Date: 25/09/2021 – 14/10/2021 Location: Budapest, Hungexpo Budapest Congress and Exhibition Center Organiser: Lounge Group – Visual Europe Group Client: One with Nature Nonprofit Ltd.
EVENT CATEGORY: CATEGORY B2B EVENT SUB-CATEGORY: Best Trade Show EVENT FORMAT: LIVE
Event description and key objectives
The biggest nature exhibition of 2021 covered hunting, the protection of nature, aquatic habitats, nature conservation and its future, biodiversity, and the sustainable use of nature.
Innovation
On 75,000 square metres and 8 pavilions we designed a plenty of interactive spectacular installations. Interactive projections, applications, motion detection, immersive set designs.
Execution
The goal was to implement the biggest nature exhibition of the World in 2021 to cover hunting, the protection of nature, aquatic habitats, nature conservation and its future, biodiversity, and the sustainable use of nature. The event was held on 75,000 square metres in 8 pavilions and included the FeHoVa PLUS International Weapons, Fishing and Hunting Exhibition, OMÉK Hungarian Agriculture and Food Industry Exhibition and Fair, World Conservation Forum, The Fish, Water and Mankind pavilion including hundreds of square metres of living water, nearly half a million litres of aquarium volume and 2,000 individual fish from almost 50 species, Hungarian and International Trophy Exhibition, 12th Open European Taxidermy Championships, Hunting in the 21st Century Exhibition, Central Hungarian Exhibition, and many more including a cavalcade of events outside Budapest. Every location was designed with focus on interactive education of how to build a sustainable connection with nature.
Measurable results
The event’s central exhibition was visited in-person by a total of 616 thousand people during the 20 days from more than 100 countries. The provincial locations of the exhibition, where programs will continue to take place until the end of the year, have been visited by 1 million 420 thousand people so far.
Date: February 18 – April 2, 2022 Location: Győr, Zalaegerszeg, Szombathely, Székesfehérvár, Nyíregyháza, Debrecen, Pécs, Kaposvár, Szekszárd, Szolnok, Békéscsaba, Szeged, Salgótarján, Miskolc, Kecskemét, Eger, Veszprém, Tatabánya, Budapest (Hungary) Organiser: Lounge Group – Visual Europe Group Client: One Million for Hungarian Esports
The National Gaming Expo (OGEX 2022) is the first series of national gaming events to be held in individual cities of Hungary over the course of 2 months. On the one hand, the gaming road show provides rural residents with the opportunity to try their hand at various video games, board games, video game competency assessments, and other games that require physical activity, and on the other hand, the FIFA22 national e-sports competition, since the city finals are held here. Hosts, e-sports experts and influencers take care of the entertainment and professional part of the event, so everyone can find the areas that make it worth visiting the individual stations of the National Gaming Expo.
Key challenges
One of the main goals for the event was to enhance and develop the esporting community in Hungary, and regarding this, our main challenge was to reach a high number of crowd, which was represented in numbers. Numbers such as the views on the streaming provider’s platform, and numbers of the visitors on the site. As well as, this caused several difficulties on site, as we needed to maintain the event not only physically but in online form as well.
Innovation
The National Gaming Expo is a unique initiative so far, as it is the first series of events in Hungary that visited all rural cities. We did not only create opportunities to try out the games, but we also made serious efforts to let visitors know what knowledge and what opportunities lie in e-sports as an industry.
Execution
Serious organizational work and very quick response – this is what characterized the event. We held 20 events across the country, which would not have been possible without dedicated partners, on-site supporters and the enthusiastic attitude of our direct colleagues. Of course, this event was also about entertainment, which we realized together with diverse stage programs and videographers and content producers known and admired by young people.
Measurable results
42 hours of broadcasting, more than 15 different programs per city, a FIFA competition with a total prize of HUF 2.7 million, nearly 7 million people reached on social media platforms.
Communication
OGEX created a good opportunity not only for visitors, but also for local organizations dealing with e-sports to meet their audience, current and future members, e-athletes, and parents. On the other hand, the visitors also gained insight into the operation and regulation of e-sports organizations, which answered many questions and doubts, mainly from the parents’ side. An important benefit of the event was that we were able to learn first-hand about the situation, opportunities, and plans of e-athletes and their organizations across the country.
The use of sustainable practices
Instead of paper-based marketing and other purpose materials, we strived for digital display. At the National Gaming Expo, we used the same tools as at the roadshow, thereby reducing waste production.
