HeavyCon

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In the beginning

THE CONVENTION IDEA

The organisers of HeavyCon came to Luna to help them shape the ultimate rock and metal fan convention, where true fans of the music can meet their idols, buy the latest albums, attend seminars and engage in an exciting experience. The initial goal was to establish a brand that would appeal to the targeted audience and encourage exhibitors to showcase at the event in September at ExCeL, London.

All in the planning…

TAKING THE CONCEPT
TO MARKET

An important consideration for any event is how best to take the concept to market. We created an isometric event plan prototype to help develop this vision. As the event was still in its inception there was an important need to visualise the use of venue floor, allowing interested parties to envision the event and sell vendor space.

heavyconmap
Building the audience

MARKETING CAMPAIGN

  • Logo and Branding
  • Creative concept
  • Exhibitor Sales Brochure
  • Exhibitor Sales Presentation
  • National Advertising
  • E-news communication
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How did we do it?

OUR APPROACH

Brick Analyse Data

01. ANALYSE

The HeavyCon audience are avid rock and metal fans. Being lovers of this particular genre of music ourselves made the visualisation very easy. We fanatically researched content and the current market to best understand the branding brief.

Brick Design

02. DESIGN

After presenting our research to the team we came to a conclusion on how best to take the brand forward. The convention is a new experience so we created a layered skull constructed from relevant imagery to make a big impact.

Brick Event Promotion

03. IMPLEMENT

Once the brand vision was created we designed marketing material for the team to aid the launch across all platforms. This included online advertising, press ads, sales mechanics and e-newsletters.

How we helped

FACTS & FIGURES

46

exhibitors booked in 30 days

1316

newsletter subscribers within a week

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How we helped

THE RESULTS

After receiving fantastic feedback from the initial brand creation, we continue to work with The HeavyCon team. The next step is to implement a full marketing campaign in the coming months including digital and offline advertising.