Mahou San Miguel and ATREVIA won the Gold award for the Best Convention at the 2019 eventoplus Awards for Mahou San Miguel’s Spain Business Unit Annual Convention, which unveiled the group’s new strategic plan to its employees and distributors.
This year, Mahou San Miguel wanted to differentiate itself from past editions, generate a unique experience and surprise its more than 2000 attendees. To this end, the teams of Creativity, Events, Internal Communication, Design and Audiovisual Production designed a convention that distinguished in form and experience, focused on the strategic pillars of the company
“E.R.A”, an artificial intelligence system was crafted, responsible for leading the entire convention, interacting with the speakers and guiding attendees, to make it more familiar, they hired Iratxe Gómez, Siri’s voice in Spain to be lend her talents. A specific set consisting of a combination of LED displays with the main messages of the convention was also designed. During the convention, attendees were able to interact with the avatars of “E.R.A” and get to know in different experiential corners the upcoming releases of the group.
Moreover, the content of the convention had an in-house examination conducted with all the speakers, defining messages, maximizing their speech and their skills as spokespersons with interactive elements such as the Power Vote, collaborative activities group, live connections and other surprise elements
The eventoplus awards are the main events and conventions accolades of the sector in Spain and Portugal. Their mission is to improve, professionalize, promote good practices, stimulate creativity, recognize talent and involvement of all those in the sector, suppliers, agencies, customers, etc.., and create pride within the sector.