Pictured: The conference featured Oculus Rifts (virtual reality headsets) that gave users the impression they were surfing or underwater diving
A revolving
stage, bespoke branded chocolate and a massive 121 square metre screen were some of the
tools used when Crown delivered the Citroen National Dealer conference this
week.
The events agency
created an immersive brand experience for 750 registered attendees, which drew
on aspects of the Citroen brand and its new DS fleet.
Crown's marketing
spokesperson Cecilia Law said: "The branding offered delegates the
opportunity to experience the brands and gain a greater understanding and
advocacy with each brand's authentic positioning and core values.
"Printed
canvasses and lighting were used to create the environment and to dramatic
effect. The Citroen side reflected the fun, colourful nature of their vehicles
whilst DS showcased the premium quality and luxury of their cars through its
Parisian heritage."
The conference took
place at ArenaMK in Milton Keynes, a venue chosen for its central location,
accessibility and versatile arena space.
During a networking
lunch, attendees were able to inspect some of the new fleet, as well as
participate in a number of fun activities like the Citroen foot pool table (a
large pool table that used footballs instead of ordinary balls), virtual
reality headsets or the FA Cup 'take a selfie' stand.
Crown also organised
for a chocolatier to be on site, who gave people bespoke chocolate. Law added:
"People would be given chocolate based on their preference of DS
characteristics, and what they prefer would affect what flavour chocolate they
received and what kind of DS car they'd choose."
Delegates then moved
through to the auditorium for a number of energetic presentations, all
involving video presentations and choreographed music. Two new model and
concept cars were unveiled via a revolving stage, and it was announced that
DS would be sponsoring SkyArts channel.
Law added:
"Citroen’s internal comms built momentum pre-event and the conference
content will be distributed through all internal channels to maximise the
exposure of messaging across the entire network."
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