Creating an unmissable experience at Jewson Live

Client

Jewson

Services

Content, Social Media, Events

Department

B2B

Catching the trade’s attention

Getting the attention of tradespeople at the UK’s biggest builder’s merchant show is no mean feat. With Jewson Live returning to Birmingham’s NEC after a 2-year break, Tangerine was tasked with creating the emotional hook for the event to get people excited to come along and engaged on the day. Finding space in a day jam-packed with speakers, competitions, product demonstrations, giveaways and exclusive offers meant coming up with something special.

Cementing the emotional hook

We tapped into two key industry insights to drive registrations and create an unmissable experience on the day:

Tradies are competitive, especially when it comes to sport. Our concept for the Ultimate in the Mixer Challenge would put this to the test. Visitors would compete by chipping a golf ball into a cement mixer, then would have to do the same with a football (minus the golf club!) and finish by hitting a 20 on a revolving dart board for a chance to top the leader board and win some great prizes. Sound easy? Not with the camera rolling and celebs and hundreds of tradies watching.
Mental health is one of the key issues facing the construction industry, but we know that the community can often struggle to open up. We created a space designed specifically with open conversation in mind. The Builders Talk Café recreated a classic builder's café, where visitors could grab a brew and butty, have a chat with fellow tradies and access some potentially lifesaving support through resources and materials.

Building the hype

Tangerine created the look and feel for the feature areas, working with Jewson’s event partners to bring them to life. The creative direction was used across social assets to promote attendance and drive visitors to the registration page. On the day itself, the Tangerine team brought the energy, manning the stands and encouraging visitors get involved.

Overall, the social content achieved more than 700k impressions across Facebook, Twitter, Instagram and LinkedIn, creating a buzz around the unmissable event and helping make it a success.

Results

700k IMPRESSIONS

Overall, the social content achieved more than 700k impressions across Facebook, Twitter, Instagram and LinkedIn, creating a buzz around the unmissable event and helping make it a success.