At this year’s conference, Hyundai (HMUK) had no new car to launch. The challenge for the agency was to create an event and an experience that could ‘stand out on its own’. The agency needed to organise a conference with a ‘wow factor’ for 400 delegates, including HMUK head office staff, dealers and VIP guests. In addition, there needed to be a platform for networking, sharing key messages and discussing future plans, with the overall objective of getting the dealer network motivated and aligned for the year ahead. The fresh Group won the Hyundai business last year, following a competitive pitch with four agencies.
The event was held at the Park Plaza Westminster Bridge hotel and fresh worked closely with the Hyundai team to develop the creative strategy and concept, event theme, content, media creation, delegate management, event production, logistics and travel bookings. This involved the creation of the event identity ‘I’m In’, which was used across multiple channels of content including speeches, video, signage, and presentations.
Executive creative director Stuart Whittle, said: "We took on the innovation challenge, and delivered through the centerpiece of a 270° wraparound screen, devised to create an impact with the audience as soon as they walked into the room. As well as bringing the presenters’ key messages to life, this immersive experience created the perfect platform for our teams to develop video content, and enabled us to change the ambiance and mood in the space. In this case the medium really was the message, with technology being used to help inspire franchisees to embrace innovation within their own businesses."
Delegates described the content and the environment as both ‘immersive and impactful’. According to Hyundai, the event provided an experience to remember and sparked discussion across the network almost immediately via social media channels. Kate Conway, events and dealer marketing manager at Hyundai, added: "The entire event was managed and executed to the highest standard and genuinely exceeded my expectations. The team at fresh understood our objectives from the outset and delivered both creatively and logistically. It truly was a collaborative process and the start of a great working relationship."
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