Case Study

Healthways wanted to host a unique, strategic, and highly targeted marketing event as a compliment to its presence at the 2008 AHIP Conference in San Francisco. The objective was to unveil the unprecedented Gallup-Healthways Well Being IndexSM and to network with an existing and prospective customer base of high-level executives.  The creative minds from Healthways teamed up with designers and managers at Advent to engineer a wonderful evening to remember.

Needs:

• Create a unique, fun, and upscale VIP event with an air of exclusivity
• Immerse attendees in a relevant and memorable environment
• Stimulate an emotionally significant response related to the brand
• Design an engaging atmosphere conducive to social networking with C level executives
• Produce a subtly branded interactive physical environment
• Promote awareness of the Healthways-Gallup partnership while remaining light on content

Solutions:

Physical Environment

• Projected enormous black and white still photos from classic movies in several locations including the showcase courtyard space
• Produced sheer,lightly printed banners to drape around windows and provide subtle branding
• Provided high-profile red carpet entrance and impact walkway lighting
• Collaborated with existing local vendors on and off-site in the production phase

Social Environment

• Strategically designated spaces with different tempos, noise levels, and visibility to increase comfort and promote both large group interaction and private conversation
• Incorporated interactive keypads to engage attendees with movie trivia and polling questions
• Discovered celebrity look-a-likes as novel brand ambassadors to engage attendees by plucking various film legends from the projection screens and placing them in conversation with the audience
• Caricature artist to sketch attendees and provide a memorable way for attendees to take the event home with them

Tags: event marketing, events, Healthways