Date: 19 June 2022 Location: Budapest (Hungary) Organiser: Lounge Group – Visual Europe Group Client: Hungarian Swimming Association and National Sport Agency
EVENT CATEGORY: CATEGORY B2C EVENT SUB-CATEGORY: Best Association Conference, Congress EVENT FORMAT: HYBRID
Event description and key objectives
The Congress in Budapest was very important for several reasons. It was here that the gender issue was discussed for the first time and new officials were elected for the following years. The FINA Extraordinary General Congress, held on the occasion of the 19th FINA Swimmings Integrity Unit and adopted a new athlete policy on gender inclusion. The FINA Extraordinary General Congress voted to elect the inaugural members of the Aquatics Integrity Unit. The members will be seated into office on 1 January 2023, the date when the Unit will be fully operational.
Key challenges
The numbers of delegates (aprox 200 nations), the event venue because expectations for the event were high and the catering ranking.
Creativity
President of FINA was very satisfied because the technical support was excellent. We provided 3 rooms for separate meetings, and we provided special chairs for special guests.
Innovation
The decoration was solved with colored flower gates, we provided a separate microphone on each table (there was no expectation), and we prepared several menus for the sports leaders coming here from all over the world.
Communication
A live stream of the congress was broadcast, and after the event, the Hungarian media covered the event in large numbers. The number of photographers on site was limited, but the footage taken there was given to members of the press for free use.
Date: 29 November – 5 December 2021 Location: Budapest, Hungexpo, Budapest Exhibition and Congress Center Organiser: Lounge Group – Visual Europe Group Client: Ministry of Foreign Affairs and Trade
EVENT CATEGORY: CATEGORY B2I EVENT SUB-CATEGORY: Best Educational Event / Training EVENT FORMAT: LIVE
Event description and key objectives
Planet Budapest 2021 Sustainability Expo and World Summit is an event dedicated to sustainable development. Its aim is to raise awareness of negative trends through experience and to show that these negative changes can still be reversed.
Key challenges
The key challenge of the Conference was uncertainty related to COVID-19 pandemic. We started the preparation of the Conference in 2021 and until certain point were not sure will it, and under which conditions, be possible to organize live event. Also, for a few key speakers, coming from New Zealand and Hong Kong we were not sure will they be able to travel. Therefore, we set the date of the Conference in June, hoping that the effect of the pandemic will be reduced and that the restrictions will allow travels and organization of live event.
Creativity
The event was only open to persons with a Covid-certificate. Staff and guests were required to show proof of immunity from Covid19 at the time of first entry. All entrants got an RFID pass, which allowed staff to quickly check that the guest were admissible to the event when they arrived at the entry zone. This ensured fast access to the event.
As a complementary programme, we promoted simple everyday solutions for more sustainable living for visitors: use of bottles instead of disposable PET bottles, selective waste collection, use of electric scooters to move staff around the site, healthy foods.
Heroes Of The Future
To raise awareness through playful education about the current and possible future state of our planet and what we can do to protect it.
The stations were all based around a mechanical quiz. The 9 stations were organised around different themes, with different visuals, complementary activities and technology built around quizzes, making for a more diverse and informative visual experience.
We hosted students according to a tight schedule, so we were able to help groups organise their travel. We offered a 50% public transport discount for participants – in the spirit of sustainability they travelled to the Budapest venue by electric buses.
Your Planet
The structure of each thematical island was made from recycled and recyclable cardboard, as was the additional furniture used at the event, such as coat racks, seating, hostess desks, screens and origami flower arrangements.
We created a unique mood for each of the islands, with individually composed music and lighting, in addition to the exhibits and technical equipment. We used a variety of tools to help convey the central message, in line with the theme of the islands.
Sustainable and healthy nutrition, the operation of a waste water treatment plant or the elements of a smart city were presented using AR technology on iPads. The operation of a landfill was shown through VR glasses, climate change was illustrated with a VR roller coaster ride, and the difficulties and cleaning of the sewage system were illustrated with a VR combat game. There were also robots, a touchscreen quiz and a bike generator to illustrate sustainable energy management.
Innovation
Sustainability is one of the most important and pressing issues of our time. It is important that younger generations learn about it as early as possible. In order to protect our planet, we need to pass on knowledge about sustainable living to them as early as possible and show them examples of what we can do. With the “Heroes of the Future” interactive track, we are telling young people what they can also read in textbooks by emphasising conscious thinking and the essential values of nature: “Protect your planet and all its living creatures so that posterity can enjoy it as we do.”
Over the course of the week, 156 teams of 30 students from 1,000 schools, from upper secondary and first grade in upper secondary schools, took part in the75-minute-long sustainability programme, giving some 4,680 students the chance to imagine through animation what would happen to the Earth if – among other things – the Paris Climate Agreement, were not met.
On the event site, 2 tracks of almost 5,000 square metres were set up side by side, which the groups of children could use simultaneously. Efficient operation was an important factor when designing the track.
200 people were involved in the construction of the Heroes set, 80 people in the operation and 70 people in the technical operation, with 75 actors.
Execution
Planet Budapest 2021 Sustainability Expo is a regional sustainable development event. It aims is to raise awareness of negative environmental trends and to propose solutions to stop them in non-traditional ways.
