Re-Brand Roadshow (FMCG)
The program involved a complete re-think of its core brand, with a new radical approach to traditional market categories. However the business plan also included major re-developments of other functions such as customer services, supply chain, updating manufacturing techniques and an elevated marketing strategy.
The scope of the plan was far reaching, with a broad communication plan required to reach not only internal management and factory staff but also consumers.
Scale
4000 delegates over 17 events, across the UK. Single audiences ranged from 6 to 350.
Solution
A series of live events involving the CEO and key personnel, meeting staff and customers face-to-face, were established as the most effective way to communicate the business changes to the diverse range of target audiences.
The theme, or event brand, was crucial. It needed to encompass all aspects of the project. We created Project 180, a deliberately ambiguous theme reflecting a 180 degree turnaround - a radical change in business direction. The theme also allowed us to build anticipation through pre-event marketing with the Project 180 logo designed and used as a 'top secret' stamp.
The live event covered 17 venues across the UK and the content was deliberately brief, but included high-impact presentations on large scale projections, high end graphic animations and multiple set reveals.
We provided the following services:
- Brand consultation and delivery
- Concept and logo design
- Creation of high-end graphic animations
- Venue sourcing and management
- Logistical roadshow management
- Full live event production
Result
"Penguins did an excellent job, immediately understanding the brief and creating the theme of Project 180 (turning our business on its head) which captured the essence of our changes. We reached more than 80% of our workforce and the impact of the tour was such that it still gets mentioned some six months later"