Experiential Nomads Executes Virtual, Hybrid Launches for Benetton India
by EVENTFAQS Bureau Industry Watch | October 25, 2021 | News
Experiential Nomads Benetton India
Event agency Experiential Nomads executed the virtual Fall Winter ’21 collection (FW) launch for Benetton India on 6 October 2021, with an audience of over 30, including bloggers, influencers and others from the fashion and lifestyle fraternity.
The agency also executed the Spring Summer ’22 collection launch (SS) on 11 and 12 October 2021. The latter was a B2B event with over 280 buyers, traders and partners from across India joining online.
The event was on an interactive platform. Users had to register in advance via a QR code on a virtual invite. On event day, they had to login at the mentioned time.
FW’ 21 launch began with the welcome note by brand representative Jasleen Kaur Gumber, followed by the collection launch with a video and interactions.
The interactive interface allowed attendees to download a digital lookbook, styles, images, press release and the brand’s sustainability report. The interface also allowed for photo ops. For each attendee, Benetton contributed clothes to NGO Goonj.
Prateek Nagpal, Founder and Business Head, Experiential Nomads, said, “With such immersive and thoughtful experiences, we always get to learn from the brands on how to make such virtual events more interactive and take them a notch higher. The integration of the event’s attendance to the brand’s contribution to Goonj was such a thought-through decision by the brand. Such experiences are one of its kind and makes us go a mile longer to achieve what we strive for.”
The SS event detailed each garment to buyers, traders and partners. Over 13.5 hours of content was live-streamed across two days displaying more than 500 garments for men, women and kids.
Thematic virtual stages were set up for each category and product line. The multi-cam setup enabled presentations, videos and live explanations. A live emoji and Q&A chat bot were on hand to ensure two-way communication, according to the agency.
The Fall Winter ’21 collection was launched virtually for influencers on 6 October and the hybrid Spring Summer ’22 Collection launch interactively presented it to the trade on 11 and 12 October.