HYBRID TEACHING EVENT & HYBRID SHOW EVENT FOR YVES SAINT LAURENT

Yves Saint Laurent

CHALLENGE: Present the luxury brand’s new fragrances in an eye-catching way and anchor them effectively – for a B2B target group that has been spoiled by years of best-in-class live events. How do you top a live roadshow that was one of the most coveted in the industry?

APPROACH: Using a hybrid event, or more precisely a virtual show of superlatives, thousands of sales partners nationwide are “riveted” to the screens. In a cool and entertaining digital live show, pre-produced content, live elements and numerous interactive elements are mixed together. The motto here is to watch, take part and even get excited.

RESULTS: Almost all viewers stay glued to their screens, cell phones or laptops for almost two hours to watch “Level-up – the next generation of YSL events”. Workshop, talk show, presentation – the boundaries become blurred and this has an effect. Participation in the brand’s formats also remains highly desirable digitally.