Liberty Corporate IRF Conference Stand – Building Futures


Exhibition Stand Design & Build | Activation Strategy | CSI Element | On-site Activation Management | Extreme Sports Demonstration


Project Info

The annual International Retirement Fund Conference provides a platform for Liberty Corporate to network with the main players in the industry. The brief required that the exhibition stand design and activation must create brand awareness, increase footfall and acquire accurate data on possible client leads.

CFOs, financial managers, fund managers and union representatives mostly attend the IRF Conference. This target audience is often attracted to efforts that make our world a better place. The team set out to build a 10-metre-high branded tower. Each delegate who registered at the stand received a polystyrene brick to write his or her name on before handing it over to a rock climber suspended from the tower. As delegates registered, the tower grew closer to completion, which attracted more delegates to get involved. For each brick placed, Liberty Corporate donated R30 towards building a classroom at a rural school in KwaZulu-Natal. As a post-event aide-memoire, all registered delegates received a personalised emailer, thanking them for their participation and showing the handover of the cheque to the school. This project was presented with the Best Stand Activation Award at the IRF Conference in 2015.