1,200 Oriflame cosmetics consultants arrived in Madrid to celebrate the company’s ‘CIS Gold Conference’. beon. Worldwide joins the event once more as responsible of the whole management.
During five days, attendees enjoyed an event marked by three main highlights: Welcome party, Convention, and Gala Dinner.
The Zarzuela hippodrome in Madrid was the venue that welcomed the guests who, dressed for the occasion, enjoyed an evening at the hippodrome, with races, mock bets, a host broadcasting the show live, and even an award ceremony for the winners. This space, hired in exclusive for the group, was customized down to the last detail, from the horses, attired to showcase the different services of the Company, to the several hospitality areas that included bespoke photocalls and a regional gastronomy buffet.
In order to visit the host destination, beon. organized a ‘wellness city tour’, so guests were able to discover the capital in a healthy way. Among other actions, the headset ‘Silent Disco’ allowed them to escape from urban noise and chaos enjoying flamenco fusion and healthy activities.
During the city walk, a group of Russian actors and actresses brought to life classical characters of the Spanish history, such as artists and aristocrats. Besides, to boost the sense of belonging, beon. teams reinforced the guerilla marketing with OOH advertising in MUPIs and Street banners that guests found in different places during the tour. One of the oldest patisseries in the historic center elaborated a XXL-size cake with the company logo that was showcased in the shop display window.
Two days after, the Business Session, was held a Madrid Marriott Auditorium, which included the recognition gala that awarded the best consultants. The stage design and mise-en-scène was characterized by LED screens and a tubular installations, and four projection screens that endowed the space with a futurist, minimal aesthetic.
The rhythm was brought to the convention with different dance performances interleaved with the presentations, that boosted the launch of the new perfume Eclat, inspired by French perfumery, which transformed the setting in a real Parisian district, and new product lines, like ‘Swedish spa’ that was represented on stage fusing the atmosphere of big cities and the Swedish natural landscape. Finally, the destination of the convention that will be hosted in 2019 was announced with a typical traditional dance.
The height of spectaculars
The gala dinner hosted at the WiZink center in Madrid showcased a spectacular 360º cube for 20 30,000-lumen laser projectors. A video mapping used by musicians and dancers that moved inside this 78 meter long, 40m wide, and more than 12m high cube where the dinner tables were located.
Once inside this rectangular structure, the show opened with a dancer interacting with the projections in a screen area of more than 2,800 m2. This show was followed by several shows with dancers wearing LED costumes, who also interacted with the projections.