Madison IES new case study - Renault Dealer Convention. Macau
Renault India, in order to celebrate the achievements of the year gone by, organized the Renault Dealer Conference from Jan. 14 to 16 at Sheraton, Macau. Madison IES which won the pitch for the event after competing with multiple agencies was mandated to conceptualize and organize the third outbound meet for channel partners of Renault India. The conference which was aptly themed – “Up the Game”, saw a total of 95 attendees, including Renault India's key channel partners and top management.
The event build-up started a fortnight before the conference, with a series of creative EDM shootouts, followed by a formal information booklet emailed to the guests. The guests arrived on Day 1, and were greeted with thematic welcome kits including itinerary details, baggage tags and room keys in branded key jackets that’s were sent to their rooms. The kit also encased almond biscuits from the famous Koi Kei Bakery of Macau that is now franchised and sold across many countries.
The welcome dinner was hosted at Sky 21 at AIA towers, which has one of the greatest views of the Macau Skyline and served as the perfect backdrop to begin the event. Later in the evening, the management and partners teamed up to raise a toast to the success of Renault, and there was an informal interactive session with the Emcee Miang Chang and local artist performances, afterwards. Furthermore, the guests returned to their rooms to find designer pens & pads kit waiting for them along with the invite for the formal conference to be held the next day.
The main conference set-up was designed to offer a cinemascope experience to attendees and included a large stage with a larger than life LED screen of 34 feet breadth and 11ft height. The team specially created AV content that was compliant with these LED panels. Large, thematic drop-down pennants further enhanced the venue ambience.
The management presentations were followed by a surprise appearance and motivational speech of the Hollywood & Bollywood superstar Anil Kapoor, who walked in on his famous track ‘My Name is Lakhan’ and greeted each and every dealer in the audience with a hug. This became the one of the most memorable moments during the convention.
The evening function was highlighted by the awards ceremony and gala dinner, interspersed with the entertainment acts performed by the award winning Shaolin Monks, Miang Chang & the beautiful Sophie Choudry. The attendees also enjoyed foot-tapping beats with the famous Dhol players.
To top it all, the main awards were given away by the guest of Honor, Anil Kapoor. The formal evening then culminated in a dance party with the DJ playing all time classics for the guests.
As the conference drew to a close, the partners received conference mementos and group photographs in their rooms.
Amey Mujumdar, Senior Manager Marketing Communications, Renault India said, “The conference was well organised and we could gain the right balance of business messages and lighter moments. It’s been a good start to the year with an excellent interaction with our trade partners.”
Speaking about the annual event, Saumen Roy, GM, Madison IES said, “The overall experience to be created had various challenges such as planning the logistics and ferry-travel between Hong Kong & Macau as well as coordination with all the dealers upon their arrival. We worked very closely with the chefs of all the dining venues to provide the guests an eclectic mix of traditional Indian as well as unique Macanese flavors. The key factor for the success of the event was the welcome dinner was the Lounge Sky 21 which we exclusively booked for the guests. The trickiest part of any event is the entertainment and we had by far the best array to offer, from the award winning Shaolin Monks et al to our very own Indian cinema veteran, Anil Kapoor. We are delighted to have won this opportunity of working with Renault and we look forward to many more such assignments with them.”