cases
Pop-Up Store & Live-Consumer-Activation
LVMH / DIOR
Challenge
The new release of world-renowned signature fragrance Miss Dior must be stylishly and captivatingly presented to achieve the maximum range of influence. The campaign aimed to inform VIPs, consumers, distribution partners, and the greater public through all available channels – in the most emotional way possible.
Approach
A pop-up store in the middle of the Kö, Düsseldorf’s luxury shopping street. A multitude of events held there and in the surrounding area. Influencers, VIPs, press, distribution partners, customers – everyone experiences, at various different times, the messages and characteristics of the brand that mean the most to them. Consumers can book their exclusive fragrance experience online over the course of almost three weeks and immerse themselves deep in the world of Maison Dior. A true omnichannel project that, in the pandemic era, captivates and impresses the trade press, popular media, and social media. A sophisticated celebrity event strategy with top names, some of which have never made an appearance in Germany, capture the interest of TV and print media.
Results
Outstanding influence in all media. Within the campaign time frame, nearly every consumer interested in fashion and fragrances had heard of the project and seen it. The new fragrance quickly sells out thanks to the sales. It doesn’t get better than that.
Hybrid-Late-Night-Talkshow
AXA
Challenge
Actual skilled broker roadshows for big insurance companies, during which guests from politics, business, and associations engage in discussions in-person and invite others to participate must be rethought and implemented with a hybrid event model. All the same, participants still have to be reached, their interest aroused, and their attention held by the content on the screen.
Approach
A proprietary logo, a proprietary AXA TV streaming studio, exciting tools for participation and interaction, live streaming: these are the components of the concept, which was designed to be like a deluxe late night talk show. Participants are empowered to participate in the selection of individual details and questions – making it a truly hybrid event.
Results
Nearly devoid of no-shows, the feared disaffection from the new digital format is nowhere to be found. On the contrary: when live streaming is skillfully interwoven with in-person and prerecorded content, the new talks and formats may even seem more lively and possess greater staying power than previous roadshows.
Internationale Leadership-Conference for Loctite
Henkel
Challenge
For the first time in many years, the international top leadership team characterized by the great heterogeneity of the local markets they represent meets for the first time. How should workshops, staging, conditions, and content be designed to effectively engage all colleagues from over 10 countries and cultures and make best use of the precious time spent together?
Approach
By creating unique experiences with relevance across cultural boundaries. Incorporation of barrier-free workshop and scenario methods. Establishment of individual modular systems and focus on elements that incorporate dialog throughout the event in a unique setting. Creation of special group moments and symbolic acts. Live overnight cut films as a surprise moment.
Results
The new slogan and newly created channels for exchange are actively engaged with in the company. Mechanisms launched during the event take root and start to bear fruit. A sustainable foundation is laid for new international collaboration. These and other aspects continue to develop over the coming months through well-coordinated post-event communication.
Hybrid-Training-Event & Hybrid-Show-Event
Yves Saint Laurent
Challenge
Present new fragrances on the luxury market in an eye-catching way and effectively anchor them – for a B2B target group that has previously been spoiled with year-long best-in-class in-person events. How are you going to top an in-person roadshow that was one of the most popular shows in the industry?
Approach
A hybrid event, or more specifically, a virtual show of superlatives, will have thousands of distribution partners nationwide glued to their screens. Prerecorded content, live elements, and countless interactive elements are mixed together to create a hip and entertaining live digital show. Watch, participate, and cheer on is the slogan here.
Results
Nearly all viewers stay at their screens, on their phones, or at their laptops for almost two hours following “Level Up – The Next Generation of YSL Events.” Workshop, talk show, presentation – boundaries dissolve and it is bearing fruit. Participating in events of various formats for the brand remains very desirable, even for digital events.
Shows & Conferences for Wella Professionals
Wella
Challenge
As innovation and market leaders in professional hair dying, Benefits, News, and USP has new products and campaigns that must be dazzlingly and eye-catchingly staged. At the same time, internal company operating figures and targets must be communicated, visually prepared, and incorporated into the multi-day schedule. Added to that: The percentage of participants attending the hybrid version of the event grew from 0% formerly to 75% today, and even 100% in the future.
