Case: Secret Heaven
My Role: Concept / Art direction
Problem
Every year there’s a large Broadcaster Technology fair at the Amsterdam RAI (IBC). The price of a stand at this fair does not way up to the leads resulting from it. Panasonic would like to explore possibilities to offer their top relations something outside the fair instead.
Insight
Fair visitors are bored and tired from visiting international fairs and talking about business all the time.
Solution
A highly exclusive cliënt event at another exiting, strange location in Amsterdam. Make this a place to relax and create an experience Panasonic's top cliënts won’t soon forget. Activate the brand promise ‘Ideas for life’. Make this activation an unforgettable experience.
Concept
‘Secret Heaven’. By following the purple butterflies from Amsterdam Central Station, the guests get to the raw, industrial environment of the Post CS building. A white angel on a black stallion shows them the way to a secret entrance. Via a dark tunnel the guests get into Secret Heaven. This is a bright white place with heavenly music and divine fingerfood. A complete contrast with the surroundings of the venue. Halfway through the evening the atmosphere turns around completely. The venue unexpectedly transforms in a dark, mysterious nightclub!
€ 600.000,- worth of Super High Definition equipment and a progressive VJ and DJ made this evening into an overwhelming experience. The transformation gave the visitors the boost they needed that evening.
Result
A very high number of visitors despite of the fact that the location was situated at the other side of the city. Visitors were awed all evening. Panasonic got a large number of sales appointments out of this evening.
Quote
“The team from Usual Suspects has great imagination and knows exactly how to put our message across in the most exciting way”.(Marc Irwin, European Marketing Manager Panasonic PBITS)
http://www.flickr.com/photos/usualsuspects/sets/72157606106441457/
http://hk.youtube.com/watch?v=vCBsgyFNoCY
http://www.newmediacongres.nl/view.cfm?page_id=4659
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