Commercial Bank Of Dubai (CBD) NOW Launch Event
The launch of the digital services campaign of Commercial Bank of Dubai called CBD NOW, which witnessed a never seen before launch moment and used unique technology oriented entertainment and concepts such as LED wristbands which lit up on the launch moment to a violinist performing onstage while customised content was projected onto her dress, which then led to a logo reveal. The mascot of the launch was ‘Titan The Robot’ which was introduced to the staff through a month long hype created before the launch day.
The main objective of the event was to launch the digital services of Commercial Bank of Dubai, under the name of CBD NOW. The event was an internal event for the staff of Commercial Bank of Dubai with the main aim to promote their digital campaign through their new app which delivers a unique banking experience which is ’empowering, immediate and easy’, as well as inform the audience of the overall impact this campaign will have to their important stakeholders in the market.
The brief shared from the client’s end was to make sure that the event had a ‘wow’ factor to it with a never seen before launch moment and as well unique entertainment to ensure the audience at all times remains engaged.
The event took place in two parts, one being a month ago from the main launch day, wherein a small scale event took place in their main branch where the official mascot of the launch ‘Titan The Robot’ was presented to the staff, he along with the Chief Transformation Officer introduced the concept of CBD Now. The whole month wide campaign took place in their main branch through various weekly activities to keep the hype alive till the main launch day. Activities like quizzes, internal competitions like presenting unique ideas to incorporate in the campaign etc.
The pre-function area was transformed completely from green to red color (CBD NOW logo), as when guests walked in the whole set up around the PFA was green in color and once guests left the whole place was now lit up with red led lights, red digital signages, carpet etc.
Mosaic Live designed and conceptualised the launch of their digital services campaign through using high end technology which led to a never seen before launch moment. The show started with an opening act performed by the violinist, who started of by simply performing on a regular track, the act was planned in such a way that towards the end the tempo of the track began to pick up and the audience started to see graphics mapped on to her costume, the visual impact of the costume being projection mapped left the audience spellbound. An animation of techy graphics filled her dress and as the track reached a crescendo, the graphics from her dress exploded to the entire LED backdrop, the audience was then immersed in an audio/visual extravaganza as CBD NOW was showcased via specially created immersive audio visual.
The second half of the show kick started with aerial acrobats who performed right in the middle of the hall, in between the guests and thus the finale of their act was the drop of a customised silk fabric which had the word ‘Thank You’ written in all languages to thank the Chief Transformation Officer for bringing in the transformation of digital services. Soon after the act, the mascot ‘Titan The Robot’ and the higher management was called on stage. The management then invited the audience to be part of the moment with them, the audience was asked to raise their hands to pass the energy through the wrist bands (given to them during registration), which simultaneously changes color to the brand color while the management performs a high tech hand scan on the LED. To summarize the launch moment – through hand scan and LED wrist bands everything in the event area including branding, hostess costumes, LED content etc, change the brand language from Green (CBD brand color) to Red (CBD Now brand color). This left an impact on the audience, as everything they saw while entering the event was then transformed into something else while they were leaving.
As the event was an amalgamation of technology, emotions and the new transformation – it left the audience spell bounded. The audio visuals of the launch took them through the future plans which helped the audience to get motivated and got them involved in this major transformation of the enterprise.
The impact of the launch moment still has people speaking about, and all concepts and ideas that we had put in for the event are till date appreciated by the client, because of the event we managed to create whole new hype for the campaign and at the same time were able to take the campaign to a whole new different level due to the launch.
Check out the event video on: https://vimeo.com/203794282