The BIBA Exhibition and Conference is the premier annual event in the insurance brokers’ calendar. We were commissioned to undertake all marketing activity, including stand design and build, for two clients at this year’s event held at ExCel, London – NIG and Zurich.
NIG. It’s the experience
We have managed NIG’s presence at BIBA for eight years. This year’s theme was ‘experience’ to reflect NIG’s knowledge in commercial insurance and the experience brokers receive when working with NIG. This year’s BIBA was all about creating a ‘sensory experience’ for their broker guests. We brought many different elements together to bring the theme to life. This included a pre-event reception ‘East End Experience’ at the Tobacco Dock, Wapping. We recreated a traditional East End boozer atmosphere with a twist serving black velvet and oysters and NIG’s specially brewed pale ale; entertainment included a cockney pianist, a cockney rhyming slang quiz and a darts challenge. In stark contrast to the East End tradition was a menu of molecular surprises with a late night nitrogen dessert finale which ended the evening on a sensory high note.
We designed the exhibition stand with a sophisticated edge which offered brokers multiple ‘experiences’; eConsultants gave demonstrations of NIG’s eTrading platform on interactive screens; augmented reality was used for an on-stand competition and a molecular chef offered experiential food and drinks including porridge with whisky foam and nitrogen cocktails at their drinks reception.
A positive experience was had by all at BIBA with 90% of NIG’s brokers rating their overall East End experience as excellent or very good and 97% indicating they would join NIG as their guests in 2014.
Zurich. Our knowledge, your strength
We were briefed by Zurich, a main sponsor at BIBA, to develop a creative direction for its presence there reflecting its positioning as a thought leader. We developed a communications platform ‘Our knowledge. Your strength’ which was used across all marketing communications including registration microsite, stand design, on-stand presentations, literature and promotional giveaways. The creative used 4 colour strands, representing the 4 areas of the business, coming together to form Zurich.
Zurich had two stands at BIBA. The first stand had multiple use; one side was the delegate notebook collection point and the other a media partner stand, used to communicate Zurich’s thought leadership activity with media partners such as The Economist and Insurance Times. This also served as a platform to launch the 2013 BrokerMind competition.
The main stand featured the four areas of Zurich’s insurance business – the challenge being to create distinct colour-coded areas whilst still retaining the Zurich corporate feel.
". . . stand was perfect, best position, looked stunning and very classy, loved the theme. Spoke to more brokers than we ever had at BIBA . . ."
If you would like to find out more about Bellman’s event experience please contact us