BRIEFING
The Flemish government asked us to come up with an extra innovative and disruptive idea for the press announcement.
WHAT WE HAVE DONE
This train to the future, fully branded and uniquely decorated, traveled from Ghent to Antwerp. We created a unique momentum between politicians, entrepreneurs, start-ups and students. These individuals sat together for an entire train ride, it was approachable and personal.
The challenges we overwon to launch this project were very complex:
- Developing a story/event which was political & geo-neutral for all participating FTI cities
- Creating a 3D world for the wrapping of the train which showed in a strategic way all important elements of FTI
- Convincing the NMBS within 4 weeks to foresee trains, wrap trains and arrange a working time-train-schedule
- Clearing all permissions for drones above train-stations and public areas
- Inviting all important CEO’s of Flemish companies and convincing them to make time for more then 8 hours to jump on the train
- Decorating a train with tv-screens, branding, tech-installations and animative acts, keeping all safety-rules of the NMBS in mind
THE RESULT
The FTI Express was a success with on board: Minister-President of the Flemish Government Jan Jambon, Flemish Minister of Innovation Jo Brouns, and no less than 315 Flemish CEOs and entrepreneurs.
315 guests attended the event vs. objective of 120 guests
32,255,288 people media reach
And a nice extra: we won a Golden BEA award in the categorie Institutional Events for this project with Flanders Technology & Innovation