For a week, Planet Budapest presented thematic and experiential activities in two pavilions to show how we can make a difference for a sustainable future.
The “Heroes Of The Future” tracks, offered a total of 156 groups of 30 people from different regions of Hungary the opportunity to participate. Hungarian nationality schools from abroad were also eligible to participate, but these groups cancelled their trips because of the pandemic.
In anticipation of the cancellations, a reserve list of schools in Budapest and the surrounding areas was drawn up to fill the vacancies in the event of one or two groups dropping out.
In order to maximise efficiency, we set up the entire “”Heroes Of The Future”” course 2 months before the event at an off-site location. On this test track, we were able to plan the construction timing in advance so that the tracks, totalling 5,000 sqm, could be built on site in just 4 days. The 70-strong cast of actors were able to rehearse for 2 weeks, alongside with the technicians of the event.
The use of sustainable practices
We also radically reduced the use of paper at the event, so exhibitors’ presentations and brochures were digital only. We have also took a similar stance on plastic-free practices and on supporting domestic food producers.
We reduced the Exhibition’s carbon footprint through the Planet Budapest 2021 Tree Planting Programme.
Pre-event communication consisted of a nationwide integrated campaign, including press, online, radio, television, social and OOH (billboard).
Future Tense is a business conference created by Komunikacijski laboratorij. The purpose of the Conference is to create added value for business sector in Croatia and region and create positive changes in our society. The goal of this project is to create a platform that serves for development of knowledge and trends of future. This was a second Future Tense, and it took place in Lauba, Zagreb on June 8 – 9, 2022. During the conference 6 topics were covered through lectures, panel discussions, and B2B talks. Topics were Future of Technology, Independent Thinking, Leadership, Governance, Sustainability, Work, Education and Tourism. After each keynote speaker, the topics were additionally discussed on panels where 30 professionals from business and academic community shared their views. Whole Conference was held in English, live streamed, and in total had more than 650 guests. The Conference was a remarkable success, and we got many positive reactions from our guests and partners.
Key challenges
The key challenge of the Conference was uncertainty related to COVID-19 pandemic. We started the preparation of the Conference in 2021 and until certain point were not sure will it, and under which conditions, be possible to organize live event. Also, for a few key speakers, coming from New Zealand and Hong Kong we were not sure will they be able to travel. Therefore, we set the date of the Conference in June, hoping that the effect of the pandemic will be reduced and that the restrictions will allow travels and organization of live event.
Creativity
We’ve put most creativity in the scenography. We created big and imposing stage that dominated the space. Behind the stage we had the structure of five LED screens, that helped us present all the materials we wanted to communicate during the conference – presentations, live footage, and sponsors materials. With this stage, we wanted to put all the focus on the content of the conference – on the speakers and knowledge and messages they had to share. Every branding element was created following the branding standards of the Conference.
Innovation
Since Future Tense is the conference about the future, we were trying to apply different innovative solutions in communication and execution. So we focused on digital communication via Go2Digital and social media channels. We created a win-win situation for our Conference, our partners and sponsors by creating short and dynamic online content where representatives of our sponsors communicated the conference and their key messages. At the live stream platform, we had the possibility for sponsors to communicate their messages, have live chats with the viewers and organize small prize games and quizzes. At the venue we had a modern-minimalistic approach, but to create a show, we changed the way speakers were coming to the main stage. Instead of typical entries where the speaker just comes to the stage, we had the camera following the speakers from the backstage, while coming to the stage and guests could see this on the main screen. This created a nice twist and an element of surprise.
Execution
The organization of the event itself started nine months before the event, and the on-site setup started the two days before the event. In a period of half a year, a team of eight people arranged sponsor cooperation’s and concluded line up of key speakers and other participants in the program. During this period, we introduced all key speakers via media partners. Last two months we finalized the scenography solution, created the script of the program, and briefed hosts, moderators, photographs, and technical support. Also, we created the content for live stream platform, visitors could participate with questions and comments via Sli.do app, and we prepared hospitality arrangements for the key speakers. During the conference, the team of 20 members coordinated all the elements of the program at the venue – speakers, registration, press centre, stage, backstage, live stream, photographs and camera mans, catering, and visitors.
Measurable results
The conference was visited by more than 500 guests at the venue and more than 150 viewers followed the program via live stream, and it welcomed guests from more than 10 countries and 4 continents. The Conference was also visited by 34 media representatives, and the Conference was covered by total of 253 publications in Croatian and regional media. The conference was supported by 13 sponsors, and 12 media partners. Conference was also organized under the patronage of President of the Republic of Croatia, Ministry of Economy and Sustainable Development, and Ministry of Tourism and Sport.
