Pajama Party

Basic Event Information

Date: 15.11.2017.
Location: Kaptol Boutique Cinema & Bar
Organizer: Projektil and Imago Ogilvy
Client: miss7
Event type: Best Product or Service Launch / B2b

EVENT CATEGORY: CATEGORY B2B

Event description and key objectives

Miss7 brand was a fairly new woman’s media brand that has come to the Croatian market with it’s digital edition. In couple of months it has reached impressive numbers with b2c audience with it’s relevant & innovative content. But it was waiting for a big break through with b2b audience. Also, new print edition of miss7 brand – “miss7 magazine” was in the makings. Considering everything, brand has decided to show its potential business partners the main strengths of the brand through well thought out party! Nobody wants to listen someone speak why they are the best – you need to show it!

We have created the most entertaining b2b party of the year: Pajama party by miss7. The event was located in a new & cool movie / bar location called “Kaptol Boutique Cinema & Bar”. This location was a perfect fit for our idea – we had intimate but cool atmosphere, there was an Instagram – worthy bar at our disposal and Boutique cinema halls are set up for our use.

The event was a literal pajama & sleepover party. We had official dress code – pajama style clothes that were in line with current trends of pajama like designer clothes. Every part of scenography of the event was a picture perfect of ideal girl’s pajama party that she had or wanted to have with her friends. The idea was to show potential business partners that miss7 brand knows & is an actual Croatian woman.

Key objective: Introduction of the miss7 brand to b2b audience, Launch of print edition of miss7 brand, Attraction of new business.

Key challenges

1. How to introduce the woman’s media brand to potential business partners without explaining benefits through numbers but using what brand knows the best: showing what typical Croatian women want.

2. How to introduce print edition and its potential in a world where print is becoming less and less relevant?

Background: Croatian market is slowly but steadily becoming flooded with women’s media brands which are doing the similar things through communication and business model. Introduction of new brand & print edition wasn’t easy because of saturation and too much similarity among brands and target audience.

Event results

Creativity

The main challenge of the event was to present miss7 to partners as a best friend for young women and to leave the great first impression on them. In order to fulfill that, we used unconventional and fun ways of promoting. Best friends enjoy sleepovers and pajama parties. That is an occasion where there is no taboo between them, they talk about secrets, love, gossip, fashion, sex… while chilling at home in pajamas. With this event, we wanted to get closer to new and existing partners, so we brought together the relaxed home atmosphere with business one.

We thought through every detail and made the most glamorous sleepover party ever with: hostesses wearing kimonos, pajama-inspired wardrobe, special drink menu with custom-made cocktails… every single detail was branded and made in line with the pajama party.

And what is a pajama party without a bit of a pillow fight? The best part of the evening was the moment when feathers started to fly all over the room.

Innovation

The biggest innovation of the Pajama party by miss7 was an unconventional approach to B2B event organization. From the setting in the most modern cinema in Zagreb to the dress code and finally the pillow fight. Although it was a risky move to implement the last one, the result was more than expected. All the businessmen and partners went crazy with feathers, it was a business event as never seen before.

Execution

Project management was done by project organizers (Project manager, project executive, assistant). It took a month and a half to prepare and organize the event and one day to set it up and prepare for the cinema. The most exquisite part of the preparations were zones of fun (wardrobe, makeup, perfume, sleeping zone…). On the entrance and registration, there were hostesses, welcoming guests and directing them towards the photo wall, taking Polaroid photos, and informing about the event flow. The cinema provided their bartenders in the central part of the party, while the event organizers hired an official photographer. In every zone, there were experts in a certain filed (makeup artist, stylist, Lancôme perfume specialist…). The moderator of the program was a famous Croatian TV host Tatjana Jurić, while for the music entertainment there was DJ and Croatian singer Mia Dimšić.

The big challenge after the event was cleaning the entire cinema cafe out of feathers left from the pillow fight.

Measurable results

Although it was a closed type of the event, due to a big interest there was almost twice bigger number of expected attendees (invited 200, came almost 400). Many famous Croatian influencers showed up, which was followed up by PR and on social media (with over 2000 likes per post). Also, all the guests shared positive impression on social media, resulting in increased use of brand’s hashtags (#jatotako, #mitotako, #miss7). The long-term result was positioning miss7 brand as the best friend for young women.

Communication

The entire event communication was based on miss7 communication platform which positioned miss7 as woman’s best friend. The whole idea behind sleepover was conducted from well-known practice among best friends – pajama parties. Every aspect of communication was based on that creative idea.

The successful event organization aligned with the client’s wishes resulted in long-term partnership and trust between organizers and clients.

The use of sustainable practices

Save the date invitations and invitations were send through digital media to avoid usage of unnecessary paper. Other aspects of event were in line with business practice.