"Conferences and exhibits have been cancelled as a result of Covid-19, and its been a real challenge for businesses like Ecophon to engage staff and customers."
A Nottinghamshire-based creative agency, Born Agency, has created a new festival in a box that enables businesses to improve engagement during online meetings and sales conferences, and it is being rolled out further after a successful trial.
Inspired by Glastonbury Festival, the EFest idea has been piloted by Basingstoke-based Ecophon for more than 40 of its internal sales team, and it has proved such a success that it is now being rolled out to 100 of the company’s key external contacts and customers.
Creatives Shaun Cole and Ben Trafford from the Ollerton-based agency were tasked with coming up with an innovative way to create an online event to engage staff, launch new products and unveil innovations in existing ranges – especially when most people who are working from home have experienced Zoom fatigue.
In the run-up to EFest, new product teaser films, save-the-date requests and countdown emails were sent to staff. Festival tickets were also posted out to build the sense of anticipation. Then, 24 hours before the event, each member of the Ecophon sales team received their own festival in a box, which was to be opened in unison at 10am on the day of the event.
The box contained:
· A screen in the lid of the box that played an introductory short film
· A festival-style t-shirt
· A lanyard and a wristband
· A running order of the day with QR codes for all the ‘stage’ areas
· A water bottle
· A power pack for a smartphone
During the day, Ecophon hosted different events on different Zoom stages to showcase new and improved products, which had the same typography as iconic bands. Between each act, there were breakouts featuring music quizzes and short films to keep the crowd energised.
After the conference, Ecophon arranged for each member of the sales team to order festival food and drink, which were delivered to their homes.
Jonathan Cherry, Managing Director Ecophon UK & Ireland – which is part of a global company that develops, manufactures and markets acoustic panels, baffles and ceiling systems that contribute to a good working environment by enhancing people’s wellbeing and performance – said the team thought the idea and experience were brilliant.
“Launching new innovative products is an exciting and positive event for any company but after months of working remotely there was a danger yet another Teams or Zoom online meeting could fall flat and fail to inspire our team,” said Mr Cherry.
“The festival theme gave us the perfect platform to launch our new products, we were able to inform, train and motivate the team keeping everyone engaged throughout the whole day in a really positive and fun way. And, feedback from Ecophon colleagues was amazing, there was a sense of EFest being a genuine collective experience and a real appreciation for the planning and effort that went into making it a memorable and positive experience no matter what your taste in music.
“The quality of the materials created means we are now planning to roll out the concept to our customers as part of our external launch activity. The music theme fits perfectly with our brand positioning as an acoustic product supplier and will allow us to create a memorable event for customers.”
Mr Cherry added: “Working with Born Agency has been a great experience we set them a really tight time schedule for the project and they really stepped up and delivered on time and hit the creative brief perfectly.”
Born Agency co-founder Shaun Cole said: “Conferences and exhibits have been cancelled as a result of Covid-19, and it’s been a real challenge for businesses like Ecophon to engage staff and customers when they are all working from home.”
Fellow Born Agency co-founder Ben Trafford said all the feedback from Ecophon has been really positive, and he is delighted this is potentially being rolled out further afield.
“As a creative agency, we were thrilled that Ecophon let us pick up the idea and run with it, and we had the freedom to think outside the box to encapsulate everything about a festival and create a festival in a box.”