Next Group transformed the 2021 Italy Digital Sales Convention into a television talk show with four “augmented connections”.
A talk show featuring various “dialogue” situations set in a TV studio created for the occasion at “La Centrale” of Nuvola, Lavazza’s headquarters. The event was live streamed on a dedicated platform specifically developed for the sales force of the three Lavazza Italia channels.
A narrative container, a format of dialogue and debate, “Lavazza C’È” has become a communication platform for multi-voiced speeches.
Among the elements that made this talk successful, there was certainly the physical scene: a real and welcoming environment that made attendees feel the warmth that is usually lacking during digital events.
A special ingredient were the “augmented connections”: a series of external connections in which reality was augmented through graphic contributions. In fact, the three sales channels directors actively participated “remotely”, each from a significant context: the Gattinara plant for Automatic Distribution, the Caffè del Teatro Piccolo in Milan for Food Service, and the Coffe Designers 1895 of Settimo Torinese for Home Business. The directors gave their speeches from the studio, while walking through these venues and while keywords and data were mapped onto the surrounding architectures. Another augmented connection involved the Juventus Stadium (of which Lavazza is the Official Coffee), from where the champion Claudio Marchisio celebrated the Top Performers, the Lavazza sales force agents who achieved the best commercial results.
Event Typology: B2B