Case Study: Planet Dunelm

Homeware brand Dunelm invited more than 600 employees to its annual managers' seminar, which was run by agency Meet & Potato.

Objectives

One of the key events of Dunelm’s internal communications calendar, more than 600 delegates were invited to ‘Planet Dunelm’ this year. They included 500 members of the store management team, over 100 store support centre colleagues, and more than 50 key suppliers. The chosen venue for the two-day seminar was the Ricoh Arena, Coventry.  

Dunelm challenged Meet & Potato to create an event that would motivate delegates to help them achieve their ambitious growth plans, as well as showcasing the ‘what’ and the ‘how’ of the brand strategy. The aim was to give clarity to store management teams on the vital part they play in both sales and customer service. The Planet Dunelm experience was designed to immerse delegates in the ideas and concepts behind the strategy in a fun, creative and engaging way.


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Delivery

After the event Meet & Potato produced for Dunelm last year won the C&IT award for Conference of the Year 2016, the agency had a lot to live up to. With this success in mind, the agency set out to raise the bar, transforming 5,000 sqm of the Ricoh Arena’s Jaguar Hall into an multi-sensory, intergalactic experience. Delegates entered through a time portal into a holding area, experiencing soundscapes and a central communications chandelier displaying themes, messages and video content. Tension built, with a countdown appearing on a Kabuki screen, followed by a hologram led opening VT, and a Kabuki drop to reveal the main room. Presentations took place in a round circle, to make delegates appreciate the team spirit and feel they were part of the event. In addition to a series of speeches and product showcases, fun was also on the agenda. Festivities included an intergalactic dining experience and a visit from the dancing Stormtroopers Boogie Storm.

Feedback

Feedback provided through the Slido platform revealed the delegates had engaged with the key messages, and were ready to return to their stores with ideas and inspiration to pass on to their store teams. Darren Bulmer, Dunelm project manager, said: "After the success of last year, we’ve really raised the bar again. From brainstorming the initial concepts to bringing them to life on site, Meet & Potato have delivered at every stage of the process. Well done to everyone involved – it was a true team effort!"

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