Gone to the dogs? Not a chance! A Three Day Product Launch – Creative Team Building & Unique Party Theming

An event to mark the launch of a ground-breaking animal healthcare product, developed by a global healthcare leader. While the new brand would be a transformational offering, it would be entering an already-satisfied market place competing against established household name products.

The internal staff launch therefore had the critical mission of galvanising the salesforce with team building activities to challenge the status quo and confidently sell the revolutionary new brand, while assisting direct-selling customers to regain business that was currently being lost through other channels.

The three-day launch would bring together over 150 employees in what was briefed as a transformational event that would enable and empower staff to ‘create great’.

Creating a transformational event

Having won a three-way pitch, for the provision of the event’s operational content, KDM Events had a four week window in which to source two venues one for the accommodation and business content, and the other for the product launch itself and to design a dedicated delegate registration website for streamlined and effective event management.

The branding and the concept behind the launch theme had been designed by healthcare strategy and communications specialist, Cognite.  KDM was tasked with conveying Cognite’s ‘Transformational’ theme into the look and feel for the events.

We also produced two key elements of the internal launch – the gala dinner and team building activity.

Day One of the three day product launch conference saw the 150 delegates engaged in business unit meetings, using multiple meeting rooms at London’s Tower Hotel.  The unveiling of the new product took place on Day Two, at iconic events space Vinopolis. The surprise guest speaker was distinguished physicist and presenter Professor Brian Cox, who inspired the audience with a scientific talk echoing and expanding on the launch’s ‘Transformational’ theme.

The gala dinner at the Tower Hotel saw the venue ‘transformed’ in the new product logo colours with creative table and room dressing.  Mind reader Alex Crow delighted guests with a personalised cabaret while a customised photo studio provided delegates with souvenir photos linked to the product.

Day Three of the launch provided an opportunity for delegates to put their understanding of the new product into practice, through one of our most popular and unique team building activities, the Stop Motion Animation techniques made popular by Aardman Studio’s ‘Wallace & Gromit’.  In this highly creative session, delegates worked in teams using modelling clay and craft materials as well as mini studios and recording equipment to create, film and edit their own movies.  The exercise stretched participants to communicate ideas in new ways and brought out strong teamwork, planning and production skills.

Our very happy client said:  “Both the choice of venues and the launch content reinforced the brand’s essence and core values.  The event’s messaging and delivery helped support our team to further believe in the product and they came away energised and ready to ‘create great’ and be ‘transformational’ in the field.  We are confident that they will be able to challenge perceptions, and encourage direct-selling customers to rethink and become brand ambassadors in their own right.”

A result any events company would be proud of!


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