Understanding the opportunity
Britain’s most beloved retailer, Harrods, asked us to enhance the guest experience at their annual employee awards for excellence, for some 400 guests, in the prestigious Mayfair hotel, Hilton Park Lane. Our challenge was to deliver a strategy with visual icons and experiences consistent with the aspirational six brand values that celebrate just how good these nominated employees have been. A strategy that delivers a sense of self, a sense of pride and a tribe of advocates.
BE Vivid Thinking
Our aim was to activate the evening with the values, and landscape the timeline with the energy and progression the Harrods experience values can deliver. To make every moment of the evening exceptional, every moment a moment to share, every guest a cultural advocate. We activated our philosophy through exceptional experiences having the renowned Harrods Green Men to greet guests and assist winners on/off the stage, branded entrance tunnels with all nominees inscribed on its walls, gilt mirrors with hashtag values encouraged social sharing, a catwalk stage to elevate the climatic experience held by every winner, a polished set backdrop that reflected the values and whose branding permeated each aspect of film/still capture, topped off with a live jazz band that brought a heightened sense of occasion integrated into every moment from a schmoozy soft jazz arrival, high energy contemporary stings and funky vocalists to finish off the evening .
Evaluating the Impact
The result was an awards ceremony to inspire and enhance that moment of pride for nominees and winners alike.