Now that the Paris Motor Show has ended on a positive note in terms of visitor numbers and exhibitor satisfaction, Hopscotch Groupe is preparing to rethink another major event on the French and international scene, namely Cannes Midem. This is an opportunity to discover Hopscotch Groupe’s recipes for revitalizing events that everyone knows, but that need a breath of fresh air.

INGREDIENT #1: A CHANGE OF POSITION

A desire and a need to rethink the very role and ambition of the Paris Motor Show meant that some visitors were surprised, or even shaken up. Right from the outset, it was clear that the Paris Motor Show could not remain just a showcase event. It was decided that the Paris Motor Show should be a place where people could come together, exchange ideas, and open up to the automotive world of tomorrow.

This paradigm shift resulted in an entire ecosystem emerging around the challenges of auto-mobility, with highly profitable meetings (contracts signed, development of joint projects, increased sales, and leads, etc.). The event brought together an entire host of stakeholders, including leading manufacturers (Renault group, Stellantis, etc.), newcomers driven by the energy revolution (GWM, BYD, Vinfast, etc.), financing players (CA Mobility, BNP, etc.), eco-mobility partners (Valeo, Engie, etc.), and the emergence of future gems such as Hopium and NamX. At Midem, the principle will be to transform the trade show into something more akin to a festival, a celebration, and a forum for exchanges on issues that unite all the players in the music industry.

A Hopscotch expert commented, “It’s important that these major events are firmly rooted in society, at the heart of the world around us. Creating this link between organizations and all of their stakeholders is part of the Hopscotch DNA. We call this relational capital.”

INGREDIENT #2: FOCUSING ON THE VISITOR EXPERIENCE

The experience is the key to the mainstream success of this type of event. At the Paris Motor Show, the elements visitors particularly enjoyed were areas offering unusual, original, or dynamic experiences. This was particularly true of the Vilebrequin stand which was hosted by two YouTube stars, the electric go-kart track, and the video game terminals from Thrustmaster and Warner Bros. In addition, a large stage saw almost five hours of round tables and debates per day, broadcast live, and on demand.

For Midem, the visitor experience will be built around three main principles. These are, firstly, a public square ideal for professionals to interact, with conferences and master classes to discuss future solutions for the entire industry; secondly, concerts for the general public, and thirdly a training program open to industry professionals.

A Hopscotch expert commented, “Involving the public, whoever they may be, can’t be done off the cuff. It comes from the very commitment of the brand or organization that is hosting them. At Hopscotch, we like to translate this commitment into experiences, interactions, moments of discussion, and encounters”.

INGREDIENT #3: BOOSTING CONTENT FOR INFLUENCE

Hopscotch goes beyond the logic of the event itself, drawing on all its communications expertise (PR, social media, influence) to turn these major events into genuine platforms for communication and influence.

At the Paris Motor Show, in addition to what was happening at Porte de Versailles, hundreds, if not thousands, of pieces of content enabled industry players to raise their profile and present their solutions. The Paris Motor Show website recorded more than 2.5 million page views and more than 450,000 unique visitors just in the two weeks running up to the event. At the same time, over 3,000 accredited journalists had the opportunity to report on their experience of the show.

But influence can also take on a different facet from that of media visibility. This is why Hopscotch wants to make Midem a platform for influence, with a spirit of collaboration and community, that encourages players in the music industry to cultivate lasting links, think tank-style.

A Hopscotch expert commented, “Hopscotch is able to implement a complete package combining 360° communication disciplines to achieve a key objective: influence. Creating content and managing multi-stakeholder relationships are essential prerequisites for achieving this objective”.

INGREDIENT #4: MANAGING INVESTMENT AND ITS IMPACT

Hopscotch stayed true to its DNA and CSR commitments by designing the Paris Motor Show with efficiency and positive performance in mind, right from the setting-up phase (only 7 days to set up, more understated structures, no carpets, etc.). Above all, the aim was to support exhibitors’ objectives in terms of visibility and commercial success. The figures published by some of the exhibiting manufacturers show just how well the event performed (1,000 vehicles sold by the Renault group, a 25% increase for Peugeot compared with the previous edition, etc.).

Similarly, Midem will follow with this twofold challenge: the search for efficiency, both in terms of energy and social and commercial efficiency. This quest for optimization will be achieved by enlisting all our energy and thinking about the project holistically.

HOPSCOTCH Groupe, producer and organizer of the Paris Motor Show, published this week a report on the event, referring to the nearly 398,000 visitors in sev days, more than 3,000 accredited journalists and several hundred purchase orders for the purchase of vehicles signed.

In addition, the City of Cannes and the Palais des Festivals et des Congrès de Cannes have just announced that they have entrusted the organization of Midem to HOPSCOTCH, Panda Event, and Pianity. HOPSCOTCH Groupe and its partners have the ambition to make of Midem the world event impossible to circumvent the music industry by transforming this event into a true festival gathering all the world ecosystem of the Music. The new Midem will be unveiled soon with a first launch event on January 19 to 21, 2023 in Cannes.