As the world’s largest printing exhibition, drupa attracts more than 260,000 print industry professionals from over 183 different countries. The event brings exhibitors and delegates together under one roof every four years, offering them the chance to showcase and learn about the latest printing trends and technologies.
drupa’s organiser, the Messe Düsseldorf, wanted to reinvigorate the event’s drupa cube conference programme, to engage delegates and exhibitors, and attract new audiences such as marketing agencies and brand owners.
Engaging Existing Audiences, Creating New Ones
drupa selected Freeman to provide its strategic, creative, and management expertise to curate and deliver an educational content programme for the cube, which ran alongside the main exhibition over 11 days. The bespoke programme needed to include relevant content for all audience groups, and was to be informed by extensive research into print industry trends and audience insights, while delving into the event’s "Touch the Future" theme.
A Bespoke Content Programme that Catered to All
Drawing on the theory of intersectional design thinking, we created a unique programme packed with content that delved into the six key pillars of print, functional printing, 3D printing, green printing, packaging production, and multichannel, with the overall objective to educate, engage, and entertain attendees. We also designed the cube’s distinct logo, which showcased the six pillars and how they intersect with one another.
Content Worth Sharing
Freeman secured The Medici Group as the Innovation Partner for the drupa cube. This saw Frans Johansson, the company’s CEO and renowned author of The Medici Effect, deliver two keynotes and a number of C-Level sessions that explored the theory of intersectional thinking in relation to the print industry.
The content programme spanned a total of 40 thought-provoking sessions, which were delivered by 52 different speakers, including representatives from brands such as Hewlett-Packard and Electronics for Imaging, alongside some of the world’s top entrepreneurs and marketers, such as Johansson, Silas Amos, and Shane Wall. A team of three were on-site to ensure the smooth running of the programme each day. They acted as the points of contact for speakers, partners, and the client, working with them to develop and review presentation content.
Well Informed Topics, Interested Audiences
An impressive 3,500 people visited the drupa cube, where as the 2012 event attracted only 700. Not only was the cube packed to capacity during the keynotes and various other interesting and informative presentations, the exclusive C-Level sessions designed for top executives were very popular.
Speaker feedback was also strong. Participants rated the briefing process 4.4/5, the administration and organisation prior to the event received a 4.6/5, on-site administration and organisation during the event was recorded at 4.25/5, and the quality of the pre-event speaker briefing packs received a 4.6/5.