European Events Annual 2013 by ADC Group

3째 ed iti o European Best Event Awards 2013

[editorial]

Best Event Awards, 10 years of events The award organized by ADC Group blows out ten birthday candles: born in 2004, during the ﬁrst two years it was accessible to Italian structures only; subsequently, starting from 2006, it gathered applications and positive feedback from all over Europe and splitted into two versions. This eighth edition of EuBEA has 104 nominations, entered by event agencies and companies from 17 countries. An excellent result, that means that the European Best Events Awards is appreciated and recognised around Europe as the reference point for the events’industry. To compete for the Little Golden Elephant, the symbol of excellence, 63 agencies. Events were evaluated, one by one, by a jury made up of 24 representatives, holding different roles in the European event industry, headed by Michael Mueller, campaign manager corporate marketing Samsung. A ﬁrst selection was made online by each juror. 60

shortlisted projects were subsequently voted during the plenary session, extraordinarily convened in Malta on October. The jury awarded the ﬁrst three prizes and, in addition, categories and technical excellence prizes. On November the 26th, the best European events will be revealed, and a series of awards will be delivered to the events considered as the best of each category among the shortlisted events. This third edition of European Event Annual represents a showcase of all the projects that competed for the European Bea 2013 podium. All the winners, which are presented in the following pages, are always rewarded during the award ceremony in Milan, in the widest setting of Bea Expo Festival. The sixth edition of the trade show will feature moments of networking, debates and analysis on current issues concerning Event Industry, with the participation of outstanding representatives of the industry. Salvatore Sagone X]V^gbVc 698 <gdje

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EuBea 2013, the jury G er m an y

President of EuBea jury panel 2013

ELFIE ADLER MANAGING DIRECTOR FAMAB AND ESG

Germany

After studying economics and marketing, Elfie has been working in the communications business. At first, she worked in the field of Trade Shows in a company, which is an important FAMAB member. Her experience in the field of live communication dates back to the time when event agencies joined Famab and EVA-the international Event Award was born in 1997. Elfie has been the managing director of Famab since 1981 and ESGmbH since 1991.

MICHAEL MUELLER CAMPAIGN MANAGER CORPORATE MARKETING

SAMSUNG

Born in 1977, he holds an Mba degree in experiential marketing. In 1999 he joined Samsung Electronics Germany. Since 2001 he worked in the Corporate Marketing department on different positions and projects with focus on fairs, sponsorships, events and collaborations. As the Group Leader Experiential Marketing he was responsible for several customer/public events, IFAs, CeBITs, Olympic Campaigns, Motorsport, Football and the Samsung Campaign of the 12th Iaaf World Championship Berlin 2009. He received several awards such as Employee of the Year Europe 2012 in Marketing.

Sp ai n JOSÉ GARCÍA AGUAROD FOUNDER GRUPO EVENTO PLUS José graduated in Business Administration from the Universities of Barcelona, Frankfurt and Keele. He is currently partner and sales manager for Grupo Eventoplus, which includes Eventoplus. com, the most important Spanish website for the events industry, Eventos Magazine, Eventoplus Training, which organizes courses for events organizers in Mexico, Portugal and Andorra, and the Eventoplus Award.

[EuBea 2013 - the jury]

D en m ar k MICHEAL LESLIE AHLSTRAND HEAD OF EVENTS DANSKE BANK Though educated as a banker in the mid-80’s, his skills within organizing events got him down that track. He became the ﬁrst Head of Events in Danske Bank Group in the beginning of this Millenium, and is today in charge of a full in-house events department. He has been a dedicated member and member of the Board in Mpi Denmark Chapter since 2004, and is one of only three Certiﬁed Meeting Professionals (Cmp) in his home country. Along with his position in Danske Bank Group, Michael also runs a career as an excellent professional magician. He has even been President of The Magic Circle in Denmark.

Fr an ce

Sp ai n ANDER BILBAO SORENSEN MANAGING DIRECTOR CLUB PARA EXELENCIA Graduated in law in 1987 and completed an I nternational Mba in 1989, he became founding partner and ceo of the Group Sörensen in 1990, where he still works. He is the president of the Club para la excelencia en eventos in Spain.

DIDIER CALON EXECUTIVE

VP BRAND LACOSTE

Fr an ce SANDRINE CHRISTON ANAÉ

COMMUNICATION

MANAGING DIRECTOR

Is french and a graduate of Hec Business School. He began his career at Tbwa. Then spent 20 years in Havas/Betc communication group where he was in charge of Bnp, Chanel, Vinci, Vivendi, Evian or Pommery. He was hired by Lacoste in 2000 as Head of worldwide Brand Communication and Advertising.

After obtaining her diploma from Efab (French School of Press Agents and training for the communication profession) she took the position of trafﬁc Manager, responsible of communication press guides and special editions, at CB News Magazine. She decided then to make a turn in her professional career by working in the event industry with ‘sales promotion’ missions. Later on she was committed to responsibilities managing public relations for the Tour de France cycling race. In 1996, she joined ANAé (Events communication agencies association), where she today is managing director.

B el gi um GERD DE BRUYCKER HEAD OF EVENT MKTG EMEA AND RUSSIA CISCO SYSTEMS He started his career by teaching at university, then worked at Microsoft for almost 10 years and moved up from an individual marketing contributor at the country level, to leading teams and remit at the regional (Europe, Middle East and Africa) and worldwide headquarter level. Currently he is working at Cisco Systems as the Head of Event Marketing for the Europe, Middle East, Africa and Russia region responsible for the Tier 1 proprietary events and the overall event strategy. Since September 2012 he is also the Marketing Lead for Turkey at Cisco.

[EuBea 2013 - the jury]

G er m an y ILKA EIMKEMEIER SENIOR MANAGER GLOBAL CORPORATE EVENTS

EMEA

SYMANTEC CORP. Graduated with a diploma in business administration, Ilka started her career in 1993 focusing on corporate events in the TK and IT industry. Ilka worked for corporations such as Deutsche Telekom, Vodafone/Arcor, Software AG and gathered a broad knowledge in event marketing by managing several national and international events. Since 2004 she works for Symantec and organizes numerous conferences, tradeshows and other pan-European events such as Visionwww.symantec. com/vision or Mobile World Congress and supports the local ﬁeld marketing organizations as a trusted advisors.

Switzerland

Tu rkey RAGIP ERTUGRUL & EVENT MANAGER OMV INTERNAL COMMUNICATIONS

Born in 1970, received a B.Sc degree in Statistics and M.A. degree in Theatre Criticism & Dramaturgy. In 1991 he entered at Yapı Kredi Bank, after he served as the chairperson for Press Relations at ATV channel, as Store Manager and Training Exec. at Migros and as Training Manager at Telsim. Joined Petrol Oﬁsi in 2001 as Territory Manager, than as the Corporate Communications Coordinator and after as Internal Communications & Event Manager. He is an art columnist in a national daily newspaper and a critic in drama magazines since 2005. He is the constant jury member of Theatre Awards juries since 2003.

LUCA FAVETTA WW SENIOR DIRECTOR GLOBAL

HEWLETT-PACKARD INTERN. EVENTS

Born in Italy, since 1996 he lives in Geneva, Switzerland. From 1996 till 2003 he has been Emea Executive Events Manager, HP Emea Head Quarter in Geneva. Most recently, he was Senior Director Global Events Emea at SAP. He is a well-recognized expert in the Mice Industry, having spent more than 20 years in Experience Marketing, within IT Corporations. He is regular lecturer at Master in Tourism Management at Milan Iulm University and at European Cities Marketing Summer School. He is part of Mpi Chapter and Membership Advisory Council.

N or way ELLING HAMSO MANAGING DIRECTOR

ROI

INSTITUTE He graduated in Management Sciences from Manchester University. He was a senior executive in the Norwegian oil and gas industry, before funding the industry’s major strategy c onference and starting his own event management company which he sold in 2004 to become a consultant and trainer in event management and event Roi. He has been a member of the European Council and the Research Advisory Panel of Mpi. He was ranked 5th among the 50 most inﬂuential people in the UK meetings and events industry (2006) and 3rd among the 30 most inﬂuential people in the events industry in the Netherlands (2012).

ta ly ALESSANDRA LANZA MANAGING DIRECTOR ASSOCOM After a long experience as a producer in major Italian production companies and a career as a free-lance journalist, from 2004 to 2010 she worked as Communication and Marketing Director at Piano B. From 2010 to 2013 she has been Global Marketing and PR Director at Input Group Spa. She is the didactic coordinator of the graduation course in Event Management and lecturer at the Masters in Event Management and Brand Management at Ied Milano. She collaborates as well as lecturer on Masters organized by Bocconi University in Milan.

[EuBea 2013 - the jury]

Switzerland ANDREAS MARTI

SERGIO MUNAÒ

COMMUNICATION MANAGER

LIFESTYLE EVENTS AND PP

SWISSGRID

MANAGER

Born in Basel, Switzerland, in 1964, Andreas has held a variety of jobs within Swisscom before becoming communication manager at Swissgrid in 2013. He graduated in Public Relations and has a Master in Business Communication & Leadership. He is highly skilled as a radio and Tv presenter, host of major events and as a teacher and a trainer in Public Relations.

Po rt ug al

It al y

FIAT GROUP

AUTOMOBILES After graduating in economics, he frequented the master post degree (Publitalia ’80) in communication and mktg. He started working at Armando Testa Adv agency (Milan) in 2001. In 2005 he was new business responsible for Armando Testa (Rome). In 2006 he moved to Turin as client account director for AT. In 2007 joined Fiat Group as responsible for events and sponsorships for Lancia. In 2008 becomes responsible also for pp projects for Fiat Group, and in 2009 he is sport sponsorships manager. Now he is head of communication Jeep for Emea and responsible for life style events and pp for Fiat Group.

RUI LUIS OCHÔA ROMÃO MANAGING DIRECTOR

EVENT POINT

Born in Oporto in 1969. With a Major in Social Communication from the Oporto Higher College of Journalism, has along the years worked with several national newspapers and magazines. Has contributed to the development of Festas&Eventos – the only Portuguese publication specialized in the professional events sector – since its beginning, in 2003. In December 2008, assumed the general management of Festas&Eventos. In June 2011, the magazine changed its name to Event Point.

It al y DANIELE PENNA FIRST VP, HEAD OF GROUP STRATEGIC SPONSORSHIPS

UNICREDIT Penna is responsible for Strategic Sponsorships at UniCredit - in particular the company’s sponsorship of the Uefa Champions League and Uefa Euro 2012. He joined UniCredit in 2007 as a member of the Brand and Change Management unit, and was instrumental in the rebranding of Capitalia Banking Group following its merger with UniCredit earlier that year. Before joining UniCredit Penna spent a few years at Deutsche Bank and Capitalia where, amongst other projects, he worked on the Bank’s sponsorships of AS Roma, SS Lazio and of Mascalzone Latino Capitalia team at the 32nd America’s Cup.

Po rt ug al PAULO ALEXANDRE PIRES CAMPOS COSTA BRAND & COMUNICATIONS MANAGER EDP Degree in Law, Postgraduate in Intellectual Property and Author Rights and Advance Management Program (Harvard, 2013). In 1988 starts working as a journalist at Portuguese Radio and Tv. In 2002 integrates Galp where he is responsible for the Communication with media in Portugal and Spain. In 2004 enters the Corporate Communications Dep. of Portugal Telecom. Later he joins the Government as Press Advisor for the Transportation and Communication Minister. In 2006 joins EDP where he is the head of Brand and Communication Dep. having the coordination of this area in Portugal, Spain, Brazil and Eua.

[EuBea 2013 - the jury]

G er m an y

JÖRG MICHAEL ROSE

BEATE SCHLEGEL

DIRECTOR OF PROTOCOL AND

PROJECT MANAGER EVENTS AND

EVENTS

DEUTSCHE MESSE

Born in Stuttgart, he worked in the Visitor Service dep. of the Federal Republic of Germany as responsible for supporting political multipliers and delegations of Iberian and Anglo-Saxon origins. In 1998, Rose moved to Hannover for the Expo 2000 World’s Fair as director Vips and Delegations. Than he moved to Frankfurt, where he was responsible for conferences and events for Germany, Austria and Switzerland at the International Data Corporation. Returning to Hannover in 2005, he became head of Vip Services & Events at Deutsche Messe AG. Since 2011, Rose has also been serving as a Member of the Board of event it AG.

TRADE SHOWS

SIEMENS

After her studies in Tourism and hotel management, she started her working career in Switzerland. In 1989, she moved to Nuremberg and took the challenge as Manager Events & Marketing to establish together with the hotel director the newly opened Mercure Hotel. After this experience, she joined the agency ‘Eurotess’ in Frankfurt as a project manager responsible for the organization of trade shows. Since July 1997 she is working as a project manager for Siemens Energy communication where she is consulting and organizing events and trade shows worldwide. Her hobbies are cycling, golf and hiking.

Czech Republic

The Netherlands

G er m an y

MAARTEN SCHRAM MANAGING DIRECTOR IDEA

ROLF SCHUMANN

After graduating from the InterCollege Business School in The Hague, he worked in the event business for over 15 years. Before accepting his position as a director at Idea, Maarten Schram was a director at the well-established Dutch event company Effectgroep, The Involvement Company. His main goals are to create enduring relationships by building bridges within his network and to contribute to the event and live communication industry by establishing a valuable association for members and partners. Schram is the director at the Independent Dutch Event Association (Idea).

ŠKODA

& BUSINESS DEVPT EMEA IBM

Rolf started with Medicine studies, followed by studies of Marketing and Communication when in parallel he was already joining the adv world: for 4 years he was working for the Young & Rubicam Pharma Division. This was followed by an invitation to built up a similar agency for Saatchi & Saatchi. As the Head of Marketing Communication he joined the czech Car Manufacturer Skoda in 2002. In 2008 it was again ‘go east’, he became Marketing Director for launching Skoda in China. Since 2010 he is back in Mlada Boleslav, being responsible for the Global Marketing Communication of Skoda Auto a.s..

After studies resulting in an MA of German and English Studies, Span focused on the IT business, and was awarded a BS in Computing Science by the Institut für Datenverarbeitung Stuttgart. Started his professional career in 1990 with Ibm in its German Research and Development Laboratory. Soon Klaus switched to Marketing and has since held various management jobs in Germany, Emea and on World Wide level, mainly in Market Management and Integrated Marketing Communications. As WW Intern. Events Executive he was responsible for the strategic setup and the execution of Ibm’s international events portfolio.

HEAD OF GLOBAL MARKETING

KLAUS SPAN EXECUTIVE COE PRODUCT MANAGEMENT

[EuBea 2013 - the jury]

B el gi um BRIGITTE MARIA VAN DAM MARKETING & COMUNICATIONS MANAGER ALCATEL After graduating in Pr and Tourism, Brigitte started working for Alcatel-Lucent (Belgium) in 1981. In 1991, she became an Assistant for customer communications in the Marketing department and became Responsible for the events a few years later. She now represents market communications in the Benelux area and implements the marketing plans. This involves, among other things, the organisation of events, workshops, seminars, teambuilding, distribution of gifts, newsletters, mailing and sponsoring. She is a Board Member of the Events Managers Association.

M al ta

The Netherlands

LESLIE VELLA MANAGING DIRECTOR MALTA TOURISM AUTHORITY

SJOERD WEIKAMP MANAGING DIRECTOR EVENT BRANCHE

Born in 1964, graduated in Business Management, he has been working in the Malta Tourism Authority since 1983. He has served as Deputy Director of the organisation’s London Ofﬁce, Research and Planning Manager, Director of Corporate Services and Ceo. In 2005, he became Head of Research and Business Planning of the Malta Tourism Authority and in 2006 he was appointed Director of Mktg Support and Develop. of the same Authority. Vella has been Chairman of the Market Intelligence Group of the European Travel Commission since 1997 and has sat on the ETC’s Board of Directors since 1999. He is currently Malta’s Permanent Representative to the Unwto.

After studying Journalism and Communication Science, Sjoerd worked for publisher Reed Business on the eventmagazine Feestelijk Zakendoen and on FZ.nl. He later on started a new title for Dutch eventprofessionals: EventBranche.nl, where he still works as chief editor/ publisher. The multimedia package of EventBranche spreads out form trendmagazines, to online newsletters and from education to networkevents. Sjoerd is also part of the Supervisory Board of Dutch footballclub De Graafschap. Personal interests: playing tennis and football.

Fi nl an d BJÖRN GORMSSON WIGFORSS DIRECTOR, GLOBAL EVENTS NOKIA Graduated with a major in Economics, and minors in Business Management and Mktg, he was a Business Training Coach and Consultant at Ebi and Service Product Manager at Ericsson (1998-1999). He started his career in Nokia as Customer Trainer and Training Group Manager in the Networks unit and then in Web Services and Identity Management standards organizations, where he also served as Chair of the Business and Mktg Expert Group. He has been a member of the Symbian S60 platform mktg team and he has worked in various Services Marcom management positions, and in August 2010, he became Nokia’s Global Events Director.

UK ANDREW DAVID WRIGHT HEAD OF EVENTIA AWARDS COMMITTEE

EVENTIA Andrew has been in the hotel, catering and events business for over thirty years - starting with The Savoy Group back in 1972 as one of its ﬁrst trainee’s. Since then his career has spanned through hotel management and catering companies in the U.K. and overseas. He was Group Business Development for Millburn’s Restaurants Lt. He is currently Managing Director at FAB!, which deals with events organisation and management, wedding planning and marketing and PR. He has been a Board member of the Cea for a number of years, and of Eventia since its conception. He has chaired the Eventia Awards committee.

FIRST PRIZE

6aa ZnZh dc i]Z H) Organizer: Heimat, Berlin Client: Swisscom Event type: Product / Service Launch Country: Germany

SECOND PRIZE

Danbejh DB"9/ E]did\gVe]n EaVn\gdjcY Organizer: vitamin e - gesellschaft für kommunikation Client: Olympus Deutschland Event type: Public Event Country: Germany

THIRD PRIZE

7VnZg 6cc^kZghVgn Idjg '%&( Organizer: facts and ﬁction Client: Bayer Event type: Roadshow Country: Germany

AWARDS BY EVENT TYPE BTOB EVENT FIRST PRIZE <dd\aZ 8gZVi^kZ HVcYWdm '%&' HjbbZg d[ 8gZVi^k^in Organizer: insglück Gesellschaft für Markeninszenierung Client: Google Germany Country: Germany

SECOND PRIZE :jgdIgV^c^c\ '%&' " >che^gZY [dg V cZl \ZcZgVi^dc Organizer: Stagg & Friends Client: Daimler Country: Germany

SECOND PRIZE

THIRD PRIZE

7VnZg &*%i] 6cc^kZghVgn »LZ VgZ 7VnZg¼ Organizer: Vok Dams Agency for Events & Live-Marketing Client: Bayer Country: Germany

Edgij\Va IZaZXdb EI IZX]cdad\n VcY >ccdkVi^dc 8dc[ZgZcXZ Organizer: Portugal Telecom Client: Portugal Telecom Country: Portugal

CULTURAL EVENT THIRD PRIZE

FIRST PRIZE

CZl BZY^V 6lVgY '%&( »C^\]i d[ BV\^X =ZVYh¼ Organizer: insglück Gesellschaft für Markeninszenierung Client: InteractiveMedia CCSP Country: Germany

DeZc^c\ G^_`hbjhZjb Organizer: Xsaga in close collaboration with the people of the Rijksmuseum Client: The Rijksmuseum Country: Netherlands

CONGRESS/CONFERENCE

SECOND PRIZE

FIRST PRIZE

Bjai^bZY^V 8]g^hibVh H]dl »I]Z 6YkZcijgZ d[ >ccdkVi^dc¼ Organizer: Acciona Producciones y Diseño Client: Ayuntamiento de Sevilla and Movistar Country: Spain

8^hXd A^kZ '%&( THIRD PRIZE Organizer: George P. Johnson HVbhjc\ GdVYh]dl '%&( Organizer: Dalziel and Pow Design Consultants Client: Cisco Country: UK Client: Samsung Electronics Country: UK

CELEBRATION/FESTIVITY FIRST PRIZE AVbWdg\]^c^ *%i] Vcc^kZghVgn Organizer: La Buccia Client: Lamborghini Country: Italy

SECOND PRIZE

EDUCATIONAL/TRAINING EVENT

'%&( GdiVgn >ciZgcVi^dcVa 8dckZci^dc Organizer: Desaﬁo Global Ativism Client: Rotary International and Freeman Audio Visual Solutions Country: Portugal

FIRST PRIZE

I]Z Vaa cZl Kdakd GVc\Z " EgdYjXi :meZg^ZcXZ '%&( Organizer: A+A Communication Client: Volvo Trucks Corporation Country: Sweden

[european bea 2013 - the winners] INTERNAL COMPANY EVENT/CONVENTION

PRODUCT/SERVICE LAUNCH

FIRST PRIZE

6aa ZnZh dc i]Z H) Organizer: Heimat, Berlin Client: Swisscom Country: Germany

6jY^ I: ;Vb^an 9Vn '%&' Organizer: Pure Perfection Client: Audi Country: Germany

FIRST PRIZE

SECOND PRIZE SECOND PRIZE SECOND PRIZE :jgdIgV^c^c\ '%&' " >che^gZY [dg V cZl \ZcZgVi^dc Organizer: Stagg & Friends Client: Daimler Country: Germany

THIRD PRIZE Kda`hlV\Zc EgdYjXi :meZg^ZcXZ '%&' Organizer: Zibert + Friends Client: Volkswagen Country: Germany

HYBRID EVENT FIRST PRIZE 8^hXd <adWVa HVaZh :meZg^ZcXZ <HM '%&' Organizer: George P. Johnson Client: Cisco Country: UK

INCENTIVE/TEAM BUILDING FIRST PRIZE 8gZVi^kZ ;^ab7j^aY^c\ $ 8dgHd Hidgn Organizer: Creative Pro Client: Swiss Re Europe Country: Slovakia

G$:kdaji^dc " GZcVjai IgjX`h Organizer: \Auditoire France Client: Renault Trucks - Volvo Group Country: France

Cdi _jhi Vcdi]Zg igjX`! cdi _jhi Vcdi]Zg aVjcX] Organizer: A+A Communication Client: Volvo Trucks Corporation Country: Sweden

THIRD PRIZE THIRD PRIZE EX AEQUO 7VnZg &*%i] 6cc^kZghVgn »LZ VgZ 7VnZg¼ Organizer: Vok Dams Agency for Events & Live-Marketing Client: Bayer Country: Germany

8dbZ V XVhV " G^hidgVciZ YZa \gVcd Organizer: Fast Forward events Client: Ter Beke Country: Belgium

PUBLIC EVENT FIRST PRIZE

THIRD PRIZE EX AEQUO 9VcdcZ 7VWn IVa` A^kZ '%&( Organizer: Top Banana Client: Danone Baby Nutrition Country: UK

NON PROFIT/SOCIAL SERVICE EVENT FIRST PRIZE I]Z 6ì^dc BZchX] bdkZh " 8în Idjg '%&' Dg\VcôZg/ ^ch\a X` <ZhZaahX]V[i [ g BVg`Zc^choZc^Zgjc\ Client: Aktion Mensch e.V. Country: Germany

Danbejh DB"9/ E]did\gVe]n EaVn\gdjcY Organizer: vitamin e - gesellschaft für kommunikation Client: Olympus Deutschland Country: Germany

SECOND PRIZE 8dbZ V XVhV " G^hidgVciZ YZa \gVcd Organizer: Fast Forward events Client: Ter Beke Country: Belgium

THIRD PRIZE ;adgZcXZ L]^iZ C^\]i '%&( Organizer: Associazione MUS.E Client: Florence City Council Country: Italy

[european bea 2013 - the winners] ROADSHOW

WEB EVENT

SECOND PRIZE

FIRST PRIZE

7VnZg 6cc^kZghVgn Idjg '%&( Organizer: facts and ﬁction Client: Bayer Country: Germany

IZa^V BZadY^[Zhi^kVaZc Hdc\ 8dciZhi! HijY^deaVn Organizer: XperienceGroup Client: Telia Country: Sweden

Kda`hlV\Zc <da[ , " ?d^c i]Z B^hh^dc Organizer: Filmmaster Events Client: Volkswagen Country: Italy

THIRD PRIZE EX AEQUO SECOND PRIZE 8dXV"8daV 9 cnVh^ 8dXV"8daV LdgaY Ijg`Zn Organizer: Thepartners Client: The Coca-Cola Company Country: Turkey

TECHNICAL EXCELLENCIES BEST INSIGHT FIRST PRIZE

CZl BZY^V 6lVgY '%&( »C^\]i d[ BV\^X =ZVYh¼ Organizer: insglück Gesellschaft für THIRD PRIZE Markeninszenierung HVbhjc\ GdVYh]dl '%&( Client: InteractiveMedia CCSP Organizer: Dalziel and Pow Design Consultants Country: Germany Client: Samsung Electronics SECOND PRIZE Country: UK 6aa ZnZh dc i]Z H) SUSTAINABLE EVENT Organizer: Heimat, Berlin FIRST PRIZE Client: Swisscom 9 V YZ aV B h^XV '%&' Country: Germany Organizer: Acciona Producciones y Diseño THIRD PRIZE Client: Music Today 8dbZ V XVhV " G^hidgVciZ YZa \gVcd Country: Spain Organizer: Fast Forward events UNCONVENTIONAL EVENT Client: Ter Beke FIRST PRIZE Country: Belgium Ndgc <ddY I^bZ H]dee^c\ BEST EXECUTION Organizer: Action4 Ativism FIRST PRIZE Client: Yorn - Vodafone G$:kdaji^dc " GZcVjai IgjX`h Country: Portugal Organizer: \Auditoire France Client: Renault Trucks - Volvo AB Group Country: France

6jY^ 6( 9ZVaZg BZZi^c\ '%&' ^c 8deZc]V\Zc Organizer: Schmidhuber / Kms Blackspace / Hagen Invent Client: Audi Country: Germany

THIRD PRIZE EX AEQUO 6jY^ I: ;Vb^an 9Vn '%&' Organizer: Pure Perfection Client: Audi Country: Germany

BEST CONSUMER ENGAGEMENT FIRST PRIZE 6jY^ I: ;Vb^an 9Vn '%&' Organizer: Pure Perfection Client: Audi Country: Germany

SECOND PRIZE 6aa ZnZh dc i]Z H) Organizer: Heimat, Berlin Client: Swisscom Country: Germany

THIRD PRIZE Danbejh DB"9/ E]did\gVe]n EaVn\gdjcY Organizer: vitamin e - gesellschaft für kommunikation Client: Olympus Deutschland Country: Germany

[european bea 2013 - the winners] BEST PERFORMANCE

BEST INTEGRATED EVENT

BEST EVENT COMPANY

FIRST PRIZE

6aa ZnZh dc i]Z H) Organizer: Heimat, Berlin Client: Swisscom Country: Germany

:jgdIgV^c^c\ '%&' " >che^gZY [dg V cZl \ZcZgVi^dc Organizer: Stagg & Friends Client: Daimler Country: Germany

Swisscom Country: Germany

Audi + Volkswagen Country: Germany

SECOND PRIZE Danbejh DB"9/ E]did\gVe]n EaVn\gdjcY Organizer: vitamin e - gesellschaft fĂźr kommunikation Client: Olympus Deutschland Country: Germany

THIRD PRIZE G$:kdaji^dc " GZcVjai IgjX`h Organizer: \Auditoire France Client: Renault Trucks - Volvo AB Group Country: France

SPECIAL AWARDS

SECOND PRIZE

BEST TECHNOLOGICAL INNOVATION FIRST PRIZE =Zaad AZh ^ccdkVi^dch [dci aZjg H]dl Organizer: Havas Worldwide Paris Client: Orange Country: France

THIRD PRIZE EX AEQUO Bayer Country: Germany

THIRD PRIZE EX AEQUO Cisco Country: UK

BEST USE OF SPACE FIRST PRIZE 8dbZ V XVhV " G^hidgVciZ YZa \gVcd Organizer: Fast Forward events Client: Ter Beke Country: Belgium

BEST CREATIVE DIRECTOR OF THE YEAR Myles Lord Agency: Heimat Country: Germany

LOW BUDGET EVENT FIRST PRIZE

BEST EVENT AGENCY

BEST EVALUATION AWARD

;^gZ! Bddc HiVgh Organizer: ďŹ redancer Client: Stadt Ludwigshafen and Karolina-BurgerRealschule plus Country: Germany

FIRST PRIZE

FIRST PRIZE EX AEQUO

Heimat, Berlin Country: Germany

SECOND PRIZE

9VcdcZ 7VWn IVa` A^kZ '%&( Organizer: Top Banana Client: Danone Baby Nutrition Country: UK

insglĂźck Gesellschaft fĂźr Markeninszenierung Country: Germany

FIRST PRIZE EX AEQUO

HIGH BUDGET EVENT

HVbhjc\ GdVYh]dl '%&( Organizer: Dalziel and Pow Design Consultants Client: Samsung Electronicsn Country: UK

FIRST PRIZE 6jY^ 6( 9ZVaZg BZZi^c\ '%&' ^c 8deZc]V\Zc Organizer: Schmidhuber / Kms Blackspace / Hagen Invent Client: Audi Country: Germany

THIRD PRIZE George P. Johnson Country: UK

[btob event]

SurPRising inside the box Objective: more and more often companies have smaller budgets and goals they want to reach through an event. They want content instead of just the ‘funfactor’. We want to show that Arjan van Dijk knows how to organise an inspiring event, that doesn’t have to be over the top. Our goal is to get new leads. Creative idea and description: Arjan van Dijk understands that the sky is no longer the limit, takes these restrictions for granted and makes sure to surprise relations with our magical mix of in house disciplines: decor and styling, catering, entertainment, organisation. Potential business relations has invited to (re)experience Arjan van Dijk. The theme is ‘SuPRisING inside the box’: a surprising and inspiring evening, with a spring touch. The host, Mr. Spring, is a stylish, futuristic man, dressed in white with a big hat. Our guests start in a central area. After the opening they participate in workshops, to inspire them how to organise a good event and for example how to get better results with invitation tactics. After that they can discover the different areas of the event location, within every room a completely different sphere and theme, implemented in decoration and styling, culinary an entertainment. Media Mix: website, e-mails, direct mailings with a pop up white box, Facebook, Exhibition participation (the booth was a big white box, with just a question mark on top). A security guard made sure only visitors entered who had an invitation card. Inside the box Mr Spring surprised everybody. The booth was the

talk of the exhibition. Phone calls, invitations by suppliers. No show reduction: e-mail and a sms alert shortly before the start of the event. Staging and set design: the guests entered the event location through a big white box with a question mark on it. In the central area they entered an autumn atmosphere. Slowly the seasons changed into winter and spring. Even the clothes of the serving staff changes every season. After the opening show, described in the audio mix box, people followed their workshop leaders. During round table sessions and group discussion in the cosy areas they got inspired, what continued during their discovery of the other chambers. Results: the survey by phone afterwards resulted in the guests: Rating the evening a 7,8; surprised and/or inspired 76%, 90% put Arjan van Dijk on their shortlist; the Net Promotor Score is 18,9. Shortly after the event the account managers made about 16 concrete appointments.

