Product Showcase

Product Showcase

What was the winning formula for this showcase?

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The brief was a business-specific product showcase and networking event. Expert handling was required to put this global tech brand on the right track.

The Challenge

The client wanted to showcase the updated functionality of a business-specific product range to key customers while providing account managers with valuable face time. It was important that the fully branded event included an activity, dinner and drinks and an overnight stay to thank customers for their continued support of the brand. The product demonstration required a large open space that could be totally darkened and provided plenty of flexibility. Everything including event build, the event itself and the event breakdown had to be achieved in just 24 hours.

The BIG Idea

We pitched Mercedes Benz World in Surrey as the venue for the event. The location was perfect for both elements of the event and, as the client had just become a sponsor of the Mercedes Formula 1 team, it also offered valuable brand promotion opportunities. The Brooklands Suite would provide the perfect space to demonstrate the product range, while breakout spaces would be positioned on the first floor, giving delegates exciting views over the circuit. Delegates would be guided through the different zones using branded signage. After the product demonstrations, attendees would enjoy two hours of driving activities on the Mercedes Benz World racetrack (situated on the site of the iconic Brooklands circuit). This would be followed by a gala dinner and drinks at the Brooklands Hotel.

The Highlights

Despite the busy schedule, the delegate journey was smooth and relaxed, ensuring that the different elements of the event had the maximum impact. The main venue made a big impression. The design and build of the main space worked very well, allowing delegates to move easily between zones. The driving activity was fully embraced by the delegates, who threw themselves into the Driver of the Day competition. The winners were presented with Mercedes Benz World vouchers during the post-driving debrief. Overall, the ease of movement between the two elements of the day, in particular the proximity of the demonstration space, the racetrack and hotel, was well received.

The Upshot

The showcasing of the updated product range went very well, with the ability to give live, one-to-one demonstrations helping the client improve brand engagement and increase mindshare with key contacts in the reseller channel. Being able to provide personal demonstrations in specific business-use settings was particularly beneficial. The invigorating and stimulating environment provided an ideal opportunity for account managers to get to know their customers away from the office and the driving activity helped strengthen key relationships. In addition, the venue provided an ideal opportunity for the client to build awareness of and benefit from its F1 sponsorship deal.