Best live B2B marketing event initiative - Runner up

Best live B2B marketing event initiative

Runner up: Indesit 

Agency: Line Up

Campaign: Fresh

Live event: Regional roadshows

The main objectives of the initiative were to help dealers understand the relationship between Indesit, Canon and Hotpoint goods and the strategic approach needed to sell all three brands. The live event also aimed to reinforce the company's status in the freestanding appliances market whilst creating a memorable introduction to the new ‘built in' appliance market. Indesit's newest range, The Moon, was to be launched direct to dealers, advance orders secured and Indesit's comprehensive customer support services communicated.

For the first time, a regional roadshow was created rather than one national event. By staging eight localised events, Indesit saw an opportunity to appeal to more dealers and reinforce its commitment to customer service by taking its product closer to the customer.

The theme ‘Fresh' was chosen to encapsulate the essence of the event: new and innovative products, a new approach to business and a new audience of ‘built in' appliance retailers. Dealers were sent personalised invitations, each containing a unique username and password giving them access to the event's specially designed website where they could confirm their attendance and find out more details about the event.