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July 8, 2009

EuBEA:Portugese agency creates a new Cinderella for Dior

With the deadline for this year’s European Best Event Awards (EuBEA), just six days away, we take and in-depth look at another of last year’s winning events.

Picking up the third place honours for overall best event at last year’s EuBEA was Portugese agency Desafio Global Ativism, for its work with Dior to support the media release of the new perfume, Midnight Poison.

The event aimed to present the perfume to public figures, opinion formers, journalists and retailers, and at the same time to create wide media coverage and position the product within the Portugese market. With a budget of €60,000, the launch took place in Lisbon’s Coach Museum.

The idea

The theme for the event was inspired by the perfume’s advert and it’s worldwide presentation. The agency’s idea was to re-invent the Cinderella story and adapt it for today’s era to form the dramatic backdrop to a magical dinner: a Cinderella who awakens at midnight into a world of seduction, passion and glamour.


Life coach: Lisbon's Coach Museum forms a magical
backdrop to the event

“In Portugal we did not have as high a budget available as in other countries,” explains a spokesperson from Desafio Global Ativism. “We, therefore, had to use our creativity and choose a venue where the emphasis needed on the decoration would be minimal. As luck would have it, Portugal has a Museum that looks just like a Prince’s garage. The Coach Museum was the perfect place to reinvent Cinderella’s story. The back-drop was real and enchanting.”

The execution
An exclusive dinner was created and attended to by 75 waiters, with service on each table painstakingly choreographed. The event was an enchanted magic story, based on the product’s promotional film, where Galliano has re-invented Cinderella and her dress. During the welcome cocktail and dinner there were teaser films. The agency set out to blur the lines between fantasy and reality with the characters from the films appearing at different places around the museum and interacting seductively with guests.

A clock was designed, similar to the one in Dior’s advert for Midnight Poison, which was projected onto the centre of the table in real time. As the clock struck midnight, the perfume was finally revealed, along with the advert featuring model and actress Eva Green. After this, 75 waiters came in with a perfumed black rose, together with the perfume bottle.


Reality check: Characters from the film interact
with the audience

The set-up
“The event was particularly difficult with regards to its set-up and approval, as the Coach Museum is the most visited museum in Portugal,” adds the agency’s spokesperson. “It closes every day at 5pm and the event started at 7pm, so we had just two hours to set everything up.

“We had to hire a warehouse for set-up rehearsals, for the waiters’ choreography and for the overall best and fastest way to finish everything. The site inspections always took place during opening hours among the tourists.”

The success of the event was measured in terms of media return and through a satisfaction survey. “The event created more than one hour of TV coverage, across several programmes. We got front cover positions on a number of magazines, as well as a large amount of interviews,” adds the spokesperson. “We calculated a return on investment of €650,000.”

For Desafio Global Ativism, the EuBEA award has been extremely important too, especially in the national and international press. The agency believes Portugal now has much more public recognition in the events industry.

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