THE PROJECT
The theme of the hyper personalised Labelexpo Europe integrated campaign was to reveal the secrets behind magic tricks, to reflect how the event educates visitors on the latest labeling technology.
The magic campaign led to the biggest visitor attendance ever in its 33 year history: 31,795 (up 11%) and highest ever on-site rebook rate of 86%.
The main ad translated into 10 languages, featured the magician in full and a selection of tricks to tout and showcase feature areas, types of technology being demonstrated, exhibitor numbers etc. The creative secured many premium positions free of charge because publications championed the artwork.
The website was translated in five languages. The easy to navigate website contained all key show information and statistics, including feature area overviews, exhibitor list, floor plan and an exhibitor news section – highlighting the new launches and developments at the show. The website took visitors directly to the online registration system.
All digital communications and print mailings linked to a personalised animated landing page (above left) to help drive pre-registration and promote key messages. A phone app (above middle) was launched to better serve the needs of our visitors and exhibitors onsite. The app contained up-to-date exhibitor list, floor plan mapping, seminar session details, feature area information, twitter feed and live alerts.
The trackable direct mailing above was personalised to recipients based on attendance, topic interest, nationality etc. The mailer featured one of five different magic acts which tied in with general business concerns such as cutting costs, maximising growth opportunities and staying ahead of competitors. Designed on the cover to appear as if the audience would see it on stage, once opened it revealed the secret behind the trick. It also linked to an animated landing page to help drive pre-registration and promote key messages.
The final direct mail (above) was posted out in the final weeks before the show. To engage the recipient we developed a magician’s hat that was printed on carton board which they could assemble themselves. For fun it was accompanied by a pop up magic wand.
