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European Diagnostics Unveiling

The Brief

Undoubtedly, one of our more technically challenging briefs, our task was to deliver the official unveiling of a new diagnostic instrument measuring 5m in length and weighing in at a mighty 1.5 tonnes.

The Crystal at London Docklands had already been chosen by the client as the venue for this milestone occasion prior to our involvement.  Recognised as one of the world’s most advanced, sustainable events venues, it provided exactly the right backdrop to match the ‘game-changing’ technological innovation represented by the instrument itself.

The key issue of course was… how do you ‘hide’ something of that size & weight to be able to ‘reveal’ it to the assembled audience, particularly when it takes a day to set up & install it and venue limitations mean that delegates will not be able to miss it when they enter the building?

In addition, we needed to consider all of the logistical matters associated with organising an event attended by 300 client staff & specially invited customers from across Europe and USA.

A truly unique event which presented some truly unique challenges

Our Solution

We deployed a dedicated, highly experienced project team comprising logistics, creative and technical expertise right from the outset of the planning process and they worked closely with our client in Madrid throughout the duration of the project.

Accommodation was arranged at three hotels within close proximity of The Crystal and we liaised with client staff in each affiliate to coordinate attendance by staff and customers. All of this was managed via our custom-designed registration website and delegate management system.

We created a strong, highly campaignable theme for the event which aligned with the client’s brand identity and this was rolled out across an extensive range of venue branding and delegate collateral Included in the venue branding was a 50m+ expanse of vinyl graphics covering the venue’s windows, floor & walls which linked all of the main meeting space and created a totally unique backdrop for the unveiling.

A branded event app kept all the necessary event information at delegates’ finger-tips which removing the need for any printed material, which aligned with the client’s corporate focus on sustainability. The app also facilitated live polling, Q&A and delegate feedback on key topics during the event.

The issue of how to conceal the instrument until the moment of the unveiling was resolved by “hiding it in plain sight” under a custom-designed and constructed box.

The box was branded inside and out and included lighting to illuminate the instrument after its unveiling, effectively creating a permanent “exhibition” piece which remained in situ throughout the event.

This supported the live instrument demonstrations which took place over the following two days. Delivered in multiple languages, customers were able to view the instrument close up and gain an in-depth understanding of its ‘game-changing’ capability.

The unveiling itself was achieved by raising the box on hoists supported by a truss system with an elaborate array of lighting which was deployed with a dramatic music accompaniment to create a perfectly-timed, spine-tingling launch sequence in front of the assembled audience.

Other creative touches included the commissioning of a unique, custom-designed Lego scale model of the instrument with a live build of the model taking place during coffee breaks & lunches where delegates were encouraged to assist with the construction. To complete this element, each delegate left with their own personal Lego model of the instrument as a truly unique memento of their participation at the event.

We proposed that the celebration dinner should reflect the local London scene, so a ‘Street Food’ themed evening was created immediately outside of the venue where local traders provided high quality, locally sourced dishes from traditional stalls & trucks – including beer from a local micro-brewery.

Finally, the entertainment was provided by award-winning acapella group, ‘The Magnets’ which not only had most of the audience on their feet but also paid homage to the instrument’s unique ‘magnetic’ operating system.

The Outcome

A truly unique event which presented some truly unique challenges – logistically, creatively and technically, but that’s what we absolutely love and that’s when we really excel. The feedback from client staff and invited customers was overwhelmingly positive and the client organisers were delighted with the end result. We look forward to further great challenges in the future.

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