Premier’s Premiere

Premier’s Premiere

Platinum

Agency: DRPG

Client: Premier Paper

Event Name: Sign & Digital UK 2019

Agency Website: www.drpgroup.com

The Brief

Display Graphics is the division of Premier Paper servicing the sign & display market; offering a wide choice of products suitable for POS/POP displays and graphics, intended for both short and long term use. To launch the latest products within this range, Premier Paper exhibited at the Sign and Digital UK Expo held at the NEC in Birmingham in April.

The impressive 54 sq meter stand was designed by DRPG to be a celebration of Premier Paper’s latest products within the display Graphics division as well as intended to promote the brand itself and generate new business leads within the industry. With these key objectives in mind, the brief was to produce a standout installation, that showed the products and variety of work produced by Premier Paper to the fullest and encouraged interaction with the products from visitors.

As well as promoting their evolving portfolio of products, Premier Paper also wanted to use the event to capture data and generate new sales leads. DRPG created a digital solution to capture live data of attendees that Premier Paper could then use post-event to follow up with leads and generate future sales.

The Solution

Playing on the client’s name the DRPG creatives devised a movie themed stand for the expo, setting it up as ‘Premier’s Premiere’ as a way to make a splash, stand out from the crowd and provide a fully immersive experience to visitors where they could enjoy cinema paraphernalia and memorabilia all with the look and feel of a movie premiere.

All the materials used to create the stand, were supplied by Premier Paper and it was a true reflection and statement of the diverse range of products available.

The planning and execution of the event called upon industry expertise from our creative, comms, live event, design, digital, print and video departments and was a testament to the diverse creative capabilities and supreme flexibility of such a fully integrated creative communications company.

The Activation

During the 3-day exhibition, visitors enjoyed different experiential installations including live actors playing movie stars; Marilyn Monroe; Darth Vader and Captain Jack Sparrow, concession stands selling popcorn, movie posters and “instagrammable moments” with movie props, all showcasing the different products in the Premier Paper range.

Bringing together many complex elements, the production process was all-inclusive and resulted in a fully immersive experience for delegates from the moment they entered on the red carpet to leaving through the cinema-esque doors. The stand was eye catching, fun and engaging meaning that delegates were not only initially attracted to it, but also stayed for significant periods of time, increasingly data capture opportunities.

Live event management ensured the seamless on-the-day execution of the event while comms planned and executed extensive social media and marketing campaigns pre, during and post event.

The digital team where involved in data capture on the day, designing and implementing a digital solution to register sign ups. The team captured all data onsite, collated it and sent it back post event as well as providing training of how to handle the data and make the most of the information gathered.

Print played a vital role in the process working with Premier Paper to source and create all the on the ground material used at the expo. Including a giant 3D shark coming out of the ground and one suspended from the ceiling, movie posters that visitors could flick through and entrance doorways adding to the visual experience of a movie premiere.

The video team were on site generating footage to create a post event video that has been shared across social media and on Premier Paper’s website as well as in their email campaigns. DRPG’s motion graphics team made mini, movie-themed animations to promote the event on social media. These were extremely well received and shared widely across Premier Paper’s social platforms.

The Results

The expo was a huge success, achieving and surpassing all objectives. Premier Paper stood out from the crowd. The captivating and engaging creative generated high footfall and drew in new and existing customers intrigued by all being offered. The stand led directly to 240 new business leads captured on the day by the digital solution and various post event press opportunities with coverage in publications including a feature interview in Exhibition News.

As well as the initial results, the stand has also provided Premier Paper with marketing collateral and a strong comms theme to be utilised and built on throughout future promotions and has ensured a long-term relationship between DRPG and Premier Paper, with a launch event already booked in for later in the year.