[ DATA SHEET ] Country: Netherland Organiser: Arjan van Dijk Client: Arjan van Dijk Date: April 18th, 2013 Target: 800 guests and after the event 80% has Arjan van Dijk on the shortlist

Location: Jaiselings Royal Palace, Holland (an old monastery)

Budget: up € 50,000 to € 100,000

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Samsung Roadshow 2013 Objective: to unite the ever-expanding range and give visitors a real sense of discovery about the new product and technological advances being put on show, as well as the new Samsung brand ideal. Creative idea and description: showcasing latest products, design and technology across all categories from items as small as a micro memory card, up to an 85” UHD-TV in an exhibition space ranging 4,000-6,000m2. The message of discovery was key. The ‘Hub’ has been positioned at the centre of each site. Two perforated walls create a room visible from all areas of the show. Inside, the latest technological advances from each category were placed to be experienced in relation to each other, linking the category zones to create a sense of technological discovery. The identity was inspired by the shape of the ‘Hub’ and the tagline, ‘Mehr Moglich Machen’-‘Make More Possible’. Taking product silhouettes, a repeatable pattern has been fret-cut into the ‘Hub’ walls, together with the fret-cut statement: Innovation, Inspiration, Emotion. The fret-cut technique worked to keep the discovery theme of the show integrated with the main feature. Media Mix: a 5-step invitation mailing process; newsletter marketing; special interest magazine ads; social media announcements on Samsung’s own and partner channels; videos on social media sites and the microsite; PR round tables and workshops; dealer and employee training; guided tours for visitors; site events (sneak preview and PR events); speeches; award ceremony; crew party; integration of sponsorship projects i.e. FC Bayern Munich and BMW

Motorsport; giveaways, including carrier bags and welcome packs. Staging and set design: the setup involved 24x 40t trucks and sites ranging from 4,000-6,000m². An efﬁcient logistics and design concept enabled the movement of the show in short time slots e.g. 1 day. Intimate experiences and high-impact areas like the central ‘Hub’ could be assembled using the same components. Focus areas, including training rooms and the built-in kitchen area, invited visitors to experience the products. Simple, large-scale furniture and navigation brought clarity and unity to the brand and products. Results: most successful show to date in regards to visitor numbers, orders and clippings generated. The event has reinforced Samsung’s market position in Germany. All targets have been outreached. The very positive ROI has raised the bar and expectations for next year’s show.

[ DATA SHEET ] Country: UK Organising Company: Dalziel and Pow Design Consultants Ltd. (communication & design); Dialogfeld Live (operation); 30/70 (production) Client: Samsung Electronics GmbH Date: February 25th - April 12th, 2013 Target: internal target groups (management, employees) and external target groups (business partners, corporate clients, media and agencies) Location: Hamburg, Cologne, Meinz, Berlin, Leipzig, Munich and Stuttgart, Germany Budget: up € 1,000,000 to € 5,000,000

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Sodexo 20 Years Objective: to celebrate 20th anniversary of Sodexo company on the Czech market. Event was for Top Vip clients of Sodexo. The next objectives were to keep and grow loyalty of B2B customers and present the latest culinary trends and ability of Sodexo chefs. Creative idea and description: French evening in the centre of Prague. The agency decided to build the concept of the event on these facts: to present the best of Sodexo and the Czech Republic - combination of best experiences from Prague and Paris. As a location was chosen a luxury club ‘Obcanská plovárna’, situated on a bank of river Vltava. Representatives of the company were transported to the event by boat - the same way is popular on Seina in Paris too. The boat was afterwards at the disposal for guests for boat rides with the amazing view on Prague Castle. The program was based on typical French elements like cancan, petanque, artistic show - creation of an ice sculpture, presentation of molecular cousine, carving etc. The guests enjoyed also an original photo studio and everyone of them had as an unique memory an own period portrait with a logo of the event - (long-term event´s impact). The highlight was a performance of French chanson singer and winning lucky-dip with a main prize scooter Peugeot.

Media Mix: a creative invitation letter (in a French style, the part of the envelope with invitation was a real boa - feather - symbol of ‘Moulin Rouge’) has been sent to the database of invited guests followed by participation check. Presents for guests on the end: the greatest success got branded czech spa wafers with Sodexo embossed relief. Staging and set design: composition of the event was divided into 3 parts: interior of a luxury club, outdoor terrace and spaces for games /petanque/ and space for floating boats. There were refreshments served on all the spots, outdoor terrace was used for open grills, the artistic program and the degustation of gastronomic specialities took place inside. There was a rest-zone in a quiet part of the club. The interior was a duplex. Results: Sodexo was very satisfied. Thanks to original invitation + smart concept there was almost 100% participation of invited guests. 80% stayed till the end, proof of the event´s attractiveness. Following ‘Thank you’ letters from significant participants confirmed the total excellent impression.

[ DATA SHEET ] Country: The Czech Republic Organiser: Event Factory Client: Sodexo Date: October 25th, 2012 Target: VIP Guests Location: Obcanska plovarna Prague Budget: less than € 50,000 Low Budget

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Gartner Symposium/ITxpo 2012 Objective: to enhance/expand Cio program globally, to expand Gartners Industry program, to onfirm thought provoking, memorable keynotes, to mprove revenue and profit from 2011 Symposium. Creative idea and description: the event took place with the beautiful backdrop of Barcelona’s seafront at the Ccib. The main theme was ‘Focus. Connect. Lead.’. All of the event content was centered around the Nexus of Forces: mobile, social and cloud. Gartner educated delegates on how they revolutionised the way businesses think and act. To do this, the four day event consisted of mastermind keynotes, analysts session, workshops, roundtables and unique 1-1 meetings. 150 of the worlds largest most, innovative solution providers exhibited on the ITxpo show floor. Keynotes from the likes of Bmw Cio Karl-Erich Probst provided inspiration and thought leadership. The 1-1 meeting system held 3,000 meetings that offered detailed insight and indepth discussions. Delegates rated this feature a high 4.05 out of 5. The Gartner Event Navigator App was a new introduction in 2012. This allowed delegates to review event content, book meetings and organise their itinerary. 81% of delegates used the app with 260,000 page views. Media mix: multichannel media marketing approach: e-mail, brochure, social media, webinars, roadshows. Staging and set design: the keynote and seminar rooms were brought to life with the use of Gartner blue and orange in the set design. ‘Focus. Connect. Lead.’ messaging could be seen throughout the venue, creating a strongly branded

environment. The ITxpo exhibition floor was devised into four sponsor sections - bronze, silver, gold and platinum. Each section was defined by size and exposure. All of the exhibition stands were a slick, modern, crisp white design. Meeting ‘pods’ had a futuristic curved finish. Results: 4,500 attendees with 1/3 being CIOs, sponsor revenue increased 53% on 2011 event, delegates scored the event a satisfaction of score of 4.24 out of 5, keynotes received an overall score 4.30 out of 5, exhibitor numbers increased from 94 in 2011 to 154 in 2012, 4,000 event related tweets, 365 press articles.

[ DATA SHEET ] Country: UK Organiser: George P. Johnson Client: Gartner Date: November 5th - 8th, 2012 Target: CIOs and senior IT Executives Location: Ccib, Barcelona

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Hello! Les innovations font leur Show Objective: to reaffirm Orange role as a major actor in innovation. The content of this speaking, which the starting point must be an event, based on a fifty innovations. The communication aim was to change the public opinion about Orange innovations Creative idea and description: the event was organized around two convictions: ‘Never Seen Before’ (the Show) and ‘Immersion’ (Innovations’ City). Our method to ensure consistency of all actions envisaged: to be ‘Customer Centric’. The agency wanted to put the client, its uses, its world, at the heart of our strategy. On 21st November 2012, 800 guests (opinion leaders) was attending the show, that is also broadcast live on the site: hello.orange.com. Alone on stage for 40 minutes, Orange ceo presents innovations with a great number of images, videos interviews and duplex in live from 3 cities to announce the launch of the 4G. After the Show, Stéphane Richard and Orange Ambassadors invite the public to experiment innovations in ‘Innovations City by Orange’. Five areas: the Cultural area, the Street, the Square, the House, the Business Center. At the heart of the City, ‘Hello! L’emission’ broadcasted in live on Dailymotion for 90min with experts and journalists. Media Mix: opinion leaders: specific work on contents has been done to encourage public to come at the event: means for an exceptional event coverage was provided to journalists and bloggers. Community management and press release with content general public: campaign

banners on all Orange websites to bring to the Dailymotion video hub and to follow the Show in Live Internal: Video teaser from S. Richard and an ambassadors operation to recruit one hundred employees to be the great witnesses of the event. Staging and set design: the speaking of Stéphane Richard was staged and performed around a real scenography in 3D mapping with projections on a relief decoration: 2 months calculation were needed to produce the images, 28 projectors to spread over an area of 800 m2, The stage dimensions were 22 meters wide and 20 meters deep. Results: 5,980 tweets, 45 articles in press, 300 articles online, 7 passages TV, 45 radio 40,914 views on dailymotion, 10,000 visitors on website, 25,000 views on ﬂickr, 6,000 views per demo video and 15 days after, 100,000 orders for the Livebox Play. More than 30,000 employees attended the broadcast.

[ DATA SHEET ] Country: France Organiser: Havas Worldwide Paris Client: Orange Date: November 21st, 2012 Target: BtoB Location: Paris (Docks)

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2012 Google Creative Sandbox Summer of Creativity Objective: inspire and educate the german and european agency landscape (media & creative) with the latest and innovative opportunities from Google to develop branding in a digital world. Creative idea and description: taking the term ‘Sandbox’ literally, the agency created an inspiring mixture of think tank, playground and adventure. An unpretentious plenum supporting presentation and content combined with a wild and crazy playground bringing Google tools and solutions from the virtual to the real world. Different boothes gave attendees the opportunity to play with Google´s solutions and immerse themselves in the latest digital trends. In addition, the location sported a summer beach feeling with lots of space to network, exchange ideas and party. Using the Sandbox logo across all elements, the space with its different areas always remained tied together. Media Mix: apart from all event related collateral like invitations and reminders. no additional media was produced. Staging and set design: all areas have been developed within the CI guidelines of the Creative Sandbox employing the logo as main anchor for consistency. From the entrance tunnel to the auditorium stage, attendees had several touchpoints with the logo and the Google brand. The Sandbox approach itself created a great opportunity for guests

to create their own event by choosing between all the different options they were offered. Results: with 700 attendees the target for the event was reached and the follow up activity with guests clearly showed a growing interest in branding solutions with Google in the DE agency landscape. One guest quote summarizes this in a great way: ‘The event illustrated how technology sparks creativity and we will start to explore Google‘s creative opportunities even more’.

[ DATA SHEET ] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung mbH Client: Google Germany GmbH Dates: August 23th, 2012 Target: media planners and creative staff in the German and European agency sector

Location: Arena Berlin

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Investment Aktuell 2013 ‘Change as a chance’ Objective: given to the current difﬁcult situation on the capital markets, Union Investment (UI) was particularly eager to thank the attendees for their loyalty while also infusing the event with impulses to create incentives to jointly master future challenges. Creative idea and description: the motto of the event was a natural ﬁt: ‘Change as a chance’, The chosen event venue was the classicist hall at the Gesellschaftshaus Palmengarten. During the convention, the contrasts between the historical ambiance and the modern, future oriented presentation were already artfully dissolved. During the gala evening, guests were subsequently offered a surprisingly new perspective. To achieve this, the agency used an approach that is entirely familiar to humans everywhere as it is a natural instinct: the glance out of windows. Gigantic projections were displayed across the entire window façade of the hall to give the audience a view of the world going through constant changes. Images are accompanied by a soundtrack of change. Unfettered from the room’s reality, guests will reach all points of the earth almost as if in a state of zero gravity. A magician´s blue balloon is the focal point for the voyage as well as the symbol embodying UI’s vision. The magic of the evening is thus symbolically carried into the world from the venue and back. At the end of the evening, the guests sensed that change does not have to

cause fear or translate into hurdles. Those who are willing to embrace change and movement frequently recognize new opportunities and embark into the future on the wings of optimism. Staging and set design: one of the prerequisites for the technical event set-up was a special permit from the Botanical Gardens for the proper installation of our projectors for the rear projection of sub-segments alongside the entire window façade of the Palmengarten. More than 180 individual streams were composed to create a 5-hour animated tour of the world. Results: Hans Joachim Reinke, UI’s Chief Executive Ofﬁcer said after the event: “The stage for the topic was set perfectly and even exceeded our high expectations. The enthusiastic reviews of our guests speak for themselves…”. In the guest survey, the production received the perfect score of 1.0.

[ DATA SHEET ] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung mbH Client: Union Asset Management Holding AG Dates: April 18th, 2013 Target: the management boards of the key partner banks, their companions and honorary guests.

Location: Gesellschaftshaus Palmengarten, Frankfurt am Main

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Siemens Tia Portal launch event Objective: the clients of automation products are end customers and engineers, operators and the decision making unit/technical management. Therefore we had to show both perspectives during the launch events - operator’s and management’s point of view. Creative idea and description: emotional storytelling embedded in an elaborate overall dramaturgy. The new dimension of Siemens’ automation technique can be experienced through media and spatial design. The centerpiece of the launch event is a 30-minute 3D movie. The storyline shows the product features form the operator’s point of view. The arc of suspense picks up real customers’ requests, makes actors dive in a virtual world in which they - together with the audience - can experience the main benefits of the new dimension. The Tia Portal becomes the main product and the central element, which can control and optimize all company, machine and process activities by using the intuitive graphical interface. It is the first time that these complex themes are shown in such an easy and exciting way. The development of the characters, casting of the actors and the emotional storyline demonstrates the operator’s and management’s point of view in a way, which makes specific prospects and perceptions transparent. Media Mix: before entering the welcome area, all guests pass the 3D ‘mobile’ made from pending cubes. In the showroom business guests are provided with a medial advancement of this installation, which establishes the central scene image

for further and show the welcome speech. According to the Tia Portal 3D feature film the speaker presents regional specific details. Staging and set design: the welcome area changed during the running of the film into a micro fair and get-together landscape. The products, shown in the film, are presented and explained by real experts in every detail. Optimized production with the event portal configuration Following the logic of a car configuration, all the necessary details, plans and material for the event can be downloaded by the organizers of each region and be assembled according to their specific location and number of participants. Results: the feedback from the guests noted in particular the entirely new way to show the most complex and innovative treatment technologies. Thanks to the emotional storyline of the feature film that portrays to the world and life of the clients the film was perceived as ‘scenes taken from real life’.

[ DATA SHEET ] Country: Germany Organiser: KUK Filmproduktion GmbH Client: Siemens AG Industry Sector Date: November - July 2013 Target: customers and engineers, operators and the decision making unit/technical management

Location: 150 3D cinemas worldwide Budget: up € 1,000,000 to € 5,000,000

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Audi A3 Dealer Meeting 2012 Objective: for two days each time around 4,000 international dealers and importers have learned about products and vehicles from the extended Audi A3 family. Instead of ‘overloading’ the guests with informations, the event includes the characteristics of the destination to create an overall and playful experience. Creative idea and description: for three weeks the event combines four venues at Copenhagen and Southsweden with a decentralized brandspace. The ﬁrst day: arrival at the private Lauritzen airport terminal and ‘Audi Welcome Lounge’, where the Audi A3 experience starts over the almost 8 kilometers long Öresundbridge to Sweden and on to the Sturup Raceway. The second day: the experience continues through Copenhagen by bike, on the ship and by an electric driven car. The future oriented life style and design metropolis is not just the ‘European Green Capital 2014’, it’s the perfect destination. Audi puts on in an impressive performance not just as a brand also as a host. The highlight venue is the ‘Audi Pier’ in the center of Copenhagen over looking the water. It houses a publicly accessible shop, exhibition area, and the heart of the event: The show area with the 30 meters wide stage for 15 dancers and musicians to interpret the individual representitives of the A3 family. Media Mix: each vehicle is showcased in dance, music, ﬁlm, and sound according to its particular characteristics. Four conveyor belts were integrated into the stage to move performers and

objects in opposite directions and thus create unexpected dynamics. Staging and set design: a temporary pavilion on the waterfront offered space for 250 guests on each of the 19 evenings. On a 30-meter-wide stage, 15 dancers and musicians present the individual representatives of the A3 family in a medial choreography. Each vehicle is showcased in dance, music, ﬁlm, and sound according to its particular characteristics. Four conveyor belts were integrated into the stage to move performers and objects in opposite directions and thus create unexpected dynamics. Results: the dealers were fascinated and impressed by the show and the destination. Citations: “The music, the dancers, the products ... it was a big show”, “It’s absolutely the perfect choice (...) Green City (...) well done Audi!”.

[ DATA SHEET ] Country: Germany Organiser: Schmidhuber / Kms Blackspace / Hagen Invent Client: AUDI AG Dates of implementation: 15.07.2013-05.08.2013 Target: BtoB Location: Copenhagen Budget: more than € 5,000,000 High Budget

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EuroTraining 2012 Inspired for a new generation Objective: to expand later sales as well as transfer of knowledge of the sales organisations’ further current topics such as ‘advantage argumentation’ as regards competition, assistant systems and product highlights of other construction groups etc. Creative idea and description: with an emotional brand experience and a parallel transfer of knowledge, Daimler AG qualiﬁes its sales team for the new A-class and ﬁve more products. The event is didactically and architecturally structured like a city trip and seizes communication for the new A-class´ market introduction. The training stations are set up as the target group´s authentic living surrounding with integrated training didactic. A product and brand scenery is created that not only seizes the brand´s formal language, but interprets the latter in a modern and new way. Via interactive presentation modules, in combination with analog methods, social media elements, iPad applications and guerilla actions, the contents of teaching are transferred and constitute a direct relation to the customers´ buying motives – according the the motto: ‘Inspired for a new generation’. Media Mix: interactive media programs, iPad applications, digital platforms, analog and digital vernissage techniques, touch screen modules, Guerilla actions during the evening event as well as social media activate the participants to join in and complement the dynamic room orchestration in order to achieve the training goals.

Staging and set design: the communication concept relies on the A-class´ current campaign and stringently leads through the whole event. Elements can be found in architecture as well as in graphic implementation. The guiding idea of a city trip, forming the basic structure of the training event, runs like a golden thread through the event and forms the emotional ‘bracket’. Results: the interactive Ted-System is implemented in each workshop and provides for obtaining product feedback for market research and product development as well as for the assessment of whether the goals have been achieved. Via interactive elements such as the iPad, additional information can be accessed as early as during the training. The event’s structure and organisation are evaluated by the participants through ﬁlling out the Teva forms. Success is made measurable and the newly gained motivation as regards selling reﬂects in all results.

[ DATA SHEET ] Country: Germany Organiser: STAGG & FRIENDS GmbH - creating live experience Client: Daimler AG Date: June 20th - August 18th, 2012 Target: European sales and service crew Location: Berlin Budget: more than € 5,000,000 High Budget

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Under enormous pressure Objective: since this product was technologically state of the art the event needed to set a benchmark with regard to the launch of industrial goods. Also, understanding the features of this new press and its possible applications to one’s own business was key. Creative idea and description: BtoB events in the industrial goods industry in Germany have always been very ‘German’: focused on facts. Not many concepts involved emotions. The transfer press by market leader Schuler does not look like a conventional machine anymore. It has been styled to communicate its state of the art technology. We decided the event had to stage the machine accordingly. We started by pimping up the production floor. Partitions created distinctive rooms for the 4 phases of the event. We did not hide the down to earth look of the plant. On the contrary – we played with it. 36 feet wide Leds illuminated the plant in a fancy way. Cardboard boxes served as branded seats enabling 300 visitors to witness the reveal. The press was covered since its look was a real surprise. After speeches by the directors the drapery was lifted in darkness revealing only the shape of the press. Projection mapping brought the press to life. Optical illusions with emotional music completed the sensual experience. Media Mix: the guests were invited personally by the sales people of the client to emphasize the importance of the event. Staging and set design: the production floor looked like any production floor. Rough, oily, cluttered. Not pretty, not modern. The agency decided to work with

this fact and integrate it into the concept. Emphasizing instead of hiding. Tools for example have a certain charm if illuminated properly. Modern Leds helped to lighten the room in a very modern way. Gauze fabric was used to divide the production floor in different sections for the 4 phases of the event. Guests enjoyed ‘seeing the production floor with different eyes’. Results: the discussions between Schuler personnel and guests that evening showed a deep understanding of the new positioning and the features of the machine. The image of Schuler had in fact been altered. The buying process for this kind of machinery takes about 18 months - so no financial results yet.

[ DATA SHEET ] Country: Germany Organiser: The Companies Gmbh Client: Schuler AG Date: September 27th, 2013 Target: engineers, buyers, plant managers Location: Erfurt, Former East Germany Budget: up € 100,000 to € 200,000

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Lamborghini Aventador Product Launch Objective: how to unveil the quintessential jet set super sports car to the world? How to attract and capture the attention of the press, potential customers and the general public? With a bang - the fastest city takeover ever. From parading on Ocean Drive to drag racing a Boeing triple 7 at Miami Int Airport. Creative idea and description: a Lamborghini does not just arrive, it takes over. A Lamborghini is much more than a car to drive, it’s a car to be seen in. It’s a car you don’t just own, it’s a car you share. This launch would take place in real life, full of raw passion and lust for life. Miami - a world Premiere on ocean drive. An exclusive highspeed duel on an Int. Airport. A celebrity Testdrive-Parade through the city. An unexpected Pop Up Store in the high-class shopping District. The fastest City Takeover ever! Not many cities would close off streets and allocate police escorts to accommodate 24 ﬁre spitting Lamborghinis roaming their streets. Miami not only did that but also allowed us to drag race a Boeing triple 7 at the Int. Airport. Next to the parade through the city as a way to involve the general public, we also had the ofﬁcial unveiling in public on Ocean road. And to satisfy the desire for Lamborghini apparel after being exposed to the brand, we opened a pop-up store. Results: more than 120 Lamborghini Aventador on the cover of the int. press. The event generated many column inches of free publicity. Not just about the

launch of a new Lamborghini but also covering the novel way of including the public in the event. Search ‘Lamborghini Miami’ on Facebook and you’ll see.

[ DATA SHEET ] Country: Germany Organiser: VOK DAMS Agency for Events & Live-Marketing Client: Lamborghini Date: Jan 29th - Feb 9th, 2013 Target: international lifestyle and automobile journalists, dealers and VIPs

Location: Miami, Usa Budget: up € 500,000 to € 1,000,000

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Shell Retailer Engagement Day 2013 Objective: the concept responded to the client’s speciﬁc request to provide a medium that offers guests a true experience. That combination of interactive meeting, theme worlds featuring productions boasting rich facets and an evening gala that honours award recipients in an exclusive setting translated into an annual kick-off event that can easily be distinguished from typical conferences. Creative idea and description: an interactive, transformable design for an annual kick-off event that allowed guests to experience an exclusive Formula 1 world. The space becomes the brand: Based on Shell’s direct association with motorsports, the conference arena transformed into a race circuit in the shape of Shell’s logo. A lively interaction was established between the company and its partners through a multifaceted show on three stages surrounding an audience sitting in 1400 swivel chairs. A contemporary format should offer a unique experience with a high level of brand identiﬁcation involving the partners directly - making them not only participants but actors of the staging. This transforming space placed the guests into the middle of communication - a dynamic and integrative 360° production.

Staging and set design: surprising & involving - the transfer of the Formula 1 concept to an actual race circuit was obvious - yet, it was certainly surprising when presented in the form of the company’s logo. Creating the seashell logo on the ground provided the framework for the entire event. The 1400 swivel chairs were also set up following the seashell formation. Three different stages surrounded the seashell set-up and provided space for diverse productions featuring the conference content. Results: Shell Deutschland Oil GmbH: “The team came up with a creative concept for our company that ensures that our annual kick-off event is celebrated as the absolute highlight of the year and as a result, our partners do identify with our brand with maximum conviction”.

