The MullenLowe Romania team proposes a creative BTL twist: transforming the conventional annual conference format into a truly interactive art exhibition, a recurring event that contributes to creating a conducive business & networking environment in the agri industry.

In November, Agrii Romania, leader in the distribution of agronomic products and services for small farmers and professional producers, hosted Bisofera Agrii 2023, an original concept signed by MullenLowe Romania. This transformed a large-scale event developed through the BTL services of the brand experience agency that offers multi-channel and multi-sensory solutions and activations.

Held in the center of Romania, the Agrii event in Poiana-Brasov (November 14-16, 2023) represents the first step towards establishing a tradition of gathering for the phytopharmacists in Romania. Biosfera was conceived as a professional space for bringing together over 500 experts in the agricultural field, offering them a platform to exchange ideas, expertise, and innovation. Biosfera Agrii is much more than an event – it is a community dedicated to nature lovers and professionals working towards sustainable agriculture.

“Biosfera Agrii 2023 was a remarkable moment for us. It was a captivating journey into the heart of the phytopharmacy community, a lively and inspiring space where human connections and the exchange of ideas came to life. The MullenLowe Romania team turned our vision into reality and managed to create an event that exceeded expectations. We are delighted to see how Biosfera Agrii has surpassed the status of a conference and has become a memorable experience for participants. Every detail was designed to emphasize in a very special way the deep connection between Agrii, the community and the common love for nature. We thank all participants, partners and the MullenLowe Romania team for their essential contribution to this success. It was a memorable experience and surely more will follow”, said Monalisa Ungureanu, CEO, Agrii Romania.

Through the expertise of the MullenLowe Romania BTL division, the event held in Poiana Brasov evolved into a truly interactive art exhibition, special moments and exceptional productions, inspired by nature and Agrii. The event organization was an extensive endeavor, hosting captivating moments of discussions and presentations supported by Agrii representatives and producer partners. The event venue was transformed with a unique decor, using natural moss to create an authentic atmosphere and to highlight the closeness to nature. Impressive visual elements, such as the Biosferea arch, booths, and the podcast corner, added an organic and authentic touch to the entire decor.

“Biosfera Agrii was more than organizing an event for 500 participants. It was an event in which we successfully combined creative and BTL services and skills, inspired, this time, by nature. We managed to transform the location through a suite of personalized decor elements, always bringing to the forefront the central concept of love for nature on which Biosfera Agrii is based. Every component of the event (from concept, key visual, invitations, custom hotel cards, concept-anchored giveaways and personalized registration landing page) was meticulously planned. The event production, setup, and special artistic moments – all were managed with care and dedication. It was a challenge to change the conference experience into a subtle and detailed event, and we look forward to the next edition of Biosfera Agrii”, said Ana-Maria Stoica, BTL Manager, MullenLowe Romania.

Starting from Agrii’s brand mantra, that stands under the sign of ii – innovation and intelligence -, the event stood out with a series of unique elements of content, format and setup. A premiere in the industry was the “natural studio” podcast, where Agrii representatives and partners were invited, one by one, to create live content alongside a journalist moderator.

The exhibition space in the lobby area came to life during the event. Partners’ stands combined traditional promotional elements with natural grass and moss elements, all encapsulated in a true biosphere – from architectural lights to photo panels and speakers’ presentations. Another special element was the use of live streaming with multiple cameras during the event. The central screen provided participants with a detailed view of the presentations, while, in parallel, the butaphoria-type side screens projected live streaming from the hall, adding dynamism to the event through picture-in-picture technology. The chosen approach ensured a captivating experience for all participants, regardless of location or perspective. Special moments were not lacking, and the event included an impressive flair bartending show and a concert by a renowned artist from Romania.

The teams involved in the project:

Agrii Romania: Marinela Neacșu (Marketing Director), Felicia Amzarescu (Marketing Manager), Roxana Costea (PR Manager), Adrian Dogaru (B2B Sales Manager).

MullenLowe Romania: Andrei Başa (BTL Manager), Ana-Maria Stoica (BTL Manager), Ciprian Dumitru (BTL Executive), Silviu Antohe (Executive Creative Director), Vladi Păunescu (Group Creative Director), Dan Drăgan (Senior Art Director), Alina Georgescu (Art Director), Alexandru Ranete (Graphic Designer), Mircea Solomiea (Graphic Designer).