Brand Challenge: To engage Xerox's B2B audience and prospects at the annual Drupa Print Media Fair in a way that is surprising, unexpected and entertaining
Held every four years in Düsseldorf, Germany, with almost 400K visitors and 1800+ exhibitors from 53 countries around the world, Drupa is the largest print technology exhibition in the world.
2016 saw Ministry of Sound partner with Xerox to host 10 Days of shows at Drupa between the 30th of May and the 10th of June.
Providing a variety of services including branded bespoke merchandise, stage and sound design, curated content, music supervision and more, Ministry of Sound used its expertise to recreate a near perfect clubbing experience in the midst of a highly corporate environment.
There were three informative 15 minute shows held daily, showcasing how advances in technology have disrupted both the music industry and the print industry, an easy way for attendees to draw parallels between Ministry of Sound and Xerox.
These shows were complete spectacles in themselves, featuring a live host, dancers, visual mapping, a great sound track and Ministry of Sound resident Lovra. All of this was set against an epic LED Screen providing a highly illuminating yet visually stimulating experience.
5pm each day saw visitors and exhibitors from all over the conference flock to the Xerox hall as it was transformed into a party venue for daily Happy Hour sessions with Lovra performing daily.
Overall this activity proved a substantial success, with Xerox exceeding their sales targets across the conference, seeing an increase of footfall to the stand during show times, and with their product line gathering more coverage than ever before.
Social engagement across their networks also increased exponentially during the course of the activity which culminated in Xerox being awarded the Drupa social media trophy 2016 on the 7th of June.
Ministry of Sound and Lovra proved a massive hit, with social engagement through the roof. The #XeroxHappyHour hashtag was consistently one of the top trends in the area.
Xerox recorded its strongest sales across its product line at Drupa 2016 to date.
Robert Wagner, Xerox’s Global Communication Director was quoted as saying “my 5th Drupa and the best one yet”.