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.