[ DATA SHEET ] Country: Germany Organiser: WILKENWERK GMBH Client: Shell Deutschland Oil GmbH Date: January 29th, 2013 Target: retailers Location: Hannover Messe Budget: up € 500,000 to € 1,000,000

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Grande Arraial Yorn Objective: Lisbon’s biggest popular party is held on Santo António Day. It’s kind of Lisbon’s version of the Brazilian Carnival. The city dresses up for a celebration of pop culture with different parties in the different neighborhoods. Yorn wanted to be in the center of Lisbon’s celebration, being the most talked about and shared brand. Creative idea and description: the agency created an event in Lisbon’s most typical neighborhood, Alfama (also the center of Santo António Day Celebration). ‘Grande Arraial Yorn’ had everything you would expect in a Santo António Party: sardines, traditional barbecue, traditional games like arm wrestling, table football, amongst others. It was already a party. A huge one. But the agency made it bigger with DJ Toni, a Portuguese trio that mixes popular Portuguese music with electronic beats and one of the biggest Portuguese pop music artists, Ana Malhoa, who had never played Lisbon (her hometown). The event was promoted through short videos online, where Ana Malhoa invited everyone in different and unexpected situations.

All in all, we really captured the essence of Portuguese pop culture and provided the best of all Lisbon’s parties on Santo António Day, being talked on media. It was a party to remember. Media Mix: web. Results: more than 20,000 people watched Ana Malhoa Show. More than 50 magazine articles referring to Grande Arraial Yorn And another party in Porto, because of this successful event.

[ DATA SHEET ] Country: Portugal Organiser: Action4 Ativism Client: Yorn - Vodafone Date: June 22nd, 2013 Target: general public, aged: 13-20 Location: Lisbon Budget: up € 100,000 to € 200,000

[celebration / festivity]

100 Years Fresenius Objective: ’100 Years Forward Thinking Healthcare’ is the theme of the global anniversary celebrations with the ceremony as a prelude. The goal is to leave an emotional impression on the event-experienced audience and pay tribute to Fresenius, its history, and the work it does today. Creative Idea and description: for the past 100 years, all the activities of Fresenius have revolved around people and their health. The great achievements of the company, its innovative strength, and the actual meaning of this strength to individual human destiny form the arc of suspense at the ceremony. This is created using a highly innovative media production and deeper insight into individual human destinies. Virtual medical worlds - told using extensive emotional images - converge with authentic life stories portrayed in documentary form by people. To begin with, an audiovisual composition takes guests on a journey through the history of medicine - from the emergence of the medical perspective across today’s issues of global care straight into the health challenges of tomorrow. Four documentary ﬁlms tell of people who are given a new lease of life by Fresenius. The exchange with the protagonists on stage familiarizes guests with how the four divisions operate around the world. Media Mix: all the media elements of the ceremony are included in the overarching anniversary communication. On the Fresenius website, the viewer embarks on the same media-based journey through the history of medicine. The documentation communicates the work of the four divisions around

the world via social media, the company’s online career portal, and within the framework of internal communication. Starting-point for designing any media for the ceremony is an anniversary chronicle in book form. Staging and set design: a seven-meter high ellipse in the center of the hall forms the space for the dinner with a 360° projection horizon for the media content. The conﬁguration of space represents the global dimension of the company while ensuring an intense closeness between the guests in the hall. Results: standing ovations by the guests and numerous personal thank you letters from relevant individuals after the event show respect for the company, its employees and the services provided, and bear witness to a successful event.

[ DATA SHEET ] Country: Germany Organiser: CB.e Clausecker | Bingel AG Client: Fresenius SE & Co. KGaA Target: invited guests only Date: October 1st, 2012 Location: Festhalle Frankfurt/Main

[celebration / festivity]

Seznam.cz Imaginarium Birthday Party subtitled ‘Imaginarium.cz’ this year. The event took place in Prague’s Industrial Palace. The party guests found themselves in a world of fantasy, ease, colours, characters, varied ﬂavours and extraordinary experiences: in short, outside of reality. Guests attending the event were treated to a whole host of fun attractions including riding on the legendary Loch Ness monster and throwing balls on a squid in the centre, or visiting a real-life gingerbread house. An fortune-teller, a unique Old Czech shooting range and a small running train intented to evoque atmosphere of an old public fair. Guests were treated to a delicious buffet, an ice bar and a ﬂair bartending show. Results: this party was voted by employees and guests as the most attractive in 16year history of celebration the anniversary.

Objective: to celebrate in a special way. The party guests found themselves in a world of fantasy, ease, colours, characters, varied ﬂavours and extraordinary experiences: in short, outside of reality - in the positive sense of the word. Creative idea and description: ‘Enjoy fantasy and have pure fun’. It was a motto of an annual birthday party for Seznam.cz, biggest Czech internet portal organized by Event Arena. The event was held for 2.000 employees and suppliers. The party, held was

[ DATA SHEET ] Country: The Czech Republic Organiser: Event Arena s.r.o. Client: Seznam.cz Date: May 21st, 2013 Target: 2.000 employees and business partners Location: Prague - Vystaviste Fairs Budget: up € 100,000 to € 200,000

[celebration / festivity]

Norwegian Air Power 100 years Celebration Objective: a festive celebration worthy of the important historic milestone. However, the event also formed peak of an integrated event, communication and media campaign that successfully boosted general perception, and the interest for armed forces education and employment programs. Creative idea and description: the event offered a wide spectrum of activities, exhibitions, presentations, entertainment and other experiences that made the public become active participants, and by this learn about the important role of the armed forced in society. The centerpiece of the program was simulated ‘attack on the nation’ initially announced as a newscast on giant screens, tactical and strategic scenarios by live action on stage, and ﬂy over aircrafts with live audio and video feeds integrated with the action on the ground. The public became part of a dramatic and realistic scenario. The large crowds enjoyed impressive and informative experiences by the unique combination of giant screens, cutting edge multi media technology, live action and dramatized scenarios, and aircrafts showcasing historic and modern air power, topped by a breathtaking acrobatic air show. Media Mix: nation wide campaign in print media, online media, social media, radio, outdoor, Digiboards; editorial media initiatives towards national news broadcasters, radio, print, online medias and social media channels; editorial coverage of armed forces own online news media and social media; action marketing with military personnel

distributing flyers in the city, military aircrafts fly over, and fly over with event promotion banners; event info app for smart phones. Staging and set design: huge event area covering the entire Oslo main town square and central harbor area, enabling 100,000 spectators to take part each day. Centre stage; steel structure with performance area. Program hosts in supporting 14m high ‘flight tower’. Live historical tableaus performed in 4 designated areas. 10 pavilions presenting historical and modern aircrafts and other military features. Family entertainment and playground activities for children. Results: record crowds; massive coverage in national, regional and local media; 63% of coverage positive, 37% neutral; massive social media response and interaction; increase in perception indicators of armed forces; increase in applications for armed forces education and employment programs.

[ DATA SHEET ] Country: Norway Organiser: Gyro AS Client: Norwegian Armed Forces Date: September 1st and 2nd, 2012 Target: population of Norway, in particular candidates for education and employment programs of armed forces.

Location: Oslo, Norway

[celebration / festivity]

‘Night of Magic Heads’ 2013 Objective: the NMA is considered one of the most coveted awards by Germany’s digital advertising industry. In recent years the perceived highlight was the after show party. Now InteractiveMedia wanted a new agency to come up with a concept that places more emphasis on the actual awards ceremony. Creative idea and description: The ‘Book of Magic Heads’ - a perfect and ﬁtting homage to the magic creative heads conjure up. A giant pop-up book became the one-of-a-kind backdrop for the awards ceremony. We created a unique fold-up motif for each category, which made humorous references to the magic the head behind the story created. Every award winner was surprised with a new lovingly created page of the book paired with a song that accompanied his or her appearance, which served as the vehicle to transport the exact emotion each discipline speciﬁcally evokes. As a result, we created a unique, absolutely one-of-a-kind moment. Moreover, the frequent setting changes grabbed and retained the audience’s attention unlike in typical award ceremonies where boredom soon sets in. In fact, both, the guests and the nominees were feverishly waiting for each new motif. Enthrallment all the way through also meant maximum reverence for the honorees. Media Mix: Twitter generated high involvement and feedback rates from the guests. During the event alone, 88 tweets were recorded, which included explicit praise for the awards ceremony, e.g.: “Great idea, by the way. An interactive book in xxl; hats off.” In the post event guest survey 92% of the

respondents expressed praise for the production (42% in the year prior). The duration of the awards ceremony and the quality of the media utilized generated a satisfaction level of more than 92%. During the open interviews, only positive statements were heard, e.g.: ‘Telling the story through the book - simply perfect.”; “In my eyes the stage production and the category trailers were the highlights’; ‘The event has taken a giant leap forward’. Results: “This was the best NMA ever. Next year, I’ll come to see whether anyone can top this production”, a guest said. InteractiveMedia’s Marketing Manager said: “… we are very pleased that your strong idea was ultimately also perfectly implemented. We will be happy to once again entrust you with the 18th NMA ”.

[ DATA SHEET ] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung mbH Client: InteractiveMedia CCSP GmbH Date: April 25th, 2013 Target: creative staff and decision-makers of agencies and companies

Location: Schmidt’s Tivoli, Hamburg

[celebration / festivity]

Lamborghini 50th anniversary Objective: a worldwide event, for the 50th anniversary, to emphasize the leadership of Lamborghini to the market, the media, employees and the world of supercars. Guests 500 top clients from all over the world, the international press, the board of the VW Audi group. Creative idea and description: celebrate the event in the same place where the Brand was born, the factory in Sant’Agata Bolognese, and turn it into a container spectacular. It was necessary to transform the factory into a huge stage, designing new infrastructure, reinterpreting the spaces and existing routes. La Buccia has designed and realized a huge, imposing, transparent tent of 110 meters long, 40 meters wide has designed and implemented an imposing lobby transparent of 110 meters for 40, high 16 to host the ﬁnal evening of the event, placed on a platform of 10,000 square meters, also executed on an agricultural land area of the factory. Before the gala dinner, the guests were welcomed into a lounge where they rode out to groups for visits to production, the museum and the Centro Stile for an auction in favor of the quake-hit areas of Emilia. The event

was split over two days, May 11, with 1,200 international guests for the final day of the Anniversary, the gala dinner with three exclusive reveal, the big fireworks finale. On May 12 Family Day for 2,500 employees and their families, with activities and entertainment for adults and children, and the celebratory show. Media Mix: news, editorials in television, radio, newspapers, social, international and Italian car magazine, web. Results: absolutely positive both inside and outside the company that owned Lamborghini, VW Audi Group. An event that celebrated the anniversary at the highest levels for customers and the international media , and has motivated thr group across all business units, enhancing the team and the pride of belonging.

[ DATA SHEET ] Country: Italy Organiser: La Buccia Client: Lamborghini Date: May 11th-12th, 2013 Target: media, Lamborghini owners and employees Location: Sant’Agata Bolognese Budget: up € 1,000,000 to € 5,000,000

[celebration / festivity]

Club France - London Olympics Games Objective: to position Club France as an on-site ambassador for French sport whilst providing it with international media influence. Club France was also an opportunity for Cnosf’s partners to take advantage of a very visible marketing platform. Creative idea and description: Club France took over Old Billingsgate on the banks of the Thames - a unique location where all audiences could get together in a convivial and sporty atmosphere. The agency has provided comprehensive support for Foc for two years in the form of event space marketing, layout creation and production, content staging and coordination, managing various people flows and setting up public and Vip catering areas. When the Games were underway, there were two weeks of hectic action with press conferences, introductions to Olympic sports, meetings with athletes, coordinating partner stands, live event broadcasts or evening events to celebrate the victories. Staging and set design: in all, some 7,000 m² were used for this event! Public spaces included the hall with entertainment and medal ceremonies, the Olympic exhibition and catering areas, while other areas were available for private corporate hire for a day or an evening. Results: last summer, you couldn’t miss Club France! CF benefited from several hundred hours going out live and welcomed some 80,000 people, including

500 athletes and personalities from the world of sport, around 1,000 accredited journalists, a hundred artists and personalities from the world of politics.

[ DATA SHEET ] Country: France Organiser: Le Public Système Client: Cnosf (Club France) Date: July 27th, 2012 - August 13rd, 2012 Target: athletes, supporters, federations, partners and, for the ﬁrst time, the general public

Location: London / UK

[celebration / festivity]

Start operation of Bovanenkovskoye gas field Objective: to celebrate operation’s start at the greatest natural gas field at Yamal. Creative idea and description: construction of pavilions in the Arctic Circle. 3D-cinema construction in the Arctic Circle. 3D-film production and demonstration. Organization of the teleconference

with Russian President Vladimir Putin. Design and production of advertising and souvenir products of the highest level. Results: an unforgettable event for the employees and managers of Gazprom.

[ DATA SHEET ] Country: Russia Organiser: Maccom Client: Gazprom Dobycha Nadym Date: October 24th, 2012 Target: Gazprom employees and managers Location: Russian Federation, Yamal Budget: up € 1,000,000 to € 5,000,000

[celebration / festivity]

Bayer 150th Anniversary ‘We are Bayer’ Objective: how to celebrate an anniversary with 30,000 employees & their families in such a way that everybody feels involved. And create an event that not only delights the senses and delivers fun for the whole family but also enthuses employees about the history and the future of the company. Creative idea and description: the concept revolved around three simple words: ‘We are Bayer’. The event need to create a ‘we’ felling amongst all guests. Not in a passive way but by involving all 30,000 guests in the festive happenings. As actors, singers, dancers and so forth. 1,500 volunteers of Bayer’s established sports and cultural clubs helped entertaining their colleagues during the celebrations. From young gymnast to Bayer’s own philharmonic orchestra, they all wholeheartedly jumped on the opportunity to be part of the festivities. One of the early highlights of the program was the ﬁrst live performance of the especially compose Bayer song by the ten contest winners from all over the world. Just before the ﬁnale: a live concert of David Garret, his band and the Bayer Philharmonic, the 30,000 employees formed the Bayer logo using multicolored cardboard squares. Shaping the biggest Bayer company logo in history. Impressive does not cover it as a description. Results: direct feedback from guests just after the event and on Bayer’s Facebook page was impressive: ‘unforgettable’, ‘amazing’, ‘proud to be

part of Bayer’, etc. According to the senior management of Bayer, the event succeeded in strengthening the ‘We’ feeling within the company.

[ DATA SHEET ] Country: Germany Organiser: VOK DAMS Agency for Events & Live-Marketing Client: Bayer AG Date: June 29th, 2013 Target: 30,000 employees and their families Location: Leverkusen, Germany Budget: up € 1,000,000 to € 5,000,000

[celebration / festivity]

Turn on the Lights 2012 Objective: to create a spectacular kick off of the December season by organising a light festivity that attracts a broad audience and puts the Bijenkorf at the centre of attention. The Bijenkorf offers this event as a gift to the city of Amsterdam and the rest of Holland. Creative idea and description: turn on the Lights was organized for the 5th time. De past two years (inter)national street theatre groups have ﬁlled the show. This year a unique combination of two theatre groups, Close Acts from the Netherlands and Theater Tol from Belgium, was formed. Their performance on the Dam Square in Amsterdam was fairylike and led up to a spectacular chandelier of people including a violist on a bicycle, hanging in the air above the audience (Amsterdam, city of bicycles). Because the entire act took place in the air, the audience view was automatically pointed towards the Bijenkorf where an opera singer was revealed singing a beautiful classical piece. Her last notes were the starting signal for an impressive ﬁreworks show above the monumental building of the Bijenkorf. When the show ended 1 million moving led lights lighted up the building of the premium department store. This impressive image was live on tv, in all the Dutch newspapers and even achieved international exposure. Media Mix: more then 300,000 Bijenkorf Facebook members; more then 30,000 Bijenkorf twitter followers; 300,000 Bijenkorf Card members, reached via news letters and messages; advertisements in local magazines; Amsterdam City marketing reached out to their network; announcements during build up.

Staging and set design: the street was the stage. This powered the unexpected - not knowing what would happen and where. The Dam, the most beautiful and renowned square in Amsterdam, formed the décor for this event. The characteristic buildings, including the Royal Palace as eye catcher, all had a role during the show, as the shadows of the show lights beamed upon them. The final firework show lights on the building pointed the view towards de Bijenkorf making it clear to the audience who was sending the message. Results: the first hour after show, de Bijenkorf welcomed 7,000 shoppers as apposed to 2,000 on a normal Thursday evening. The show was broadcasted on UPC channel and debijenkorf.nl. Numerous photos and videos were posted on social networks. (inter) national newspapers placed photos and editorials of the event.

[ DATA SHEET ] Country: the Netherlands Organiser: Xsaga Client: De Bijenkorf Date: November 29th, 2012 Target: Primary: Amsterdam citizens, by-passers, tourists, de Bijenkorf clients and members Secundary: National audience through UPC channel and de Bijenkorf website Location: The Dam Square, Amsterdam - Facing to the Bijenkorf building Budget: up € 100,000 to € 200,000

[congress / conference]

One Young World 2012 Objective: to build upon OYW’s standing as premier global forum for youth activated leadership; to increase momentum and secure further participation; to gain further brand recognition and sustained commitment from World Leaders; to exceed client expectations from benchmark set in 2013; to increase delegate interest. Creative idea and description: OYW can be described as ‘like being submerged in an international melting pot of youthful inspiration’. Upon arrival in Pittsburgh, the 1,300 delegates were welcomed into Heinz Hall for the ﬂag-laying ceremony, set to music by the world-renowned Pittsburgh Symphony Orchestra. Flags from all 183 participating countries were represented and captured in an amazing group photo. Former US President Bill Clinton was the keynote speaker at the Opening Address. Within hours of arrival, the delegates met each other and their counsellors, shared a short boat ride to facilitate networking, and enjoyed the cultural backdrop of the city. Over the next four days, the delegates engaged in a series of breakout sessions, social events at Pittsburgh hot-spots and home dinners with local families to facilitate collaborative project work. At the Closing Ceremony, delegates tied ribbons, symbolic of their unity and hope for the future. Delegates then graduated to become One Young World Ambassadors. Media Mix: digital connectivity, combined with face-time with counsellors, and conference displays, effect a potent media mix. Staging and set design: the One Young World

staging is simple, effective and is developed to interpret the OYW identity in the most expressive way whilst working within guidelines. The main focus of the conference is to make this the most memorable experience for the young delegates. The agency invests heavily in city wayﬁnding and branding across all the delegate touch points so they are always completely informed. The ﬂag opening ceremony is a creative staging spectacle and by its nature is completely participative. Results: exceeded all expectations. The remarkable success added to the growing education movement that OYW has become. OYW has secured the 2013 event in Johannesburg with 7 other major cities pitching to be involved. However, the real results can be seen on the website www.oneyoungworld.com.

[ DATA SHEET ] Country: UK Organiser: BrandFuel Ltd Client: Havas Date: October 18th - 22nd, 2012 Target: 1,300 global delegates under 25 Location: Pittsburgh, Usa Budget: up € 1,000,000 to € 5,000,000

[congress / conference]

2013 Rotary International Convention Objective: to inform and engage Rotarians, to provide access to RI projects, encourage continued service, inspire by the example of international speakers, and celebrate achievements with famous artists, offering an overall unique experience to rotarians. Creative idea and description: inspired by the convention’s theme ‘Lisbon, a Harbour for Peace’ and the RI President’s theme ‘Peace through Service’, the goal was to materialize and communicate both in the stage design. The challenge was to accommodate and manage, during 4 days, a multifunctional 1,300m2 stage, with demanding technical requirements for about 600 people speaking and performing on stage. The stage served 3 plenary sessions, with more than 30 speakers’ interventions, including a Nobel Peace Prize Laureate, and several group recognitions of more than 200 rotarians. The opening ceremony had its most memorable moment during the ﬂag ceremony. 181 ﬂags were presented on stage and raised, creating a powerful and emotional moment. Similarly, the closing ceremony, full of institutional moments, ended with a remarkable, ‘Concert For Peace’. Specially created for this convention, the concert included 4 leading artists, a 50-piece orchestra, and a 40-person choir all performing together in a unique show. Staging and set design: large projection screens

became dynamic scenic elements. An institutional curved screen was lift for entertainment, unveiling a whole new stage and rear waved screen. A real olive tree (symbol of Peace) was planted on stage. The stage, one of the largest ever built in this venue, 1,300m2, was ramped and shaped as a dune by the sea. On both sides, lycras shaped as sails reinforced the convention’s logo. Results: nearly 20,000 rotarians attended and claimed this convention as the best ever produced. The dynamics of plenary sessions, opening and closing ceremonies, unique moments, its innovative stage and overall operational implementation resulted in a memorable participants’ journey.

[ DATA SHEET ] Country: Portugal Organiser: Desaﬁo Global Ativism Client: Rotary International and Freeman Audio Visual Solutions, Inc., Usa

Date: June 23rd-26th, 2013 Target: rotarians from 181 countries Location: Lisbon, Portugal

[congress / conference]

Cisco Live! 2013 Objective: to create a consistent world-class event experience for Cisco Drive Customer and Partner Loyalty; to position Cisco Live as a brand in the market in all its components; to position Cisco Live as a strategic platform for advancing Cisco’s key initiatives. Creative idea and description: Cisco Live! 2013 is a technological education event. It delivers thought leadership content through a number of event characteristics: Keynotes offered delegates presentations new ideas and innovative thinking. The World of Solutions had over 150 exhibitors and offered delegates a chance to network and experience the latest technologies. The ‘Meet the Engineer’ program offered delegates the chance to ask Cisco professionals questions one on one. 99% of delegates said the meetings answered their questions. Social media played a key part in creating a sense of community. A year round Twitter account engaged with delegates and as a result a 60% return on attendees from last year was achieved. Cisco 365 the online community allowed live online streaming for members around the world to engage in training, information updates, keynotes seminars and other sessions from the event. The event ﬁnished with a huge beach themed party event. Delegates scored the party 4.33 out of 5. Media Mix: the marketing strategy was multi-layered, from wide broadcast email blasts through to one to one marketing from account managers to individual customers. This was supplemented by comprehensive social media strategy and search engine marketing campaign

which resulted in a signiﬁcant number of registrations. Staging and set design: over 25,800sqm of drape was used - the size of two and a half football pitches - and over one mile of truss. The keynote featured a minimalist set to focus the audience on the speakers. The exhibition used vivid whites and blue to capture delegates attention. The closing beach party had the theme of ﬁve different beaches from around the world. Interesting use of set pieces such as a helter skelter and a sand volley ball court created a wonderful environment for delegates to relax. Results: 12% increase in attendance Y-O-Y, 7,000 attendees, 9,000 Twitter posts reached, 37.5 million twitter feeds, 4.5 out of 5 overall show rating, 311,000 clicks on mobile app, 99% said they would purchase a Cisco product as a result of attending, 99% said CiscoLive! was a good investment of their time.

[ DATA SHEET ] Country: UK Organiser: George P. Johnson Client: Cisco Date: January 29th - February 2nd, 2013 Target: CIO’s and IT professionals Location: London, Excel

[congress / conference]

Investment Aktuell 2013 ‘Change as a chance’ Objective: given to the current difﬁcult situation on the capital markets, Union Investment (UI) was particularly eager to thank the attendees for their loyalty while also infusing the event with impulses to create incentives to jointly master future challenges. Creative idea and description: the motto of the event was a natural ﬁt: ‘The Opportunities of Change’. The chosen event venue is the luxurious Gesellschaftshaus Palmengarten, which has been renovated many times, but has not been redesigned because the building is on the National Register of Historical Places. In this environment, which tends to focus on the past, the goal was for participants to experience that everything always moves forward. During the gala evening we took advantage of something people are extremely familiar with - a natural instinct - the one that encourages us to look out of windows. It allows us to think unfettered thoughts, to take imaginary journeys thanks to the images we see while also turning inside in deep contemplation. When the guests entered the room, they appeared to see the Palmengarten as they had during the day. However, this perspective changed promptly. A magician welcomed his audience with a trick; his blue balloon disappeared from the room. It moved outside - in front of the windows. Suddenly Vienna, the classic metropolis, appeared, an unusual quartet played Mozart in the same enchanting manner as the world outside presented its images… Gigantic projections were

displayed across the entire window façade of the hall to give the audience a view of the world going through constant changes. Impressions altered at high speeds. At one moment ‘A Little Night Music’ sounded just like in a Vienna Salon and next it turned into a country western parody only to ﬁnish with Andalusian ﬂamenco attitudes. Things kept changing, moving and regrouping. In the end, the magician pulled the blue balloon back into the room. The guests sensed that change does not have to cause fear or translate into hurdles. Those who are willing to embrace movement and new opportunities will travel into the future on the wings of optimism and creativity. It was evident that Union Investment is focused on the ever-changing world and therefore ready to identify new opportunities and to be a partner its guests can rely on.

[ DATA SHEET ] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung mbH Client: Union Asset Management Holding AG Date: April 18th, 2013 Target: the management boards of the key partner banks, their companions and honorary guests

Location: Gesellschaftshaus Palmengarten, Frankfurt am Main

[congress / conference]

PT Technology and Innovation Conference Objective: to bring 1 trillion dollars to Portugal to meet Portugal Telecom´s leadership team and strategy; to showcase PT innovation roadmap; to allow Portuguese innovative companies to have access to foreign investment. Creative idea and description: built on Live demos of Portugal Telecom’s most innovative solutions - Portugal Telecom views technology as a means to an end. The ultimate goal of PT’s innovation strategy is to create services which improve people’s lives and increase the efﬁciency and productivity of businesses. The Smart City concept presented at the Conference aimed to showcase some of the most innovative solutions PT has developed for each area of our everyday lives, from the foundations which enable all of these services (Infrastructure) to leading-edge solutions in ﬁve different offering clusters (Home and Personal, Education, Health, Business and Public Services). This event besides the SmartCity concept included presentations by PT’s leadership team and by a number of leading-edge Portuguese technological partners. Media Mix: the communication plan considered three main moments: Save the Date three months before the event; individual talks between PT’s Ceo and pre-selected press (national and international) before the event, to preview it; communication during the event (press conferences, planned visits

to demonstration areas, individual interviews to PT’s Ceo and press kits distribution). This ambitious communication plan lead to 374 references in the national and international press. Staging and set design: stage 12m x 5m x 0.80m. Screen-printed background with a front projection screen 2m over the full width of the stage. Scenarios with virtual image of the event used for opening windows (presentations + live feed). Results: Portugal Telecom was able to achieve the goals of concentrating in Lisbon investors holding more than 1 trillion dollars, almost 80 market participants and reached an impressive number of visitors: 5,200.

