#MarketingEventsAwards 2020 highlight: YILI brings Greece to Singaporeans at Ambrosial brand launch

YILI Group (China) worked with its PR Agency MSL Singapore and event partner Werks Solutions for an exclusive “invite-only” launch for celebrities, influencers, media, corporate trade partners and C-level personnel for its Ambrosial brand. The execution saw the company take home a bronze in Best Venue Experience.

Challenge

The challenges that presented itself was firstly on how best to bring the product’s key selling points out to the attendees. Another challenge faced by the agency, was the time factor to bring the vision to life as the Werks Solutions team were engaged two and a half months out to the event date. Thirdly the location where it could be held at during that period as it was right in the middle of the Singapore Formula 1 Grand Prix week.

Adding to this, the client had signed an ambassador appearance deal with world renowned Formula 1 driver, Kimi Raikkonen from the Alfa Romeo Racing Team.

With no venue secured, no launch mechanism, no talents hired, no emcee scripts, no event design plans made yet, the agency knew it had to turbo boost its creative juices and put its operational minds to the test.

Strategy

The overarching strategy chosen was built around “immersion”. The emphasis was to bring the product's characteristics to life through the venue design. The venue not only had to look the part, it had to smell, sound and feel the part as well.

The product, Ambrosial, is a Greek-styled yogurt, cuddled and cultivated on the islands of Santorini, Greece. This was the main inspiration to transform the event space into the iconic and dramatic white and blue accented coastal town. Venue and set design were of utmost priority as it needed to be authentic. Research and mood-boarding was also done to guide production designs, right down to the floral choices.

The second part of the strategy objectives was on how best to bring across the product’s key selling points. The brief received highlighted these four key product points:

• Rich and creamy, Greek-style Yogurt
• Fresh, premium quality milk
• No refrigeration required
• Flavours to suit consumers' fancy

To address this, the emphasis was placed on the user experience (UX). The concept was that each guest must feel like they were on vacation in Santorini, Greece.

Execution

The dress code for guest was to incorporate “white and blue”; the product’s key colourway and also that of the iconic Santorini towns.

Staff and brand ambassadors’ attire were also customised to reflect the brand colours; right down to footwear choices and even customised lapel pins just for the event. Even before registration, ambassadors were positioned on the exterior to receive guest, giving them the VIP feeling one gets being on holiday at a luxury spot.

Guest were given a short tour by brand ambassadors of the different engagement elements. A custom menu was specially curated for the night where Greek inspired canapes would be served via roaming waitstaff.

Multiple engagement activities were designed to bring about talking points and conveyance of the product selling points. These included, a “Make your own Yogurt Parfait” section, whereby guest could create their own indulgent creations with an assortment of quality ingredients.

Another live-station element showcased the versatility of the product by using the product as an ice cream base. Guest had yogurt ice cream rolls made one the spot after choosing a flavour option. Product was presented casually yet tastefully around the venue in white wooden creates to further push the USP of the drink being an “ambient yogurt” (with no refrigeration needed).

The final venue selected was the Marina Bay Sands ballroom. Though grand in its setting, the area did not completely suit the event theme colours given the dark maroon carpeting and tea-coloured wallpaper.

The visual aspect of the venue design needed to be overhauled and to achieve this, expert show set builders were brought in to design 3D backdrop sets to provide depth and texture to the venue. Rather than the traditional printed backdrops, the team explored with spatial layering to give the feeling of being in Santorini. Woven Greek rugs were also flown in to assist with the awful original colour of the ballroom floor; this helped to tie the space together visually.

The “photo booth” area which was the main two story-high show piece included actual steps and carpeting of the area was spray painted to replicate cobbled stone flooring. A scent machines of ocean breeze was deployed to further add to effect desired.

One engagement activity which kicked off from the event was the “One-Lick Challenge”. This was designed to showcase the products thick and creamy properties. A GIF booth, which snaps a series of quick successive images, and outputs a “moving image” challenged guest to lick off a “yogurt moustache” in one sweep with their tongue. These impressions were hash-tagged for an online competition where by the grand prize were a pair of holiday tickets to Santorini, Greece.

Results

The event saw stakeholders very happy which resulted in personal appreciation and acknowledgment from the clients to Werks Solution’s team members. The feedback complemented the efficiency of the entire event and also the urgency shown during the planning phases in order to get all the elements ready in time.

Guests and clients were impressed with the venue design and how it immersed them in the products’ characteristics. The engagement activities aided in getting the products key messaging and selling points across to the participants.

This enabled the team to carry out a second piece of work being appointed almost two weeks after to start developing the roadshow campaign for the drink product.