top-b.com

THE FINAL COUNTDOWN.

Who: Wilko

What: Internal Brand Launch and Supplier Comms

Where: NEC, Birmingham, UK

WHAT’S THE STORY?A long-standing client was undertaking a brand repositioning exercise that would be a huge investment for the business.

Our task...

To bring together 1,200 store and head office managers to reveal a revolutionary new brand strapline. We also had to engage the audience in a strategy that would lead the business forward and increase High Street market share, then tailor that message and relay it to the entire supplier network.

CREATING THAT MOMENT WHEN THINGS JUST CLICK.

Stage 1:

ENGAGE. Delegates received an official invitation to attend the event, along with a canvas and paint set. They were asked to recreate a picture and paint this on their canvas.

Stage 2:

TEASE. Building anticipation with a pre-engagement website and a giant countdown clock on-site, timed to culminate at 2pm on the day of the conference… but what was it counting down to?

Stage 3:

REVEAL. A curtain drop was timed to absolute split-second precision to reveal the new strapline. Each of the delegates canvases had been joined together to reveal the new brand.

Pre-engagement website design and build

Event production

Delegate management

Content creation

Venue sourcing and management

Video production

THE FULL MONTY.

MORE BANG FOR YOUR BUCK.We always champion maximum return on investment for our clients and structured the event so the stage set and content could be repeated as a supplier event the next day.

Tweaks to presentations made sure the message was relevant to suppliers so they felt part of the journey and really understood the future potential of the growing retailer.

GET THE MESSAGE?To help managers cascade messages to their teams, each manager received a cascade pack with materials and information to help run their own training sessions, plus a DVD of conference content, together with the full media plan and a sneak preview of the adverts.

Managers were tasked to cascade to their teams within two weeks.

Disc 2...

Coming s

oon...

MEASURING FACTS, FEELINGS AND HIGH FIVES.

100%believed in the vision.

94.5%understood how to live and

breathe “todobilation”.

100%recognise the need for the

company to evolve.

96.1%have the knowledge to

cascade the new mission, vision and values

to the team.

PLEASE SIR… CAN I HAVE SOME MORE?We’ve only really given you a flavour of this story. For the full fat, X-rated, no holds barred version, invite us in and let us tell you more. In the meantime, you can watch the highlights here, but be sure to request the password from us first: https://vimeo.com/114980961