Objective:
How do you plan a stand-out rebranding event that happens to coincide with a pandemic? Well, if you’re GenesisCare, you partner with Rose Gold Collective and Craftsmen Industries to create a mobile tour that brings the excitement of a nationwide conference straight to each of your employees. This tour needed to be safe and engaging, while creating an opportunity for GenesisCare employees to relax and reconnect with the company’s values. The goal of the tour event was to educate the GenesisCare team about the upcoming transformations in the company’s branding so that they could be prepared and excited about the changes ahead.
Approach:
Each GenesisCare clinic was visited by a fully customized mobile unit that reflected the company’s new sleek aesthetic which each of their clinics would soon display, as well as elements such as a digital mosaic, an interactive quiz, a VR meditation experience with disposal VR headsets, and QR codes that encourage employees to learn more about the company’s mission and vision. Guests also got to partake in fun experiences like a bike-powered blender and plenty of free GenesisCare-branded gifts and snacks. The event allowed for social distancing and hand sanitizer was provided upon entering.
The architectural elements in the mobile unit include glass panels with custom graphic decals at the rear and passenger side of the trailer, custom large format banner printing by Craftsmen, and a display wall where employees can identify with GenesisCare brand values.
Results:
Within 4 weeks, the mobile unit had been built and hit the road. By the end of its 12-week tour, it had traveled 13,000 miles and had visited hundreds of GenesisCare employees at 57 locations nationwide. These employees got the chance to experience the rebrand firsthand in an atmosphere which was meant to show appreciation for the staff and give them an opportunity to re-center themselves during a particularly stressful time in their careers.
Mobile Conferences:
With the rise of the COVID-19 pandemic, we’ve collectively reevaluated the way that we view traditional work-related gathering spaces, including offices, trade shows, and even conferences. It may be awhile before people once again think that traveling across the country to gather with hundreds of other people in a condensed space is worth the effort and risk, which is why your company should consider the benefits of a mobile conference tour, like GenesisCare did. Investing in a branded vehicle (or fleet of vehicles) that brings hands-on exhibits, multimedia trade show signage displays by Craftsmen, and trained staff straight to your employees, customers, or prospects is a great way to make your content stand out in your audience's minds, while showing that you respect their time, resources, and safety.
If you think Craftsmen’s experiential marketing vehicles may be a good addition to your upcoming experiential marketing campaign, reach out to us to get a quote or learn more.