Case study: creating a meaningful corporate event

Sometimes a corporate event is just a party – an excuse to show your staff, guests, or delegates a good time. But brands that look straight to the off-the-shelf solution are missing a trick. So often, evening events are the after thought of a conference experience, with brands thinking that a nice venue, fun entertainment, and the latest props will suffice. That the conference day and evening event are mutually exclusive and that strategy can be left at the door in favour of “showing them a good time”. Our philosophy is that every action of an event plan should be measured against the organizing idea behind the event, and that a brand’s strategy can be understood as well in a social setting as in a conference keynote.

We held a two-day digital marketing conference hosted by one of the world’s leading video-sharing platforms for 300 marketing leaders from across EMEA. The conference focused on advances in the industry, new and upcoming advertising streams, and the ever-increasing importance of video in a successful marketing campaign. To accompany this, we wanted to create an unforgettable evening corporate event. Creating a video ad might seem like it would take a lot of time and money, something only for big brands. We wanted to build on what the attendees had learned throughout the conference day, to demystify the advertising platform, and to show digital marketers how easy making video ads can be.

The ask was to create a corporate event, to include a networking reception and dinner for 300+ people. We devised a concept that would leave attendees with a simple idea: that creating a video ad is as easy as cooking a meal and can be done in the time it takes to eat one.

We brought the 300+ attendees to Airfield Estate and immersed them in a “Field to Fork” experience – taking them through the working farm, leading them to a marquee gala dining venue. Three celebrity chefs – Clodagh McKenna, Rozanna Purcell, and Adrian Martin – demonstrated a course of the meal the attendees were about to eat while the film crew interacted with the chefs and the attendees. While the guests were eating the footage was edited and unveiled following dessert.

The attendees left knowing how easy creating a video ad can be, and having been immersed in an unforgettable culinary experience.

 

At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.

Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.