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Mamas & Papas Conference & New Product Showcase 2014

Thursday, 26 June 2014

Mamas & Papas Support Centre, Huddersfield

mclcreate delivered a three-day conference and new product showcase for Mamas & Papas, Great Britain’s favourite nursery brand. Using intelligent technology, projection mapping and a bespoke event mobile app, the companies worked closely together to create a memorable delegate experience.

The Mamas & Papas annual International Conference was a colourful look ahead to what the retailer had planned for the new season. Newly developed product ranges were on display to an international audience including distributors, partner companies and Mamas & Papas colleagues from around the world.

The client’s forward-thinking ethos fit perfectly with mclcreate’s approach. The into smartphone app played a key role in creating delegate interaction and anticipation, allowing downloaders to review and connect with attendees ahead of the conference. Video messages from the Mamas & Papas team helped get delegates excited and made them feel welcome even before they arrived.

During the conference, delegates had all vital information at their fingertips, thanks to the app’s in-built interactive map, product information and scheduling features. Live polls and Q&As were conducted via the tailored mclcreate app, encouraging attendees to give feedback and take an active role in the event.

Recalling the classic alphabet blocks of early childhood, three large cubes formed the audiovisual centrepiece for the presentations. Projection mapping brought these to life with over 300 different animation and live action video displays throughout the three days. 

An awards evening with the Mad Hatter’s Tea Party theme provided the perfect excuse for a revolving giant hat to be playfully projected onto the set.

High-definition projectors were used to display a wealth of colour and texture, while versatile LED lighting across the whole showroom allowed for pinpointing of specific product ranges around the room, as and when required by presenters.

Alex Boyd, Event Manager at Mamas & Papas, said “At Mamas & Papas we like to embrace new ways of doing things, and working with mclcreate we were able to deliver an innovative, fun and well-produced event for our international partners.”

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