One of the reasons to choose Bilbao for an event is the distinct personality of the Bilbao residents themselves, who are known as bilbainos. Many people joke that there is almost nothing bilbainos can’t do… and if you ask them, they’re likely to remove the “almost” from the sentence. One example of this can-do attitude is a recent event organised for BBK ¡low cost! by the Eventi3 agency.
They wanted to promote the BBK campaign with a unique, one-off event. Since the Iberdrola Tower—the Basque Country’s highest building—was in its final construction phase, a huge crane enabled the team to surprise everyone: they designed and built a special platform to display the cars to the winners. Naturally, all necessary security precautions were taken at this event. The activity was rounded off by a dramatic multimedia presentation designed to make the greatest possible impact. Teasers stating “BBK takes you high” were placed at the company’s offices. Afterwards, the winners were secretly taken to the Tower’s heliport on the day of the event. The location was chosen to relate the product to the building’s stand-out features: strength, growth, control and power. Though created with a limited budget, creativity and innovation helped this activity increase product relevance in a memorable way.
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