Event brief & objective:
As a leading heating brand in the UK supplying gas boilers for nearly 150 years, 2023 marked the launch of the next generation of the ecoTEC plus gas boiler. As one of the most important launches for the brand in nearly 20 years, we wanted to create a campaign concept that really celebrated the re-launch of our existing flagship product. Working with ClinkClink, who have supported us on our internal and external events since 2015, we decided to theme the launch event around the idea of the ‘Original Remastered’ to help showcase the evolution of the product.
Why did you choose the Science Museum for your event?
In line with our concept of the ‘Original Remastered’, we wanted to find a venue that would support the storytelling of the evolution of our product. There was an immediate link with the Science Museum through the scientific and technological advancements it showcases, and the idea of technology evolving over time. The museum, like our organisation, has a strong heritage which is a connection we really valued.
The Science Museum, which was put forward to us as part of an extensive venue search by ClinkClink, is an impressive location which was important when marketing our event. Our targeted delegate profile for the product launch was installation partners
and engineers, who take the time out of their busy work day to join us in celebration. With that in mind, the venue really needed to be a draw, and offer something remarkable and memorable. To mark an important milestone and to celebrate the re-launch of a flagship product, we wanted to create a wow factor and give guests a one-off experience.
We were also very mindful of travel connections and needed the venue to be easily accessible by public transport. The Science Museum was perfect for this and meant delegates could also stick around and enjoy London, giving them more freedom to stay on for a longer destination experience.
What sort of experience did you want to create for guests?
The delegate experience was key. We wanted to encourage a two-way conversation with our delegates so always set out to make sure the presenters were on a similar level to our attendees. We decided not to have a formal lectern to encourage a comfortable, more conversational experience and immersive atmosphere. We also utilised sli.do which allowed for open interaction and dialogue.
How did you choose which spaces at the museum you wanted to use?
Finding a venue that ticked all our boxes in terms of being linked to our brand heritage and being a draw for installers, whilst having the space and flexibility to really deliver on the theme and brand, was so important.
Having a space that offered two different environments was key and helped drive the venue search. Illuminate being set across two levels meant we could host the launch and presentation of the product on Level 4 and then move to Level 5 for networking and the product demonstration.
Illuminate features fantastic views of London on Level 5 with a great open space for networking. It also allowed for movement within the different areas we had created.
We also chose a gallery space – Mathematics – for our post-event drinks reception. It was important to us to captivate our delegates and have different things happening throughout the day to encourage them to stay until the end and enjoy the full experience.
Mathematics had the initial wow factor, and we really liked the architecture and the flow of the room with the overhead displays. The space helped us create an exclusive and immersive atmosphere that really created a ‘VIP’ feeling.
How did Illuminate and the Mathematics Gallery work for your event?
Level 4 of Illuminate fitted so perfectly with our theme and vision. The low-level mood lighting and close, exclusive atmosphere worked perfectly for our presentation. Level 5 provided a much brighter, open environment which was ideal for the networking aspect of the event and the view of the London skyline was an instant hit!
In Mathematics we were able to create explorative zones with our suppliers, including Lick Me I’m Delicious who mirrored our ‘Original Remastered’ theme and Moving Venue, and by placing stations around the gallery we were able to encourage a good delegate flow throughout the evening. We also had an enclosed staging space, where Ember Trio treated guests to classical performances of contemporary songs, which added energy and atmosphere to the space.
Who were your catering and AV partners? Did they create anything bespoke for the event?
ClinkClink managed Moving Venue on the catering who provided canapes and dishes throughout the day. The food was tailored to our audience, and we opted for a twist on a classic wherever possible. The cocktails, for example, followed a scientific theme, with G&T’s served in a non-traditional way! Lab coats and goggles were worn by servers to embrace the scientific heritage and was a great spectacle for our delegates.
Moving Venue designed and created a menu offering built around our objectives and audience and it gave a good balance on the day with a broad range of healthy food to keep delegates fuelled. We opted for a buffet style lunch on Level 5 to encourage movement and networking, which worked particularly well, as we had created zones in this space for delegates to find out more about the product.
Our AV production partner was White Light, with ClinkClink designing and coming up with the required specification. Based on the brief, White Light created a bespoke lighting design that fitted with the presentations and moving content to create an immersive environment.
We were conscious of maximising our budget spend and Illuminate was very well set up to allow for this. The placement of our stage, screen, and lighting created an immersive feel and two-way conversation. On Level 5 we had a variety of exhibition stands and light box installs with specific lighting designs to showcase and highlight the product.
What feedback did you receive from guests?
The feedback was phenomenal. We received lots of emails and a there was a huge amount of user generated content on social media throughout the event and afterwards, all of which was positive. Our delegates were blown away by the event and appreciative of the opportunity to join.
“Our event and experience at the Science Museum was fantastic throughout. The support from ClinkClink and the team at the museum and in Illuminate was very thorough and everyone was so personable, friendly, and supportive. What could have been quite a stressful day, was made so much better and more relaxed with a friendly team.
“From a venue perspective, it was fantastic. All the spaces were a 10/10, we couldn’t have asked for more. The museum gave us everything we were after in terms of wow factor and helping with the overall theme of the campaign. We couldn’t recommend it highly enough.” – Aneta Richardson, Vaillant UK Brand Manager.
“The ecoTEC plus launch event and experience at the Science Museum was fantastic throughout. ClinkClink and the team at the museum and in Illuminate were supportive at every step of the way with everyone being so personable and friendly. This launch was a huge milestone at Vaillant so the event came with high pressure and expectations which were certainly met and exceeded by the support from ClinkClink and the Science Museum.
“The venue itself was fantastic. All the spaces were better than we could ever have expected, we couldn’t have asked for more. The museum gave us everything we were after in terms of ‘wow factor’ and helping with the overall theme of the campaign. We couldn’t recommend it highly enough.” – Alice Woolley, Marketing Director for Vaillant UK & Ireland