AutoTrader Group plc is the UK and Ireland’s largest digital automotive marketplace. AutoTrader sits at the heart of the UK’s vehicle buying process and its primary activity is to help vehicle retailers compete effectively on the marketplace in order to sell more vehicles, faster.
AutoTrader contracted Make Events to produce their annual Retailer Awards, off the back of the 800-employee conference we produced for them a few months previous.
The client had chosen One Marylebone in London to host the event, which is a grade I listed building. They wanted Make Events to juxtapose the old with the new and create a technological, immersive experience.
The aim of the event was to recognise excellence within their clients and suppliers. As they were celebrating the ‘best of the best’ in the digital arena, we wanted to ensure the Retailer Awards had a digital edge.
When guests arrived, they walked up the blue carpet and through branded signage. Once in the drinks reception area, they were greeted with a glass of prosecco and a fully branded room.
Blue uplighters lit the drinks reception and LED poseurs filled the room. We branded the entrance, stairwells and doors.
Guests then entered the main room to find their table – supported by table plans on the relay screens.
AutoTrader are the leaders in their field and are forward thinking, digital and disruptive. With this in mind, Make Events created a digital afterparty with LED batten table centres set to blue to enhance the technological feel to the space. We also facilitated a diamond stage to enhance the event.
As well as showing their content on screens, we projected the nominees and award winners’ names onto the walls of the venue. This created an incredibly immersive experience for the guests.
For the afterparty, we wanted to create a space that would appeal to the guests in attendance so we brought it into the future.
Guests moved upstairs into a neon lit space with AT gobos and neon furniture.
A saxophonist and DJ entertained alongside a 14 aside table football game.
The feedback has been brilliant from everyone at AutoTrader. We kept inline with the theme and the identity was carried through the whole event. We look forward to working with them on their next project!