Asahi Sales Conference


In 2017 Asahi came to us to help plan and produce their annual sales conference. They wanted a unique and engaging platform to present activation plans to customers and stakeholders. These plans included the launch of the hotly anticipated and recently rejuvenated Asahi Super Dry in the UK. After speaking to key representatives across the trade it became apparent that the industry was crying out for a new approach to the increasingly formulaic sales conferences of old. We wanted to break the linear and predictable structure of traditional sales conferences to create something truly innovative.


We utilized 360 degree projection technology to create a fully immersive sensory experience. Utilizing multiple touch- points to immerse attendees in both the virtual and physical worlds of the Asahi UK brands, we held the event at The Curtain Hotel in Shoreditch. The project and multi-agency project team was managed by us from inception to execution.


The innovative registration method resulted in a 66% increase in attendance from the previous year and the production values paved the way for a new style of sales conference. Feedback from internal and external stakeholders was overwhelmingly positive and the cutting edge approach to stakeholder engagement ensured Asahi Super Dry’s relaunch in the UK got off to a flying start.

Event Production / Logistics

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