Case Studies

CELEBRATE IN BOLLYWOOD STYLE

EMC Australia Employee Kick Off (staff celebration component)

Objective: Recognised in previous years as a formal awards gala dinner. EMC required an element of difference for the final evening of the 3 day kick-off event.  This was an evening meant to reward staff and show appreciation for a successful year gone by and also an evening to engage the team in a relaxed and fun environment.

Strategy: To transform the evening to an interactive event themed “Bollywood”

Tactics: Convert an empty room from plain walls and ceilings to striking bright colours of fuscia, oranges and purple. Guests were greeted by bellydancers, bindi’s placed on foreheads, bangles on wrists and gold turbans on the males heads.  Bollywood photo studios were set up, tarot reader interpreted cards, Henna tattoo artist painted people’s hands and a roving snake handler roamed the room. A Bollywood cinema was set-up on one wall playing Bollywood movies in the background, a 12 metre Henna patterned bar featured in a premium position and life size elephant milled outside for guests entering and exiting the event.  Caterers provided Indian style canapés and food stations of spice and non-spice flavours.

Results: A highly successful engaging and interactive event which was remembered by staff as ‘unlike any other staff event’.

*****

FROM GOOD TO GREAT TO SIGNIFICANT

Gloria Jean’s Coffees National Convention – key Franchise Partner event held every two years.

Objective: Inspire, share, and move Franchise Partners to take positive action on the next wave of business initiatives presented by head office, despite a looming downturn in the global economy.  The event needed to also facilitate networking (social and business), and build on the key values of the brand whilst demonsatrating the theme; Signficance. Produce a convention where Franchise Partners from every state in Australia attended.

Strategy: Engage the senses around the theme of ‘Foundations of Significance’ over a 4 night / 3 day event with an interactive environment of; optimism about the year ahead, encouragement, education, reward and family reunion.

Tactics: A combination of; outstanding speakers including inspiring story from poverty to world-class ballet dancer, Li Cunxin; themed family evening functions; successful fundraising event for Gloria Jean’s Coffees’ new national Foundation; team building activities; Awards Dinner rewarding achievements of inspirational Franchise Partners; ‘Building your Business’ group workshops; and a world class Barista Championship.

Results: Attendees experienced the heart of the Gloria Jean’s Coffees brand through the amalgamation of unique elements brought together to produce the experience that was the Foundations of Significance’ National Convention. The convention was a sell out with over 430 attendees with positive feedback well after the event. Head Office initiatives weresuccessfully implemented and supported by Franchise Partners in the financial year following the convention.

*****

A BLEND OF OLD AND NEW

EMC Inform (annual information infrastructure event for Fortune 500 company)

Objective: To introduce a fresh agenda format to excite delegates and bring them closer to EMC

Strategy: Create a sensory experience to generate excitement for the event and the EMC brand

Tactics: Colourful open plan exhibitor booths that encouraged greater interaction between participants and delegates; Theatrettes – featuring audio headsets for participants – that allowed for surrounding activities to continue throughout presentations and create sense of action; De-Dupe Zone Booth featuring red ‘Stop’ sign theme which was carried throughout event and was supported by ‘police’ who marshaled delegates to the booth.

Results: A buzz was generated throughout the two day event with over 1500 people attending the 3 city event. Over 25 sessions were held and 25 partner sponsors exhibited paving the way to facilitate leads for the world’s foremost developer and provider of infrastructure technologies, services and solutions.

*****

A TOWN LIKE CA

CA Expo (largest annual event for Global IT Management software provider)

Objective: Create an environment that facilitates networking and encourage lead generation for CA Partners, while creating energy and vitality – at the heart of doing business with CA.

Strategy: To make the current partner village component zing by rendering a community feel by recreating a town centre for the Partner Village delegates to bring them closer to the CA brand.

Tactics: As delegates entered the village and got passports stamped, they could sample a variety of different foods, visit juice or coffee bars, rest on a park bench or lounge, or, visit the local Internet Cafe.

Results: In creating a community feeling, delegates experienced core CA values and were brought closer to the brand in terms of what it would be like to partner with the firm. Overall, registrations were 25 per cent higher than the previous year; the buzz the Partner Village generated continued long after the event had ended.

*****

SCHOOLGIRLS: GET READY, GET SET, GO!
Sydney Schoolgirls’ Breakfast with the Stars

Objective: Educate, inspire and motivate schoolgirls’ to stay actively involved in sport and physical activity.

Strategy: To invigorate the current event format by creating an interactive environment where the schoolgirls’ could not only liaise with various sporting stars (an athlete seated with nine schoolgirls at each breakfast table), but also participate in their sports!

Tactics: Create an interactive activity demo area where schoolgirls’ used an ‘activity passport program’ to guide them around to various sporting activities and performances.

Results: The most interactive, engaging and informative breakfast in 12 years. 550 schoolgirls, Olympic, Commonwealth, Australian athletes and VIPs attended.