The task was straightforward - to promote a range of excavator machines to international distributors from across Europe and Scandanavia. We had to differentiate the product in a competitive market and highlight its key benefits to business buyers - many not speaking English.
The creative solution was to develop, project manage and deliver a series of highly stylised, consecutive sales events to unveil Komatsu's new UK-built product range. The new Dash 8 series of machines were given top billing in the shows in 2007.
Creative elements within the shows highlighted unique features and benefits of the excavators. Events were staged in a dressed, specially lit factory unit, sourced by MHW, in the North East. For overseas delegates, the entire visit to the UK and Komatsu was designed to be an experience - from the personalised welcome at Newcastle International Airport through to a tailored reception at the hotel along with bespoke bedroom product information packs (translated into different languages).
The subsequent shows, featuring high impact lights, audio, film and pyrotechnics, provided the big 'wow' factor followed by the sales opportunity. Everything was created and managed by MHW, working with several preferred partners.
More than 700 key sales and distribution contacts were given the VIP treatment. Stronger than expected sales quickly covered the expense of these shows. The Dash 8 range went on to become the No1 best seller in its class in the world.
TOOLKIT OF SERVICES