Approach
A finely-tuned, mixture of infotainment spread across several days featuring various scenario and workshop methods, as well as elaborate shows with international industry stars and leisure elements show the highlights of the fiscal year, followed directly by a VIP event for customers and partners. Ensuring that every premium event is as interactive and rich with dialog as possible is central.
Results
The event series inspires: Strong motivation, special enthusiasm for the innovative power of one’s own company, passion, and 1a participation and interaction quotas. All of this ensures the perfect start to the new fiscal year and ultimately yields high sales numbers coupled with strong customer loyalty.
Hybrid Customer and Broker Roadshow
DSL Bank
Challenge
Actual skilled broker and customer roadshows for the affiliate companies of the Deutsche Bank, during which experts encourage participants to engage in dialog, must be rethought and implemented in hybrid form. All the same, participants still have to be reached, their interest aroused, and their attention held by the content on the screen. An unusual experiment: would a trained in-person roadshow work as a purely digital event?
Approach
A proprietary TV studio, exciting participation and interaction tools, live streaming: these are the components of the concept, which was designed to be like a deluxe talk show. Participants are empowered to participate in the selection of individual details and questions (e.g. via SMS) – making it a true part of a hybrid event.
Results
Nearly devoid of no-shows, the feared disaffection from the new digital format is nowhere to be found. On the contrary: by skillfully interweaving live streaming with live and prerecorded content, the new talks and formats may even seem more lively and possess greater staying power than previous roadshows.
Corporate Podcast
Wella
Challenge
Media usage among hairdressers in particular is also changing, along with the media landscape of society as a whole. As the number one partner for hairdressers, Wella aims to bring a podcast to life to communicate with, entertain, and inform hair stylists through channels they already use: in the digital realm. But: Corporate podcasts are risky, because they are often poorly designed and too one-sided.
Approach
High-end production, relevant content, a refined playbook, and a script with carefully designed cover art form the perfect combination for a successful podcast.
Results
The program is a smashing success – the number of episodes originally planned is doubled. Hairdressers are greeted by exciting, relevant, and entertaining content. In the industry, the podcast is a staple on a stylist’s playlist. Wella is keeping up with the times and, as the leading producer, took ownership of the medium in its industry.
Pride-Live-Activation Campaign
NYX Professional Make-up
Challenge
For Pride Week, an omnichannel project aims to breath life into the brand’s core and give it an emotional boost. Diversity, mutual respect, consideration of all people – how can this be implemented in an attention-grabbing, believable way?
Approach
A confessor film, planned with various testimonials from the different social media platforms and filmed. With true participation from people living these values who have also experienced instances where these values have not been put into action and observed. A playbook is created with a powerful message, hip content, an edgy cut in post production, and a striking message.
Results
The film does what it aims to do. It goes viral, garners plenty of attention and comments, is shared, is believable, and offers a powerful message.
Leadership-Conference
E.ON
Challenge
Members of the uppermost echelon of power company E.ON, who rarely meet, must learn essential information and take a position over the course of a very busy program addressing issues such as the future, the situation of power as a “brand”, and developments in society as a whole. At the same time, new strategies must be formed and collaboration between companies must be fostered. How can this be achieved in record time?
Approach
In the TV studio of Günter Jauch and on an enormous campus, an omnichannel event concept is implemented for which participants from the media, business, and politics engage in discussions, but are also inspired by activists and startups and invited to engage in a dialog. Innovative scenario methods complete the format with changing workshop rounds. Start-ups from the realm of power, sustainability, and climate introduce themselves by way of a pitch given at a specially installed and staged conference and provide impetuses for the future of the company.
Results
The event series has a lasting impact on company and leadership culture, contributes to process optimization and collaboration, and establishes significant parameters that will play a central role in the future of the company beyond the event.