BRAND EXPERIENCE / STREET Marketing
BING EMEA TRAVEL SUMMIT EUROPEAN EVENT
Microsoftis a multinational software and hardware company. The Bingbrand is Microsoft’s web search engine, within the brand a distinction is made between Bing ads (B2B) andBing(B2C), although the brand is always communicated under the name Bing.
- Brand Experience
Request and creative process
Bing competes with many search engines when it comes to the investment made by clients in different industries to appear in the search tool.
On this occasion, theWDi Group was asked to organise an event aimed at the main players in the travel sector throughout Europe, in order to encourage them to invest in the summer campaign.
One of the ways to build customer loyalty and attract new customers is to interact with them by offering them a unique experience. To this end, we decided to organise an event in which for a whole day they could enjoy different experiences in the city of Barcelona.
The event began by welcoming the guests at the W Barcelonad Hotelwhere they would be staying. Each guest had a private room where they could find a personalised box of chocolates to welcome them and thank them for their assistance.
The guests were transported by a private car customised for the event, “Bing cars“, to the start of the day at the Moritz factory.
On arrival at the Fàbrica, the guests were given the necessary accreditation to enter the event. This accreditation specified two groups, to facilitate the organisation and the subsequent dynamics of the event, and they also had their photo taken in thephotocall created for Bing.
Once they had obtained the required accreditation, the attendees proceeded to the hall located on the ground floor, where a welcome cocktailwas waiting for them. In addition to the cocktail reception, guests were able to enjoy various informative presentations given by representative figures from the brand and external parties.
We then moved the event to a more secluded room for the presentation of the Hololens, Microsoft’s holographic glasses. At this stage of the event, the guests were divided into the established groups in order to optimise time and space. While the first group had a guided tour of the factory, the other group was able to taste the product presented and enjoy a coffee break, after which they exchanged roles to enjoy both experiences.
At the end of the day, the guests received a gift from the brand, which consisted of a Memory kit, inspired by the world of travel, consisting of a company information brochure, a clip lense for the mobile phone and a digital frame with USB. Each digital frame was personalised with the photo that the attendees had taken upon arrival at the Bing photocall.
To end the day, the attendees were taken to the Xalet de Montjuïc where they enjoyed a pleasant dinner.
For the comfort of all the guests, four menus were prepared, so that everyone could choose the one that best suited their tastes. Vegetarian, vegan, gluten-free and regular menus were available. Each menu was designed with Bing’s corporate signage and colours.
At the end of the dinner, the guests were redirected to the hotel, bringing the event to a close. The next day everyone returned to their respective cities, before enjoying the breakfast buffet at the W Barcelona hotel.
Coordinating an event for clients from all over Europe and ensuring an unforgettable day-long experience, managing all aspects of the day’s events, accommodation and transport.
At Grupo WDiwe had to organise all the details so that the guests could enjoy their arrival at the hotel where they stayed and their transport to the location where the first part of the event took place.
We took care of the welcome catering as well as the preparation of the subsequent speeches of different relevant figures from Microsoft and the sector in question.
We managed the presentation of a client’s product, the hololens, and a subsequent visit to the Moritz factory.
Finally, we coordinate the dinner for the guests and their pick-up from the hotel.
Attendees of the event shared their pleasant experience throughout the day, which is evidence of the success of the event.
The day went smoothly and everything went according to plan, and each guest took away a souvenir of the event with various branded gifts and a digital key ring with a personalised photo for each guest.
After the event, the brand has continued to trust us for future events.
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