[ DATA SHEET ] Country: Portugal Organiser: Portugal Telecom Client: Portugal Telecom Date: October 29th - 30th, 2012 Target: investors, markets, worlwide journalists, PT´s employees and general public Location: Lisbon Budget: up € 500,000 to € 1,000,000

[congress / conference]

Allergan Sales Conference 2013 Objective: to review the performance of the business, publicise the plans for the company and the new products that will be launched, deliver extensive training, motivate, inspire and engage the sales force, encourage staff loyalty and reward high achievers from 2012. Creative idea and description: with this being the third year the conference was held in Tenerife, Universal WorldEvents was tasked not only with ensuring that Allergan maximized their commercial return from the conference, but also with making the destination feel different to the previous two years. Managing this number of delegates over this time period is always a challenge, with a major plenary session, 110 breakouts, four separate team building exercises, four awards dinners, several other themed dinners and the President’s Awards Dinner with gala party to close the week, but just to add further to the brief it was agreed to introduce a major Csr activity. From a strategic point of view, Universal WorldEvents consulted Allergan Senior Management and key stakeholders across all business units to fully understand the strategic issues and Business Unit objectives, as well as the speciﬁc messages that Allergan wanted to convey. Media Mix: an event website has been created to facilitate registration and delegate communications, all of which were fully translated into seven languages. Simultaneous translation was also provided at each plenary, in addition to multilingual stafﬁng across all the hotels. An event app was also developed to allow delegates to access key information and logistical details

using their iPads and eliminating, where possible, the need for printed materials. Staging and set design: each day required numerous country plenary and breakout sessions within each of the four Business Unit hotels, often requiring up to 38 separate spaces in each hotel, all of which were managed by Universal WorldEvents. The creative input deﬁnitely raised the bar. It had everything from exploding images that peppered the additional suspended cubes that were used as part of the set design through to amazing UV dancers at the gala dinner. Results: statistics gathered post-event highlighted the value of the event and showed it had improved on the previous year. The event was very well received and both client and attendee feedback show that all objectives were successfully achieved. We’ve already been reappointed to deliver the event in 2014.

[ DATA SHEET ] Country: Uk Organiser: Universal WorldEvents Client: Allergan Date: January 7th-12th, 2013 Target: internal audience of 1,200 people Location: Tenerife Budget: up € 1,000,000 to € 5,000,000

[congress / conference]

Nederland innoveert 2013 Objective: to join forces of public and private partners in addressing the pressing shortage of engineers in the Netherlands by putting technical professions in a positive spotlight. NLi inspires and encourages (future) engineers, with passionate stories from the people behind ground-breaking Dutch innovations. Creative idea and description: engineers from different companies present their own coolest projects in premium stands in the dome: working models of a rollercoaster ride, 3D printers, electric go carts etc. They offer visitors a realistic view on opportunities, challenges and social relevance that their technical ‘dream job’ has to offer. On stage keynotes present creative ideas that may change the way the world moves and thinks. Afterwards they are present ‘At the table with‘ visitors for a more intimate Q&A session. The distinct venue and decoration give a cool technical atmosphere. A spaceflight competition provides extra attention towards and at the event. 4 finalists chosen from on site video motivations win a flight simulator training. One will go into space with Space XC. At NLi visitors can familiarize themselves with technical career opportunities and see how they can fulfill their dream. Media Mix: Discovery Channel exclusively aired several Tv-ads. Print, direct mail, partner media and our spaceflight competition were used to target and enthuse participating companies and technical students/professionals. Online channels such as blogs,

website(s) and social media were used leading up to and during the event. Other relevant media: press agencies, specialized media, daily newspapers, news websites and radio appearances. To extend the effect, we made our own magazine Ivo in print and digital. Staging and set design: pavilions were situated within the rings in the dome of the Evoluon, used to create space for interaction with one another and to view innovative showcases. The plenary and exhibition area were designed and decorated in the look & feel of the matching technical theme: aerospace engineering. The stage had a neutral decor in order to focus on the innovations. A huge logo indicated the speakers´ position. Background banners hung on both sides of the stage containing logo’s of partners. Results: 68% of visitors got a more positive opinion about a technical career 68% of visitors would rather visit NLi than comparable technical or career event 1,800 entries, 1,000 selected tech visitors 25 speakers, 25 company stands, visitors from all regions, 563 tweets, 611 followers, 4 spaceﬂight ﬁnalists.

[ DATA SHEET ] Country: The Netherlands Organiser: Winkelman Van Hessen Client: Trius Date: February 1st and 2nd, 2013 Target: 1,000 selected visitors Location: Evoluon, Eindhoven, The Netherlands Budget: up € 300,000 to € 400,000

[cultural event]

The Adventure of Innovation Objective: the event was framed within the concept of ‘Cultural Engineering’ developed by ACCIONA Producciones y Diseño,which consists of placing value on cultural heritage of a singular place using the most advanced technology, within a concept of viability and sustainable development. Creative idea and description: the façade of the City Hall was converted into a window opened to its history and Christmas traditions. Titled The Adventure of Innovation, the show is dedicated to the talent and innovation that have been a part of the city for centuries and the door to a future in evolution making people’s lives easier. The story traces a visual map that brings together fields such as astronomy, navigation and technology… and that converges in a digital world where all is connected. A section dedicated to Christmas, which includes the simulation of a snowfall in the square and high-impact visual effects, are a crowning finish to the event. Thanks to the technique of mapping and resources such as artificial snow, a sensory show was created that was seen by 700,000 people during 26 days. Undertaken for a second consecutive year, ACCIONA Producciones y Diseño, introduced an important novelty: to make a carbon neutral event, so that all of the emissions associated with the event were

offset with clean energy projects. Media Mix: regional and national media. Live broadcast from TVs and radios. 766,000 tweets for #mappingsevilla in Twitter. 53,780 people have seen the publications in Facebook about the show. 80,000 people have seen the video on YouTube and Vimeo. Staging and set design: the audiovisual production integrating effects in 4D, a careful script and soundtrack created ex profeso, as well as the artiﬁcial snow place the proper value on the history and culture of the city. Mapping is usually used on ﬂat façades or with few adornments. However, through the warping technique, which adjusts the projection to the surface like a skin, it was able to face the challenge of creating a story and stage relying on the façade of the City Hall, with an irregular stone surface. Results: live audience of 700,000 people; 766,000 tweets with the hashtag #mappingsevilla; 80,000 visits to the videos on the Internet (the spread of these videos has reached 100 countries in total).

[ DATA SHEET ] Country: Spain Organiser: ACCIONA Producciones y Diseño, S.A. Client: Ayuntamiento de Sevilla and Movistar Date: December 11th, 2012 - January 5th, 2013 Target: all publics (citizens, pilgrims and tourists) Location: Seville, Spain Budget: up € 200,000 to € 300,000

[cultural event]

Creative Gallery by Windows 8 Objective: Windows 8 was a major launch for Microsoft and it chose Paris to embody and promote the creative features of its new OS. The aim was to incite media interest whilst playing with creative codes of practice and by moving into a new editorial area: lifestyle journalists and peer influencers. Creative idea and description: the agency’s response: Creative Gallery by Windows 8 at the Palais de Tokyo. Around forty talented individuals were selected; the agency arranged for them to attend a one-week artists’ residency where they were briefed by Microsoft’s marketing and development teams. The artists then had two weeks to create works from or inspired by W8. The result was 37 works exhibited at the Palais de Tokyo, the temple of contemporary art in Paris! The evening inauguration event and the press conference brought together 1000 influencers, 200 journalists and an unprecedented C2C concert! The next day, a second evening event was dedicated to the Microsoft business ecosystem and then to finish, the exhibition was opened to the public. All the traditional structures of an exhibition were used: curating and the artists’ residency, preview, press conference, web exposure, media coverage of the event and an even an exhibition poster. Staging and set design: the agency recreated an exhibition gallery of around 800 m² at the Palais

de Tokyo in a record time of seven weeks. Modern techniques and know-how provided the driving force to reveal the creative world of the brand. Results: more than 800 media hits (press, blogs, Tv), in the high-tech category, but also in the editorial area they were seeking (lifestyle). Exhibition visited by 5,000 members of the public. A success praised by Microsoft’s management, who were able to position the brand in a new territory of expression.

[ DATA SHEET ] Country: France Organiser: Le Public Système Client: Microsoft Date: October 25th, 2012 Target: peer inﬂuencers and lifestyle journalists Location: Palais de Tokyo

[cultural event]

Opening Rijksmuseum Objective: to communicate that the Rijksmuseum is reopened and accessible for visitors. Creative idea and description: Xsaga presented a 325m catwalk with orange carpet. By building this catwalk, the aim was to literally put the whole museum on a stage (not just its work) and to roll out the carpet for the audience to let them know, they are welcome. 500 VIP guests arrived at a catwalk that led them to the entrance of the museum. The program inside started when the Queen arrived, with a performance from the Dutch Brass Ensemble, a laser projection by Christian Borstlap, a speech from the director of the museum, a performance by jazz trumpeter Eric Vloeimans and a poem by Remco Campert. The program outside started with 13 fanfares, representing each province in Holland and the Antilles that played on the catwalk and formed an honorable path for the Queen when she arrived. After the Queen turned the golden key, especially designed by Studio Job, a breath-taking day ﬁrework show started. One that has never been seen in Europe before! Media Mix: the opening had been announced throughout Holland for weeks. The campaign was well executed by the people of the museum, so curiosity and sensation were dominating the country. A Dutch public broadcaster made a documentary series about the museum that led up to the opening. The NOS and Avro reported live. The building and catwalk with orange carpet dominated the Dutch media in the days after. The ﬁrework show was visible outside, so many photos and tweets were published

through social media. Staging and set design: the space around the building and the building itself formed the stage and for this event - a real eye catcher. Xsaga attempted to put the whole museum on the stage. The long catwalk with orange carpet that led the ﬁrst visitors to the entrance was meant to give each person a sense of importance. The fanfares that formed a path next to the catwalk also gave a royal look and feel. Every aspect of the set design was well thought out in order to create one image that would mark this day in history. Results: 20,000 visitors that day, 33,500 visitors that weekend, 1,15 million Tv viewers watched the live broadcast that day. The presence of the Queen, the mayor and many international guests attracted the attention of (inter) national newspapers and Tv programs. The opening was trending topic on Internet.

[ DATA SHEET ] Country: the Netherlands Organiser: Xsaga in close collaboration with the people of the Rijksmuseum Client: The Rijksmuseum Date: April 13th, 2013 Target: the entire Dutch population, the world, 500 Vip guests, The Queen, Rijksmuseum staff, tourists and Amsterdam citizens. Location: Rijksmuseum Amsterdam Budget: up € 500,000 to € 1,000,000

[educational / training event]

The all new Volvo Range Objective: to motivate, inspire and educate the Volvo Trucks’ sales crew in the complete new outstanding range; to kick-start the selling process once the participants return home. Creative idea and description: as Volvo Trucks introduced a complete product range, the creative idea was to use ‘the complete family’ as a metaphor and a red thread. The training event kicked off with a welcome dinner, including an inspiring show and product reveal. During the next two days, the participants explored the new trucks in different stations. To highlight the personality of each truck, address various customer needs and keep up the participants’ attention, the trucks were experienced at three different locations with different set-ups and learning approaches. In order to increase engagement, the participants were divided into teams and competed in an overall contest. In every station, there were competitive elements where the teams could earn ‘Volvo money’. The amount of money they received was directly linked to how well they succeeded. The winning teams were crowned in a ﬁnal contest. Media Mix: to maintain a high level of attention, a carefully planned mix of both digital and analogue media was used: ﬁlms, theory sessions, interactive quizes and knowledge games, physical puzzles, detective game (answering questions by looking for clues in a physical environment), multi-touch screens, iPads with QR-codes, driving in different test-tracks, walkarounds, workshops

in teams and 3D-driving simulators. Staging and set design: for the construction truck, a temporary exhibition was built in a real quarry. For the city trucks, customer environments (a brewery, a warehouse and a city environment) were created. For the regional haul truck, the settings highlighted typical applications. By using various and relevant contexts, the communication became more tangible, allowing the participants to easily grasp the facts and avoid information overload. Results: 3,500 Volvo Trucks’ sales representatives from all over Europe attended the training event during a 4 month period. The evaluation showed that the participants felt inspired and eager to start selling the new trucks and the event received the highest score in the entire history of Volvo Trucks.

[ DATA SHEET ] Country: Sweden Organiser: A+A Communication AB Client: Volvo Trucks Corporation Date: May - August 2013 Target: 3,500 employees (sales crew) from all over Europe Location: 4 different locations in Gothenburg

[educational / training event]

New Holland Training Camp 2013 Objective: to create an unprecedented training experience in Spain where New Holland could show its didactic and impressive machines. Creative idea and description: the agency proposed a training for a period of 2 months, in which each market participated for 3 full days. An innovative and Ad-hoc training adapting to the needs of each market in which the creative concept was linked to Passion, Art, and Training. La Finca Fuente Rey located in the south of Europe welcomed more than 1,700 participants providing a unique and natural l earning environment. The agency designs an event where 14 workshops offered theory and practice coupled with new technologies. The participants were provided with a mini iPad to interact directly with the brand, follow the workshop contents and acquire knowledge of each product, rewarding the massive participation of the participants. The Training was started with an amazing opening produced and created just for the New Holland Training Camp 2013 where Flamenco Dancers, Horses and NH products merged to create a dynamic and harmonious choreography. Also the participants have been surprised with: Dinner on the beach, sand logo sculpture, etc. Media Mix: social media (Twitter, YouTube, Instagram & Facebook), e-mails, printed and electronic invitations, Microside 2.0, online registration; over 20 videos were produced and edited, to be sent to each EU market; pick up service around the airports and Andalucia cities; over 1,700 people attended the event occurred buzz marketing; as an

example the German market ‘This has been the best training event of New Holland, so far’; presence of national and international communication media. Staging and set design: bullring starred scene. A big screen of 8x4m with truss through a rigging system was the main entrance to the product presentation. Race, Brand&Product were represented using a large lighting and sound design as communication tools. Training Areas: equipped with a corporatized elements and QR code, plasmas and bleachers. Chill-out Areas: for coffee breaks and rest. Restoration Areas where participants tasted a spectacular local catering while enjoying an exciting live and direct rociero choir show. Results: high level of satisfaction, results measured through a tabulated evaluation; more than 1700 people registered for the event, 20% more than expected; excellent feedback with the customer and the brand; creating more than 200 direct jobs; event considering the sustainability and Csr.

[ DATA SHEET ] Country: Spain Organiser: Organización de Eventos Staff,S.L. Client: Fiat Group Industrial, New Holland Agriculture Brand Date: from May 4th to July 4th, 2013 Target: distribution network, salesmen and customers from EU Location: Jerez de la Frontera (Cádiz-Spain) Budget: up € 1,000,000 to € 5,000,000

[educational / training event]

Volkswagen Product Experience 2012 Objective: the sales training for the new Golf 7 should create intense moments in a very short time. In an innovative way the new features of the Golf were to be made experienceable - and that within a spectacular event-setting that measures up to the car. Creative idea and description: in order to impress vendors from all over the world, something truly spectacular must be presented. Therefore the sales training for the launch of the new Golf had to be something special. Something big. An event with 14,000 Volkswagen staff, in a setting that - like the car - stands for design, significance and perspective - the futuristic Expo grounds in Zaragoza, Spain. Every day around 400 guests experienced a 24-hour training packed full of thrilling moments. A spectacular opening and engaging workshops made the new features of the Golf experienceable. For example the behavior of a Mimosa plant showed how the new proactive passenger-protection-system functions. For the evening event the ‘Torre del Agua’ was woken from its beautysleep. Like the Golf, the ‘Watertower’ also became a design-icon filled with new life. The breathtaking, infotainment filled finale, set the Golf in scene one last time and provided an emotional high. Results: within the setting of the futuristic Expo grounds in Zaragoza, 14,000 Volkswagen employees participated in a thrilling training event full of special

moments. An impressive opening and hands-on workshops made the new Golf experienceable and resulted in measurable training-success.

[ DATA SHEET ] Country: Germany Organiser: ZIBERT + FRIENDS GmbH Client: Volkswagen AG Date: October / November 2012 Target: sales staff Location: Spain, Zaragoza Budget: more than € 5,000,000 high budget

[hybrid event]

Cisco Global Sales Experience (GSX) 2012 Objective: to arm Cisco’s Global sales force with strategies for meeting the years goals and sales objectives; to recognize and reward individuals for their performance during the year; to motivate them to achieve beyond even their own expectations. Creative idea and description: a unique global hybrid event platform was created that combined the reach, measurability and interactive possibility of a virtual online environment with physical face-to-face gatherings. Video and interactive content, sales and interactive content, sales tools and gamiﬁcation tactics and a newly created mobile app were deployed to address the challenges a globally distributed event such as GSX faces in tapping into audience emotion and engaging attendees, regardless of how they are and experience the event. Media Mix: attendees for GSX were recruited internally within Cisco through e-mail blasts and internal announcements. Staging and set design: event studios were created across the globe to broadcast the event from. These included key Cisco branding and messaging to engage the viewers as well as the cameras offering up close emotional responses to award winners collecting awards on stage. Results: 20,000 attendees, 88 locations, 350+ Cisco conference viewing room locations, 45 countries, 20 timezones, 50 continuous event hours, 243K

achievements awarded, 25K connections made, 28K GSX perspectives videos views, 85% if audience active in digital event experience, satisfaction scores up 6% on 2011. The attendee comments speak for themselves: “Most employee-aware event in the world! I’ve never felt more connected from home”, “This session makes me want to stand up and cheer, and I’m watching remotely. Excellent”, “FY13 GSX is topping last years event. The energy, enthusiasm and engagement is outstanding. It feels like I am in the room. Thanks”.

[ DATA SHEET ] Country: UK Organiser: George P. Johnson Client: Cisco Date: August 13th-31th, 2013 Target: Cisco’s Global sales force Location: 85 locations worldwide

[hybrid event]

Kongsberg Your Extreme Objective: to raise Kongsberg´s scores in student desirability ratings, and strengthen Kongsberg as a preferred employer alternative among students at Norway’s leading University of Science and Technology. Creative idea and description: Your Extreme is crafted by Gyro from Kongsberg’s brand statement ‘Extreme performance for extreme conditions’. The question ‘What’s your extreme?’ was posed to students in the online concept competition in which teams would posit an extreme scenario of their choice and then give conceptual outlines for a solution, all in 48 hours. The three-stages event comprised: action marketing and open motivational seminar on campus; launch of Your Extreme digital site and execution of online competition, and jury evaluation and award-gala. The students worked on their chosen scenarios and uploaded proposals to the Your Extreme interactive competition platform. The seminar offered cutting edge lectures by Kongsberg top experts and presentation of the competition. Thereafter the winning team was announced at an award-gala with more than 500 students present. Also 120 top-level managers of Kongsberg took part, making the award-gala a rewarding meeting place for both students and the executives. Media Mix: the campaign centered around the website www.yourextreme.no; Instagram feeds and blogs / forums, facebook integration with voting amongst students and ‘likes’; students media adv; cinema theaters adv in the run-up to the launch day; on campus action marketing; open seminar and exhibition on campus, Kongsberg proﬁled

as innovative in employer branding in national newscast with coverage from Your Extreme launch event. Staging and set design: giant 3D letters spelling ‘yourextreme.no’ on main campus; ‘Dorm room’ sets frozen over and covered in ice and snow executed by professional cinema set decorators, built in the main walkway arcade through campus; convention-style product exhibitions around the main auditorium where the seminar was held; full concert rig inside Trondheim largest hotel conference hall where the giant letters also appeared. Results: Kongsberg moved from 11th place to 3rd place in a national survey amongst students rating the most attractive potential employers; large number of student participation in competition and at award gala; project is expanding and establishing ‘Your Extreme’ as one of Kongsberg’s key PR sub-brands.

[ DATA SHEET ] Country: Norway Organiser: Gyro AS Client: Kongsberg Group Asa Date: November 8th-16th, 2012: promotion activities, seminar and launch; January 17th, 2013: award-gala

Target: students of science and technology Location: the university of science and technology and Clarion Hotel & Congress Trondheim, Norway

[incentive / team building]

Creative FilmBuilding / CorSo Story Objective: to create efficient team from existing employees of different departments. The task of the agency was to get members acquainted, create positive atmosphere, apply company goals and strategies to enable company maximize use of all members’ resources to meet their objectives and add value to company. Creative idea and description: the agency prepared FilmBuilding, creative teambuilding event, producing the first episode of original team series. FilmBuilding shooting took place in usually inaccessible studios, where famous Slovak Tv series are shot. The familiarity of scenes has helped with creation of relaxed atmosphere, which accommodated the process of getting to know each other. Every character equally contributed to the story. Every scene communicated specific team goal and company strategy. There was only one linking motive between them, which was revealed during final scene and all of a sudden all scenes started to make sense. The other peculiarity of the event was the fact that it was recorded using single track method, which was expressing need for all to work at the same time on given tasks and putting all their work together, they will be able to see ‘bigger picture’. FilmBuilding peaked in viewing of making-of film and 15 minutes long movie pre premiere, which took place almost immediately after shooting.

Media Mix: the video was produced only for internal company communication and network. Results: the CorSo Story was the ﬁrst task team accomplished. For the ﬁrst time they experienced working together towards common goal. Video was the most viewed one on internal company network. FilmBuilding raised genuine positive emotion amongst employees and introduced company goals in an unusual way.

[ DATA SHEET ] Country: Slovakia Organiser: Creative Pro, s.r.o. Client: Swiss Re Europe S.A., Slovakia Date: November 22nd, 2012 Target: employees Location: Media Pro Entertainment Slovakia Film Studios in Bratislava

Budget: less than € 50,000 Low Budget

[internal company event / convention]

R/Evolution - Renault Trucks Objective: to launch the Renault Trucks R/Evolution; to unveil and highlight the new design of the entire Renault Trucks range; to create a new relationship between Renault Trucks and its clients, partners and employees. Creative idea and description: ﬁve experiences with a common creative link: ‘monumental’ to serve and be in phase with the new stakes and ambitions of the brand. Monumental scenography, monumental image programmes, monumental choice and number of artists, monumental speaker interventions, monumental celebrations… Power and strength to honour a brand that since 1984 has always risen to the challenge. A production that makes the client, the partner and the collaborator the new hero of this new challenge. Outside Village: a welcome area, opposite the Eurexpo entrance, that is the concrete translation of the R/Evolution spirit. Creation of a new front (15m high and 120m long) entirely made of branded containers. Staging and Set design: The show area: 3 central stages built like 3 diamonds, one of which is used for

the delivery reveal: the diamond facets are removed by a 20-dancer choreography; above the 80 m stage, 8 projection cubes; two 2,600 pax terrace areas face to face; above the 2 terraces, 2 x 80 m long screens; in addition to the image programme and the stage interventions, a production with one entrance into the choreographed hall. Results: a rebirth with true adoption by the brand collaborators, a new positioning for the Volvo AB group, perceived by clients as a key player in the transport sector.

[ DATA SHEET ] Country: France Organiser: \Auditoire France Date: May 21st-23rd/June 12th, 2013 Target: vip launch (300 pax), client and partners launch (5,000 pax), collaborator and network launch (5,000 pax)

Location: Lyon, France; May event: design hall Renault Trucks HQ in Saint-Priest; June event: Eurexpo

[internal company event / convention]

MSD Campus Objective: to federate and to motivate teams about a new corporate vision resulting from a merger that happened during a harsh social and economic background. Main goal was to embody this new entity to attract the business, increase the global feeling of belonging to the new company. Creative idea and description: creation of a new corporate ‘community’, highlighted by the crowning achievement of the Social Network called ‘Campus MSD’. This concept has allowed to follow numerous ideas and itemizations, before and during the event, privatizing the whole place and having access to all commodities and cottages. Center Parcs have been redesigned with codes and colors from American students’ campuses implementing all their features. Great amphitheater (opening and closing plenary sessions): an innovative and impactful scenography with a central stage and tiers by three different sides, the event was animated by a journalist and live music was played by an orchestra. Integration party: White Beach Party with Gipsy Kings music band live concert, we provided sky lanterns to participants for a magic moment. Gala ball with live concert. Parties inspired by Sororities and Fraternities associations. Workshops, sport, artistic activities. And we faced time constraint. Media Mix: a social network called ‘MSD campus’, close to Facebook usage, was set up for this event, with close cooperation of several participants to provide activity to this network. An online communication mix was implemented through an information website and a subscription platform,

but also an important offline communication process onsite. Staging and set design: sports hall in Great Amphitheater with a capacity of 1,300 places has been customized, a ingenious scenography developed: stage as a Tv set with a catwalk of 70 sqm and tiers by three sides of hall (around the stage). Total capacity: 1,050 sqm. Creation of a scenario for each plenary session.2 large screens of 42 sqm each in multi-window broadcasting, overall scenography, linked with sounds and movements.-Other side of sports hall entirely customized and decorated for gall ball dancefloor. Results: satisfaction rate for the event: 88%, organization: 85%, scenography and contents: 86%, warm acknowledgment from the chief executive officer of MSD France and a standing ovation from all the participants in a plenary session.

[ DATA SHEET ] Country: : France Organiser: CWT Meetings & Events France Client: MSD France Date: September 10th - 14th, 2012 Target: 1,300 internal employees from France, French Territories and departments abroad

Location: Center Parcs Chamouille France Budget: up € 1,000,000 to € 5,000,000

[internal company event / convention]

Grande Marcas/ Grandes Cidades/Grandes Clientes Objective: to make a high-impact presentation of the company’s brand strategies, surprising all those in attendance and fostering their involvement in, and commitment to, each brand’s strategy and goals. Creative Idea and description: taking the inspiration from the event’s name and brand image, ‘Top Brands/Top Cities/Top Clients’, it has been created a ‘city’ inside the Convento do Beato, where all the event content was screened. The city changed constantly throughout to suit each individual brand’s mood and the particular moment in the event programme. The event began with a dance performance. Interacting with the projection screen, the dancers ‘travelled’ to the event’s six featured cities. This was followed by a presentation of the various brand strategies, with images of the relevant ‘branded’ city serving as backdrop. Once this more formal part of the event had been concluded, the venue was completely transformed in time for dinner, the Route to Market Prize Ceremony and a performance by Marisa, a Portuguese singer who has earned international acclaim. Media Mix: invitations for the event were generated and sent by means of a digital platform, making it possible to personalize both the invitations and the check-in process on the day of the event. The event was widely publicised through the company’s in-house communications channels.

Staging and set design: semi-circular stage measuring 14m x 7m with a city made of a canvas and dividers as backdrop, creating a projection area of 24m x 8m. The seats were ‘dressed up’ with the various brand colours, giving the room a highly colourful appearance. Upon conclusion of the meeting, the room had to be transformed, in just one hour, to host the dinner, Prize Ceremony and Marisa’s concert. Results: the results could not have been better. The vast majority of the company’s staff considered the event to have been very good.

[ DATA SHEET ] Country: Portugal Organiser: Desaﬁo Global Ativism, S.A. Client: The Heineken Group in Portugal (SCC – Sociedade Central de Cervejas e Bebidas, S.A.) Date: May 3rd, 2013 Target: 550 people (staff, distributors and business partners) Location: Convento do Beato, Lisbon, Portugal Budget: up € 200,000 to € 330,000

[internal company event / convention]

Movida party Objective: 2012 was a pivotal year for Accor Group: a new strategy and organisation were put in place. Senior management must keep this momentum going. The challenge: To get group managers to sign up to the need for fundamental changes in order to remain the benchmark brand in the hotel sector. Creative idea and description: the agency devised an immersive Summer Academy around the concept ‘Movida, moving the line together’, in order to spread a positive, creative and sharing mindset, looking towards renewal and getting things moving! An exceptional three-day seminar mixing live and pre-recorded highlights: A ﬂash mob in Movida colours to set the tone of the seminar and a world breakfast where everyone could share their expertise in a colourful, convivial and informal setting. And ﬁnally, a unique evening event transforming the hotel into a Movida party. Staging and set design: the agency created an exceptional event space, combining business and

festivity and immersing participants in this unconventional world. Progressive stage design and interactive plenary sessions were set up in an open and creative atmosphere in order to paint a colourful and off-beat decor in the event’s colours. Results: momentum, movement, a mix of talents and the radiation of a positive and creative mindset provided the rhythm for these three unique days of seminars. The post event survey reveals the 88% of participants were satisﬁed with the organization and the content.

