Imagination Activation

The challenge

IMEX Events creates a brand talking point, a broad and thought provoking theme that leads the show content, programming and onsite experience. The theme was was Imagination - how can this be brought to life through activations?

Approach

• Cross department collaborative team workshops

• Mood-boarding

• Collaborating with local artist, Andy Doig

• Collaboration with Messe Frankfurt Team to utilize depot stock for sustainability (Design and Transport)
  

Solution

A series of onsite experiences bringing to life the power of Imagination. The theme was divided up into 3 pillars: diversity & inclusion, sustainability & collaboration.

To inspire interaction and moments of play, around the show floor we created a mural trail, with a range of backdrops for eventprofs to celebrate diversity and inclusion creating a buzz over social media. We worked with Brighton local neon artist Andy Doig to create a centre piece for the main mural on the trail, the graffiti wall.

To ground the theme of imagination, we were inspired by the tree of life and collaborated with Messe Frankfurt’s event depot stock to install a repurposed event tree onsite. Attendees would write their response to ‘Imagine you could change the world with one wish.’ The responses were heartfelt, bold and inspired.

To combine imagination and sustainability, we created an eco life-hacks pop up shop. A space filled with must have products for the event professional - all from sustainable brands. The space also contained boards of ways to reduce carbon footprint.

Wishing tree: The responses from attendees formed content series over multiple touch-points.

Mural trail: #imex19 was filled with photos of interaction with the wall, with destinations, venues and event profs with high engagement

Eco life-hacks pop up shop: Continuation of content series over multiple touch-points.

From the success of these activations, the concepts progressed into global sponsorship campaigns for IMEX partnerships.