How marketing in Iran can leave a big impression
Event management and advertising in Iran for KACC’s new production facilities
COMMUNICATION CHALLENGE
The Iranian New Year, or Norouz, is a time of the year that the country effectively shuts down and celebrates. We at Zigma8, however, were excited to spend this time to help celebrate the introduction of something else that was to be new. Instead of closing up shop for the customary two weeks, we happily spent our New Year collaborating with Kaveh Aluminium Can Company (KACC) to help launch their new soft-drinks can-making factory. KACC is one of the largest companies of its type in Iran and had, before the event, received international investment amounting to $50m.
Event management and event design in Iran, but with a difference
Working during a national holiday would come with obvious challenges, such as the lack of availability of suppliers, but that did not deter us. Unlike other Iranian suppliers, we at Zigma8 used this time to focus on the challenge of unveiling a new production line for KACC.
We aimed to help introduce the new factory capacity for KACC before the Norouz period concluded, irrespective of the limited availability of other suppliers. So how exactly did we succeed in getting our production in place to help show off this new place of production? Allow us to explain.
COMMUNICATION
SOLUTION
To address and impress the 300 guests—many of which represented high-up positions in the nation—we put together a strategy reflecting the enormity of the new production facility. We knew that going big would create a big impression. To cement the vision of going big, we devised a creative platform called ‘Big Production’. This platform would apply to every last detail in the event production.
Brand identity design in Iran
Our event began with guests being chauffeured to the venue while passing life-size infographics that boasted impressive facts about the success of KACC. The initial journey brought guests to a theatre where they sat before a large choir proudly dressed in a KACC uniform. This initial scene would provide a sense of harmony before the big symphony. As voices of the choir filled the factory, we brought an oversized drink can centre stage and used 3D mapping to project a unique light-show experience.
World-class event design in Iran
A subsequent grand tour would have our guests meandering through a can-made, music-filled maze decorated with large animations that would describe the production process of KACC. Following the presentations put on by the KACC management, we concluded by having our guests make a personal pledge for a small gift. They achieved this by signing and saying, “I think green too”. In doing this, our guests would be helping KACC with their big recycling responsibility while also satisfying their sense of wanting to take away a souvenir from the big occasion.
8 big numbers from our 1-big event:
- 28 days from brief to delivery — during the Nowruz holiday
- 120 hours of non-stop, on-site work by Zigma8ers
- 150km walked by each Zigma8er during set-up and event day
- 42km walked by each Zigma8er during the event day
- 88 personnel used for the event
- 1200 seconds of video created for the event
- 2000 palettes used as part of our decoration
- 40,000 cans used for event decoration and later recycled
COMMUNICATION
RESULTS
We at Zigma8 once again proved that we have what it takes to successfully pull off a big event, even with the many challenges. However, do not just take our word for it! Both Mr Ahmad-Reza Alavi, the business manager, and Mr Dave Anderson, the business owner, agreed that KACC is happy to call on us again, saying that we have “a powerful team, with 24-hour support, working to the best quality in a limited time”.
Successful event management in Iran
So, with great pride, we proved, “yes, we can!”. We were also proud to announce that KACC met its B2B goals with the help of this event. Shortly after the event, they proudly informed us, “yes, they can!” bring back previous customers and, just as importantly, “yes, they can!” bring in new customers. By achieving these results, KACC increased their market share to 67% in Iran while claiming 100% of the export market to neighbours or Iran.
Awarding-winning event management in Iran
So, with great pride, we proved, “yes, we can!”. We were also proud to announce that KACC met its B2B goals with the help of this event. Shortly after the event, they proudly informed us, “yes, they can!” bring back previous customers and, just as importantly, “yes, they can!” bring in new customers. By achieving these results, KACC increased their market share to 67% in Iran while claiming 100% of the export market to neighbours or Iran.