[ DATA SHEET ] Country: France Organiser: Le Public Système Client: Accor (hotel sector) Date: July 4th - 6th, 2012 Target: group managers Location: Barcelona / Spain

[internal company event / convention]

Nokia Vision & Strategy Roadshows Objective: to build an understanding and belief in Nokia’s strategy and leadership; to use the events to articulate Nokia’s vision and to reﬁne Nokia’s values; to create an inspiring experience to support staff retention goals. Creative idea and description: the roadshows involved a combination of hands-on experience of our existing product line-up and exclusive glimpses to our future products as well as inspiring, interactive vision and strategy sessions from Nokia’s business leaders. The presentation sessions included a keynote by a Nokia Leadership Team member, outlining the company’s renewed vision and values as well as interactive sessions with business leaders from all key strategic areas. These sessions also featured some of Nokia’s future, unannounced products. In an industry where rumours about the next big product are common, it was important to build an environment of mutual trust and to celebrate a beautiful product line-up in discretion. Media Mix: save the date email; bulletins at each site location close to the event date; posters at each site location; larger ofﬁces promoted the event on screens; online feedback survey aligned to company goals. Staging and set design: as with the audio, video and lights, the staging and set design had to be exlusively planned for each session to retain a Nokia

branded look and feel. This required an in-depth understanding of the requirements for different venues (restaurant, ofﬁce cafeteria, sport hall, auditorium, ballroom etc..). Obviously, the audience size had its effects, spanning from 100 all the way to nearly 2,000 participants. Here, too, the audience feedback was excellent. Results: employee engagement trending up in last 7 surveys; 87% say it increased belief in the company; 81% say it increased trust in leadership; 79% rated event logistics good or excellent; Anecdote: ‘I have received rave reviews from my team. We should bottle some of the magic!’ Victoria Coleman.

[ DATA SHEET ] Country: Uk Organiser: Nokia Client: Nokia Date: November 2012 - May 2013 Target: 8,000 team members, Nokia’s business leaders, general public

Location: 15 key Nokia sites: Tampere, Paddington, Chicago, Dubai, Beijing, Berlin, Bristol, San Diego, Sunnyvale, Boston, Bangalore, Oulu, Espoo, Chennai, Salo Budget: up € 500,000 to € 1,000,000

[internal company event / convention]

Audi TE Family Day 2012 Objective: to give all employees of Audi AG’s Technology Development department and up to six members of their families an unforgettable day at their two respective locations. In addition to reinforcing the sense of community and having fun, the aim was to have employees actively participate in planning the day. Creative idea and description: idea employees of the Technical Development department design their event. The agency and the core Orga team of Audi TE provided the framework, the 12 departments determined the content! The work areas in the Technical Development department are so complex that a layperson would not be able to adequately prepare the content for the target group - in this case, children, grandmas/grandpas, etc. Thus the idea encompasses the opportunity to generate truly innovative, original interactions and to plan an event that is 100% relevant to the company. Implementation And the idea becomes reality: 31,000 visitors enjoyed a very special TE Family Day at the two locations - a day which was 100% ‘user-generated’. A total of over 500 (inter)actions, including a spectacular light and music production in the ‘Ice Room’ and live ski jumping performances in the ‘Wind Tunnel’, paired with a corresponding stage program and many live shows from among the company’s own ranks, made for a unique event. Media Mix: the various media elements of live communication were fully utilized. The media linking of the two locations by means of live broadcast was

an important component of the event. The social media, such as the Audi Intranet ‘mynet’, also played an important role as a central communication platform. There were many interactions on the event day itself, which in turn corresponded with social media. Staging and set design: the entire technical development area at both locations was turned into a giant exhibition area with a stage, interactions and food stands for Family Day. Complex participant management was needed in order to make this possible and to make a ‘high security area’ accessible to over 31,000 visitors. To this end, all regular Audi employee ID badges were temporarily deactivated and every accredited guest received his or her personalized admission ticket in advance. Results: the quantity and intensity of the feedback proves that both the idea as well as its implementation were a success. Almost all participants expressed their enthusiasm about the TE Family Day in letters or verbally.

[ DATA SHEET ] Country: Germany Organiser: Pure Perfection GmbH Client: AUDI AG Date: July 21st, 2012 Target: employees of Audi AG’s Technology Development department

Location: ‘Technical Development’ division in Ingolstadt and Neckarsulm Budget: up € 1,000,000 to € 5,000,000

[internal company event / convention]

Operational Excellence Objective: to transmit the idea that by bringing together the correct pieces, operational excellence is achieved; to inform and motivate through innovation and sustainability; to reduce physical elements on stage, making the most of resources. Creative idea and description: a company must allow the people that make it up to break the links with the past in order to create new business models and evolve. An opportunity to challenge the present and innovate for the future. Everything ﬁts and forms part of something big and new; every piece is a person and part of the business, different operations that form a larger company. Media Mix: the event also made use of an integrated web-based application process and virtual ofﬁce.

Attendees could register online, ﬁnd location information, post questions to be answered in the event itself, program reminders via e-mail and sms etc. After the event, the application allowed attendees to view the entire video, and also complete a satisfaction questionnaire. Simple and organized checking of attendees and attendance numbers, and incident management. Staging and set design: the stage design was a composition of various pieces inspired by the company image and Tangram, in which everything ﬁts together and makes sense. Immersive virtual scenarios demonstrating how simplicity and technology can help achieve unity, transformation and evolution. Results: using new means of communication: the technological market Cost-saving Greater range of reach and involvement Attracting the attention of the marketing network by using innovative stage and video techniques. Very positive satisfaction questionnaire, with better results than in previous years.

[ DATA SHEET ] Country: Spain Organiser: SCP Client: Repsol Date: March 24th, 2012 Target: Repsol’s directors and employees Location: Madrid Budget: up € 500,000 to € 1,000,000

[internal company event / convention]

Danone Baby Talk Live 2013 Objective: to help employees to: stay focused; to increase the support to other functions within the business; to understand the impact of self-actions on reputation and uphold the company reputation, to help employees talk with conviction about the brands & keep high customer satisfaction; to make new connections within the company. Creative idea and description: a planning matrix included the audience objectives which were: THINK “We’ll prosper if we’re all on form, focusing on doing what’s right in the right way”; KNOW - “We’ve got plans to tackle our challenges; we’ll need to be on form to deliver them; FEEL - “Conﬁdent and motivated we can succeed”; and DO - “Choose to be ‘us on form’ more often”. The idea - the board knew they had the skills within the company, so the idea was to get all to ‘step up’ and be ‘Us on Form’. Embedding with such high existing engagement (93%), they were convinced that would deliver growth. The event structure brought alive how the key department’s plans showed they were ‘Us on Form’, to build belief. It also focused on getting the individual to understand how it felt when working with employees who were on form. The event took place in ‘think tank’ spaces, maximised two way audience interactions, during and immediately post each session. Media Mix: audio Vox pops of customers were played with audience blindfolded; video was used to bring alive: ‘A day in life of new mum’ and messaging confusion from customer view impact ‘What it feels like when working with someone on

Form’. A pre-engagement website was also used. Live text and voting via txt messages - call back from lunch, etc; breakout areas using wall prints and workbooks; use of pre-printed ‘post-its’ for interactive sharing of how individuals will be ‘On Form’. Staging and set design: Imax based for full company session. Breakouts brought alive respective brand personalities: Amptimil is focused on science/fact based purchaser, so a set of a science lab was used. Cow & Gate is fun based so the set was softer and fun, more like visiting a fun nursery. To communicate market channels, areas were dressed like a pharmacy or supermarket and messaging was delivered opposite the set in small groups. Boards for output and ideas were located outside each session. Results: delegate survey results: 95% left knowing the 2013 priorities, 99% understood the impact of their actions on the company’s reputation, 97% felt able to talk about Danone products ,98% better understood Danone’s target mums and 25% made contact with more than 10 people outside their area of business.

[ DATA SHEET ] Country: UK Organiser: Top Banana Client: Danone Baby Nutrition Date: January 17th, 2013 Target: staff Location: At-Bristol, Harbourside, Bristol Budget: up € 100,000 to € 200,000

[internal company event / convention]

Allergan Sales Conference 2013 Objective: to review the performance of the business, to publicise the plans for the company and the new products that will be launched, to deliver extensive training, motivate, inspire and engage the sales force, encourage staff loyalty and reward high achievers from 2012. Creative idea and description: with this being the third year the conference was held in Tenerife, Universal WorldEvents was tasked not only with ensuring that Allergan maximized their commercial return from the conference, but also with making the destination feel different to the previous two years. Managing this number of delegates over this time period is always a challenge, with a major plenary session, 110 breakouts, four separate team building exercises, four awards dinners, several other themed dinners and the President’s Awards Dinner with gala party to close the week, but just to add further to the brief it was agreed to introduce a major Csr activity. From a strategic point of view, Universal WorldEvents consulted Allergan Senior Management and key stakeholders across all business units to fully understand the strategic issues and Business Unit objectives, as well as the speciﬁc messages that Allergan wanted to convey. Media Mix: an event website has been created to facilitate registration and delegate communications, all of which were fully translated into seven languages. Simultaneous translation was also provided at each plenary, in addition to multilingual stafﬁng across all the hotels. An event app was also developed to allow delegates to access key information and logistical details

[internal company event / convention]

gymnast to Bayer’s own philharmonic orchestra, they all wholeheartedly jumped on the opportunity to be part of the festivities. One of the early highlights of the program was the ﬁrst live performance of the especially compose Bayer song by the ten contest winners from all over the world. Just before the ﬁnale: a live concert of David Garret, his band and the Bayer Philharmonic, the 30,000 employees formed the Bayer logo using multicolored cardboard squares. Shaping the biggest Bayer company logo in history. Impressive does not cover it as a description. Results: direct feedback from guests just after the event and on Bayer’s Facebook page was impressive: ‘unforgettable’, ‘amazing’, ‘proud to be part of Bayer’, etc. According to the senior management of Bayer, the event succeeded in strengthening the ‘We’ feeling within the company.

[internal company event / convention]

EE Live Objective: to immerse EE’s employees in the new brand through a spectacular EE playground and to allow their employees to experience the game changing ambition of EE and achieve the desired response from its internal team by communicating EE’s strategy in a clear and memorable way. Creative idea and description: starting with a dynamic theatre presentation - a mix of holograms, digital technology and live speakers - the audience was introduced to the digital brand. Screens then parted to reveal EE Land - an interactive evocation of the new brand featuring gaming at bus stops, calls from the future and mirrors showing EE values. There were opportunities for people to see if they could run faster than 4G, play whack-a-mole with 4G launch cities, dance at a silent disco and reveal their promises on a commitment wall. Each activity was designed to subtly reinforce the event’s key messages about speed, responsiveness and connections. This immersive involvement was complemented by tailored content, with mini conferences showcasing the speciﬁc implications of the rebrand within individual parts of the business and stores operated by retail partners. Free runners helped to deliver packaged road show content to contact centres, online video and quizzes brought it to life for support teams in Asia. Media Mix: to fully engage the audience in the potential of 4G, they took part in activities core to the proposition values. This included gaming bus stops, silent disco dance routines, famous British ﬁlm soundtracks, a rhino representing the power of 4G

tracking, customer calls from the future outlining the contact centre challenges and a digital graffiti wall to capture employee commitment to the new brand. A Twitter feed captured the live reactions from the audience, media and indirect markets. Staging and set design: over 200 crew worked for six full days to bring to life the EE experience. Working under strict Nda, all branding was delivered and signed for during the night to avoid anything being seen. The event was held in an 85m x 60m space with a 500 pax auditorium with 15m musion screen. As well as the theatre space, there was an EE branded experience space visited by over 6,000 people over a five day period. Results: on site feedback was stunning. ‘Brilliant’, ‘Unexpected’, ‘Amazing’, ‘I can’t describe how much fun I’m having right now’. EE gained positive media attention as a result of its rebranding exercise and the roll-out of 4G, providing them with a significant competitive advantage.

[ DATA SHEET ] Country: UK Organiser: WRG Creative Communication Limited Client: Everything Everywhere Date: October 8th - 15th, 2012 Target: 12,000 of the company’s workforce Location: Birmingham

[low budget event]

Fire, Moon & Stars Objective: to restore the sense of community, to make a lasting improvement to the daily school routine - by creating a place with a special energy, and to incorporate teachers and students as active participants from the start, in order to make the school a place worth living in again. Creative idea and description: to built a classroom together with students around the fireplace - which was to be used not only by the school but as a meeting place by all the township. The nationwide pilot project Fire, Moon & Stars, initially with a 5-year plan, accomplished more than just creating a new public space; the project was able to challenge student´s social skills. The activities and responsibilities ignited a fire within them, as they participated with enthusiasm. While the art class got busy painting stones with wishes to decorate the fireplace, students in the film group learnt to handle a camera, with which they captured the spectacular inauguration. Others learnt the basics of juggling and dancing with burning material from our experienced firedancers. The inauguration of the fire bowl was accompanied by a spectacular ritual fire dance, with students, parents and teachers all participating - a truly enriching experience! Media Mix: local press, social media campaign. The goal was to encourage people to do it themselves and to move mountains with a conscious investment of money, resources and technology. A dynamic group process was set in motion, and it was impossible for the school to ignore it. Staging and set design: because of security reasons

it wasn´t allowed to join the inauguration in the school courtyard for all the guests. So there where two stages and a live broadcast to the outbuilding. After the inauguration the fire was brought there for a spectacular show at the second stage. school courtyard: 2x2 m stage for the musician, natural set design by the fireplace itself outbuilding: 10x8 m stage, 3x2 m platform for the drummer, two platforms for the followers, basic and natural set design by firebowls. Results: after the successfull inauguration, the fire bowl sits in a tidy and lovingly cared for courtyard as a reminder of the newly aquired sense of community. The student body has taken on the responsibility of caring for it. Local politicians are happy they took a chance with this adventure.

[ DATA SHEET ] Country: Germany Organiser: ﬁredancer GmbH Client: Stadt Ludwigshafen and Karolina-Burger-Realschule plus Date: June 21st, 2013 Target: students, general public Location: Karolina-Burger-Realschule plus in Ludwigshafen/Germany

Budget: less than € 50,000 Low Budget

[musical event]

Wind Music Awards 2013 Objective: to increase the value of the brand Wind showing the commitment of Wind in promoting and celebrating good music expressed by many national and international big who have participated in the Event but also the promising young Italian. To extend the event to the users of the web. Creative idea and description: music, entertainment and lots of great news for the 7th edition of the Wind Music Awards, an event that celebrates and rewards the best Italian music. For the ﬁrst time, on live television and in prime time on Rai 1, in the beautiful location of the Foro Italico in Rome Carlo Conti and Vanessa Incontrada led the event. The artists who were honored were those that, between May 2012 and May 2013, with their albums have reached the goals of the ‘golden record’, ‘platinum’

and ‘multi platinum disc’. There were also other awards, including the ‘Digital Songs’, assigned to the tracks that have reached the ‘gold record’ ‘platinum record’ or ‘record multi platinum’. Another important innovation was the online contest ‘Wind Music Awards Next Generation’, which allowed an artist among the emerging Italian music scene to perform live on Rai1. Published by Sony the compilation ‘Wind Music Awards 2013’ which collects the greatest hits of Italian and international music. Results: thousands of enthusiastic audience warmed ‘The Central Live’ at the Foro Italico in Rome with their enthusiasm, more than 6 million viewers watched the event live on Tv Rai 1.

[ DATA SHEET ] Country: Italy Organiser: F&P Group & Ballandi Entertainment Client: Wind Telecomunicazioni S.p.A. Date: June 3rd, 2013 Target: mainstream Location: Rome Centrale Live Foro Italico Budget: up € 1,000,000 to € 5,000,000

[non profit / social organization event]

unity and hope for the future. Delegates then graduated to become One Young World Ambassadors. Media Mix: digital connectivity, combined with face-time with counsellors, and conference displays, effect a potent media mix. Staging and set design: the One Young World staging is simple, effective and is developed to interpret the OYW identity in the most expressive way whilst working within guidelines. The main focus of the conference is to make this the most memorable experience for the young delegates. We invest heavily in city wayﬁnding and branding across all the delegate touch points so they are always completely informed. The ﬂag opening ceremony is a creative staging spectacle and by its nature is completely participative. Results: exceeded all expectations. The remarkable success added to the growing education movement that OYW has become. OYW has secured the 2013 event in Johannesburg with 7 other major cities pitching to be involved. However, the real results can be seen on the website www.oneyoungworld.com.

[non profit / social organization event]

The goal was to encourage people to do it themselves and to move mountains with a conscious investment of money, resources and technology. A dynamic group process was set in motion, and it was impossible for the school to ignore it. Staging and set design: because of security reasons it wasn´t allowed to join the inauguration in the school courtyard for all the guests. So there where two stages and a live broadcast to the outbuilding. After the inauguration the fire was brought there for a spectacular show at the second stage. school courtyard: 2x2 m stage for the musician, natural set design by the fireplace itself outbuilding: 10x8 m stage, 3x2 m platform for the drummer, two platforms for the followers, basic and natural set design by firebowls. Results: after the successfull inauguration, the fire bowl sits in a tidy and lovingly cared for courtyard as a reminder of the newly aquired sense of community. The student body has taken on the responsibility of caring for it. Local politicians are happy they took a chance with this adventure.

Budget: less than € 50,000 Low Budget

[non profit / social organization event]

Danish General Practioners Meeting Objective: to gather all Danish General Practioners in order to form a consensus towards the Danish Government regarding the GP’s working conditions and payments. Creative idea and description: to transport all Danish GP’s from the Whole of Denmark to a 4 hour Event in the Middle of Denmark 10 am-2 pm. The participants arrived in buses, cars, train and by bicycle! The agency had secured extra parking Space, local shuttle buses from transport hubs and morning coffee. The program consisted of live music, motivational internal speakers and external speakers from similar associations. There was a 45 minutes lunch break, where all 8,000 participants were served sandwiches and fruit before getting back in the main hall, that was specially adabted to hold the full number of participants. After the meeting the transport logistics worked again out perfectly. Some were having another coffee break before they left and after 45 minutes everybody was on their way home. The idea was to get full backing for the hard line undertaken in negotiations with the government in order to get fair working conditions. That was fully supported by standing ovations after the speeches. ICS received the request 3 weeks before the Event for 4,000 guests and 1 week before the number of participants rose to 8,000. Media Mix: press releases were sent out and there were 2 people assigned to the press. A special press room was established and several Tv channels were represented. The Event received coverage

both on Tv, newspapers and online media. Staging and set design: a spacious stage was designed and erected, that could take the band and the speakers and special spring ﬂowers decoration in the colours of the association. Results: ICS was highly praised not only for organising the logistics but also the Whole program, keeping track on the budget especially at such short notice. The association and the participating GP’s were extremely happy and they made a statement, that resulted in the Government changing their policy.

[ DATA SHEET ] Country: Denmark Organiser: ICS - International Conference Services Client: Danish GP Association Date: May 28th, 2013 Target: Danish General Practioners Location: Odense Congress Center Budget: up € 500,000 to € 1,000,000

[non profit / social organization event]

The Aktion Mensch moves City Tour 2012 Objective: The Aktion Mensch wanted to increase public sensitivity towards inclusion and its importance in society. Simultaneously the organization´s new logo should be presented. Creative idea and description: the creative team wanted to bring the idea of inclusion to life in such a manner as the idea behind the new Aktion Mensch logo (ﬂexibly ﬁlled with motifs showing the people of the organisation’s projects and initiatives). That is why the organization’s logo was actively incorporated into the framework of a Germany-wide tour and the subject of inclusion transported throughout Germany. The idea: an inclusive music video for everyone to join in. With the motto ‘The Aktion Mensch moves’, the Aktion Mensch logo is going on tour through 15 German cities. People are invited to dance in a large pattern of the new Aktion Mensch logo. Independently of ability, gender, ethnic or social background they can become a part of an inclusive music video. Media Mix: regional social projects and the handicapped representatives supported the campaign in every city. The singer Andreas Bourani signed on as a partner for the tour. Along with the Aktion Mensch issues, press conferences and stage interviews with local dignitaries, the invitation to join in was the focus of the event. In a moving performance, one the one hand, inclusion became tangible and, on the other hand, it was transformed

into colorful, living images by the many people who joined in. The central concern of Aktion Mensch, inclusion, became just as tangible as the idea behind the new logo. The inclusive music video has had thousands of hits on YouTube, Facebook, the Aktion Mensch and Andreas Bourani’s website. Even the pictures on Facebook had around 100,000 hits. Approx. 38 million people were reached through printed articles and radio broadcasts. And on Tv over 2 million viewers saw reports about the tour. Results: ‘Inclusion’ attained highest recognition in the media. Aktion Mensch won over an additionally 15,000 people for the idea of inclusion. Many people danced enthusiastically and were immortalised in the inclusive music video. The organisation´s new logo was uniquely activated in the public.

[ DATA SHEET ] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung mbH Client: Aktion Mensch e.V. Dates: August 29th - October 3rd, 2012 Target: general public, representatives from welfare groups, associations and clubs, including those from Aktion Mensch, people with disabilities and the socially disadvantages Location: 15 cities nation wide

[non profit / social organization event]

Football Stands up against Cancer Objective: to create and broadening the annual recruitment for the campaign ‘Stand up Against Cancer’. An event that gives the existing campaign an extra boost and reaches out to new potential target groups. Creative idea and description: in order to stand up, one must be sitting first. This was the starting point during the first brainstorm session. A football stadium is a place where numerous people sit, as do many viewers at home who watch the game on Tv. Choosing this setting opened the opportunity to activate a totally new target group, which was one of the objectives for this event. The Dutch football association participated using its ‘social responsibility foundation’ (Meer dan Voetbal) to create more support and awareness. The concept was simple but effective: 231,905 supporters standing up against cancer together 36 football clubs, 18 football stadiums, 18 local heroes standing on the centre spot; 2 days; 1 good and simple cause - Stand up against Cancer. The local heroes, like Olympic Champion and cancer survivor Maarten van de Weijden, evoked the awareness that 1 of 3 people develop cancer. This would mean that, after looking at the people sitting left and right from you, one of you would have to fight it. Media Mix: all 36 football clubs embraced the concept and came up with individual activities to evoke awareness for the event and campaign (newsletters, business-events for sponsors and articles on club websites). KWF partners announced the event on their websites and encouraged their network to participate. Ex national goal keeper Hans van

Breukelen, who lost his wife to cancer, agreed to be ambassador. De Telegraaf (leading newspaper) published a page long interview with him a day before the event. Staging and set design: the stadiums were the stage for this event. By placing a local hero on the center spot of the ﬁeld with nothing but a microphone and a motivating story, the message was able to move people and activate them to symbolically stand up and show the nation there support for this cause. Results: 200,000 supporters in 18 stadiums stood up. 36 teams (incl. staff) stood up. 140 new volunteers signed up. € 50,000 was generated from donations and activities organised by clubs. Tv programs reached over 4,5 mil. viewers. Total media result worth over € 500,000 (television, radio, print and online).

[ DATA SHEET ] Country: the Netherlands Organiser: Xsaga Client: KWF Kankerbestrijding (Queen Wilhelmina Foundation against Cancer) as part of the International Cancer Research Partnership Date: November 23rd - 26th, 2012 Target: 200, 000 supporters, 500, 000 Eredivisie Live Channel viewers, NOS Studio Sport viewers (2,5 - 3 million), general public Location: 18 football stadiums in the Netherlands - during Eredivisie en Jupiler League games Budget: less than € 50,000 Low Budget

[product / service launch]

Nike we Wmns media event Stockholm 2013 Objective: focus on innovation and design and to create unforgettable experiences and enhance product insight to get maximum international media coverage. Creative idea and description: 48hr event with experiential run in Sthlm. Product installations, live instagram/social media moments. Audiovisual concept for the ‘Nike we Wmns media event’, out of the analogy between the innovative Nike products and materials and the laws and forces of nature. Nature, in a larger context, stands for structure, form, atom and cells, molecular and dna structures, movements, powers, wind, water, waves, vibrations, climate, elements, geometry, the micro cosmic and the macro cosmic aspects of life. We presented the Nike products and materials in this context of nature, evolution and innovation by revealing the underlying structures and forces in Nike product development and design processes and their analogy to the underlying laws, structures and forces in nature. Magic was created with visuals, ﬁlms, motion graphics, 3D graphics, narration, music, etc and a setting in space that had the audience actually sitting in the projections as part of the experience. Media Mix: live communication; social media including Instagram, Facebook and blogs. Staging and set design: Nike free bionic training class on a pier in the archipelago of Stockholm.

Product installations, city tunnels with Nordic lights, laser beams, heavy sound, reﬂecting mirrors. 80 sqm double angled wide screen with 3D projections and 3D mapping of the content with participants placed in between screens. Presentation area with products presented on custom made installations. Results: media coverage was much higher then expected.

[ DATA SHEET ] Country: Sweden Organiser: A Loud Minority Client: Nike Date: June 13th, 2013 Target: fashion media Location: Stockholm, Sweden Budget: up € 100,000 to € 200,000

[product / service launch]

Not just another truck, not just another launch Objective: to create Volvo Trucks’ biggest launch in 20 years. It had to be so spectacular that it stunned the industry, created a buzz that reached far beyond it, extended the target groups - and reached them in the shortest time possible. Creative idea and description: to communicate the product in a new and creative way and integrate parallel advertising activities into the concept. To maximise the impact, a series of major events were executed: Sept 5th: customers and journalists attend a grand gala dinner in Gothenburg with live broadcasting to simultaneous gala nights in Paris, Madrid, Birmingham, Brussels and Rotterdam. Sept 6th: customers visit Ullevi arena for a full day of seminars and hands-on experiences. The international press is invited to a similar event at Volvo Demo Centre. A second gala dinner takes place in Gothenburg, Brussels and Madrid. Sept 7th: Volvo Trucks’ employees attend an internal launch celebration. Sept 8th: Volvo hosts an all-day free city festival in Gothenburg featuring trucks on display, concerts and highliner Faith Dickey - star from the YouTube hit ‘The Ballerina Stunt’. Sept 10th-Nov 9th: Volvo Trucks’ sales representatives from more than 30 countries attend a 3-day training event. Media Mix: six gala dinners, where European press created instant news coverage. City festival

promoted by ads in newspapers and advertisement boards. Staging of the new FH at Landvetter airport to reach international guests. All activities were in line with the overall campaign created by Volvo Trucks’ strategic agency F&B (e.g. the YouTube film ‘The ballerina stunt’). Staging and set design: to create awareness and curiosity, various tools and set up were used, such as; iPads, multi-touch screens, films, seminars, workshops, live theatre, competitions and test driving. Consistency in design, messages, images, films and displays made it possible to clearly and effectively convey the launch news to all target groups. Results: 6,000 customers, 300 journalists, 6,000 employees, 3,500 sales representatives and 100,000 citizens attended the events.

