BASF
Event Concept and Development
SILVER Award - 9th Annual Davey Awards 2013

"42 journalists attended from international media with a combined estimated reader/viewership of about 18.5 million. Around 45 high quality articles were generated in the process, so the event was very successful."

Marius Rummel   •   Communications & Branding Crop Protection Asia Pacific

Brief

BASF, one of the world's largest chemical companies wanted to hold a press conference in W Hotel Singapore for their Crop Protection division where journalists all over Asia Pacific were to be invited.

Solution

We were initially commissioned to design the press kit but the brief later evolved into the conceptualization & management of the entire event. In order to give the press conference an unconventional twist, we sought out to transform the function room into a farm. Artificial turf, custom carpentry acting as station booths, wooden directional signages & pop up crops were put together to create a holistic identity. The press kit was also presented in a wooden box as opposed to the typical corporate folders.

Results

The initial target of 30 journalists was exceeded with a turnout of 42. BASF's CEO was also impressed with the unique presentation of the event.