Communication
The Conference was strongly supported by PR and advertising campaign. We focused our communication on business, daily and specialized media outlets. Also, we continuously communicated via Future Tense social media channels – Facebook and LinkedIn. The program and news related to the Conference were communicated via web site and newsletter. Communication started about six months prior to the Conference and was constant during the Conference and still lasts now after the Conference. The Conference raised big interest in Croatian and regional media, so we had coverage by two largest national TV houses, HRT and Nova TV, and one regional TV house, Al Jazeera. Through our media partners we published stories and interviews with all our key speakers and sponsors of the Conference.
The use of sustainable practices
To follow the principles of sustainable business, we decided to organize a paperless conference, which had no paper materials. Tickets were sold digitally, and registration of the guests was also digital. Also, all the coffee capsules used during the Conference were sent for recycling.
Date: 9 November 2021 Location: The Westin Zagreb Organiser: Komunikacijski laboratorij Client: The Croatian Chamber of Economy
EVENT CATEGORY: CATEGORY B2B EVENT SUB-CATEGORY: Best ceremony EVENT FORMAT: LIVE
Event description and key objectives
The Croatian Chamber of Economy is an organization that connects key sectors of the Croatian economy, including county chambers, multiple associations, international representative offices, and others. Zlatna kuna is their yearly event, organized for 25 years with the goal of recognizing and awarding most successful Croatian companies from different sectors. The 25th Zlatna kuna event was held on November 9, 2021, in Zagreb at the Westin hotel. It was an evening event, broadcasted on national television. During the event 9 awards were given. The event hosted 200 guests and was organized under epidemic restrictions. The specific of this event was in the fact that it hosted high level government representatives, so official protocol had to be followed. Aside to the official part of the program, the client also demanded an entertainment program, that had to fit with the prominent level of the event and its guests. After the award ceremony, catering was served during the networking.
Key challenges
Given that Zlatna kuna was organized in November of 2021, when the pandemic restrictions were still significant, it created a certain uncertainty at the beginning of organization, because we couldn’t be sure which rules and restrictions will apply at the day of the event. Therefore, we had to be ready for adjustments and changes in organization processes. On the day of the event restrictions were quite substantial, so even during the invitation process we informed guests that COVID certificates will be required, or on-site testing. At the venue we organized a testing center, right next to the registration point. Also, all the members of the organization had to be tested, which required extra time and coordination. The number of people was limited to 200.
Creativity
Zlatna kuna is a business event. Guest profiles are businesspeople, government, and institution representatives. Therefore, strict rules and protocols are applied, but the client was open to new ideas, to present themselves as the institution, and the event, as open to modern and innovative ideas. That is why we decided to make extra effort at the stage – in the center position, between two LED screens we placed hologram animation of Zlatna kuna award statue. The award ceremony we made more glamorous, Oscar’s-like, with golden curtains on the sides of the stage, large, golden envelopes with winners, hostesses at the registration has business outfit, but with golden shirts and bow ties. Also, the venue was richly decorated with dominant flower arrangements, to create glamorous effect.
Innovation
The innovative approach in this type of event we showed through hologram animation of Zlatna kuna statue that was placed in the central position of the stage.
Execution
The preparation started with invitation management and preparations for pandemic restrictions. Two months before the event we started collecting photo and video materials from the nominees. The voting and the winners were held a secret until the ceremony as well as a short announcement animation created for each winner. The setup of the event started in the early morning. The entire process was carefully coordinated for the purposes of the live broadcast, including the whole script and preparations with performers and hosts. The length of the event had to be planned to the minute and we had two technical rehearsals, and we had to coordinate security checks of the venue. According to the protocol details related to the state flag, seating chart, speech schedule, decorations, and catering had to be respected. The event was successfully executed, the client was especially content with technical and decorative interventions that made the whole event more attractive and progressive.
Measurable results
Due to the pandemic restrictions, the number of people was limited to 200, so all seats were filled. Media representatives were also following the event, especially daily and business media.
Communication
Communication of the event was mainly managed by the client, with our technical support in preparation of content and providing photo and video materials. Client arranged PR campaign via press releases. Since this is a well-known and high-level national business award, no additional efforts were required in order to create interest in key media. The whole event was photographed, filmed, and communicated via media and social networks.
The use of sustainable practices
In order to reduce an impact on the environment, this time we suggested to the client to send digital invitations and they decided to follow through with this suggestion.
