MISSION
Electrolux holds an annual “COMEX” – a European management conference that brings together 280 executives from around Europe. An important forum for creating alignment and engagement for the plan for the coming year, focus areas and product news. Electrolux commissioned MKTG to:
Develop a completely unique digital meeting platform, with functions such as a virtual product showroom and workshop opportunities.
The platform should be possible to be reused for both sales meetings and events throughout 2021 (at least).
All parts of the platform (and the user experience) must be fully designed according to brand guidelines.
Take ownership of shaping the program (including speaker coaching and content production) and the practical execution of COMEX.
TARGETS
Know:
Understand the context of the strategic direction
Get a clear picture of important launches and initiatives
Gain valuable insights on how to implement strategies
Feel:
Comfort and confidence in strategies and launches for 2021
Proud to belong to Electrolux
Energy boost from the meeting and interaction with colleagues from other markets
Feel:
Take ownership and help deliver the strategic direction and drive successful implementations in their markets
SOLUTION
The COMEX event is normally a content-heavy project and is normally conducted as a physical conference for 2.5 days.
In order to meet the information needs and at the same time adapt the content to the conciseness required in a digital event, the content was divided in different layers:
Pre-reads (in-depth material that could be downloaded by the participants even before the conference)
On demand sessions – sessions that were available “on demand” (ie could be seen by the participants when it suited them)
Virtual showroom – an interactive environment where participants could experience the products in a home environment
Workshops and team reflections (enables participants to reflect and work together with their colleagues)
RESULTS
A cross-functional project team was appointed, with specialists in digital platforms, UX, design, content and events.
In order to deliver the project within the short time span of approximately two months, the work ran in four parallel workstreams: UX & Design, Platform development, Content and Studio production.
The virtual event was conducted with a seamless mix of “live on tape” and live sessions to ensure quality.
The COMEX event was evaluated internally by Electrolux, including a survey of all participants. The result was overwhelmingly positive and as a result, both the platform and content assets have been reused for other Electrolux events.
