Bea World is an initiative that recognises and promotes excellence in events and live communication across the whole world and takes place in the context of Bea World – The International Festival of Events and Live Communication. Created in 2006 to foster and advance the importance of events in the marketing plans of large and smaller corporations, the Best Event Awards have helped agencies from 40 countries in finding inspiration and new ideas for their events, and are now acknowledged as the main and most challenging international industry recognition.
The project had three main goals:
– to attract positive attention from media/ bloggers, get 2 million media reach.
– to create a newsbreak for media/ bloggers
– to engage at least 50 bloggers
In order to reach the main goal, the organisers decided to not launch a standard event. Instead, they came up with a large social project in collaboration with the GLO brand, to benefit the city and people and leave a trace. Therefore, people won’t be forced, will desire to attend happening and be a part of the huge change by themselves.
In Ukraine, the legacy of the USSR is still haunting them and hampers the much-needed transformations.
The overall project was divided into several stages:
1. To involve people emotionally, they conducted a Voice of Customer to identify the worst places in 3 major Ukrainian cities. This personification approach proved utterly useful as people expressed emotional involvement with both the problem and the change.
2. They involved bloggers in the transformation process of venues. Therefore, they were not just guests, but rather participants, fully immersed in the process.
3. To tease the media/bloggers, they invited them to a fashion show that happened literally at the bottom of the river at a renovated location that didn’t exist before.
After all renovations of the selected locations, they invited bloggers/ media to the event. They integrated the Glo brand into the location’s design, with custom unique decorations. The guests were immersed in the atmosphere of urbanism, and the abandoned location was transformed into a comfortable lounge area. The location was, furthermore, enhanced with additional elements and performances.