Case History

CONAD DEL TIRRENO – Convention “Conad flies high”

Case History

CONAD DEL TIRRENO – Convention “Conad flies high”

Settore
retail
Area
events
In Sintesi
Celebrate through a memorable event the success of Conad del Tirreno

Iaki has organized a great show-event at the Centre Carrara Fair for Conad del Tirreno of Liguria, Lazio and Tuscany employees. During the day, the award ceremony of the SMS contest with which customers have elected the Conad supermarket most popular employees and a show with Giorgio Panariello, exclusively, for the grand finale … Conad flies high!
IAKI president, Nicoletta Caluzzi, talks about the project.

What’s Conad goal with this event?

Conad is a cooperative, so they wanted to share with their employees a memorable event, that would make all involved in a unique success. For this reason we opened the doors not only to employees but also to their relatives and friends, creating an atmosphere of collective celebration.

IAKI chose to set the event in a reconstructed airport terminal, why?

We started from a key concept: CONAD FLIES HIGH. From there we started to play on this metaphor, that the customer immediately liked. We dressed the promoter in a hostess fashion, distributed invitations that looked like airline tickets and used the language of a large airport. It was a nice trip for our guests.

The guests were initially planned in 2000, but became 6000. How do I handle 4000 surprise guests?

The initial location could not guarantee the experience we had in mind to more than 3500 people, so we changed location, moving to the Exhibition Centre in Carrara. The biggest problem of an event like this is to manage the schedule to the minute, adapting to the unexpected. You need to be polished, prepared and experienced. Managing 300 people, 60 coaches and serve 6000 meals is not easy, but four of our producer made it, constantly keeping in touch via walkie talkie and moving everywhere. At the end of the day we were baked, but satisfied.

The event was attended by 30 sponsors. What was their role?

Fifteen sponsors (including Coca-Cola, Lavazza and Parmalat) were present with a desk and giving samples, another fifteen were there for visibility. They were important brands, Conad clients, so we  decided to personally manage personally each sponsor.

20 March 2008