Siemens Software recently celebrated its annual day with a host of pre-event activities to create hype for the same. Livewire Events & Promos was appointed to execute the month-long activities as well as the event, which saw about 3800 attendees, comprising employees and their families.
Speaking about the association between Livewire and Siemens, Raghav Roy Kapur, Director, Livewire Events & Promos, said: “It was a multi-agency pitch that we won based on our concepts and engagement ideas. They were looking for a fresh, new approach this time and at the same time were on the look-out for a well established, reliable agency which they could trust with for such a huge project. Our creativity and experience helped us win the mandate.”
The pre-event phase involved conducting auditions for employees for showcasing their dancing and singing skills. Apart from thematic invites (in the shape of vintage Bollywood tickets) and theme-related activities being carried out in the Siemens office to create buzz, thematic teaser EDMs, posters and other collateral were sent to employees on a daily basis leading up to the main event day. A surprise flash mob act took place in the cafeteria to unveil the theme of ‘Bollywood Express – Retro se Metro tak.’
For the main event, in line with the theme, a red carpet entrance was created, with que managers, life-size celebrity cut-outs and paparazzi frenzy to create excitement amongst them. About 35 games and activities were conducted for children and adults. There was a separate kid’s zone with bumper cars, water zorbing, train rides, etc. Branded goodie bags were also given away to all the children.
A Bollywood lounge was created where employees were taken into the world of their favourite stars by giving them a star-like experience with a chat zone, paparazzi, fun photos and autograph board. The engagement activities including karaoke, shooting, darts, cricket, basketball, hair styling, nail art, etc. The latter part of the evening saw a choreographed stage show with performances by the employees and a final act by Indian Idol finalist Parashar Joshi.
Commenting on the challenges faced in execution of the event, Kapur said: “The main challenge was crowd management and keeping such a large number of people engaged for such a long duration. Handling The food layout and service also proved to be a challenging task, considering the numbers.”