Renesas biannual international ‘Smart World’ event

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The best way to entertain 300 of your top global customers in Barcelona.

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Renesas is the number one global supplier of microcontrollers in the domestic, retail, healthcare, industrial control and manufacturing sectors. The company’s biannual event attracts existing and potential OEM customers – such as Sony, Panasonic and Nintendo – to see its latest innovations.

Previous conferences had a traditional technology approach but for Barcelona 2010, the event needed to be more creative, inspiring and engaging in order to generate increased visitor engagement and, ultimately, a higher profile, more awareness and sales.

Our new brief was to break the mould of traditional technology events.

Bonfire was originally approached in 2006 and had worked with Renesas (then NEC Electronics) on the 2006 and 2008 events. Our new brief was to help the company’s IOD2010 event in Barcelona break the mould of traditional technology events.

Our approach was founded on the simple yet powerful idea of creating a space that people would want to visit; one that excited, informed and engaged us. If we could deliver that experience to technology specialists within this event format, then we knew it could have an even greater impact on the 300+ delegates.

By creating, designing and branding a Smart World environment, we demonstrated how Renesas could involve and envelope the conference audience, creating an interactive experience that showcased how the power of the company’s micro-controllers could enrich everyday life – from kitchens to garages, from healthcare to the factory floor. Our cityscape-effect space incorporated layered graphic panels, interactive information stations, 3D models and themed audio visual content.

The exhibition design, dressing and digital presentations we created transformed the venue into a truly unique environment. Our onsite presence also ensured that the vision came to life as planned. Vibrant colours and patterns created a tangible sense of energy. Feedback from all aspects of the client’s business, including senior management in Japan, has been phenomenal.

The creative delivery was so well received that the visual styling was then adopted and integrated across a wide range of communications output across Europe. The event was both inspirational and engaging to the company’s international audience and we’ve already been challenged with bettering it in 2012/13. 

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Delivery of the most successful international product showcase event to date.

When developing a completely new style of event for our major customers, Bonfire proved to be an invaluable partner. They quickly adapted their way of thinking to our high-technology world, successfully interpreting complex next-generation ideas in a number of diverse market areas. Their proactive creativity, ability to deliver effective and professional multimedia and visuals, as well as sourcing the equipment required to realise our vision within a very restrictive time period, were essential elements in what was to become one of the most successful events we have ever held.

Senior Manager, Renesas Electronics Europe GmbH
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Transformed the ground floor of the Hotel Arts, Barcelona into ‘Smart World’ themed event.

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