[ DATA SHEET ] Country: Sweden Organiser: A+A Communication AB Client: Volvo Trucks Corporation Date: September - November 2012 Target: customers, prospects, truck drivers, press, Volvo Trucks’ employees, dealer network and the general public

Location: Gothenburg, Paris, Madrid, Birmingham, Brussels and Rotterdam

[product / service launch]

Only U Objective: to reinforce the adv campaign launch of the new coffee machine ‘U’ with unconventional marketing activities that promote knowledge of the machine and its Key Benefits; to generate traffic buiding in Nespresso boutiques and shops in the main Italian cities. Creative idea and description: the coffee machine ‘U’ is characterized by an incredible modularity and technical sophistication that can recognize the habits of the owner. It fits and integrates perfectly itself in the daily life of the people who use it. The slogan of the adv campaign is ‘The U lives like You’, to point up these benefits. The focus of the unconventional activity is then on the uniqueness and on the personality of each individual purchaser. The communication message is focused on six imaginary clusters that recall individual personality profiles and at the characteristics of Nespresso U: Creative, Eco-Friendly, Fashionist, Gourmand, Romantic and Smart. The creative treatment is based on different words and images, which recall the characteristics of the new Nespresso machine and use ‘U’ in the text. Media Mix: a ‘teaser’ phase of ambient-guerrilla mktg anticipates the local engagement, through events that show to the public the machine and its peculiarities, and push potential buyers in the stores to try the machine and, possibly, win it...!! Staging and set design: guerrilla - during one week, it is focused on the use of six teaser claim that recall the profiles / clusters designed for the unconventional plan: nice clouds with the claims ‘Are U creative?

Are U fashionist? Are U ecofriendly? Are U romantic? Are U gourmand? Are U smart?’, have been placed in the city to wake up curiosity in people about the launch event, but did not reveal the name of the product. ‘Giant U’ Events - giant U with graphics that recall the six profiles, are set up in the streets of big cities. Here, people join a game which analyzes the calligraphy and draws up a personal profile. Just writing on a tablet the word ‘Only’, people receive their profile based on their own handwriting and referred to one of the six clusters; the profile is printed on a postcard with a univocal code to play in the store to win a ‘U’ coffee machine or other prizes; the postcard is delivered to the people together with a map of the city, with pointed out the Nespresso stores. Results: 20,000 direct contacts during the 13 days of street mktg activities; 6,000 participants in the competition, during visits to the shops (30% redemption).

[ DATA SHEET ] Country: Italy Organiser: Aspen Media Italia e Network Comunicazione Client: Nespresso Italiana Date: September - October, 2012 Target: male and/or female consumer, adults, already owners of Nespresso machine or prospects Location: Milan, Rome, Turin Budget: up € 500,000 to € 1,000,000

[product / service launch]

Samsung S III Launch Event Objective: to create a connection between the product and consumer by all means. From location selections to management, every detail was handled profoundly. Connection points, which are two of the most crowded and sophisticated places of İstanbul, would become centers of unforgettable experiences and special moments for thousands of people. Samsung Galaxy S III would be presented to all target groups simultaneously. Creative idea and description: a-3 legged event with reference to S III label of this extraordinary product of Samsung. One leg was rooted at Caddebostan, center of entertainment/socializing at Anatolian side of İstanbul. This leg gathered 20.000 people from B,B+ target groups. Second leg was at Nișantașı, luxury center of İstanbul’s European side. We reached out to 6,000 people from A,A+ target groups. Last and most sophisticated stage took place at MV Savarona, yatch of Republic’s founder MK Atatürk. 400 VIP guests from leading bussinessmen to celebrities and opinion leaders have been brought together. It has been designed a very special event for a very special product. Another aspect of this night was Video Mapping Show, a ﬁrst in Turkey and around the World. It was reﬂected upon three towers of Rumelian Castle; it took place at other locations simultaneously. It was great to see our projections and work that took days, would come to an amazing 15-minute creation of originality and technology. Media Mix: best talkshow host of Turkey, Okan Bayülgen gave a large portion to the event during his ground-breaking TV programme ‘Medya

Kralı’ (King of Media). Okan’s team went live from Caddebostan&Nișantașı. There was huge media coverage, social media involvement. We created special hashtags for the night,used as invitations to concert zones. Staging and set design: special stage structures were designed for the performances of worldwide known DJs Avicii and Bob Sinclair. We broke many more grounds. At Nișantașı, the stage was located on pavements. We closed the Bosphorus for 15 minutes. Special screens and stage designs, incorporating musicians with the product and uniting them as one, were interesting and differentiating, adding to the extraordinary atmosphere of the event. Results: 20% of people directly touched and experienced the product. Audiences could connect with the newest smartphone. Launch event added up to the sales of the product in Turkey and it created a better and wider awareness of Samsung’s innovative technological products.

[ DATA SHEET ] Country: Turkey Organiser: Atölye Client: Samsung Electronics/ Cheil Worldwide Date: May 30th, 2012 Target: A, A+, B, B+ Location: Istanbul Budget: up € 1,000,000 to € 5,000,000

[product / service launch]

Come a casa. Ristorante del grano Objective: ‘Come a Casa’ innovates again and introduces as first on the market a fresh made meal based on whole-wheat pasta. The goal of the event was to make an eco friendly event. Creative idea and description: Come a casa opened a temporary open-air restaurant in the middle of a vast and golden yellow grain field. The objective was to open the restaurant two weekends in August. This means 4 days and 8 shifts. The target was to offer 400 people an unique five course meal. The main course was the new whole-wheat lasagna of Come a Casa. Come a casa follows the nature: the agency agreed with the client to only open the restaurant in case of good weather. So they needed to be very flexible. The event was an unicum in Europe. The lucky few of the more 5,000 who signed up on the website or Facebook page of the Italian home cuisine specialist had an avant-premiere tasting session. An original and inspiring event. Media Mix: small media campaign. No above media; Facebook contest; inscriptions through Facebook and Come a casa website; Facebook ads; Newsletter ‘Het Nieuwsblad’, national newspaper; e-mail newsletter ‘Permesso, Just 4 you’. Staging and set design: to create a genuine Mediterranean atmosphere. Elements like grain and wheat were prominent in the set-up. A lot of wood and natural materials have been used.

Results: the launch was a big success with lots of exposure on internet and press. 5,865 participants in the contest; 18,308 reservations. The restaurant was 45 times sold out!

[ DATA SHEET ] Country: Belgium Organiser: Fast Forward events Client: Ter Beke / Ldv united Date: August 2012 Target: consumers Location: Grain ﬁeld in Wolvertem Budget: up € 100,000 to € 200,000

[product / service launch]

Volkswagen Golf 7 Join the mission Objective: to devise an unforgettable, high impact show able to convey the values and identity of the new Golf 7. Each show was followed by a gala dinner and a spectacular and fascinating after-party. Creative idea and description: for 15 days, 7,500 people (divided into groups) were able to get to know the new car, take test drives and watch Volkswagen’s evening show. A totally unprecedented show: 4 acts and a spectacular 12’ drama. With an exceptional set: a central catwalk, the dock in front of the Reina Sofia Museum and Calatrava’s bridge transformed into a gigantic eye using a circular HD Led screen, symbolising Volkswagen’s global vision. The careful lighting design work increased the scenic impact. Aerial choreographies, sea creatures, a contemporary fire ritual, a wall of water with jets up to 20 m in height and laser shows were the elements that accompanied the Golf 7 reveal. The guests then continued the evening with dinner and other entertainment. Media Mix: as an in-house event, the communications were designed mainly for internal corporate channels, a web platform on which all the logistic aspects of the event were managed. Staging and set design: staging and scenic design were devised with the aim of making the most of the spectacular architectural setting of the Reina Sofia

Museum. The space was thus totally transformed before the incredulous eyes of the guests, gathered in a vast terraced lounge area. Extremely high technology equipment was able to generate contents and interact with the artists: with the circular Led integrated into the bridge, the lighting design and the laser which enhanced the existing architecture. Results: a follow-up questionnaire compiled by the participants conﬁrmed the excellent result. 55% gave the highest vote for the ‘overall event’ with peaks for the location, the show, the catering and the courtesy of the staff. The highest votes ever received by a Volkswagen event.

[ DATA SHEET ] Country: Italy Organiser: Filmmaster Events Client: Volkswagen A.G. Date: October 9th-22nd, 2012 Target: 7,500 guests, including dealers and partner companies from all over the world

Location: Valencia - Reina Soﬁa, Ciudad de las Artes y las Ciencias

Budget: up € 1,000,000 to € 5,000,000

[product / service launch]

Sevilla Speed Days 2012 Objective: to actively experience the new Audi R8’s core product values in an event staged around the static, emotional and dynamic experience of the new Audi R8, thus giving them a clear understanding of the R8’s excellence, dynamism and virtues. Creative idea and description: at the core of the creative event concept was the perfect and emotionalizing experience of speed, exclusiveness and individuality - showcasing the outstanding product features of the new Audi R8. In Seville and its surroundings, guests experienced 24 adrenalin-ﬁlled hours. Supervised by Audi’s world-class driving instructors they underwent personal training and driving sessions on the Circuito Monteblanco, one of the best European racetracks. During scenic drives behind the steering wheels of the most powerful Audi models guests then further indulged their great passion for cars. At night, guests were treated to an unforgettable dinner at the world famous Metropol Parasol in the heart of Seville. During dinner, personal assistants guaranteed for a highly individualized menu and entertainment program. Media Mix: since the event was for an exclusive group of guests only, communication was limited to participants and to the areas where the event took place. A special event corporate design developed to match the event title and motto ran like a thread through the entire event, thus uniting all means of communication as well as the architecture of the

exhibitions and decoration of the locations into an aesthetic whole. An online registration platform gave advance information about the event. Staging and set design: the 24-hour event took place in several historic locations in Seville and its Andalusian surroundings, bound to create an aesthetic overall experience of brand and product values through the use of connective staging, event architecture and set design. At Circuito Monteblanco, guests enjoyed a temporary exhibition of the new Audi R8 installed within the historic pit lanes on the race track, an exhibition which also reﬂected the brand’s dynamic and progressive design language. Results: during the perfectly orchestrated 24-hour event, guests got a strong sense for Audi’s brand promise and mission statement ‘Vorsprung durch Technik’, strengthening their brand loyalty and rendering them fully enthusiastic for the new generation of the Audi R8.

[ DATA SHEET ] Country: Germany Organiser: Hagen Invent GmbH & Co. KG Client: Audi AG Date: November 3rd - 15th, 2012 Target: 1,000 Audi R8 dealers and selected customers from 40 different nations Location: Seville, Southern Spain, and its surroundings Budget: more than € 5,000,000 High Budget

[product / service launch]

All eyes on the S4 Objective: launch the new Samsung Galaxy S4 in Switzerland. Leverage earned media to reach the masses. Creative idea and description: the S4 is the ﬁrst smartphone that knows when you are looking. The agency built the S4 into a special CLP and challenged people to stare at the phone for 60 minutes to win it. But during the 60 minutes players were presented with outrageous distractions from professional actors

and celebrities trying to steal their attention. People joined online via live streaming banners and a special microsite where users could communicate with players in the game. Media Mix: ambient/Event, banners, mobile, microsite, social media. Results: 12 Million Ad Impressions in Switzerland. 1.5 Million views of the Live Stream. Over 4 million views on YouTube. 1 in every 3 Swiss reached.

[ DATA SHEET ] Country: Germany Organiser: Heimat, Berlin Client: Swisscom AG in partnership with Samsung Date: May 16th, 2013 Target: general public Location: stations in Zürich, Bern, Lausanne, Luzern Budget: up € 1,000,000 to € 5,000,000

[product / service launch]

200 journalists and an unprecedented C2C concert! The next day, a second evening event was dedicated to the Microsoft business ecosystem and then to ﬁnish, the exhibition was opened to the public. All the traditional structures of an exhibition were used: curating and the artists’ residency, preview, press conference, web exposure, media coverage of the event and an even an exhibition poster. Staging and set design: the agency recreated an exhibition gallery of around 800 m² at the Palais de Tokyo in a record time of seven weeks. Modern techniques and know-how provided the driving force to reveal the creative world of the brand. Results: more than 800 media hits (press, blogs, Tv), in the high-tech category, but also in the editorial area they were seeking (lifestyle). Exhibition visited by 5,000 members of the public. A success praised by Microsoft’s management, who were able to position the brand in a new territory of expression.

[ DATA SHEET ] Country: France Organiser: Le Public Système Client: Microsoft Date: October 25th, 2012 Target: peer inﬂuencers and lifestyle journalists Location: Palais de Tokyo

[product / service launch]

Audi Q3 Launch & Football Gala Night Objective: to launch a lifestyle Suv for a young, trendy and wealthy audience; to communicate the Q3 brand values: urbanity and sportiness. Logistical objectives: only 25 days time for planning and realisation; coordination of an worldwide specialist team in 3 languages and time zone. Creative idea and description: to communicate the Q3 brand values the agency has reconstructed the emotional feeling of sports and sport events with the characteristics and uniqueness of Chinese megacities. Both are worlds that create excitement and a ‘thrill’. The agency has connected this directly to the Q3: ‘Thrill Your City’. It’s not a regular Launch Event, it’s a ‘Launch Party’. ‘Thrill your city’ takes the participants on a journey into the world of the Q3. A world that links the excitement of sports and the progressiveness and unpredictability of megacities directly to the car. But the concept does even more than ‘just’ ﬁt Audi’s and the Q3’s requirements: to realise the concept in 25 days, it also has to work 100% as there is no time for fundamental changes. It is the blueprint for architects, technics, stage, show, entertainment, event design and constructions. It is a thought-through, sophisticated and progressive idea that answers the conceptual and logistical requirements to 100%. Media Mix: activation and invitation of participants before the event and cross media communication to consumers after the event have been realised by Audi China pr department themselves. The idea of ‘Thrill Your

City’, however, is strong enough to build the foundation for all pre and post communication in the Chinese market. Due to celebrities, stars and the concept it is the perfect base for the target group. Audi China has been convinced by the concept to integrate it exensively in their following campaign. Staging and set design: the heart of the event: the stage. It integrates the design of the brand Audi, the world of the megacities and car design elements itself (grill, tornado line, etc.). It is a walkthrough stage that is constantly changing and evolving from ‘welcome’ over ‘reveal show’ to the ‘lifestyle-world’. For the reveal show, participants will feel the airﬂow of the Q3 up close: they sit on ground-level and eight Q3s drive right through the crowd in a thrilling car choreography. The thrill of the Q3. Results: idea and concept have been evaluated so positively by Audi that it is the foundation for the upcoming communication campaign. First sales increases were measurable directly linked to the event.

[ DATA SHEET ] Country: Germany Organiser: Marbet Marion & Bettina Würth GmbH & Co. KG Client: FAW-VW - Audi China Date: July 25th, 2012 Target: Vips, celebrities, press Location: Guangzhou Gymnasium (China) Budget: up € 1,000,000 to € 5,000,000

[product / service launch]

HTC One Event Objective: the new HTC One Italian launch. UEFA partnership presentation with UEFA Champions League Trophy exposition. Opinion leaders institutional presentation. Consumers involvement and product presentation. Creative idea and description: innovation and irriverence: these were the keywords for the HTC event development. Fuksas Cloud, a Design construction site, for the press conference: perfect match on design, metal and glass, essential features for both protagonists; be inside the ‘Cloud’, the name of the venue but also the place we to use to store our info; be at the center of innovation and inspiration, fundamental aspects for both HTC and Fuksas. Palazzo della Civiltà Italiana, one of the most important building in Eur (a Rome district), for the consumer launch: to amplify the emotional link

between HTC and consumers, thanks also to the UEFA Champions League Trophy; to let experience HTC One to a wider audience; to generate Wom and Buzz in the net around HTC and HTC One. Media Mix: the event was one of the strategic assets of an integrated communication plan developed by the agency in order to launch the new HTC One in Italian market: digital and tv campaign, pr and social activities, DTC activities. Results: media coverage: 78 stories; press conference: 110 journalists, 45 partners, 11 one-to-one interviews; consumers event: 4,325 participants.

[ DATA SHEET ] Country: Italy Organiser: Ninetynine Client: HTC Italia Date: March 8th, 2013 Target: press, retailers, end users Location: (construction site) Fuksas Cloud - Palazzo della Civiltà Italiana Budget: up € 200,000 to € 300,000

[product / service launch]

city. An unexpected Pop Up Store in the high-class shopping District. The fastest City Takeover ever! Not many cities would close off streets and allocate police escorts to accommodate 24 ﬁre spitting Lamborghinis roaming their streets. Miami not only did that but also allowed us to drag race a Boeing triple 7 at the Int. Airport. Next to the parade through the city as a way to involve the general public, we also had the ofﬁcial unveiling in public on Ocean road. And to satisfy the desire for Lamborghini apparel after being exposed to the brand, we opened a pop-up store. Results: more than 120 Lamborghini Aventador on the cover of the int. press. The event generated many column inches of free publicity. Not just about the launch of a new Lamborghini but also covering the novel way of including the public in the event. Search ‘Lamborghini Miami’ on Facebook and you’ll see.

Location: Miami, Usa Budget: up € 500,000 to € 1,000,000

[product / service launch]

Media Effective iPhone5 Surprise Gig Objective: to own the Apple’s new iPhone5 launch for mobile operator Dna in media and maximize earned media coverage for the Dna brand. Secondary objective was to give a kickstart to sales launch. Creative idea and description: challenge in the saturated operator market is the ﬁerce competition with limited means to differentiate through the product. Apple usually captures all the attention with the new product launch to itself, leaving operators in the shadows. Insight for the creative approach was to take advantage of the Apple news value and make it owned by Dna. The Idea was to arrange a surprise event with a rock-superstar in the middle of the Helsinki, performing at branded iPhone shaped stage to ensure Dna brand visibility in all the actions. Leaked information for press about the concert and providing Dna clients possibility to register for the event gained Dna a lot of social media exposure before the event - speculating about the artist and the product. Thousands of people came at place to see and all relevant press were present to document and publish the concert performed at the iPhone shaped and Dna branded stage for the audience. This made Dna to dominate the market for the time of launch. Media Mix: own media: targeted direct-e for the press. Newsletter and direct-e plus retail materials for loyal customers. Bought media: Print. Created media: Public pop-up concert at the heart of Helsinki with Vip event

and pop-up sales booth. Earned media: News (web, print, Tv), articles, blogs, FB, Twitter, Instagram. Staging and set design: one of the most famous venues of Finland was harnessed as the primary stage of the launch event. Restaurant Kappeli is the landmark of heart of the city. The whole restaurant with its big outdoor terraces, lounge bar, basement bar, dining hall and Vip area was used for the launch. The surrounding Esplanad Park was ﬁlled with lights, big screen, branding material and speakers. The surprise gig was performed in the park in from historical Espa Stage which was designed to look as a giant iPhone5. Results: Target 1: The launch reached total dominance of Dna brand during the launch and was published in 27 different medias with value of 226,000 Euro (EAV/3 algorithm, most conservative calculation: excluding web Tv values). Target 2: The new product was sold out in ﬁrst day of sales.

[ DATA SHEET ] Country: Finland Organiser: Woltti Group Client: DNA Oy Date: September 27th-28th, 2012 Target: Maximize earned media through iPhone5 launch Location: Helsinki, Finland Budget: up € 50,000 to € 100,000

[product / service launch]

Jaguar F-TYPE - Global Media Preview Objective: to dramatically showcase Jaguar’s new sports car model to assembled reporters in a cost effective and repeatable surrounding that was evocative of Jaguar’s brand values. The significance and importance of the F-TYPE needed to be communicated with this. Creative idea and description: the agency created a communication journey for the audience, which took them through different environments in the house to explore the Brand and Performance stories. The agency collaborated with Jaguar executives to help develop their content. The audience was then led outside where we revealed the car on a bespoke-built track, which gave a full sensory experience and showed its engine note to the optimum. As the car disappeared down the track and into a bespoke garage, two more engines fired up behind the house and compelled our audience to follow them. Against the backdrop of two F-TYPEs, Jaguar Design Director, Ian Callum, told the Design story. The preview was repeated up to three times a day over five days, so 135 journalists from 10 countries enjoyed the same experience. The reveal achieved Jaguar’s objective of generating positive media coverage for print and broadcast, and gave them a strong platform on which to change the perception of the brand. Media Mix: communication journey took journalists through different environments which were propped to tell the Brand, Performance and Design stories. The environments used a combination of photography, film,

music, personal storytelling and of course, the F-TYPE itself, to give a full sensory experience. Staging and set design: intelligent exterior design, implemented through clever landscaping and highly ﬁnished bespoke trackway and structure builds staged both the motion and full 360 static reveals of the F-TYPE. This was brought further to life during the evening events with teasing ﬂoodlighting for the motion reveal and perfect light coverage for the static. A balanced discreet solution within a luxury residential area with the power of impact needed to create long-lasting memories for the audience. Results: media coverage was achieved in major publications around the world. “It’s a rare opportunity for journalists to have such private access and personal treatment.” “The unveil of the car in motion was unconventional and impressive” said Stuart Schorr, PR Manager, Jaguar U.S.

[ DATA SHEET ] Country: UK Organiser: WRG Creative Communication Limited Client: Jaguar Date: September 2012 Target: inﬂuential automotive and lifestyle journalists from across the world

Location: Henley-on-Thames, UK

[public event]

Hair Capsule by Dessange Objective: to innovate, to surprise the media and make the buzz in the heart of a very busy Festival. To widen media targets and the editorial space of the brand, especially in Tv, to touch a wider audience to assert the expertise of the brand. Creative idea and description: for the ﬁrst time, Dessange democratizes its expertise and the rites of the Festival by suggesting the public of the Festival to live living a unique experience: to be hairdresser like movie star with a ‘Red carpet’ hairstyle done in a few minutes. The Dessange Hair Capsule designed as a smart and nomadic hairdressing salon, welcomes Cannes women for a unique and privileged hairstyle moment during the whole Festival. Inside, director chairs, Pin up studio mirrors, recreate an intimist atmosphere of an actress’s real changing room. The Hair Studio by Dessange, expert in beauty enhancement for the most beautiful women in 7th art, offers the public the possibility of coming in the Hair Capsule to be hairdresser as a real movie star. They realize for free and within 30 minutes glamorous hairstyles to shine in all the Cannes ‘Hot Spots’ or treated like a star simply for the pleasure. Open from 10 am to 8 pm everyday. Media Mix: an event only relieved in PR who generated 195 fallouts in media supports and broadcasts with very a strong audience. Dessange potentially touched 266,733,791 contacts. Space buying all in all is 460,960 euros of equivalent media value. Strong visibility on la Croisette with a unique spot negotiated with the authorities that normally do not allow any advertising by any brand on la

Croisette expect on the traditional adv space. Invitation for public spread in all Cannes. Staging and set design: airstream truck completely refurbished and design by Adr Prod, using the code of Dessange hair salon: glossy black and white furniture, clear wood ground, director chairs, specially designed buttoned sofa, outdoor branding. Results: PR: 195 fallout in media supports and broadcasts; attendance: full from ﬁrst to last day, 240 persons + all the ones refused because of full agenda. Rains and wind didn’t discouraged the public to come.

[ DATA SHEET ] Country: France Organiser: ADR Prod - Elan Client: Dessange Date: May 15th - 26th, 2013 Target: public Location: Cannes Budget: up € 50,000 to € 100,000

[public event]

Florence White Night 2013 Objective: a dreaming itinerary of events aimed at citizens and the public guest. A collective experience of beauty, creativity and conviviality. A planning with avant-garde artists of international high-caliber. An event with great unconventional emotional impact. Creative idea and description: the project inspiring theme was ‘Volare’ (ﬂy). A route between metaphorical installations, video installations, aerial performance, live concerts and shows in order to create engagement and reﬂection through visual metaphors. International performers and national events with a strong media impact to appeal for a wide audiences. A packed calendar of multiple artistic languages, focusing on the contemporary expression and creativity. The most prestigious cultural institutions of Florence, the major Squares, Palace, shops, and the more important Museums and Galleries as well have been involved. The path was divided into time slots, but with a timing from steady pace, to encourage the enjoyment of different targets, in a inclusive view. For one night Florence was the scene of a story that speaks of ideas and courage to reverse the perspective and subverting the paradigms of everyday life. Media Mix: poster campaign, distribution of 120,000 brochures/25,000 postcards for children. Dedicated website, communication on the website

of MUS.E and the Florence City Council web-site. Social networking activities (Facebook, Twitter, Instagram, Pinterest, YouTube). Previous tv and radio appearance and two live radio broadcasts during the event. Two press conferences, services and publishing in daily newspaper and in the on-line sheet. Staging and set design: 12 majestic aerostatic installations dominate Piazza Santa Croce. Theater shows and acrobatic dance are lifted in the air by a crane at 20m in height. Vetical dance performance in Torre S. Niccolò. A surface of 20x2m to paint a mural at 3m in height. An installation of 64 swings with 64 different bells. A wire, 12m long, to cross at 9 meters. A stage for 9 rock bands. In addition DJ sets, dance performances, choirs, music, video projections. Results: more than 100,000 visitors; 17main event; 57event; more than 50 location. In one month:103,000 visits to the website from 85 Countries, more than 5,000 likes on Facebook (a network of over 1mil users), 430 followers on twitter, 5 radio involved, 7 newspapers and 13 magazines online; 2 services on national news.

[ DATA SHEET ] Country: Italy Organiser: Associazione MUS.E Client: Florence City Council Date: April 30th, 2013 Target: everyone Location: Florence Budget: up € 200,000 to € 300,000

[public event]

Mercado de Sabores 2012 Objective: Mercado de Sabores, an event organized by Continente, brings together Portuguese farmers and Chefs in a celebration of the best Portuguese flavours. Creative idea and description: to increase Continente’s brand awareness; to reinforce the perceived quality of Continente’s produce and own brand products; to reinforce Continente’s positioning as a supporter of national produce; to create a differentiating brand experience, generating goodwill. In 2012, Mercado de Sabores had, as a concept ‘A journey to yesterday’s flavours’, rooting the project in Portugal culinary traditions. The event took place in two cities (Lisbon and Oporto) and lasted three and two days in each city respectively. Media Mix: 5 hours live broadcasting with 6.5 million AEV; recording of a Tv campaign in all national Tv channels; live broadcasting for radio shows; dedicated website of the event; presence in major social networks. Staging and set design: more than 200 support vehicles involved, 20 heavy duty machinery and a work crew of approximately 500 people. The designed set was finished building a wooden pallet wall up to 3m high, and above a suspended box with 71x47m with 8m high. A special zone for Tv, with staging and technical area up to a total 100m2, was also implemented. Assembly work was completed and resulted in an event with a usable area to the public of 3,400m2, included in a total area of 8,500m2. Results: over 55,000 people visited the event in both

cities; more than 6,500 meals were served, 30,000 charcuterie products and 400 kg of meat were sold; 5 hours of live Tv broadcasting with a 15% share; more than 400,000 people watched the event on Tv; more than 150 news were generated; Roi of 6,5 millions.

[ DATA SHEET ] Country: Portugal Organiser: Born and Realizar Portugal Client: Continente - Sonae MC Date: october 12th -14th, 2012 Target: mass market Location: Pavilhão Atlântico - Lisboa

[public event]

ﬂexible. The event was an unicum in Europe. The lucky few of the more 5,000 who signed up on the website or Facebook page of the Italian home cuisine specialist had an avant-premiere tasting session. An original and inspiring event. Media Mix: small media campaign. No above media; Facebook contest; inscriptions through Facebook and Come a casa website; Facebook ads; Newsletter ‘Het Nieuwsblad’, national newspaper; e-mail newsletter ‘Permesso, Just 4 you’. Staging and set design: to create a genuine Mediterranean atmosphere. Elements like grain and wheat were prominent in the set-up. A lot of wood and natural materials have been used. Results: the launch was a big success with lots of exposure on internet and press. 5,865 participants in the contest; 18.308 reservations. The restaurant was 45 times sold out!

