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Creating a ‘live brand’ experience on stand for City & Guilds

June 18, 2012 | Gemma Russo

We created a ‘live brand’ experience on stand. This resulted in 3,000+ hits in four days.

The challenge

For WorldSkills London 2011 (the largest ever competition and careers event), City & Guilds commissioned Nimlok and VU-TBG full service marketing and communications (to engage 16- to 21-year-olds) and make an impact.

Working together, Nimlok and VU-TBG provided a tailored package to help the client start a conversation with young people about the amazing possibilities that apprenticeships can offer.

Our response

City & Guilds already had two quality Nimlok exhibition stands but wanted to extend their presence and reach. So we provided an additional stand from the Nimlok exhibition stands hire range to create a tailored, custom-looking result. This was a cost-effective way of maximising brand presence compared to purchasing a third stand.

We then developed a ‘live brand experience’ involving a DJ theme, which included:

  • A touchscreen app that gave users the chance to try out their DJ skills on the stand. The app provided two ‘virtual decks’ and a selection of music tracks for users record a 60-second clip. The finished result could be posted to Facebook, with an agreed City & Guilds automated message and link to the website.
  • Seamless plasma wall surfacing with a rolling animation welcomed participants to the ‘talent revolution’. The screen showed aspirational imagery and bios of two DJs who mixed music on the stand for the event, and ran ‘how to DJ’sessions each hour.
  • 48 iPads positioned around the exhibition, asking participants key questions that captured data, integrated it into the client’s CRM system and offered shortcuts to the City & Guilds website
  • SMS messaging functionality, with 14 keywords created so users could text an interest in specific course types (with automated email follow-ups linking back to the client).

The results

The DJ mix app was incredibly popular at the event and achieved 2,918 Facebook uploads in four days. Based on the average Facebook profile, the potential reach of the game was up to 379,000 people.

The client was delighted with all aspects of the project and received great feedback from staff and customers alike.

‘Working with Nimlok and VU-TBG together meant we achieved an integrated solution, within a tight timescale. Being able to expand our exhibition space with a hire stand was ideal and the digital engagement provided by VU-TBG successfully engaged the target audience of young people. The combination meant we effectively met our aim of raising the profile of the City & Guilds brand. “

Sonal Avda, Marketing Coordinator

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