JCB needed to bring together its global international dealer network to promote its brand identity. The event needed to demonstrate JCB’s innovative brand and its strength as a global market leader. Delegates needed to leave feeling inspired by the brand and ready to promote JCB machines in their global marketplaces.
The audience comprised a network of global dealers from over 100 countries speaking 14 languages. The event took the form of an experiential conference featuring the reveal of new JCB technology, the history of the brand, its global success and a spectacular finale to leave the delegates feeling energised by the brand. The event was run 13 times over the course of 5 weeks to ensure maximum penetration.
MEASURES OF IMPACT AND EFFECTIVENESS
Success was measured by delegates leaving with key learnings surrounding the brand. Delegates needed to feel JCB provided them, as independent dealers, with the tools to sell JCB’s products in their markets. JCB also wanted to use open-ended post event questions to generate action points to improve their own business.