AFP Uses a Laser Storyboard to Reposition Numeric – A Group Brand of Legrand

Marketing | September 5, 2017 | News

A for Pineapple Legrand The Claridges Westin Sheraton Grand Bangalore

A for Pineapple (AFP) was roped in by Numeric – A Group Brand of Legrand to manage a six-city road show, to showcase the brand in a modern light, proclaim leadership, reinforce Numeric’s comprehensive offerings, and undo the image of the brand as a “limited specialist.” The events took place at The Claridges, Delhi on August 2; Westin, Mumbai on August 4; Sheraton Grand, Bangalore on August 9; Novotel Hyderabad on August 10; Green Park Chennai on August 17; and JW Marriott Kolkata on August 18.

The Indian UPS Manufacturer has over thirty-six years of experience, but the market still perceives Numeric as a company with limited product specialty. The idea was to change this perception.

With limited resources for the event, AFP arrived at the format of a Networking session with customers at select locations, one to one press interactions, and laser storyboarding for the main launch that would highlight the company’s journey, the humungous growth story and then lead to the showcasing of the new Products.

Tuhin Midya, Head Client Servicing & Business Development, AFP said, “The roadshow had to be done in six cities, all in a period of 15 days. The product sizes (UPS) were mammoth and the task ahead monumental. This was the first time Numeric was doing a big scale event. Our biggest challenge was to provide Un-interruptible supply of support at each event location. A UPS weight ranges between 300 to 1200kg, so coordinating with the hotel & Numeric transport team and getting it placed without damaging the property and the product itself was quite a challenge.”

Each of the events was successful in generating buzz, where guests were sent a few teaser mailers about the event followed by a special 3D invite which was a miniature of the product. On the event day, a special display area was created for people to actually touch and feel the product. The Laser story board gave a taste of the high-tech world the company represents. Every launch was followed up by a hi-octane laser beam show which produced a memorable spectacle for the audience.

The company’s journey was displayed using nine milestones from the ballroom to the exit, to reiterate the laser journey witnessed inside. Every customer was given a special branded photo jacket with their photo along with a gift and product catalogue. Customer feedback was invited using a feedback wall, which became a memento for each city’s regional team. A ‘Thank you’ emailer was immediately sent at the closure of event as a token of appreciation. And so, AFP delivered a successful experiential event across multiple cities.

The events took place across 6 cities from August 2 to 18.

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