European Best Event Awards: beste business to business event 2011
EVENEMENTEN AWARDS - In aanloop naar de European Best Event Awards 2012, waar EventBranche.nl wederom de Nederlandse partner is, inspireren wij u iedere week met een prijswinnaar van vorig jaar. Dit keer het evenement van Geberit, geproduceerd door VOK DAMS. Het leverde destijds veel discussie op binnen de jury, want onder meer het Nederlandse jurylid (EventBranche) had betere cases gezien.
AGENCY: VOK DAMS Agency for Events and Live-Marketing
CUSTOMER: Geberit Vertriebs GmbH
BUDGET: up € 1.000.000 to € 5.000.000
TYPOLOGY: BtoB Event
DATE: 13. – 27.05.2011
AUDIENCE: emotional commiment of accounts
LOCATION: HCC Hannover
FOCUS
Geberit develops, manufactures and sells high-performance sanitary and bathroom products and systems. The overall aim of the event is to allow the invitees to experience the brand Geberit – to clearly position it. The concept should provide space and time for emotional, connecting experiences.
CREATIVE IDEA
On three different days and at three different venues 2,800 invitees experienced a poetic dream. The company’s vision was interwoven with culinary delights. Thus, the motto took shape: a love story of discovering, losing, searching and finding in four acts.
Each act represents a brand value:
1st ActInnovationCreate quality of life
2nd ActPartnershipShare quality of life
3rd ActKnow-how Enable quality of life
4th ActReliabilitySustainable quality of life
The fifth brand value “quality of life” was immanent in everything. Dreamlike. … Rather old school? What is innovative about that? The culinary love story does not take place in a castle, nor does a diva appear on a white horse …
A space design on four levels, a wild chef and an innovative media concept stand in contrast to the classic early summer’s night dream – surprising, entertaining, innovative, sensual and optimally suited to the brand.
RESULTS
The feedback was very positive. The event was documented in a HQ “dream book”. The results of the staff survey are not available yet. Because of the high quality of the event, guests will not be asked to participate in a survey. It is important not to trigger any emotions and then control them.