[ DATA SHEET ] Country: Belgium Organiser: Fast Forward events Client: Ter Beke / Ldv united Date: August 2012 Target: consumers Location: grain ﬁeld in Wolvertem Budget: up € 100,000 to € 200,000

[public event]

Nespresso Boutique Opening Objective: in the spring of 2013 a new Nespresso Boutique was to be opened in the Norwegian west coast city of Stavanger, being an more than an interesting market for Nespresso, has in the pastyears been witnessing the opening of new Nespresso Boutiques with custom made service every year. Nespresso wanted to make the local community aware of the opening of the new Nespresso Boutique in an new and engaging way. They also wanted a local focus based on the fact that Stavanger has earlier been elected European Capitol of Culture and that the new Nespresso Boutique is the worlds first Nespresso Boutique to be opened in a wooden building in the old part of the city of Stavanger. Creative idea and description: Fieldwork decided that a good way to tell the people living in Stavanger about the new Nespresso Boutique was to ask them help the agency out with the actual opening. They knew that they would need baristas, hostesses, musicians, a dj, technicians, chefs and so on, so they went out in the city and started to ask people to engage themselves. The agency launched a campaign to find the 16 hostesses that would represent the different Nespresso Grand Crus and their colors. 5,000 girls was contacted personally by Nespresso crew and invited to an audition. Fieldwork also contacted and visited 50 restaurants in Stavanger, amongst them several run by well known Bocuse dÒr medalists, to find chefs that would help them make the most delicious local food. They contacted cafes to get in touch with baristas that could help them teach others to make the perfect cup of espresso coffee with Nespresso, and visited bars late at night to find musicians and asked them all to help them out. And the people of Stavanger did.

Media Mix: personal invitations, social media, print (ﬂyers, posters etc), web (invitations, info) and PR (press release and invitations to retail journalist and bloggers). Staging and set design: the ﬁrst Nespresso Boutique to be opened in a old wooden house so all the Nespresso interior had to be custom made. At the actual opening the lightning and the temporary deco, etc. was adapted to give the old house full respect. Results: the engaging campaign created a lot of publicity in the media. The viral effect and the positive word of mouth was huge. In addition to the press releases this led to the most successful opening of an Nespresso Boutique in Norway. Nespresso connected to the people in Stavanger who endorsed the new boutique both in helping them with the actual opening and later on by turning out to be trustful regular customers in the new Nespresso Boutique. After the event there has been an huge increase of Nespresso Club members in the Stavanger region and the region is topping the national statistic of coffee drinking happy Norwegians.

[ DATA SHEET ] Country: Norway Organiser: Fieldwork - 27Names Client: Nespresso (Norway) Date: April 12th, 2013 Target: people in Stavanger; Nespresso club members, B2B, trade, restaurants etc; press (journalists within trade, bloggers, etc.) Location: Stavanger, Norway Budget: up € 50,000 to 100,000

[public event ]

Location: Oslo, Norway

[public event]

Les Journées Particulières 2013 Objective: to improve image of Lvmh, group often seen as a ﬁnancial holding and so an unknown actor. To show its approach of opening, proximity, its contribution to the preservation, transmission of heritage and savoir-faire as well as economic and social dynamics of the areas in which the Group set up. Creative idea and description: from a central idea (opening and contribution), production of physical and virtual content. The second edition of Les Journées Particulières, a unique operation, enabling the public to discover the skills and trades of the luxury group, took place on 15 and 16 June 2013, called ‘dans les coulisses du rêve’. 42 houses were opened in France but also in Italy, Spain, Switzerland, United Kingdom and Poland. 120,000 visitors participated in visits, itinerary, conferences, workshops and meetings during 45 minutes in small groups. A media plan has been set up for the event. Novelty in 2013, the 14th of June was reserved for internal, proud to contribute to this project. Media Mix: Digital - a website providing access to backstage Houses and for pre-registration. Mobile: an application to discover the expertise of the Group and programs Social. Networks - covering and animating Facebook and Twitter, Instagram and Pinterest accounts creation. Audiovisual: 4 teasers, one reveal’s movie, ﬁve artisans portraits posted on Facebook and

website. Edition: Creation of a magazine distributed to visitors Advertising: 4 visuals broadcast media, billboards, on the web. Staging and set design: covering of 42 Lvmh’s Houses in six countries opened during 3 days. Results: 120,000 visitors, more than 50,000 IP address connected to the website at the opening of the ﬁrst wave of registration, earned 40,000 Facebook fans, more than 1,900 tweets over 3 days, nearly 13,000 mobile application downloads, 50,000 magazines distributed, 65% believe that the Group is friendly.

[ DATA SHEET ] Country: France Organiser: Havas Worldwide Paris Client: LVMH Date: June 15th-16th, 2013 Target: general public, LVMH employees, students, journalists Location: France, Italy, Switzerland, United Kingdom, Poland

[public event]

500 athletes and personalities from the world of sport, around 1,000 accredited journalists, a hundred artists and personalities from the world of politics.

[ DATA SHEET ] Country: France Organiser: Le Public Système Client: Cnosf (Club France) Date: July 27th, 2012 - August 13th, 2012 Target: athletes, supporters, federations, partners and, for the ﬁrst time, the general public

Location: London / UK

100

[public event]

Event Park, European Athletics Championship 2012 Objective: to create a wow-experience and spread the Championship atmosphere to everyone entering the area with a combination of design, technology, nature, sports and selection of quality services and entertainers; to offer enjoyable major sports festival where people could meet each other. Creative idea and description: to create a magnificent outdoor living room where people could spend their summer days and experience Helsinki 2012 atmosphere. For the first time in the history of the Athletics Championships’ victory ceremonies were hosted outside of the main stadium and on the main stage of the Event Park. What made the Event Park highly successful and unique compared to traditional event parks was the role of the main stage. Functionality of the park was ensured by effective area layout. Layout was designed to follow the curvy shapes of the event logo. The main Event Park space consisted of the main stage, Yle’s broadcasting stage and picnic style stand for the audience. Sponsor stands, children’s area Spark and restaurants were surrounding the space. Daily program was based on the age of the visitors. Forenoon’s program was for children and the evening program was changed to match the preferences of adults. Media Mix: advertising of the event was in cooperation with the advertising of the Championships. The objective with the use of radio, print media and internet was to increase the awareness of the existence of the Event Park and to make sure that the target audience would find the event. During the event the Championships studio was daily broadcasted by

Yle right next to the main stage of the Event Park. Staging and set design: the entire Event Park was designed to be visually coherent. The main stage was in key role during the victory ceremonies and musical performances. The colors and shapes of the entire area as well as the stages followed strictly the curvy visual identity of the Championships logo. Design of the stage enhanced the natural effect of the area. Curvy extension of main stage’s podium continued towards the audience and brought performers closer to the audience. Results: over 200,000 people visited the Event Park and during the victory ceremonies the maximum amount of people was 8,000 at a time. The most important indicator of success was the feedback from the visitors as well as from the customers. Event Park was perceived as a diverse and visitor friendly in feedback surveys.

[ DATA SHEET ] Country: Finland Organiser: Malja BTL Oy (Malja) Client: Suomen Urheiluliitto (SUL)/Finnish Athletics (Local Organizing Comittee/LOC) & European Athletics Association (EAA)

Date: June 27th- July 1st, 2012 Target: Helsinki 2012 audience and general public Location: Square of Mäntymäki (next to Olympic Stadium), Helsinki Finland

Budget: 500,000 - 1,000,000 €

101

[public event]

Olympus OM-D: Photography Playground Objective: to mobilize and motivate the Creative Class and the photography buffs to systematically try out the Olympus OM-D on their own, to experiment with it and feel its emotional impact. Creative idea and description: to make the Creative Class want to experience the Olympus OM-D, it has been developed a presentation that was unique, innovative and creative, just like the camera itself. Under the motto of ‘Create your own world’, 12 international artists turned an area of 7,000 m² at the old opera workshops in Berlin Mitte into a fascinating experiment: an interactive exhibition on the subject of ‘Space and Art’. It was a Photography Playground of the senses, an experiment involving realities, observation and their representation. Those who wanted to experience it used an Olympus OM-D that was provided free of charge. They were able to discover space and art as well as the individual camera features. Every room invited them to experiment with a different property of the camera, giving free rein to their creativity. Many different touch points were used to fully exhaust the underlying idea. They were coordinated and conceptually interlinked. As a result, each element triggered another one - to great success. Media Mix: the media mix was spread over four marketing areas: live, PR, online, and classic. A prior teaser campaign with guerilla activities, radio co-ops, ads, online banner, and posters called attention to the core of the campaign, the Photography Playground. In addition, there

were events, workshops, and promotions. PR consisted of press mailings and events. Online marketing employed a campaign microsite, a facebook app, and blogs. Classic advertising rounded things off with an adv visual. Staging and set design: the design of the Photography Playground reﬂected the reduced retro design of the Olympus OM-D. The shapes were compact cubes, deliberately subdued to leave room for the artistic installations and the viewers’ creativity. The rough industrial charm and the creative atmosphere of the opera workshops were used to underline the superior quality of the OM-D by way of classy looking materials. Ultimately the installations, the location, and the architecture were conducive to taking photographs. Results: the targets were met with 55,000 clicks & tries, 24,000 facebook fans, 21,6 million pictures shot with the Olympus OM-D, and a solid sales boost.

[ DATA SHEET ] Country: Germany Organiser: vitamin e - gesellschaft für kommunikation mbh Client: Olympus Deutschland Gmbh Date: February 2nd - July 31st, 2013 Target: the Creative Class Location: Berlin, Germany Budget: up € 1,000,000 to € 5,000,000

102

[public event]

Location: Miami, Usa Budget: up € 500,000 to € 1,000,000

103

[roadshow]

104

[roadshow]

Bayer Anniversary Tour 2013 Objective: the Bayer Anniversary Tour is laid down in the anniversary communication ‘150 Years - Science For A Better Life’ and forms a considerable plank of the communication strategy. As a global roadshow, it aims to reach as many stakeholders as possible and provide opportunities for encounters. Creative idea and description: the concept is a spatial translation of the Bayer mission of ‘Science For A Better Life’. Each of the 21 letters of the statement is made into a figurative installation. Each one stands for a specific Bayer theme – from ‘A’ for ‘Aspirin’ via ‘E’ for ‘Energy Efficient Mobility’, right the way through to ‘S’ for ‘Science’. Using concrete and literally tangible examples, we show our visitors how Bayer has used research and innovative products to help make millions of people’s lives better. The global travelling exhibition is aimed at employees, clients and members of the general public. The spatial flexibility, the well-designed handling and pack sizes, which are ideal for 40’ containers, make the exhibition ‘road-proof’ for its tour of 28 international settings. At each of these, it will be a catalyst for events and news coverage. Catalogues in the local language and QR codes for extra information. A roll-up version will allow it to be seen in smaller venues. Media Mix: PR, invitations, banner adv, social media and the anniversary homepage. A toolkit with preparatory material is available on the intranet. Major company events, such as the annual results press conference, the AGM and the official ‘150 years of Bayer’ celebrations, have been used as launch platforms.

Staging and set design: the exhibition, together with its packaging and transport, meets Bayer AG’s CI standards. The 21+1 (mission statement plus history) letter cases provide exciting spatial experiences, which are ﬂexible over areas of 200 to 2,000 m². The outsize letters have a striking long-distance effect, whilst inviting the visitors on a voyage of discovery. The exhibition can be easily set up ‘ out-of-the-box’ at the Bayer sites. Results: halfway through the tour of the 28 sites, almost 25,000 visitors have seen the exhibition. Many employees have proudly presented the exhibition to their families. At the same time, they get to ﬁnd out what’s going on elsewhere in the complex group, so they can improve their understanding of it.

[ DATA SHEET ] Country: Germany Organiser: facts and ﬁction GmbH Client: Bayer AG, Kaiser-Wilhelm-Allee 1, D-51373 Leverkusen Date: from February 2013 to January 2014 Target: employees, clients and members of the general public Location: Germany: Leverkusen, Dormagen, Uerdingen, Brunsbüttel, Berlin, Wuppertal, Monheim; Köln. Belgium: Brussels. England: London; Italy: Milano; Spain: Barcelona. France: Lyon. Turkey: Istanbul; Poland: Warszawa; Finland: Helsinki. Russia: Moscow. Mexico: Mexico City. Canada: Toronto. Usa: Raleigh. Brazil: Sao Paulo. Australia: Sydney. Vietnam: Ho Chi Minh City. China: Shanghai. United Arab. Emirates: Dubai. Budget: up € 1,000,000 to € 5,000,000

105

[roadshow]

Ibm ’Smarter Plant Comes to You’ Tour Objective: to raise/heighten student awareness of Smarter Planet initiative; to evangelise the Smarter Planet strategy with audiences beyond IT students; to introduce the skills required for tomorrow’s world and Smarter Planet technology; to provide insight into the broader ‘beyond university’ business world to students. Creative Idea and description: the Spcty Tour was a transportable, unique, inﬂatable structure measuring 10x8 m named the ‘Skills Cube’. The tour covered 19 universities in 11 countries. There were four parts of the Skills Cube: Gaming Zone (Ibm created games designed to provide a more accessible route to Ibm content); Job Zone (an area that offered students the opportunity to learn about graduate jobs at Ibm); Information Area (interactive touch screen content management system containing Ibm related videos and documents on Ibm solutions); Information Hub (included Ipads containing Smarter Planet games created for the event with the chance for audience members to win prizes); alongside the Skills Cube, sessions were held in the Universities led by Ibm Executives. The sessions focused on the Universities focus areas allowing interaction with the student and faculty audiences. Social media played an active part in generating interest before the tour and during the experience. Media Mix: for each country, press releases were sent

to all major technology publications, websites and universities. A website supported the tours activities and content by making certain elements of the tour available online. Ibm’s social media accounts supported the campaign by engaging and sharing content. Staging and set Design: bespoke design (the Skills Cube is the only structure of its kind); sustainable (produced less c02 than the tour truck in 2011), easy to transport (structure could deflate in 15 minutes to a compact size), cost effective, well designed floorplan (ensured maximum footfall), versatile and flexible design meant the skills cube could fit easily into all site spaces. Results: 7,089 visitors to skills cube; 2,725 attendees to sessions; 436 new developer works members; 18,751 views to TouchScope - content management system; 5,221 miles travelled on the tour; 10 trees planted to offset the carbon footprint of tour, tour to be replicated in Israel and Africa in 2014.

[ DATA SHEET ] Country: UK Organiser: George P. Johnson Client: IBM Date: April-May 2013 Target: international academic students Location: 11 countries across Europe

106

[roadshow]

Toyota Hybrid Summer 2012 Objective: to add emotional appeal to the alternative drive technology as well as to the brand by entertaining, actively involving and emotionally touching large numbers of Germans, while also increasing sales. Creative idea and description: to transport guests into a colorful and interactive hybrid world over an area of 400 sq meter, bringing to life hybrid’s attributes ‘powerful, relaxing and economic’. During trips from one roadshow location to the next, 5 German celebrities supporting the campaign shared their personal hybrid feeling with selected fans. Tickets for road trips with the celebs could be won at 80 local Toyota dealerships where the celebrity taxi put in stops. Social media reporters relayed live commentary from the taxi rides and the roadshow. The close link between live communication and social media was also reﬂected in the hybrid kilometer wager where the online community was able to demonstrate its keen intuition for hybrid driving performance while having a chance to win 19 hybrid vehicles. Media Mix: all live communication measures were intertwined with a large number of sales, social media and PR activities (print, online, radio, Tv), and a classic advertising campaign, creating a nationwide network of physical, emotional and virtual encounters that increased exponentially in their effective power, engaging more than 100 Million people between June and October 2012. Communicative intersection was the Hybrid Summer website featuring relevant information and additional interactive elements.

Staging and set design: a cheerful key visual and multicolor set design were specially developed which both mirrored the campaign motto and playful approach. The 400 square meter large roadshow-set with its colorful, gigantic I love Hybrid-letters offered numerous interactive, both entertaining and informative, modules. The key visual and design were omnipresent during all promotion, roadshow and celebrity taxi activities, at the point of sale, as well as in all means of communication, both print and online. Results: a storm of enthusiasm throughout Germany for the uniqueness of hybrid driving, signiﬁcantly improved Toyota’s brand image (Bait Study) and increased hybrid sales by 75% in 2012.

[ DATA SHEET ] Country: Germany Organiser: Hagen Invent GmbH & Co. KG and KPP Event GmbH Client: Toyota Deutschland GmbH Date: June 4th - October 26th, 2012 Target: Germans nationwide, people of all ages and incomes, families and singles alike Location: 20 German cities, plus celebrity taxi stops at 80 local Toyota dealers Budget: up € 1,000,000 to € 5,000,000

107

[roadshow]

The Aktion Mensch moves City Tour 2012 Objective: to increase public sensitivity towards inclusion and its importance in society. Simultaneously the organization´s new logo should be presented. Creative idea and description: from 29 August to 3 October 2012, the barrier-free Aktion Mensch info-truck rolls through 15 cities around Germany. During the event, 50 inclusion experts, members of the municipal governments and ministers will analyze, project and arrive at conclusions on how all people can be successfully integrated into all of life’s activities and will investigate ways to achieve this goal. The tour will cover 3,600 roadway kilometers over a period of six weeks, during which the Aktion Mensch crew will be on assignment for 2,000 hours, complete 30 project visits and conduct at least 60 interviews with contacts that are in charge on the local level. Each local event hosted by the organization will not only highlight the Aktion Mensch topics,

reach out to the media and present on-stage interviews with local ofﬁcials, but will always go hand in hand with the invitation to participate. In a moving performance audiences have the opportunity to experience inclusion, which becomes visible as the result of the involvement of droves of people. It all happens behind the giant pattern of the new Aktion Mensch logo. Behind it´s open letters, people with scarves and dreadlocks, pinstripe suits, lederhosen and even a police uniform, with disabilities and without, dance together to the tune of ‘Wunder’ by Andreas Bourani. They can immediately witness how enriching it is to be a part of something where alongside each other becomes with one another. The dancing event brought the idea of ‘inclusion’ to life in such a manner as the idea behind the new Aktion Mensch logo.

[ DATA SHEET ] Country: Germany Organiser: insglück Gesellschaft für Markeninszenierung mbH Client: Aktion Mensch e.V. Date: August 29th - October 3rd, 2012 Target: general public, representatives from welfare groups, associations and clubs, including those from Aktion Mensch, people with disabilities and the socially disadvantages Location: 15 cities nation wide

108

[roadshow]

UEFA Champions League Trophy Tour Objective: bring value to the communities of the 22 European markets where UniCredit operates, offering people the unrepeatable experience of getting a close-up look at the Uefa Champions League Cup. Creative idea and description: the red Trophy Tour truck drove up and down the peninsula, stopping each week in the central square of a different city. The UniCredit Arena was set up to exhibit the Cup. Taking the form of a stadium, the structure gave visitors the chance to get a look at the trophy and have pictures taken with it and with the ambassadors for each event, famous former football players from the local team. The Arena also featured a free exhibition-event in a setting that reproduced the competitive sphere among Europe’s premier clubs. Youth football tournaments and gala dinners for Vip guests capped off the event. This was all complemented by a host of side events such as games on tablets, a street game and various activities in the branch, uniting the more commercial aspect of the company and the more playful and social aspects of the sponsorships. Media Mix: pre-event communication: local media (Tv, press), dedicated website. Communication during the event: collaboration with Radio 24, social networks (Facebook page, YouTube channel), partnership with Gazzetta dello Sport (print and online), bloggers, and actions in branches. Post-event communication:

digital channels and social networks for follow-up. Staging and set design: worksite area of 3,000 sqm, 9 semi trucks, 1 show truck, 5 forklifts, 4 cranes, 72 hours of setup, 500 kW of power, 3,500 km travelled. Arena: a ground-supported structure covered with a branded PVC skin with a levelled Layher platform. Dimensions: 22 x 26 m with a maximum height of 10m. Truck: a truck with a shatter-proof glass showcase containing the trophy was parked outside the Arena. A mini 16 x 13 m playing ﬁeld was set up on weekends for children. Results: 150,000 people took part in the event, 35,000 photos were taken of the most prestigious guest on the tour. Proﬁles were collected of 16,000 people through the various side events. There were over 30,000 online interactions in the form of comments, likes, posts and sharing.

[ DATA SHEET ] Country: Italy Organiser: Sinergie Client: UniCredit Date: September-October 2012 Target: football lovers and fans of all ages Location: Milan, Verona, Turin, Venice, Bologna, Florence, Palermo, Naples and Rome Budget: up € 1,000,000 to € 5,000,000

109

[roadshow]

Coca-Cola World Turkey Objective: to provide a unique environment that enables consumers appreciate that the Coke brand represents more than the product they know. The ‘Beyond the Beverage’ theme refers to the brand’s history, its social responsibility programs as well as its contribution in sports, music and other platforms Creative idea and description: CCD required a concept that would visit multiple cities year round, so the content was contained in 3 inﬂatable domes that could be easily set-up and struck and would function in all weather conditions. Totaling 1,600 m2 the 3 domes created an immersive total brand environment in which visitors could explore play and learn about Coca-Cola World. Exhibits in Dome 1 ‘Coke Was’ showcased Coke’s History and Heritage and its print and Tv adv. Dome 2 ‘Coke Is’ provided interactive experiences of the brand’s sports and music activities and the role Coke plays in consumer lifestyle. Dome 3 ‘Coke Forever’ explored the brands missions for a sustainable future with exhibits on recycling and natural resource conservation. A mixture of High Tech and High Touch exhibits gave Coke World a unique proﬁle that could be experienced by all consumer types. Media Mix: visitors’ faces are ‘grabbed’ on iPads and sent up through a 6 meter bottle created with four hi-res video projectors. Visitors access points in Coke history on oversized led touch screens History of Coke Ads is presented in a bank of monitors dressed as historic television sets An 8 meter bottling plant made of curved Leds shows Coke graphics in 360° Stop action video captures visitors’ kicking a football.

Visitors run through a Laser Maze High Deﬁnition Theater for brand videos and many others. Staging and set design: the 3 domes rested on a 0.5 meter high custom designed deck that is adjustable for all terrain conditions. The interior space was custom designed to create a world of fantasy and fun, all exhibits produced locally in Turkey. Everything was reinterpreted in a fanciful style. The bottling process was interpreted as a magical happiness factory that not only produced Coca-Cola but deliver happiness through music, sports, and other platforms in consumers` lives. Results: in its ﬁrst year, project was a great success in each of the cities it visited. It took the Coke story and the happiness message to big and small cities alike. Plans are to continue CCD through the next 5 years and upgrade the experience as it travels Turkey and surrounding countries.

[ DATA SHEET ] Country: Turkey Organiser: THEPARTNERS Client: The Coca-Cola Company Turkey Date: November 2012 to November 2017 Target: teenagers and families with children Location: 28+ Cities throughout Turkey and Surrounding Countries

Budget: up € 1,000,000 to € 5,000,000

110

[roadshow]

Der Golf bewegt Deutschland Objective: when Volkswagen introduced the new Golf, the people should get to know the car easily. Since the Golf is a car for the people, it should be brought closer to the people, and lead to the generation of around 10,000 test drives. Creative idea and description: when Volkswagen launched the new Golf, there was to be an overhaul of the standard procedure of such launches; potential clients should no longer have to make a trip

to the car dealers, but instead, the cars would come to them. For 2 ½ weeks, a roadshow with stops in 47 German cities invited the public to get to know the new Golf ﬁrst-hand. Anyone and everyone could sign up, either beforehand or spontaneously - for the drive to work, school, or in the event of those surprise rain showers. The new Golf proved itself as a reliable partner in every situation. It was even possible to book the new Golf online through car-sharing agencies for trips between cities. The highlights however, were the special experience test drives accompanied by German celebrities. During the drive, experts informed the testers about the latest features of the car, and returned the vehicles back to base. The Golf became the perfect accompaniment for everyday life. Results: in just over two weeks, almost 11,000 people tested the new Golf Germany-wide. 47 radio stations and 20 websites covered the campaign, and 400,000 newsletter contacts were generated. In addition to this, contact was made with new target groups.

[ DATA SHEET ] Country: Germany Organiser: ZIBERT + FRIENDS GmbH Client: Volkswagen AG Date: November 2012 Target: general public Location: Germany Budget: up € 1,000,000 to € 5,000,000

111

[sport event]

Games were underway, there were two weeks of hectic action with press conferences, introductions to Olympic sports, meetings with athletes, coordinating partner stands, live event broadcasts or evening events to celebrate the victories. Staging and set design: in all, some 7,000 m² were used for this event! Public spaces included the hall with entertainment and medal ceremonies, the Olympic exhibition and catering areas, while other areas were available for private corporate hire for a day or an evening. Results: last summer, you couldn’t miss Club France! CF beneﬁted from several hundred hours going out live and welcomed some 80,000 people, including 500 athletes and personalities from the world of sport, around 1,000 accredited journalists, a hundred artists and personalities from the world of politics.

Location: London / UK

112

[sport event]

Sauna WM Objective: with variety, cultural differences and a strong focus on aesthetics, the goal is to open up the topic to a new target group and give ‘Sauna’ a more positive spin. Creative idea and description: in 2008 the idea of enriching the topic wellness with sauna and steam room and promoting it, was born. Since 2009 the Sauna WM is held annually for sauna lovers. The criterion is not the length of the Sauna Aufguss or how long you can stay in the Sauna. Pleasure is the main goal. The best fragrance, the right dosage, the matching comment, maybe also a good joke at the right moment – all this and much more can create the best Sauna-Aufguss. Key points of the Sauna World Cup are neutrality and objectivity. It is important, what the sauna guest likes, not what the organisation sees as priority. Therefore the agency has the following rules: No expert jury, the guests decide, what they like. Neutrality of the organizer - the agency do not own a spa or produce saunas. Internationality and multicultural aspect is important. Aesthetics - the cultivated sauna experience is key. Professionalism - an experienced, dynamic team. Safety - a doctor’s team on location. Media Mix: announcements and reports in newspapers, magazines, Tv and a variety of online media like social networks, websites, community and industry forums. Staging and set design: the staging is kept as simple as possible to not disturb the wellness character of the event itself but also the character of the host spas. Banners and posters have been used

to brand the location and to give the contestants and visitors all necessary informations. Results: since 2009 it has been around 120 contestants in the ﬁnals, from more than 20 nations and 4 continents. The public interest in the topic and the event is increasing year by year, what leads to an rapidly increasing number of visitors and international media appearances.

