micebook Awards 2023 Winners Book - Flipbook - Page 29
Event
Best Product Launch
WI N NE R
Cheerful Twentyfirst
The News Movement’s New York Brand Launch
Making a splash in New York City is notoriously challenging. The News
Movement needed something totally unique that would grab the attention of
potential partners and set the brand apart from traditional news media.
Cheerful Twentyfirst created an interactive experience that transported guests
through time, bringing The News Movement’s values to life. Splitting the event
in two halves, the experience opened with a loud, bustling and busy 1950’s
newsroom, with guests cast as employees of The Manhattan Monitor and set
tasks by a time-poor editor trying to meet his deadlines.
The doors then opened to present day and the event transformed from
monochrome to technicolour. The launch included a live-action news briefing,
featuring the co-founder on stage with two young journalists to demonstrate
how a news story is identified, reported and broadcast.
The guest list comprised a blend of media and marketing movers and shakers
and influential members of Gen Z; the kind of audience that are invited to
launch events regularly. There was a 91.5% adoption rate from registration to
attendance with 200 acceptances and 183 attendees, which was impressive
considering the calibre of the guests. The event also picked up the micebook
award for Best Creative Concept.
CEO of The News Movement said: “I had very high expectations, and I
would say that this event surpassed all those expectations. I spent about
an hour watching people’s faces as they came in because the reactions
were unbelievable, it bonded people who didn’t work together or had never
met... It was one of the best things you could do at an event.”
Highly Commended
INVNT GROUP
Highly Commended Event
Lamborghini Ultimate
Highly Commended
Nteractive
Highly Commended Event
New Balance Storybook
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