/training/clients

Cadbury

Events at Cadbury

“From start to finish, CragRats proved themselves to be a highly professional organisation to work with. Their organisation, event management skills and creative flair were outstanding. We look forward to working together in the future.”

Alan Hickman, Head of v4:studio, Cadbury Trebor Bassett

/challenge

To mark the successful integration of Cadbury Schweppes UK’s chocolate and sugar confectionery businesses and to launch the new company Cadbury Trebor Bassett, an event was staged for over 1600 employees to unveil the vision and strategy of the newly appointed Managing Director, Andy Cosslett.

/approach

The event highlighted the “Business Cornerstones” that were key to defining the way forward for the company. The mission was to grow the total confectionery market by providing more “moments of pleasure” for consumers.

The NEC in Birmingham hosted the day, where over 70 CragRats actors and crew were instrumental in organising and entertaining the delegates in a “Pleasuredome” of experiences. This specially constructed theme park offered a playground of mixed-media events including interactive training presentations and themed debates as well as theatrical performances.

Alongside other zones involving a Formula One pit crew, judges from ITV’s Pop Idol and a multi-media presentation, CragRats took centre stage in the Big Brother Zone. Revolutionaries battled ‘Thought Police’ for the freedom to break the shackles of corporate orthodoxy. CragRats’ actors also worked alongside television’s Howard Stableford in a stimulating approach to innovation.

While the delegates moved from zone to zone they were also entertained by an array of street theatre “moments of pleasure.” These included the world’s worst escapologist, fitness fanatics who couldn’t resist temptation and a pair of sweet-toothed lovely old ladies. CragRats also took responsibility for managing the flow of people throughout the day. A dedicated team of personnel kept the day on track, breaking the main audience into groups of over 300, and making sure all the delegates were in the right place at the right time.

All of this was overseen by CragRats’ own Master of Ceremonies.

/results

• CragRats were involved from conception to conclusion. This enabled a clarity of vision and seamless integration of our involvement into the event as a whole
• CragRats were able to guarantee not only a large number of actors and crew, but also made sure that they were all exponents of CragRats’ award-winning customer service
• The emotional engagement that took place between delegates and actors left a lasting impression that also made the key messages more memorable and motivational
• The day resulted in a uniting of the two companies in such an innovative way that it is still being talked about

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