How to differentiate yourself from the competition when you don’t know the customer? With an extra touch of creativity. This is what the agency On Deck tells us they did to face a challenge with Siemens that led them to win the account. It was one of their catering suppliers, Guian, who advanced them that a totally disruptive new event space was going to open in Zaragoza, over which they had decided to take exclusive catering rights. Mobility City, the former Pavilion Bridge designed by Zaha Hadid for the Expo 2008 ‘Water and Sustainable Development’, reopened its doors by the hand of His Majesty the King, a week before presenting the proposal. They didn’t have informative dossiers created, nor had they explored all the possibilities that it could offer them as a space for events, but that was not a handicap when betting on this space and after many months of work together with the management team, the Ibercaja Foundation, they found the winning experience. In this way, Siemens’ ‘Smart Infrastructure’ program welcomed more than 100 entrepreneurs from Aragon on a bridge. Risky? Yes, unique? Also. We tell you about it! The part of the Zaha Hadid Bridge open to traffic had to be closed on D-day, as well as the museum area open to the public. In short, to guarantee the exclusivity of the space and maximize the experience of the attendees, they redefined the space in such a way that accreditation, presentations, the roadshow, and the cocktail represented a journey along the venue, something that had not been done to date.
Why is Mobility City peculiar?
It is a bridge over the Ebro River. It is 270m long and about 6m wide, divided into two floors. If it were standing up, it would be the tallest building in Spain!). It houses the first museum of sustainable mobility of the future, and it is also the only museum in Spain on a river. It has a private museum area, but in general, it is free to pass and access as it functions as a bridge.
Redefining Mobility City to organize the Siemens event
The room they now have set up for events was used for the more classic part of the event, in a lecture format. One of the areas of the museum that has its own technical equipment was used for a part of rotating roadshows. The catering was done in the middle of the bridge, sharing space with historic vehicles. They also took the opportunity to then do a private guided tour of the museum itself, very interesting for the profile of the attendees. This was a strategic event for Siemens, attended by the company’s executive board, nationally renowned speakers, as well as media to cover the news due to its relevance. The core of Siemens’ ‘Smart Infrastructure’ program connects agents and systems of transformative infrastructures for the future, and for that reason, On Deck decided to opt for such a venue. We imagine it will be something they will always remember.
