Case study: IM Group's circus extravaganza at The O2

IM Group held a circus-themed gala dinner for 1,500 delegates at The O2, to celebrate its 40th anniversary.

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Objective

Held on 26 May 2016, the event was a first for the company in terms of size and audience, with 1,500 staff, dealers and partners attending. The brief asked agency Richer View to provide a solution which celebrated both the achievements of the company so far and inspired delegates about what was to come. While it was important to communicate and celebrate the company’s journey, they also needed to outline plans for the future.

The event

The event was titled ‘IM Group presents an evening of ‘Limitless Possibilities’’ and the O2 was chosen as a venue due to its size and scale.

Each person within the organisation had their own story of their time with IM Group, and the impact it had on them. These stories were translated to film, to create a series of seven adverts, each providing a different view point whilst underpinning the companies’ values. From these films, the artistic director devised bespoke circus acts to provide a visual representation of each story. The agency split the event into three sections: pre-dinner drinks, which focused on the company’s history, a walk through, which focused on the present and a gala dinner, where the delegates could watch the present turn into the future.

Guests were given colour-changing wristbands to wear which played two roles. Firstly to section the audience into smaller groups and signal when they should move to the arena, and then to immerse them in the evening’s entertainment by changing colours in conjunction with the performances.

During pre-dinner drinks, a 60 minute ‘history of’ film took guests from 1976 to the present day, highlighting company and UK milestones to a backdrop of songs from the corresponding year.

As guest’s wristbands glowed, they were asked to make their way to the arena via a bespoke ‘time tunnel’ made of LED archways encasing screens which showed intriguing facts about the company. In total more than 150 crew worked on the event.

Verdict

"Our relationship with the client was one of mutual respect," said Frankie Baldwin, event director.  "IM Group were open to suggestions on how to further improve the show and were very involved in the creative process. We believe that this close working relationship and constant feedback allowed us to adapt concepts and ultimately deliver a show which surpassed the client’s expectation."

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