Rock Star Set Elements Drive Engagement for Primerica - Event Marketer

Rock Star Set Elements Drive Engagement for Primerica

DB_Primerica_2012 Book
Brand: PRIMERICA
Agency: SWITCH: LIBERATE YOUR BRAND
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (B-TO-B)
Year: 2012

For its national convention at Atlanta’s Georgia Dome, Primerica created a supercharged environment. A massive stage set featuring nearly 3,000 square feet of LED video spread across 27 separate displays anchored the experience. A spectacular four-minute opening starring the new corporate logo surrounded the audience with rock-concert lighting and concert-quality sound. Video animation, interactive pick-ups, moving scenery and massive pyrotechnics drove home the “We’re the Best in the Business” message to the 40,000 independent sales agents in attendance.

The three-day convention was a launch pad for a new corporate identity for the company after a financial restructuring and spinoff from Citigroup. It recognized nearly 1,000 members of Primerica’s sales force and communicated new initiatives and the company’s key goals. The new corporate identity served as a key device to cement the rebranding not only with the audience on site but also remotely via replays, distributed video and online. Each of the winning salespeople was honored with a trip across the stage. Dramatically sweeping ramps facilitated traffic flow and provided a “hero’s walk” during recognition segments. Two jib cameras captured each recipient’s award-winning moment and each winner’s name scrolled across 100 feet of LED video ribbon board as they were acknowledged.

Post-event metrics delivered record-breaking recruiting and sales lifts for two months following the convention.

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