Objective
Millward Brown needed an event to re-launch their pre-testing tool Link. They needed to communicate that Link had changed to incorporate modern marketing methods, and was now an integral part of the creative process; and that Millward Brown cared passionately about great creative work. The target audience was the cream of the marketing and advertising industry, largely based in London.
Solution
A bold ‘exploding head’ graphic was used to associate creativity with both client and product; this was applied across all event and pre-event materials including ‘hold the date’ e-flyers, an invitation, event guide, brochure and graphic display boards. The invitation also doubled as a puzzle which delegates had seven ways to solve prior to attending. The event itself comprised a seven-zone interactive experience, explaining the seven different benefits of Link via computer consoles, audio-visual installations and graphic displays; speeches by advertising gurus Sir Martin Sorrell, Jeremy Bullmore and Jon Steel, and a treasure hunt.
Results
The event went a long way to positioning Link as the premium pre testing tool and lead the way in forming a modern approach to promoting Millward Brown for all future campaigns globally.
Clients Comments
“Rok did a fantastic job. The feed back has been incredibly positive. We knew we could trust them to deliver. They were our rock.”
