Product Launch

Product Launch

How did we get all the right people in the right room?

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The brief was a fully branded, VIP B2B product launch event. We had to find the blank canvas that could deliver a statement event for this global technology giant.

The Challenge

The client wanted a B2B and press product launch for its large-format displays. They wanted a unique space in central London with great transport links and the large-format displays had to be put on show to all the guests. With this in mind the venue had to offer the flexibility to accommodate a statement event and have enough blank space to wall-mount the screens. The client also wanted to create a VIP environment for the guests.

The BIG idea

We pitched Jasmine Studios in West London as the venue for the event. Given the importance of the delegate journey to the event concept, this location would offer the blank canvas that was required, with enough wall and floorspace to accommodate the screens. We would fully brand the entire space and create a presentation area, technology suite and gaming zone. We would also design and build a tunnelled entrance space using freestanding walls that would showcase the various large-format displays to guests on arrival. In addition, demonstration spaces would be created to showcase the screens in use in airports, car showrooms, school and hotels, and the venue would feature a branded bar with an illuminated interactive bar top for the drinks reception. We would also manage delegate registrations and the post-launch communication.

The Highlights

The venue, completely transformed from a blank canvas to a totally on-brand event zone, made a big impact on guests, which included senior client managers. The launch of a secret new product, details of which had been under embargo for months, was made to a fully engaged and immersed target audience. The demonstration areas and interactive displays proved hugely popular, helping to generate positive brand engagement and achieve important brand mindshare that lasted beyond the product launch event.

The Upshot

The product launch event was fully subscribed, with the right people on the guest list. This meant that brand engagement and education were targeted at an audience who have a real impact on brand profile and sales performance. The demonstration experiences were well received and generated valuable information on product perception and knowledge that could be fed into the product-development process. The return-on-investment targets were met, with new accounts secured as a result of the event. Objectives relating to sales channel knowledge, relationship-building and positive brand affirmations were also successfully achieved.

20:1 ROI in PR value