Sony’s off the wall experience
On 4 October 2005, Sony launched a new range of laptop computers specifically aimed at the professional marketplace. As a venue for this prestigious launch, targeting the top business resellers in the UK, they chose the London Stock Exchange’s Media & Business Complex.
As key criteria, Sony and WAA London searched for a venue that reflected their brand values, was relevant to the product and provided added interest for attendees. The Media & Business Complex fitted the bill perfectly, with its combination of contemporary and hi-tech event space and broadcast studios. Sony were impressed with the Exchange’s facilities, its location (not only geographically, but also at the heart of the business sector) and the added interest of the broadcast studios. They were also pleased with the willingness of the Exchange’s event team to deliver, a factor that was evident right from the outset.
The launch involved a formal presentation, followed by two hands-on sessions. These were repeated to three different audiences during the course of the day, with 350 attendees in total. Sony made full use of each of the event spaces in the Media Complex. Within the Theatre an additional projection screen was employed as were plasma prompting screens. In the Forum, seven 42” plasma screens were used to support the case study messages being communicated. One of the Recess rooms was home to a comparison shootout between four video projectors, while the second Recess room carried TFT monitors and accessories. Branding for the launch involved a wide selection of banners, 2.8m canvas panels and 42” plasma monitors throughout the floor.
Sony even made use of Paternoster Square, the beautiful setting for the London Stock Exchange, by using a group of undercover street performers to entertain and intrigue the lunchtime crowds with breathtaking acrobatics.
Chris Taylor, Senior Account Director at WAA said “The London Stock Exchange exceeded our expectations in their willingness to assist with every request no matter how outlandish or off the wall it seemed. We would choose to hold a future event at the Exchange without hesitation.”