Innovation in corporate events. TV formats increase the intensity of the experience and the commitment of the participants

At the beginning of autumn, we bring to the fore a best practice brand Exploratist, the first employee experience agency in Romania, founded 10 years ago, which has long earned a reputation as an organizer of online and hybrid corporate events for multinationals and entrepreneurial organizations. Exploratist masterfully scored the first quarter of 2021 winning an important pitch completed by organizing National Sales and Marketing Conference of a famous company that produces and distributes beverages, including the one we recognize as „one of the most loved brands in the world”.

Under the concept Adapt2Win, this large event gave the idea that only by adapting to the new reality, organizations, and implicitly their people, remain winners. The objective of the internal conference was to communicate the commercial strategy for 2021, along with energizing and boosting the sales teams through a winning mentality. Also, the conference marked the celebration of 30 years of the company’s activity in Romania.

The event revolved around two central messages: any challenge can be overcome when trust your own strengths and in the people who are with you and the fact that you are invincible when you believe in your goal and have clarity about your mission.

The challenge involved a huge unleashing of forces and a complex mechanism of production. The solution proposed by Exploratist was a hybrid event in extended television format, with several types of shows and sections, in a show that lasted over 6 hours, during which all the over 800 participants remained connected.

“The client’s project team took us completely out of the comfort zone. We fought and applied the values ​​that define us and in which we believe the most: boldness, innovation and creativity at maximum levels. The combination of morning show intended for business strategy, talkshow-ul dedicated to the 3 streams of interactive workshops held simultaneously and the highlight – late night show-ul in which we celebrated the results of the teams for the 2020 effort created long-term engagement. We are happy that the design we proposed has reached the souls of the people in this leading organization in the beverage industry in Romania and internationally. ” – said Silviu Andrei Petran, managing director of Exploratist

The conference was developed in 2 main directions: focus on content delivered in digital format – familiar and preferred way by the target group of people in the sales department – and the inspirational power of the TV show, both embodied in a unique experience with strong entertainment accents.

As a result, the over 800 participants were totally drawn to the story, because, in fact, they were the real authors of the event. The impression created was that there is an internal television in the organization, and people were enthusiastic and proud to be promoted “on the glass”. This was due to the charisma of the event moderators. One of them was right inside the organization, Alexandru Aninoșanu, Learning and Culture Expert, Coca-Cola HBC Romania, with considerable experience in the field of HR. Along with him, Bogdan Untilă, founder of the improvisation band Recul, and Dan Miron, improviser – both with extensive experience in such productions, gave color to the event.

The hybrid format consisted in the fact that the speakers and the teams involved in the workshops were present in the studios. Colleagues from the country were grouped in smaller teams, watching the event together. Everything took place in conditions of safety and social distancing. The community effect generated by the hybrid format has greatly contributed to increasing engagement.

The beginning: the morning starts with a morning … about strategy

The event began with a morning focused entirely on the business area. The company’s management team presented the strategy and priorities of 2021 completely different from the classic panel approach and powerpoint presentations. Board members were invited to the set and sent messages in a dialogue with the morning moderators. The technical information was put into context through short news and video pills. His own brand of coffee was not missing, nor were the other drinks in the portfolio, and the barista was on stage and diligently prepared the perfect coffee for the guests.

Talkshow – held in parallel in 3 studios arranged at the headquarters

In the second part, the platform Digital Stage hosted a series of workshops on different business streams that were supported by channel leaders, seconded by support teams. The 3 workshops took place in a talk show format, and the topics addressed were HoReCa (HO), fragmented trade (FT) and modern trade (MT). From a logistical point of view, 3 meeting rooms in the headquarters were transformed into 3 TV studios, and the participants chose the workshop they wanted to participate in, also having the option to migrate from one channel to another. . The online platform for corporate events, Digital Stage, allows both joint sessions and targeted interactions, in groups that discuss topics of common interest.

Another key element of the event was communication in both directions, because the information was not transmitted unilaterally to the audience, but, on the contrary, through dialogue and interactivity (tests, Q&A sessions).

The last test of fire – evening gala, in late night show format

If the first part of the day approached the business area, the evening was reserved for the gala, which was an opportunity to recognize the efforts of 2020 and the team performance of the people in the organization. The main studio put on the clothes of a late night show, with specific decor and online and offline guests, ensuring everyone’s visibility. The winning teams received musical gifts that delighted them. All the people in the organization were together, on the huge wall where they saw each other and participated in activations that created a connection.

“Exploratist brilliantly overcame all the challenges of the complex event we wanted for our sales team. We like to raise the bar every time and offer our colleagues a unique, out of the box experience. The feedback received was positive and together with the Exploratist team we achieved the objectives of this very important event for us “, REFERRED Mihaela Hoffman, Marketing Manager, Coca-Cola HBC Romania.

Event in brief:

  • Conference in television format, modular and versatile
  • Unique, surprising scenario, constantly adapted to the event agenda
  • Business content delivered exclusively in an informal and modern way
  • Entertainment elements – external guests, music, multimedia components
  • Guided and sustained training, for 2 weeks, of the speakers for an authentic experience in the digital environment
  • Growing level of energy & engagement
  • Excellent feedback from participants: over 80% of participants responded to the feedback questionnaire, and over 95% of them rated the experience as exceptional and very good

Exploratist is the first employee experience agency in Romania. Besides corporate events internal and external in online, hybrid and offline formats, Exploratist offers people in organizations programs internal communication, from Employer branding, wellbeing and learning&dezvoltare. In 2021, Exploratist celebrates 10 years since its establishment.

Exploratist:
Silviu-Andrei Petran – managing director
Rovana Munteanu – customer experience lead
Corina Ilie – senior partner
Daniel Timofte – event psychologist
Cătălin Popescu – artistic producer
Bogdan Untilă – improvised actor, founder of the band Recul
Dan Miron – improvise actor
Mihai Roșca – tech consultant
Mirela Tanase – senior partner
Petruț Nedelcu – graphic designer
Alex Sava – chief video editor
Vlad Fuică – director of photography

Coca-Cola HBC Romania
Mihai Ciolcan – Horeca Marketing Manager
Roxana Gherasim – Operational & E3 Manager
Falvius Valceanu – Events Manager
Mihaela Pisai – Business Performance Manager
Adriana Burlacu – Internal Communication Coordinator
Stefan Duciu – Senior Buyer
Ioana Popa – Horeca Marketing Coordinator


Source: IQads by www.iqads.ro.

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