Date: 10 May 2022 Location: Peti Kupe, Zagreb Organiser: Komunikacijski laboratorij Client: G3 Spirits
EVENT CATEGORY: CATEGORY CROSSOVER EVENT FORMAT: LIVE
Event description and key objectives
G3 Spirits is a long-standing company working with distilled spirits such as Jägermeister, a German digestif. Our goal was to create a story for the brand that will bring the client closer to current fashion movements, younger population and street art culture in a fun way. The event was a part of a larger project Meister the Lök by which we will address the target group – young urban people and its main customers: restaurants, cafes and bars. After a successful collaboration with Croatian fashion brand Lokomotiva by Lana Puljić we decided to connect for a creation of an event that would be an art show and a fun gathering where the main goals would be to promote a creative and rebellious denim jacket while telling Jägermeister’s story through high-quality production, innovative tools and storytelling. The event took place on May 10, 2022. in Peti Kupe from 7pm. The atmosphere was relaxing and entertaining and the space was decorated in line with today’s trends and pop culture.
Key challenges
During the event we encountered a few challenges such as how to connect Jägermeister, whose focus is approaching a young and urban audience, and the HoReCa channel which includes cafes, restaurants and bars as they are the main customers of Jägermeister. We achieved our goal by organizing this event. We brought together an urban brand Lokomotiva by Lana Puljić, which created a specially exhibited innovative jacket inspired by Jägermeister while adding an extra effect such as a pinball machine personalized in the name of Dorijan Skoblar, a famous Croatian bartender. Meister the Lök project brought together ambassadors, bartenders, fashion fanatics and many others in the fun surroundings and showed support for the HoReCa channel and urban culture. Since the story we wanted to tell was the one about strong alcohol, we knew it would be challenging to create media presence therefore the focus of the campaign and event was on the young designer Lana Puljić and the denim jacket she created.
Creativity
Since the idea was a collaboration between a client and a fashion designer, the jacket that was made was very creative. Details such as buttons were aligned with the brand, and the back was open for personalization by a Croatian graffiti artist CHEZ 186. By choosing a denim jacket we wanted to show a link between streetstyle and Jägermeister – a rebellion. Instead of a fashion show, the jacket was displayed in a neon plexi box hanging from the ceiling. We paid a lot of attention to details, so parts of the jacket were also displayed with written stories related to them. Even the branded buttons and a small pocket for mini-Jägermeister were made. We had personalized pinball, cotton candy and sprays to create an urban interaction between guests and the brand. Urbanism was shown with details like chains and neon lights as decoration. After the event brand ambassadors and media received personalized boxes with 3 mini spirits delivered so they have a memory of the story they were part of.
Innovation
We wanted to show the innovation by connecting online and offline world through the entire Meister the Lök project. We connected the offline segment of the physical jacket and event with the online world. We also connected all messages through different communication channels by creating personalized Instagram stickers and filters to make the content during the event more fun, which was done by digital agency Bamboo Lab. This way the project addressed- young people on the one hand, and bar and cafe owners on the other, positioning Jägermeister as an urban brand, as well as a brand which cares. We also included creativity during the design of accompanying elements at the event. We wanted to use pinball machines, so we decided to create a new pinball machine design and thus connect the classic element of pop culture with an urban event so that visitors could play a new unique game – Beat Dorijan Skoblar in his own game – mixology, or DJ duo Vanillaz in mixing records.
Execution
The preparation started 2 months prior to the event, and the composition on the day of the event started in the morning hours. The main emphasis was on the creative scenography which included neon cubes, chains, neon colors in the style of the brand and plasmas displaying the images from the promotional photoshoot of the jacket. The event started at 7 pm and lasted until 2 am, after which we stayed until 4 am to dismantle the set. Upon arrival, visitors were welcomed, took pictures next to the photo wall and went to the main area where the brand ambassadors Vanillaz playing a set of electronic music and the hostesses handed out popcorn and cotton candy. Given the relaxed energy of the event, guests danced to the beats of music, had fun, took photos and socialized after entering.
Measurable results
We had 250 guests at the event itself. During the entire campaign and preparation period 13 media articles and 2 TV interviews were published. Estimated media articles reach was 6,653,700 views and the estimated PR articles value was €37,830. During the event, 45 Stories on Instagram were published with a reach of 19,855 views.
Communication
Throughout the Meister the Lök project, we used all channels and tools available, combined online and offline. We connected with the target groups, both B2B and BC2 through the tools of social networks of influencers, social networks of clients, press releases and events. The main guests of the event were fans of street style and high fashion. Given that the event was of a closed nature and made mostly for fashion and music influencers, celebrities and the media, all major Croatian fashion portals such as Gloria Glam, Buro 24/7, Diva, Story.hr and many other Adria Media editions were invited. RTL also visited the event and held an interview with the designer.
The use of sustainable practices
We did everything to make the event as eco-friendly and sustainable as possible, which is why all communication with the guests was online and in digital form, not in printed form. Therefore, we sent both the separate invitations and the save the dates online, so they were not printed. During the event the invitees did not have to print their invitations and were asked to just give their name. Only accessories made of recyclable materials were used at the event.
