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MCI transforms client project from live to virtual in one week

To comply with new governmental regulation, MCI China entirely redesigned, coordinated and delivered a fully planned offline product launch event into a combination of live and virtual attendee experiences in less than a week of the event date. As a committed strategic partner, MCI was able to manage unexpected changes hands on.

MCI China, the mandated agency for the management and design of a global product launch event for a Chinese multinational technology company, was faced with a global health crisis causing certain elements of the event not being able to take place as planned due to new governmental regulations and health restrictions. The team endured the challenge, which was jeopardizing participation of key stakeholders, one week before the actual event date.

After collaborating with the client to identify the best alternative and handling cancellation regulations, the team decided to transform the event into a hybrid one. MCI China was able to reevaluate these elements, taking into account user experience, design, strategic purpose and technology to ensure an optimal experience for the attendees. It was important that the online user experience would have the same essential elements as the offline original event design. MCI China developed an offline environment and demo area in which media and channel partner guests were present participating in the keynote and other live speakers’ presentations while they were being broadcasted and recorded.

 

The result was a hybrid event, where:

• 500 media and channel partner guests participated safely and responsibly

• event elements were broadcasted via live online stream on client-owned platforms

• information was made available in 7 languages

• the live streams had a mobile-centric functionality and were all branded with the client’s logo

• the product launch content had a significantly enlarged reach since the event went virtual and was promoted on the existing client social media accounts

 

Thanks to the in-house expertise and agile approach, MCI was able to redefine the event strategy in a short period keeping the client needs a top priority. The project showcased MCI advisory capacity and human-to-human approach in action.

 

Creative Director, Chinese multinational technology company, said, “I’m very touched, I have been very busy and did not provide enough guidance and direction for the product demo area, and you took the initiative to visit our store, learn the products and created a uniform and complete showcase.”

The creative director continued, “Everyone is very professional despite the very difficult process with sleepless nights and jetlag, no one rejected our requests.”

 

Project Manager, Chinese multinational technology company said, “Everything seemed well on-site, and only during the debrief I realized how many detailed issues had been taken care of by MCI.”

 

Florence Chua, Director, Greater China Development, MCI China said, “This project was a true test of the team’s can-do attitude, trusted relationship with the client, and the long-time collaboration of key local partners. Together we overcame all the uncertainties and changes to deliver the best possible hybrid experience for both live and online participants amidst the challenging period.”