WorldSkills London 2011 – Event
The event brings together young people from across the globe to compete in front of a live audience to be crowned ‘the best in the world’ in their chosen trade.
Held at ExCel London, the event aimed to attract around 150,000 visitors and to raise awareness of the importance of vocational training.
The campaign was based around the concept of ‘I am...’ affirming to the audiences of the variety of career aspirations that could be pursued via vocational training.
The simplicity of the concept allowed flexibility with scale and reach, to appeal to a mass audience across all touchpoints at the WorldSkills London 2011 event.
33%
increase in the target number of visitors set for WorldSkills London 2011. Exceeding the goal by 50,000 people.
9%
of young people are now more likely to pursue vocational education and training.
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WorldSkills London 2011 aimed to create a meaningful and exciting visitor experience, so that it inspired the 200,000 people who took part to think about skills, and to consider their future careers and the endless possibilities they might hold.
Purpose worked closely, as part of an integrated agency team, with WorldSkills London to deliver a highly creative and flexible idea that was versatile, cost effective and easily tailored to meet the needs of a wide range of audiences in the UK and internationally.
This involved the production of many different pieces of work and projects (2D and 3D) working to extremely tight deadlines, working with a wide range of suppliers and within an extremely tight budget (with its usual restraints and where overspending was certainly not an option).
Purpose responded to all of the challenges we presented to them and worked quickly and flexibly to help us to deliver the project.
Their creative idea went on to receive many plaudits and certainly helped to give our event the ‘wow’ factor. The event was also very well received by our visitors and stakeholders as well as international countries.