Date: 14 June 2022 Location: Mimara museum and the Croatian Journalists’ Association Organiser: Komunikacijski laboratorij Client: The Walt Disney Company
EVENT CATEGORY: CATEGORY B2B EVENT SUB-CATEGORY: Best Product or Service Launch EVENT FORMAT: LIVE
Event description and key objectives
Disney+ is a streaming platform owned by Disney Media and Entertainment Distribution of The Walt Disney Company. Considering the big competitors, Disney decided to celebrate the arrival on Croatian market. We spread the news in a creative way by organizing a 3D mapping event an additional press reception for journalists and influencers. The launch was held on June 14th, 2022. Part of the event was for the public in front of the Mimara Museum where everyone could see what Disney+ platform offers. For a selected few the event continued from 8pm. in the Croatian Journalists’ Association, across the street from Mimara, where the guests also had a view on the projections from the balcony. At Mimara characters and scenes from Disney+ TV shows and movies like Frozen, Encanto, Grey’s anatomy and many others were displayed on the walls, while two domes were placed on the sides where hostesses presented the new platform and its rich content.
Key challenges
Considering the high expectations, the event was prepared for months, therefore various challenges appeared. Big challenges arose in terms of creativity and coordination with the client while respecting all guidelines and rules of a multinational giant such as The Walt Disney Company, as well as obtaining the necessary permits for the event where we would be displaying 3D mapping and socializing on public property. It was also challenging to organize an event during June because of the weather which is not something to control. Also, it wasn’t the only event in the city for journalists, which always raises the question of the response to the event, but the turnout was successful. One of the unexpected challenges that appeared at the last moment was COVID among the organizational team. But regardless of the overall situation with the enormous help of our colleagues, we managed to successfully organize the launch and deliver a high-quality product to our client.
Creativity
Since the target audience were families with children and lifelong fans of the platform who are looking forward to it because of certain brands, we tried to introduce creative segments such as 3D mapping available to all invited guests, as well as random passers-by. The event at the Croatian Journalists’ Association had a creative interior, the house was decorated in Disney colors, with a lot of balloons, plasma screens showing content from the platform and even the bar itself was branded. Considering the target audience, the event showed how interesting the concept of 3D mapping is to the Croatian market, which was demonstrated by the great response to the presentation of the Disney+ platform in front of the Mimara Museum.
Innovation
We consider the main element of the event to be the most innovative segment, which is 3D mapping and domes in front of it. On the front walls of the Mimara Museum, a promotional video was organized to raise awareness about the Disney+ platform. 3D mapping is a technology that combines the real world with the imaginary one, so various characters from well-known feature films and series were seen dancing, talking, and coming to life like Ana and Elsa (Frozen), Obi-Wan Kenobi (Star Wars), Bear Grylls, Jeff Goldbloom, Dory (Finding Dory), Steve Martin and Selena Gomez (Only murders in the building) and many others.
Execution
Organization of the launch required a lot of preparation and agreements and started a few months before the event itself. Preparations like choosing the location, creating a concept and defining goals started 3 months before, while on-site setup started the day before. During the evening, 3D mapping was displayed every 10 minutes on the walls of the museum showing famous characters that will be available on Disney+. We placed transparent domes designed as living room spaces where visitors could come and sit, rest, watch the content and socialize while hostesses showed the Disney+ service. From 8pm guests gathered at the Croatian Journalists’ Association, where they were greeted by a new interior decorated in Disney+ colors, and a branded press wall. Guests were welcomed by hosts, finger food was served, and there was a large cocktail bar. Guests could watch the content of the new platform on a large video wall and 6 plasma walls. Disney+ packages were distributed upon departure.
Measurable results
About 130 invited guests came to the Disney+ Launch event in the Croatian Journalists’ Association which was possible only with special invitation sent two weeks before the event. While the inner part of the event was closed, guests and passers-by could attend the 3D mapping screening as it was an open event on a public surface and the number of visitors is calculated between 2.500 to 3.000 visitors through the night.
Communication
The list of guests included large media houses, Croatian online portals and Croatian influencers interested in lifestyle and IT. Calculated PR value was around €500,000, and the total number of publications in earned coverage was 226. Approximate reach via broadcast was 18,500, for print 1,975,000, and 700,000 for the online versions. The largest media broadcast news including HRT (the national TV), 24 sata, Jutarnji list and Gloria.
The use of sustainable practices
In order to preserve the environment, we reduced printing for the purpose of the event, so the invitations for the closed part of the event at the Croatian Press House were sent online as well as all the materials sent to media.