[ DATA SHEET ] Country: Austria Organiser: TVfriends productions & services GmbH Client: Internationaler Verein zur Förderung der Sauna und Wellnesskultur Date: since 2009, yearly qualification rounds all over Europe. Yearly Final in October (26th - 27th, 2013; 20th - 21st, 2012) Target: people who have an interest in wellness Location: final in Austria: 2013 at Alpentherme Bad Hofgastein. Qualification rounds in Austria, Germany, Italy, Denmark, Sweden, Russia, Czech Republic, Hungary and Poland Budget: less than € 50,000 Low Budget

113

[sustainable event]

Día de la Música 2012 Objective: an urban music festival whose comprehensive bet on sustainability has made it a principal meeting point in the sector. Objective: convert into the first Spanish festival to be ‘carbon neutral’ under the theme ‘The New Energy Festival’. Creative idea and description: to create a campaign to increase awareness as well as actions seeking to reduce environmental impact and raise awareness about responsible consumption. The principal actions carried out were: design of an energy self-sufficient stage; calculation of the carbon footprint; selective management of residuals; catering using fair trade sources and ecological food; encouraging public transport and car-pools; bike renting, electric buggies and a car with a zero footprint for workers; low consumption lighting and low electrical consumption in general; contracting local suppliers; ecological sanitation and cleaning products; information and formation on the environment for the public, workers and suppliers; analysis of the propagation of sound and preventive measures; an initiative ‘Transform your rubbish into culture’. Media Mix: press, radio, online and outdoor advertising. The media coverage was overwhelming, receiving coverage in international media. The study of the economic evaluation on the return of the event showed figures such as a 26% increase on return with respect to the year 2011, and a final figure of almost 7 million Euros. There were more than 500,000 visits on the Web. Staging and set design: the stage was powered in a

self-sufficient manner by renewable energy sources; solar plaques installed in the stage to provide energy to ventilators which made the heat more tolerable among the public; analysis of the propagation of noises and preventive measures to avoid generating acoustic contamination; posters and signage to inform the public on environmentally responsible behavior in the festival; low consumption lighting and electrical consumption primarily from the general supply network. Results: first Spanish festival to be ‘carbon neutral’. Thanks to its commitment to the environment it has won prestigious European environmental certificates: ‘Industry Green’, ‘Green&CleanAward’, ‘A Greener Festival Award’ and the ‘Title for Compensation of Gases with Greenhouse Effect’ from the Town Hall.

[ DATA SHEET ] Country: Spain Organiser: ACCIONA Producciones y Diseño, S.A. Client: Music Today Date: June 21st - 24th, 2012 Target: young public from all over Spain Location: Madrid, Spain Budget: up € 450,000 to € 500,000

114

115

[trade show]

million AEV; recording of a Tv campaign in all national Tv channels; live broadcasting for radio shows; dedicated website of the event; presence in major social networks. Staging and set design: more than 200 support vehicles involved, 20 heavy duty machinery and a work crew of approximately 500 people. The designed set was ﬁnished building a wooden pallet wall up to 3m high, and above a suspended box with 71x47m with 8m high. A special zone for Tv, with staging and technical area up to a total 100m2, was also implemented. Assembly work was completed and resulted in an event with a usable area to the public of 3,400m2, included in a total area of 8,500m2. Results: over 55,000 people visited the event in both cities; more than 6,500 meals were served, 30,000 charcuterie products and 400 kg of meat were sold; 5 hours of live Tv broadcasting with a 15% share; more than 400,000 people watched the event on Tv; more than 150 news were generated; Roi of 6,5 millions.

[ DATA SHEET ] Country: Portugal Organiser: Born and Realizar Portugal Client: Continente - Sonae MC Date: October 12th -14th, 2012 Target: mass market Location: Pavilhão Atlântico - Lisboa

116

[trade show]

DSV Beach Booth Objective: after ten years of not participating at international fairs, the ‘hidden champion’ Dsv, headquarters in Denmark, wanted to convincingly and memorably present itself in Munich. Creative idea and description: even though DSV is one of the leading suppliers worldwide for transportation logistics, with 22,000 employees, one hardly knows the brand in Germany. During workshops for the communication concept, brand values were identiﬁed and used to develop a story line. The sympathetic home-base country is modern, as are the inhabitants - communicative and sympathetic. DSV is global, large and very modern - the decisive factor is though: to be sympathetic, down to earth, and most of all - very Danish! The trade fair booth should not only reﬂect these remote associations with Denmark, relaxing holidays and wonderful memories, but awaken and provoke these same feelings among the visitors. Implementing the key idea with standard furnishings is obvious - although a beach bar at a transport and logistics trade show, not easy! Thus the ‘DSV booth beach’, in short ‘trade talk’, and the innovative idea of booth communication proved to be absolutely correct in the spirit of the times. Media Mix: the Danish beach hut was an ad image

that travelled around the world. An advertisement and online campaign was developed that showed the image in various, globally recognized environments. The hut was in Central Park, in front of Chinese temples, at the end of the Golden Gate Bridge and in Sydney. The message was clear: From Denmark to the rest of the world. Staging and set design: the ‘beach hut’ and the design of the DSV trade show presentation was the perfect solution to the story that developed from the brand values. The key words ‘modern’, ‘global’ ‘sympathetic’ and ‘very Danish’ were transferred throughout the entire room with a simple, memorable idea. Large images of beach motifs, beach ﬂags, ecologically-friendly building materials and of course lots of sand evoked an all-round harmonious atmosphere. Results: the feedback for the ‘beach booth’ was overwhelming. The envisaged time spent at the booth per visitor far exceeded expectations and also the number of visitors coming to the booth. The visitors also responded positively and they were very pleased with the originality and inviting atmosphere.

[ DATA SHEET ] Country: Germany Organiser: JOKE Event AG Client: DSV Air & Sea GmbH - Bremen Date: June 4th-7th, 2013 Target: general public Location: Fair Munich

117

[unconventional event]

[ DATA SHEET ] Country: Portugal Organiser: Action4 Ativism Client: Yorn - Vodafone Date: June 22nd, 2013 Target: general public, aged : 13-20 Location: Lisbon Budget: up € 100,000 to € 200,000

118

[unconventional event]

Yorn Good Time Shopping Objective: to create a low budget event able to build brand notoriety, stimulate relationship with the target audience and show the real advantage of being a Yorn client. Creative idea and description: the agency created a massive event that had, in the same building - an old abandoned school in the heart of Lisbon’s old town -, the most attractive lifestyle brands to the youth target: Adidas, Nike, Vans, Carhartt, DC’S , just to name a few ‘big ones’, and also different independent and emerging Portuguese brands like Cardume. But youth lifestyle and fashion brands were not everything. These 3 intensive days were a celebration of the brand’s and youth’s culture, all mashed into one entity: discount shopping, live gigs, DJ’S, Skate, Bmx trials and demos, Bike Polo and urban art. The event was for Yorn clients only, but they could take a friend from another phone network with them. To reinforce Yorn’s advantage, the agency had two price tags -

a lower one only for Yorns. This way the agency gave a real motif for non-Yorns to convert themselves to Yorn at the door and experience the full promotional advantages. Media Mix: tv, press, outdoor, web. Results: 5,000 people attended, more than 100 different brands, 10 live gigs, 20 DJ acts, more than 100 skaters passed by the mini half pipe.

[ DATA SHEET ] Country: Portugal Organiser: Action4 Ativism Client: Yorn - Vodafone Date: April 5th-7th, 2013 Target: general public, aged : 13-20 Location: Lisbon Budget: up € 100,000 to € 200,000

119

[unconventional event]

wall up to 3m high, and above a suspended box with 71x47m with 8m high. A special zone for Tv, with staging and technical area up to a total 100m2, was also implemented. Assembly work was completed and resulted in an event with a usable area to the public of 3,400m2, included in a total area of 8,500m2. Results: over 55,000 people visited the event in both cities; more than 6,500 meals were served, 30,000 charcuterie products and 400 kg of meat were sold; 5 hours of live Tv broadcasting with a 15% share; more than 400,000 people watched the event on Tv; more than 150 news were generated; Roi of 6,5 millions.

[ DATA SHEET ] Country: Portugal Organiser: Born and Realizar Portugal Client: Continente - Sonae MC Date: October 12th -14th, 2012 Target: mass market Location: Pavilhão Atlântico - Lisboa

120

[unconventional event]

Gsma Connected City Objective: to demonstrate how the worlds leading mobile operators are working to deliver ‘Connected Living’; to complete a completely different, unique and fully interactive exhibition space; to give demos and technologies life after the four day event; to create a multi-functional event space to entertain and educate. Creative idea and description: the realistic, ﬁlm set quality Connected City was made up of a car showroom, a town hall, a marketplace, a coffee shop, a house and a hotel with each area telling a story of how mobile technologies would change that particular sector of business. 28 Partners were housed in the city including Telenor, Ibm, Vodafone, Samsung, AT&T to name a few. The City housed over 100 demos in total telling the ‘Connected Living’ story. GPJ technology ‘TouchScope’ allowed visitors to download demo giving content life after the four day event. The event space was truly multi-functional with the hotel providing six meeting rooms and the cafe and street areas being quickly adaptable to host press conferences, Tv interviews and evening receptions. No expense was spare when it came to creating a realistic city environment. Four Cars were used including a London Taxi, motorbikes and bicycles. Even park bins and benches were used to give the event space an authentic real life feel. Media Mix: pre event promotion on site, site press coverage Bbc and Cnn Worldwide; press releases were sent to major technology and news publications across the globe resulting in pre event coverage from Bloomberg, BBC, Yahoo, Cnn, PR News Wire and

Hidden Wires Technology Trade Magazine; press and media coverage of the event included: Gsma Connected City interview for Bbc Breakfast News; The City appearing on Bbc Technology News Website; Cnn ﬁlming a feature piece for National American Tv. Staging and set design: the design and build went above and beyond the normal level of exhibition build and was of a realist ﬁlm set like standard; this level of detail help communicate the message of the ‘connected living’ future; demos were built into everyday life situations such as cars and shop counters; this lead to 82% of visitors agreeing the Connected Living experience was well portrayed. Results: 14,000 sq ft. fully interactive city; 1,500 Touchscope content downloads; 20,000 visitors; 83% of visitors thought the stand stood out from the other exhibitors; 73% of visitors left with a clear understanding of how mobile solutions will optimise the future.

[ DATA SHEET ] Country: UK Organiser: George P. Johnson Client: Gsma Date: February 25th -28th, 2013 Target: senior mobile professionals Location: Fira Gran Via, Barcelona

121

[unconventional event]

‘Night of Magic Heads’ 2013 Objective: the NMA is considered one of the most coveted awards by Germany’s digital advertising industry. In recent years the perceived highlight was the after show party. Now InteractiveMedia wanted a new agency to come up with a concept that places more emphasis on the actual awards ceremony. Creative idea and description: It was primarily the dramatic presentation of the awards ceremony that kept the audience involved and activated. The absence of the monotonous recital of the same statements and exhausting routines was refreshing. Instead, the presentation was enthralling and full of surprises from beginning to end. It began with the magic spell that turned a small book into the giant ‘Book of Magic Heads’, continued with the interesting, creatively produced category trailers and the surprising mechanism of the pop-up book and its ﬁve artfully depicted motifs. A unique fold-up motif was created for each category, which made humorous references to the magic the head behind the story created. Every award winner was surprised with a new lovingly created page of the book paired with a song that accompanied his or her appearance, which served as the vehicle to transport the exact emotion each discipline speciﬁcally evokes. The result:

a unique, absolutely one-of-a-kind moment. This was an awards ceremony that combined an esteem expressing celebration with a show full of interesting variations and surprises for both, guests and nominees: show time for the very best ideas. None of the 650 guests left the room during the 1 and a half hour awards ceremony. This is a phenomenon one would be hard pressed to experience at any other awards ceremony. Excitement until the end and the nominees received maximum reverence.

Location: Schmidt’s Tivoli, Hamburg

122

[unconventional event]

Audi Chef’s Cup Südtirol Objective: to discuss gastronomic themes in an informal way; to create connection between famous chefs, public and companies, promoting taste, tradition and quality of the food world through sportive, charity and culinary activities. Creative idea and description: the event is born in the 2004 thanks to the idea of the chef Norbert Niederkoﬂer and MK Events, with the aim to create a connection between the big chefs in a friendly contest to discuss about the changes and the evelution of the high cousine. Created for the chefs and for the producers of gastronomic excellence, the event obtains more success every edition and from the biennial experience it becomes an annual appointment. In 2009 it opened its doors to the public, from 3 days it becames a 1 week event and from 70 participants it reached 1,000 guests in the last edition. Chef’s Cup, event self-funded by important sponsors that believe in the quality of the project and organize incentive trip for top clients, has playful moments as the ski competition, drive test and snow golf but also charity, debates and cousine activities. The next is the 9th edition with chefs and guest from all over the world and, for the 2015, there will be an abroad appointment. Media Mix: radio&tv: services on national and private networks and national radio directs. Newspapers; magazines and web: 196 Italian and foreign newspapers and more than 290 publications; web site (oct 2013 - mar 2014): 12,652 visits /unique visitors 7,760 / pages /visit: 6,87/average length of visit 00:03:57. Adv: skiing

with taste (22,000 copies)/lifestyle mag (32,000 copies)/chef (70,000 copies)/sport week (332,098 copies-readers: 1,510,000)/Gazzetta dello Sport (340,483 copies-readers:4,132,000). Staging and set design: set-up of advanced geodetic structures dedicated to sponsor and convivial moments: six structures of different sizes for the construction of the open air village at the parterre of the Gran Risa ski run. Set-up of the ski run with ski lodge of departure, arch of arrival and sponsor banners on track and bottom track. Self-supporting structures in different locations. Results: economic evaluation of the press review: about 3,200,000 euros. Participants cooking and guests chefs: about 100/110. Total guests: about 1,000.

[ DATA SHEET ] Country: Italy Organiser: MK Eventi & Comunicazione Client: MK Eventi and events’ partners Date: January 2013 - 3rd week Target: chef, gastronomic operators, generic public, partners’ top client Location: Alta Badia (BZ) Budget: up € 300,000 to € 400,000

123

[web event / media event]

Telia Melodifestivalen Song Contest, Studioplay Objective: to increase consideration and likability for the Telia brand; to drive trafﬁc to store and Telia’s digital channels and to increase sales. Creative idea and description: the agency developed a digiphysical B2C concept for Telia in connection to Melodifestivalen 2013, a national pre-competition electing Sweden’s representative in the Eurovision Song Contest. The digiphysical activation focus was chosen as it captures the essence of Telia’s services/products to the modern family. The concept was composed of a set-up of digital plattforms of which all physical acitivy was connected to. All from digital tablets and mobile phones to tv and web screens and a number of different social softwares were used, enabling the Melodifestivalen audience to take part of extra content in connection to the competition tour. Driving physical event activation and using social platforms for extra content we also build in encouragement for a social spread, increasing visibility, consideration, likability for Telia as well as driving trafﬁc to Telia’s web page, all with a strong relevance and connection to Melodifestivalen. Media Mix: throught Telia platforms visitors could interact with the event in numerous ways, on the campaign site we aggregated all social media content on Facebook, twitter and instagram and for the participation it would be possible to win tickets to the events and products. The main activity however was the interviews with all the artist where fans could decide what was going to happen by simply following the series, answer a few questions and

suggesting what they would like to happen and we would make it come true. Staging and set design: the focus was set on technology and of course the purple color that signiﬁes Telia. For the arena stage photo set, two entire walls were made up of big and small screens, mobile phones, tablets and TV-screens. And in the ﬁlming studio a subtle purple backdrop with Studioplay’s logo, the interviewer always had a tablet nearby. This helped deliver the message that Telia is a pioneering company utilizing 4G- and 3G-technology on every given occasion, as this is one of Telia’s main services. Results: in just 8 weeks the campaign reached 2,151,936 people and the number of people talking about Telia increased with 230%. We created 960,000 views on YouTube in 8 weeks only and all was done without any traditional media. Based on Sweden’s population.

[ DATA SHEET ] Country: Sweden Organiser: XperienceGroup Client: Telia Date: January 1 st – March 3rd, 2013 Target: general public Location: 6 different cities in Sweden: Karlskrona, Gothenburg, Skellefteå, Malmoe, Karlstad, Stockholm

Budget: up € 300,000 to € 400,000

124

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EuBea 2013 Main Characters A Loud Minority Product / Service Launch. C^`Z lZ Lbch bZY^V ZkZci HidX`]dab '%&( A+A Communication Educational / Training Event. I]Z Vaa cZl Kdakd GVc\Z Product / Service Launch. Cdi _jhi Vcdi]Zg igjX`! cdi _jhi Vcdi]Zg aVjcX]

pag. 78

BrandFuel Congress / Conference. DcZ Ndjc\ LdgaY '%&' Non Proﬁt / Social Organization Event. DcZ Ndjc\ LdgaY '%&'

pag. 43 pag. 73

pag. 53

CB.e Clausecker | Bingel Celebration / Festivity. &%% NZVgh ;gZhZc^jh

pag. 34

pag. 79

ACCIONA Producciones y Diseño Cultural Event. I]Z 6YkZcijgZ d[ >ccdkVi^dc Sustainable Event. Día de la Música '%&'

pag. 50 pag. 114

Action4 ativism Celebration / Festivity. <gVcYZ 6ggV^Va Ndgc Unconventional Event. <gVcYZ 6ggV^Va Ndgc Unconventional Event. Ndgc <ddY I^bZ H]dee^c\

pag. 33 pag. 118 pag. 119

ADR Prod Public Event. =V^g 8VehjaZ Wn 9ZhhVc\Z Arjan van Dijk BtoB Event. HjgEG^h^c\ ^ch^YZ i]Z Wdm Aspen Media Italia Product / Service Launch. Dcan J Associazione MUS.E Public Event. ;adgZcXZ L]^iZ C^\]i '%&( Atölye Product / Service Launch. HVbhjc\ H >>> AVjcX] :kZci \Auditoire France Internal Company Event / Convention. G$:kdaji^dc " GZcVjai IgjX`h Born Public Event. BZgXVYd YZ HVWdgZh '%&' Trade Show. BZgXVYd YZ HVWdgZh '%&' Unconventional Event. BZgXVYd YZ HVWdgZh '%&'

pag. 93

Creative Pro Incentive / Team Building. 8gZVi^kZ ;âb7jâY^c\ $ 8dgHd Hidgn pag. 59 CWT Meetings & Events France Internal Company Event / Convention. BH9 8Vbejh Dalziel and Pow Design Consultants BtoB Event. HVbhjc\ GdVYh]dl# '%&( Roadshow. HVbhjc\ GdVYh]dl# '%&( Desafio Global Ativism Congress / Conference. GdiVgn >ciZgcVi^dcVa 8dckZci^dc Internal Company Event / Convention. <gVcYZ BVgXVh$<gVcYZh 8^YVYZh$<gVcYZh 8a^ZciZh

pag. 61

pag. 21 pag. 104

pag. 44 pag. 62

pag. 20 Event Arena Celebration / Festivity. HZocVb#Xo " >bV\^cVg^jb 7^gi]YVn EVgin pag. 35 pag. 80 Event Factory BtoB Event. HdYZmd '% NZVgh

pag. 22

pag. 94 facts and ﬁction Roadshow. 7VnZg 6cc^kZghVgn Idjg '%&(

pag. 105

pag. 81 Fast Forward events Product / Service Launch. 8dbZ V XVhV " G^hidgVciZ YZa \gVcd pag. 82 Public Event. 8dbZ V XVhV " G^hidgVciZ YZa \gVcd pag. 96 pag. 60 Fieldwork - 27Names Public Event. CZhegZhhd 7dji^fjZ DeZc^c\ pag. 95 pag. 116 pag. 120

pag. 97

Filmmaster Events Product / Service Launch. Kda`hlV\Zc <da[ , " ?d^c i]Z b^hh^dc pag. 83

126

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ďŹ redancer Low Budget Event. ;^gZ! Bddc HiVgh pag. 71 Non ProďŹ t / Social Organization Event. ;^gZ! Bddc HiVgh pag. 74 George P. Johnson BtoB Event. <VgicZg Hnbedh^jb$>Imed '%&' Congress / Conference. 8^hXd A^kZ '%&( Hybrid Event. 8^hXd <adWVa HVaZh :meZg^ZcXZ <HM '%&' Roadshow. >Wb ÂťHbVgiZg EaVci 8dbZh id NdjÂź Idjg Unconventional Event. <hbV 8dccZXiZY 8^in Gyro Celebration / Festivity. CdglZ\^Vc 6^g EdlZg &%% nZVgh 8ZaZWgVi^dc Hybrid Event. @dc\hWZg\ Ndjg :migZbZ Public Event. CdglZ\^Vc 6^g EdlZg &%% nZVgh 8ZaZWgVi^dc Hagen Invent Product / Service Launch. HZk^aaV HeZZY 9Vnh '%&' Roadshow. IdndiV =nWg^Y HjbbZg '%&' Havas Worldwide Paris BtoB Event. =Zaad AZh ^ccdkVi^dch [dci aZjg H]dl Public Event. AZh ?djgcĂŠZh EVgi^Xja^Ă¨gZh '%&( Heimat - Berlin Product / Service Launch. 6aa ZnZh dc i]Z H) ICS - International Conference Services Non ProďŹ t / Social Organization Event. 9Vc^h] <ZcZgVa EgVXi^dcZgh BZZi^c\

pag. 23 pag. 45 pag. 57 pag. 106 pag. 121

pag. 36 pag. 58 pag. 98

pag. 84 pag. 107

pag. 24 pag. 99

JOKE Event Trade Show. 9HK 7ZVX] 7ddi]

pag. 117

KUK Filmproduktion BtoB Event. H^ZbZch I^V EdgiVa aVjcX] ZkZci

pag. 27

La Buccia Celebration / Festivity. AVbWdg\]^c^ *%i] Vcc^kZghVgn

pag. 38

Le Public SystĂ¨me Celebration / Festivity. 8ajW ;gVcXZ " AdcYdc Danbe^Xh <VbZh Cultural Event. 8gZVi^kZ <VaaZgn Wn L^cYdlh Internal Company Event / Convention. Bdk^YV eVgin Product / Service Launch. 8gZVi^kZ <VaaZgn Wn L^cYdlh Public Event. 8ajW ;gVcXZ " AdcYdc Danbe^Xh <VbZh Sport Event. 8ajW ;gVcXZ " AdcYdc Danbe^Xh <VbZh Maccom Celebration / Festivity. HiVgi deZgVi^dc d[ 7dkVcZc`dkh`dnZ \Vh [^ZaY

pag. 39 pag. 51 pag. 63 pag. 86 pag. 100 pag. 112

pag. 40

Malja Public Event. :kZci EVg`! :jgdeZVc 6i]aZi^Xh 8]Vbe^dch]^eh '%&' pag. 101 Marbet Marion & Bettina WĂźrth Product / Service Launch. 6jY^ F( AVjcX] ;ddiWVaa <VaV C^\]i pag. 87

pag. 85 MK Eventi & Comunicazione Unconventional Event. 6jY^ 8]Z[Âźh 8je HĂźYi^gda pag. 75

insglĂźck Gesellschaft fĂźr Markeninszenierung BtoB Event. '%&' <dd\aZ 8gZVi^kZ HVcYWdm HjbbZg d[ 8gZVi^kînÂź pag. 25 BtoB Event. >ckZhibZci 6ìjZaa '%&( Âť8]Vc\Z Vh V X]VcXZÂź pag. 26 Celebration / Festivity. C^\]i d[ BV\^X =ZVYh '%&( pag. 37 Congress / Conference. >ckZhibZci 6ìjZaa '%&( Âť8]Vc\Z Vh V X]VcXZÂź pag. 46 Non ProďŹ t / Social Organization Event. I]Z 6ì^dc BZchX] bdkZh " 8în Idjg '%&' pag. 76 Roadshow. I]Z 6ì^dc BZchX] bdkZh " 8în Idjg '%&' pag. 108 Unconventional Event. C^\]i d[ BV\^X =ZVYh '%&( pag. 122

pag. 123

Ninetynine Product / Service Launch. =I8 DcZ :kZci

pag. 88

Nokia Internal Company Event / Convention. Cd`^V K^h^dc HigViZ\n GdVYh]dl

pag. 64

OrganizaciĂłn de Eventos Staff Educational / Training Event. CZl =daaVcY IgV^c^c\ 8Vbe '%&(

pag. 54

Portugal Telecom Congress / Conference. EI IZX]cdad\n VcY >ccdkVi^dc 8dc[ZgZcXZ

pag. 47

127

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Pure Perfection Internal Company Event / Convention. 6jY^ I: ;Vb^an 9Vn '%&'

pag. 65

Schmidhuber BtoB Event. 6jY^ 6( 9ZVaZg BZZi^c\ '%&'

pag. 28

SCP Internal Company Event / Convention. DeZgVi^dcVa :mXZaaZcXZ

pag. 66

Sinergie Roadshow. J:;6 8]Vbe^dch AZV\jZ Igde]n Idjg Stagg & Friends BtoB Event. :jgdIgV^c^c\ '%&' " >che^gZY [dg V cZl \ZcZgVi^dc Educational / Training Event. :jgdIgV^c^c\ '%&' " >che^gZY [dg V cZl \ZcZgVi^dc Product / Service Launch. :jgdIgV^c^c\ '%&' " >che^gZY [dg V cZl \ZcZgVi^dc The Companies BtoB Event. JcYZg Zcdgbdjh egZhhjgZ Thepartners Roadshow. 8dXV"8daV LdgaY Ijg`Zn Top Banana Internal Company Event / Convention. 9VcdcZ 7VWn IVa` A^kZ '%&( TVfriends production & services Sport Event. HVjcV LB Universal WorldEvents Congress / Conference. 6aaZg\Vc HVaZh 8dc[ZgZcXZ '%&( Internal Company Event / Convention. 6aaZg\Vc HVaZh 8dc[ZgZcXZ '%&( vitamin e - gesellschaft für kommunikation Public Event. Danbejh DB"9/ E]did\gVe]n EaVn\gdjcY

pag. 109

pag. 29 pag. 55 pag. 89

pag. 30

VOK DAMS Agency for Events and Live-Marketing BtoB Event. AVbWdg\]^c^ 6kZciVYdg EgdYjXi AVjcX] pag. 31 Celebration / Festivity. 7VnZg &*%i] 6cc^kZghVgn »LZ VgZ 7VnZg¼ pag. 41 Internal Company Event / Convention. 7VnZg &*%i] 6cc^kZghVgn »LZ VgZ 7VnZg¼ pag. 69 Product / Service Launch. AVbWdg\]^c^ 6kZciVYdg EgdYjXi AVjcX] pag. 90 Public Event. AVbWdg\]^c^ 6kZciVYdg EgdYjXi AVjcX] pag. 103 Wilkenwerk BtoB Event. H]Zaa GZiV^aZg :c\V\ZbZci 9Vn '%&(

pag. 32

Wind Telecomunicazioni Musical Event. L^cY Bjh^X 6lVgYh '%&(

pag. 72

Winkelman Van Hessen Congress / Conference. CZYZgaVcY ^ccdkZZgi '%&(

pag. 49

Woltti Group Product / Service Launch. BZY^V :[[ZXi^kZ ^E]dcZ* Hjgeg^hZ <^\

pag. 91

WRG Creative Communication Limited Internal Company Event / Convention. :: A^kZ Product / Service Launch. ?V\jVg ;"INE: " <adWVa BZY^V EgZk^Zl

pag. 70 pag. 92

pag. 110 XperienceGroup Web Event / Media Event. IZa^V BZadY^[Zhi^kVaZc Hdc\ 8dciZhi! HijY^deaVn

pag. 124

pag. 67

pag. 113

pag. 48 pag. 68

Xsaga Celebration / Festivity. Ijgc dc i]Z A^\]ih '%&' Cultural Event. DeZc^c\ G^_`hbjhZjb Non Proﬁt / Social Organization Event. ;ddiWVaa HiVcYh je V\V^chi 8VcXZg

pag. 42 pag. 52 pag. 77

Zibert + Friends Educational / Training event. Kda`hlV\Zc EgdYjXi :meZg^ZcXZ '%&' pag. 56 Roadshow. 9Zg <da[ WZlZ\i 9ZjihX]aVcY pag. 111

pag. 102

128

129

130