CWT Meetings & Events

CWT Meetings & Events activation

Value proposition launch

Objective

Launch of the new value proposition (VP) for CWT's Meetings & Events business line.

Challenge

It lay in capturing attention, presenting the new VP and making it comprehensible to a worldwide audience.

Solution

Produce an original video to engage a demanding audience, thinking outside the box by offering a storytelling experience rather than a linear presentation.

What are we talking about?

The initial pitch was to find an angle of attack to launch the new value proposition and its marketing tool kit to the Meetings & Events sales force, in order to get them on board and buy-in.

The sales force knew that the value prop is coming, some of them also knew that the format will be through a sales decks, but the the goal was to really “sell” the work and make them understand how it will make their life easier.

client

CWT Meetings & Events

project

launch campaign

role

brand strategy, creative direction

deliverable

communication plan, storytelling, digital, motion, video

What are we talking about?

client

CWT Meetings & Events

project

launch campaign

role

brand strategy, creative direction

deliverable

communication plan, storytelling, digital, motion, video

Creative concept

With this concept, the idea was to illustrate the new value proposition with a simple narration strategy : a story that can be read in both way.
In this story, the old and new one are connected (reassurance) but also distinctly different in the story they tell (innovation).
The read direction was reversed of the story to link the old value proposition to the new one and to tell a different, better story, using the same ingredients. This wow-effect will put in shape the disruption awaited by sales forces in the way they sell their products.

Creative concept

With this concept, the idea was to illustrate the new value proposition with a simple narration strategy : a story that can be read in both way.

In this story, the old and new one are connected (reassurance) but also distinctly different in the story they tell (innovation).

The read direction was reversed of the story to link the old value proposition to the new one and to tell a different, better story, using the same ingredients.

This wow-effect will put in shape the disruption awaited by sales forces in the way they sell their products.

Email models

WhatsApp messages

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