Case Study Digital Marketing: Planeta DeAgostini
Optimus Prime: the Transformers event
Planeta DeAgostini, in partnership with IMAGINA, organised an exclusive event in Paris to introduce an innovative scale model of Optimus Prime — the legendary leader of the Autobots — to the market.
With an immersive format and 360-degree execution, the event brought together more than 20 content creators from Spain, Italy, France and Germany, becoming an international showcase for the brand.
At IMAGINA, we worked with Planeta DeAgostini to launch the innovative Optimus Prime scale model.
We designed an immersive international experience in Paris, bringing together European content creators and delivering a 360-degree activation created to amplify the launch across different markets.
The challenge
Launch the Optimus Prime scale model with a presentation capable of generating maximum impact y international recognition, positioning Planeta DeAgostini as a benchmark in the world of collectingandscale-model innovation.
The challenge was to design a unique experience that was consistent with the Transformers universe and capable of connecting with fans, content creators and new audiences.
The solution
1. Event design and production. The event took place in Paris. We created a fully themed space, with staging inspired by the Transformers universe and a visual narrative that guided attendees through the scale model’s creation process.
2. Experience for content creators. More than 20 influencers from different European countries attended the event and were given an exclusive first look at the complete Optimus Prime model. We encouraged the creation of dynamic, exclusive social content, amplifying the launch and generating organic conversation across different markets.
3. Talks and technical demonstrations. Presentations were delivered in nine languages throughout the day. Attendees gained first-hand insight into the model’s design, development and manufacturing process. This educational experience reinforced perceptions of the brand’s quality, innovation and attention to detail.
4. 360-degree coverage. IMAGINA coordinated all online and offline production, from the event’s visual identity to audiovisual coverage and follow-up content for digital and corporate media.
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Results
The Optimus Prime event became an international success story within Planeta DeAgostini’s experiential marketing strategy:
More than 20 content creators from across Europe.
85% overall satisfaction among attendees.
+120% share of voice compared with previous launches.
Organic amplification across social media and specialist outlets.
Stronger positioning for Planeta DeAgostini as an innovative global brand in the collectibles sector.
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