Situation:
One of the leading life insurance companies in Bulgaria – Bulstrad Life Wien Insurance Group celebrated 20 years of presence on the Bulgarian market. The company planned to mark its anniversary with a remarkable event with which to underline its mission and role in society.
Goals:
- Create a thematic event with a focus on the corporate values, mission, and vision of the company, as well as presenting the innovative approaches of Bulstrad Life Wien Insurance Group as a future-oriented company.
- Engage stakeholders – the company’s shareholders, employees, customers, partners, industry leaders, the media, representatives of the non-governmental sector, and institutions.
- Demonstrate the “human face” of the company and put accent on its contribution to society
Strategy:
- Applying a totally new approach to celebrating an anniversary – instead of summarizing what has been done in the last 20 years, celebrating the future – what is to come in the next 20 years
- Promotion of the corporate social responsibility policy by selecting a cause to be supported by the company
- Presenting the history of Bulstrad Life Wien Insurance Group through the viewpoint of “the human and positive future”
- Define a general frame of the event with the introduction part and the official speeches with the two main messages:
– Stepping on the foundations that Bulstrad Life has successfully built over the last 20 years, we want to move forward to the future that we can create together.
– This future is our responsibility and is built on our core values and sense of empathy. It is in our hands and it is up to us to do what we want – human, positive, ecological and desirable.
- Encourage guests to actively participate in the event
Tactics:
Event:
- Location: Sofia Event Center – the high-technological hall in Sofia
- 270-degree projection on the walls of the hall with changing visions coordinated with the script
- Neon-lit bars, furniture, and catering equipment
- Thematic catering, in accordance with the futuristic concept of the event, a healthy lifestyle, and the understanding of maintaining harmony with the world around
- Attractive program with laser show, performances of world-famous classical works with electronic beats, ballet, and demonstration of a popular master confectioner of making ice cream with the help of liquid nitrogen
CSR initiatives:
- As a special gift for the society, Bulstrad Life Vienna Insurance Group is committed to supporting a CSR initiative – attendees were given the opportunity to choose which initiative to support among three proposals
- The global initiative in which employees of the company took participation was presented – Movember (to promote the prevention and fight against prostate cancer)
Involvement of the guests in the initiatives and the program:
- invitation to come to the event with an accessory that they would wear in the next 20 years
- writing a wish to Bulstrad Life Vienna Insurance Group in a special “Book of the Future”
- participation of the guests in the selection of a CSR initiative to be supported by Bulstrad Life Vienna Insurance Group
- Involvement of those present as assistants to the master chef in the preparation of ice cream.
Results:
- Nearly 500 out of a total of 520 guests were presented.
- Among the guests were the Austrian Ambassador, the CEO of Vienna Insurance Group – the main international shareholder of the company and top managers of companies in the financial and insurance sector in Bulgaria.
- Positive feedback and wishes in the Book of the Future
- The guests became active participants in the event.
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