Insights
Industry
People
Culture
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
Insights
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
ABOUT US
CONTACT US
ADVERTISE WITH US
Insights Industry
Back
Center stage
By Communicate StaffSun, Mar 29 2015

Contact
center-stage

Similar to the advertising and PR industries, events have a presence that dates back thousands of years. Today, events have evolved to form an industry and have become an effective communications medium to share, transmit and communicate messages to an audience. During the late 1st century BC, ‘gladiator combat’, which is a form of martial arts and a prominent event, used the ‘arenas’ as a venue for their fight performances, entertaining thousands of spectators who gathered to watch these games. These events were planned, themed and had a clear communications objective: to send a strong message to a city, its ruler, and the spectators.

This very same creative tool is still one of the most effective means of communication, if not the best one today. Unfortunately, many firms do not realize the full potential that events have to offer; some only utilize events as a means to wow their audiences, without a clear and concise objective. At times, this could lead to a short-term impact, failing to achieve their ROIs significantly. However, better informed entities are now under more pressure to deliver upon their ROIs and have realized that events are no longer about the bells and whistles, or the light, sound and decoration, but more about  resonating messages and experiences. It’s definitely not nuclear science. It simply boils down to creativity, or what we like to call “purposeful creativity”.

The London Olympics opening and closing ceremonies exemplify the re-invention of events. The team working on this event played a key role in transforming the ‘special events’ landscape. By ditching the usual marching bands, flag carriers, and mass choreography routines, the team gave the entire world a visual and emotional experience that is based on a well-knit story. Through this spectacular event, they were able to demonstrate how the UK is proud of its rich history, its culture, successful business, industrial revolution and renaissance.

This is how each and every creative event should be: an experience with a clear purpose. Events should use a multi-disciplinary approach, capitalizing on all possible tools, channels and relevant technologies and integrating all these various elements to communicate this purpose. Following this formula will result in an extraordinary experience that will captivate and engage the audience.

Today, there is an abundance of accessible tools and technologies that can be used to execute and deliver extraordinary events. The secret to making these tools work for you is to define how you want to use them. For example, the hologram technology has been there for many years. Pepper’s ghost is an illusion technique used in theatres, haunted houses, dark rides, and magic tricks. The technique came from John Henry Pepper, a scientist who popularized the effect in a famed demonstration in 1862, however, many still think that it is a recently invented technology.

At Prisme, we had the challenge of revealing the Dubai Tram project to the world in a purposeful, creative and innovative way. We designed and constructed the largest hologram screen ever built using Musion 3D holographic projection technology. This screen was the main platform used to engage and communicate the purpose of this new means of transportation that Dubai brought to its community members. We worked closely with various stakeholders, advertising, social media and public relations agencies and this integrated collaboration led to the execution of a complete, full-rounded and impactful launch.

There is a powerful edge in using creative events as part of the integrated marketing communications mix. When created with a clear purpose, event experiences can instantly communicate a clear message to the target audience that is captivated by the brand and is immersed in the experience.

Once entities begin to realize their full potential and start to utilize them correctly, events can be the most effective means of communications to engage audiences. After all, experiences last a lifetime and a good event can always be unforgettable.

RELATED TOPICS
Creative Dubai Events Innovation Management
MORE IN Industry
Industry
November 01, 2020 How to Build a Winning Gen Z Strategy on Mobile

App analytics and market data company, App Annie, have released a new report that sheds light on Gen Z’s mobile behavior, in order to help marketers develop effective strategies to reach them. 98% of Gen Z report owning a smartphone, on average receiving their first at the age of 10. They are also part of […]

Industry
October 28, 2020 Micro-Influencers Are Still an Important Channel in the Marketing Funnel

Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more […]

Industry
October 28, 2020 Global Media Insight Report Provides Concise Picture of Media Trends in UAE & KSA

Market research companies eMarketer and Global Web Index have collaborated together to release the 10th edition of the global media intelligence report. The report is a detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. Communicate will be highlighting the key trends that are shaping the […]

Industry
October 27, 2020 Socialbaker’s New Report Highlights Slow Return to Normalcy in Digital Space

Social Bakers, a global AI-powered social media marketing company has released the Q3 edition of their social media trends report. The report reveals where the industry is currently standing with regard to spending and engagement globally. Here are the key findings – ADVERTISING Worldwide ad spend increased by 56.4% in Q3 compared to where it […]

Subscribe to

our newsletter.

This site uses cookies: Find out more.

Logo
  • Insights
  • Industry
  • People
  • Culture
  • Brand Studio
  • Facebook Hub
  • Choueiri Group Deep Dives
  • OMD Corner
  • LEAD with ABG
  • About Us
  • Contact Us
  • Advertise With Us
  • Privacy Policy
  • Disclaimer
NEWSLETTER

Get a monthly round-up of Communicate's best insights

© 2020 communicateonline.me
About Us
Contact Us
Advertise With Us
Privacy Policy
Disclaimer
icon
icon
icon
icon
icon
© 2020 communicateonline.me