Event Focused Campaign for HDI AIRMIC 2017

We were engaged by regular client HDI Global to provide design, print and marketing strategy in addition to managing their usual exhibition stand build at AIRMIC this year. In previous years this part of the project had been provided by their London based agency. However we were delighted that the team at HDI chose us and recognized the benefits of a having a cohesive, event focused campaign for this year’s show.

Cyber Crime is a hot topic in the insurance world right now so it’s not surprising that HDI had chosen this as the underlying theme for this year’s stand. They had already signed up to host a specialist cybercrime seminar allied to the main AIRMIC event which was to be delivered by their in house experts and underwriters. They wanted a stand interaction, competition and prize draw for the stand which while sympathetic to the cyber theme didn’t over emphasize cyber to the extent that it took over the entire look of the stand.

We responded with an interaction based around a digital safe with a theme of “codebreaking” with a potential prize of an Amazon Echo. We proposed to initially introduce this to potential visitors by an individually numbered invitation that could be posted in advance of the show and then handed out at the various reception events at AIRMIC. The numbered invitation tempted the visitor to come the HDI stand and punch in the code on the safe on the stand to win. Up to 50 correct numbers gained access to the safe which held another card which once completed with their details would be entered into a further prize draw to win the Echo.