B2C Branding Case for PICNIC
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Bohemia Amsterdam developed the full positioning and branding for PICNIC edition 06, 07 and 08. This includes brand story, name, logo, identity, event marketing, advertisement and event signage.
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Marco de Boer used this presentation to explain the power of a strong Vision and mission to create brands that people believe in. The presentation was given at MARCOM12, the Dutch Marketing Communication event in the Netherlands.
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B2C Branding Case for PICNIC
- 1. Bohemia AmsterdamPICNIC PICNICBring a Blanket Bohemia: Marco de Boer, Melissa Agostino, Henri Tyminski Cliënt: Guido van Nispen Visual Branding Case
- 2. Bohemia Amsterdam Situation In 2006 a committee received budget from the City of Amsterdam to launch the Cross Media Week. This was planned to become the first internationally orientated online and media event where innovation, creativity and technology came together. The initial name Cross Media Week was –euh- a bit weak. We came up with PICNIC as the alternative for the name of the event. PICNICVisual Branding Case
- 3. Bohemia Amsterdam Target • The first year had to be smashing. PICNIC wanted to be on the map as the best, most exciting and inspiring event of the year. • Recruit 1,500 visitors. Target Group • Innovation managers • Media specialists • Creative community • IT professionals • Corporate companies PICNICVisual Branding Case
- 4. Bohemia Amsterdam Strategy Since a goal is to reach creative and business people we changed the name to PICNIC. A picnic is a place where things happen on a more equal level. The next move was to develop a striking theme. To launch a strong visible concept you need to stay close to the idea. Nobody connects a picnic to a business and innovation fair. Solid branding was required. PICNICVisual Branding Case
- 5. Bohemia Amsterdam Concept At a picnic everyone is equal; visitors and speakers meet. There’s no hierarchy. Everyone shares his inspiration and ideas and brings something of his own. So why not a blanket? Bringing a blanket implies you have to do something to add to the success of PICNIC. Feel free, bring a blanket and make it a party. Media Advertisements, billboards, online, newsletter, POS material. PICNICVisual Branding Case
- 7. Bohemia Amsterdam Visuals • Corporate ID • Billboards • Banners • Event PICNICVisual Branding Case
- 8. PICNIC06 Bring a Blanket Carved into a tree suggests handmade and personal commitment to the place and moment.
- 12. PICNIC07 Uncork your Brain Made of fur to emphasize the warm and approachable atmosphere.
- 14. Bohemia Amsterdam Results More than 500 attendees and 1,700 visitors went to the public events in the very first edition. It was the buzz of the season. With the second edition of 2007 the number of attendees and visitors climbed to a ground breaking 1,100 and 2,800. PICNICVisual Branding Case
- 15. Bohemia Amsterdam Results - Further Years Following the huge succes of the initial branding we were invited to continue the theme for the following years. PICNICVisual Branding Case
- 16. Copyright © Bohemia Amsterdam 2015 All aspects of this presentation – design, text, graphics, concepts, ao – are copyright Bohemia Amsterdam and it’s affiliates or content and technology providers. Bohemia Amsterdam Generaal Vetterstraat 72-a 1059BW Amsterdam The Netherlands +31 [0]20 42 33 555 bohemiaamsterdam.com Make a Mark. For more information: Hugo Kalf hugo@bohemiaamsterdam.com