Date: 11 – 13 May 2022 Location: Art Box Experience Organiser: Creative Pro (PL), Warner Music Poland Client: Maybelline New York (Loreal)
EVENT CATEGORY: CATEGORY B2C EVENT SUB-CATEGORY: Best Brand Activation EVENT FORMAT: LIVE
Event description and key objectives
Our overarching goal was to restore Maybelline New York’s image as an exciting brand whose product innovations are associated with New York trends, makeup expertise and innovative solutions. We wanted to show the brand and the 2022 product innovations in their natural environment. We focused on creating a space in the center of Warsaw that would take our consumers on a walk to New York and allow them to feel what Maybelline New York really is Here and Now! This is how the idea of Maybelline New York Stories was born! A long-lasting multi-channel platform that brings New York vibe, makeup expertise and modern digital solutions. And all this to the rhythm of music close to the Millenials and Gen Z generations. By creatively combining these elements, Maybelline New York has reconnected with consumers by presenting itself as a cool brand, in tune with the latest trends.
Key challenges
We defined two challenges – a business challenge on the one hand, and a communication challenge on the other. The business challenge was a brand offering that was becoming less and less exciting to Millenials and not reaching Gen Z. Therefore, in 2020/2021, Maybelline New York began to lose penetration and market share. It was not appealing to the youngest and was recruiting too few new consumers. The communication challenge became the multitude of key messages needed to be told in a short period of time. Messages related to the DNA of the brand, the presentation of new products in this context and the introduction of the new face of the campaign and the new make-up artist.
Creativity
Maybelline New York Stories, takes consumers to New York and allows them to feel what Maybelline New York truly is Here and Now!
Innovation
BRAND EXPERIENCE AS BRANDED CONTENT, PERFECTLY TAILORED TO THE AUDIENCE IMMERSIVE, UNIQUE SPACE IN THE CITY CENTER ENGAGING MULTISENSORY PRODUCT INSTALLATIONS NEW PRODUCT LAUNCHES INSPIRED BY NEW YORK TRENDS.
Execution
We divided Maybelline New York Stories into 3 phases of communication: pre-hype, buzz and post-relationship.
The highlight of MNY Stories was a pop-up consumer event available free to all. The narrative was centered on the New York vibe, music, innovation and makeup – the brand’s DNA. A multi-dimensional, multimedia Maybelline New York Stories event was held May 11-13 at the hot new downtown space ART BOX EXPERIENCE at the Norblin Factory. The event engaged users in each of the spaces composed of physical installations integrated with 360 projections. Each of the 9 rooms was a different impression of New York and the product and conveyed the associated vibe. The final effect also included Bryska’s recital with a surprising setting – lifting screens and a special animation drawn for the concert. The installation gave visitors an unlimited opportunity to generate interesting and original content, which translated into such an impressive result in SM and traditional media.
Measurable results
SOCIAL MEDIA IMPRESSIONS 20 million social media contacts, 250 influencers, 1140 instastories, 124 IG posts, 29 TikToks + 4 YT
MEDIA IMPRESSIONS 411 publications in press (digital, print, social media) & radio 11 million reach for PR publications DIGITAL OUT OF HOME ZTM buses, Mazovian Railway and media in Norblin Factory
POSTERS ON THE STREETS Total reach – 5.2 million contacts
Communication
The opening on May 11 was attended by more than 100 journalists and friends of the brand from major lifestyle editors and about 300 influencers, as well as Maybelline New York partners. A total of nearly 600 people. This thoughtful combination of pop-up form, artistic product installations, music and a modern multi-sensory space, accessible to consumers, allowed us to enter media where the brand was not previously visible, such as nationwide and student radio stations, event websites – waw4free, media people – e.g. Pudelek, or urban media such as screens on ZTM buses (which are mainly used by the young generation Z), posters at the subway station next to ArtBox with a QR code (which linked to the event on Facebook), as well as the media of the Norblin Factory itself. In those two days, the interactive exhibition was visited by almost a thousand people, who published 454 posts and testimonials tagging the brand on Instragram.
such as nationwide Radio Eska, student Radio Kampus, event websites – waw4free, media people – Plotek, Pudelek, or urban media such as screens on ZTM buses (which are mainly used by the young generation Z), posters at the subway station next to ArtBox with a QR code (which linked to the event on Facebook), as well as the media of the Norblin Factory itself. In those two days, the interactive exhibition was visited by almost a thousand people, who published 454 posts and test
Date: 29 – 31 May 2022 Location: Slovenia Organiser: Slovenian Tourist Board Client: Foreign tour operators and tourist agencies, Slovenian tourism providers
EVENT CATEGORY: CATEGORY B2B EVENT SUB-CATEGORY: Best Corporate Convention EVENT FORMAT: LIVE
Event description and key objectives
SLOVENIAN INCOMING WORKSHOP (SIW) is the flagship B2B Slovenian tourism event with a long-established (24-year-old) tradition. It offers time-efficient meetings with top Slovenian tourism suppliers and hence provides the best and most comprehensive opportunity for foreign TO/TA to get to know Slovenian tourism offer. Last year, the SIW was upgraded and launched in a new edition – SIW on Boutique Tour – mainly as a consequence of covid restrictions, but also with the aim of upgrading the traditional SIW in line with the current trends. The new edition offers buyers a chance to experience Slovenia in a unique, personalized way. While on tour, buyers met with Slovenian business partners and discover Slovenia through hands-on experiences (for example cooking course on Velika Planina, Vintage gourmet tour on the Coast, Wine tasting with sommeliers, mowing the grass, milking the cow etc.). The only thing they need to do is select the study tours (8 different tours in 4 different regions) according to their business interest.
