Technology and team for the convention of BMW in Barcelona
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Of all these parallel conventions, the one organized for 500 attendees of Region B3 (Asia, Pacific and South Africa) was a highlight. Two main ideas behind the event: to consolidate teams, and to remind the technological dimension of the brand.
A historic venue. The agency chose the Maritime Museum, whose architectural uniqueness and location made it a great setting, also for being close to the passion for the sea of the brand. The gothic building, divided into different high-vaulted ceilings, housed the gala dinner and the conventional annual together with an enigmatic closed room, designed to present the new BMW X3.
Building teams. The first concept, team cohesion, was epitomized in the claim “Shaping the future together”, for which Auriga designed a graphic image based on the silhouettes of the iconic buildings of each one of the countries present. The motto was also constantly communicated in invitations, buses and on-site posters, speeches, etc. And to continue with the theme of “together” and to give spectacularity to the staging, Auriga provided a central stage that offered a 360º experience, with everybody together around the speaker.
Technology. This second objective materialized in radical videomappings of the opening and closing sessions, all around the room. Suspended on the stage, a cube of led screens captured highlighted the presentations.
The gala dinner featured a choreography that, departing energetically from the heart of the room, the central stage, synchronized the music with light effects and 360°projection mapping all around the space, including laser effects. In addition to the speeches, the awards were given to the team.
Other events. As for the rest of the work of the agency, each event was a separate piece, with its own briefing, creativity, with specific requests from each country. They also organized part of the tests and driver management, although much of that was brought from Germany.
Living the city. The agency also offered a series of teambuilding activities, in the form of playful activities with iPads around the city, where the teams had a great time, according to the agency. And do not try to explain to a non-Spanish that flamenco is not from Barcelona: everyone wanted to go to a “tablao” and ended up getting on stage and dancing…
The gastronomic challenge. Food for such a diverse group is a complicated subject, since geographical area combines a number of specific diets (kosher, vegetarian, Muslim, Buddhists who do not eat beef… not counting allergies) and the client wanted a seat-down dinner. In the end, a menu was defined that minimized this type of problems, with poultry and fish.
Total secrecy. For the presentation of a car that will be launched at the beginning of 2018, the brand imposed all the staff very high security measures. The car was wrapped in padlocks; there were three guards 24h; the mobile phones had to be put in closed cases before entering the close room where the car was. The same with technical teams: they could not carry mobiles, and their hard drives were completely erased.
Finally an aspect that did not complicate the organization but did give a lot of visual character: each one came with their turbans, and Asian women came in the most colorful dresses.
