealer Conference ...........81pi-five Dialogfeld GmbHEvent For Non Profit / Social Organization. Welcome Event MarketingCED Tag (IBD Day), Toilet Race ...........................................................47 Internal Company Event / Convention.Public Event. Milka Chocolate Festival.............................................90 Danisco Business Forum, Spring 2011................................................71Prime PR, Minnesota Communication, GarbergsGreen Event. Ljusruset, The Light-Run ............................................54 WRG Creative Communication Celebration / Festivity. 77MTA Celebrations..................................33Promoconvention - Gruppo Input Cultural Event. The State Visit of Pope Benedict XVI to the UK .......41BtoB Event. Falling in love in Italy....................................................24Public Event. Lavazza, The Official Coffee of Wimbledon ................91 Xsaga Event For Non Profit / Social Organization.Quum Comunicación Nederland helpt Japan.......................................................................48Congress / Convention. 48 Horas con Telefónica...........................35Realizar Worldwide EventsCultural Event.Proclamation of Republic with Festival dos Oceanos...........................42Product / Service Launch. Zon Human Lcd ....................................79Public Event. Picnic in the biggest urban farm.................................92Rip CurlSport Event. Rip Curl PRO Portugal powered by tmn.....................106SCP, Sistemas de Comunicación PuntualInternal Company Event / Convention.Technology and value creation. The future is in your hands................70SinergieFair. Salone del Risparmio 2011 ........................................................52 122
  • 121. EVENTS AND LIVE-MARKETING LEADING: regional, national, international! PHILOSOPHY: creating better results DIVERSE: corporate-, public- and exhibition events, diverse media, information-, qualification- and motivation programs, hybrid eventswww.facebook.com/vokdamsVOK DAMS – Agency for Events and Live-MarketingH 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 HSHANGHAI – BEIJING – DUBAI – NEW YORK – BORDEAUX – LONDON

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