Key challenges
The key challenges of the Slovenian Incoming Workshop are:
• How to attract high-profile TO/TA from key markets that for Slovenian tourism providers in post-covid period;
• How to create a fruitful business environment for successful meetings;
• How to create possibility for 1-1 meetings at open-air micro locations during the study tours with plan B (in case of bad weather);
• How to create a balanced environment for strengthening communication between new/potential partners;
• How to organize fam trips in order to show as much as possible of Slovenia in a short time, while at the same time not making the program overloaded with too many destinations;
• How to present Slovenia as a boutique destination for 5* experiences;
• How to run the event in the most sustainable and “green” way at all levels.
Creativity
SIW 2022 introduced some changes which participants considered as an improvement:
1. Previously, the main B2B part was organized at a single venue, in the format of 1-1 business meetings, 20 minutes each. This year, 1-1 meetings mostly took place open-air and Slovenian providers joined foreign buyers on tours. Each participant had a chance to choose 2 tours and meet in 1-1 format, which turned out as the best solution in covid reality, and also a dynamic, relaxed and modern way of establishing business connections.
2. After tours had finished, 8 incentives took place, where partners met again in informal environment with intention of making friendship
3. 92% of study tours participants were satisfied or extremely satisfied with study tours. This year, meeting with local tourist providers was a matter of special attention and organization. Also, Slovenian partners were offered to join foreign representatives at their welcome evening before tours and 1-1 meetings and closure party after tours on last day of event.
Innovation
The fresh and innovative concept of the event: by fusing one-on-one meetings with unique experiences at various destinations in Slovenia, TO/TA managed to get to know and have a hands-on experience of Slovenia and hold meetings with Slovenian providers in only two days.
Execution
The event was organized by a team of 4, who took care of Slovenian and foreign participants (planning of their stay in Slovenia, constant personalized communication with each participant), study tours, which involved preparing itineraries for 8 different study tours, 8 different workshops, event management, creative concept and the maintenance of event’s website.
Activities are complex and take place throughout the year. Slovenian Tourist Board promotes SIW at all events and builds awareness. Intensive preparations started in early March, when the on-line registration opened, which was closed 3 weeks before the deadline, since all the available slots were filled. A waiting list in case of cancelations was established. At the time of the event, the team counted 17 people, who provided 24/7 attendance and support. First foreign participants arrived to Slovenia on 29 May. On 30 – 31 May, 1-day study tours to 4 different regions and 1-1 meetings took place. On 1 June foreign participants left Slovenia.
Measurable results
The 2022 SIW on Boutique Tour hosted 253 companies, of which 120 were from abroad, from 24 countries, mainly European markets as well as overseas markets, especially the USA. 66% attended the event for the first time. The survey reveals that the majority of foreign TO/TA plans to include Slovenia in their offer, especially city products and cultural tourism (67%) and active tourism (65%). They see Slovenia’s greatest advantage in its natural beauty, sustainable development, cleanliness and pocket-size.
Domestic participants were most impressed by the B2B meetings and the organization. What bothered them was the lack of time for meetings. Foreign participants gave the average overall impression score of 4.4. Satisfaction was expressed by 87% of the participants in the survey. They were most impressed with the organization of the tours, and the least with the too intense programme.
Communication
• Visibility of Slovenia and Slovenian tourist offer on the world tourist map also after covid crisis years.
• Strengthening of the existing business contacts and establishing of new contacts between future business partners.
• Vital part of the event was communicating the sustainability of the tourist offer in Slovenia
The use of sustainable practices
7 sustainable points of the event:
1. During all stages of organization, sustainability and local environment involvement is of key importance.
2. Printed materials are minimalized, all information is digitalized as much as possible (ex. event app). Those prints that are difficult to be avoided are printed on ecological/sustainable materials.
3. Promo gifts made of ecological materials and produced with the vision of sustainability (reuse/reduce/recycle).
4. All technical signs, logos, billboards etc are made without date/year in order to re-use them next year. Also, good planning and organization minimizes the quantity of those.
5. Transfers for participants are required to be provided by eco vehicles, more transfers are joint than individual (max. optimization) in order to reduce CO2 pollution. We encouraged participants to use public transfer for their arrival in Slovenia. More participants came to Slovenia by train, especially from Austria and Germany, as in previous years.
6. Eco catering inventory as bamboo boats for plates, eco pots, wooden forks….
