The product is CREATIVITY, the target were the decision makers that visited the event.

We give them the experience of being creative by developing an advertising campaign for a fictional product. A brief was handed out while a typically messy agency environment was recreated. Computers equipped with special drag-and-drop software allowed to quickly create ads. SMS messages were delivered to those that didn’t show up, as if sent by an angry creative director, as well as a creative kit containing all the ‘clichés’ a creative person needs (coffee, account Exec-repellent, etc). The best participant will join our team in Cannes.

From an audience of 400 people we managed to attract 81 participants (around 20%), most of them marketing directors of big companies that gave us their contacts and agreed to be contacted. So far, one of them has become a client and several others have asked for a full presentation of Proximity Xperience.