Since it was impossible to organize our annual event in the usual manner, Gardena decided to hold a virtual event. The brand thus joined the ranks of the many companies that have streamed their events using the latest technology to generate a sense of familiarity and satisfaction on behalf of users.
Goals:
- To invite the specialized and home decor press in Spain and Portugal to the presentation of the latest novelties from Gardena and McCulloch.
- To get more media outlets to attend thanks to the virtual format.
Actions:
- Creating a microsite to organize the event.
- Sending press invitations to attend the annual OPEN DAY presentation to Spanish and Portuguese media outlets.
- Preparing press kits and visual presentations in both languages as attachments in the virtual event’s website.
- Live streaming of the presentation from Gardena’s Showroom.
- Assisting the media with any queries or doubts.
Results:
- 32 media outlets attended: 23 from Spain and 9 from Portugal.
- Greater access than with traditional events.
- High visibility.
- Presenting products better suited to the context in a way that is innovative, entertaining and dynamic.