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October 7, 2007

Europa?s viral video takes event services to a new level

Major events industry furniture supplier Europa took a bold promotional step last week with the launch of an innovative viral video campaign, which should steal a march on its nearest rivals.

The beautifully designed and directed video, which has been doing the rounds by email over the last week or so, has been wowing the EVENTS:review team, not averse to making the odd high-production quality video themselves. Furniture supply is not generally viewed as the most creative side of the events industry, but this minor work of art should certainly put Europa on the map.

Haka fun: Europa's online viral video All Blacks pastiche

The video delivers the company’s brand values of team spirit, passion and fun through a pastiche of the New Zealand All Blacks rubgy team’s legendary haka dance in an example of perfect promotional timing as we enter the final weeks of the Rugby World Cup.

“With the tournament beginning in September, it was felt that there was no better parallel to capture Europa’s personality, commitment to preparation, dedication and reputation for delivering outstanding performance,” said Steve Murphy, Europa’s managing director. “This is the first time we have produced a viral video ad. In fact, we believe it’s a first for the industry as a whole. The film is an integral part of helping to bring the Europa brand experience to life. Our agency Cream and production company Channel2020 have helped us to use this medium to create entertainment that epitomises our brand, while also helping to communicate our core business.”

The new video has been distributed via email to more than 5,000 of Europa’s clients, industry contacts, suppliers and partners and seeded online via video-sharing website YouTube. Initial click through rates of up to 56% have been recorded so far in the campaign.

“I believe this will prove to be one of the most vital marketing tools we’ve ever created,” said Murphy. “It’s a must-see, and not just because I’m in it! The first day after the video appeared was awesome by way of compliments, tributes and even a couple of Oscar nominations! There have been several people saying that they’re looking forward to the Premiere!!”

The film project is the latest result of an ongoing collaboration between Europa and Cream, who have been working together for the past two years, since Europa’s extensive re-branding exercise in 2005.

The next installment of Europa’s eye-catching marketing programme is due for release in time for Christmas.

Seeing really is believing, so check out Swing Low, Sweet Chariot for yourself at www.europasweetchairiot.co.uk
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