Retail Client – Store Manager Leadership Event

Need – Motivational Leadership Meeting

Services – Live broadcast, creative and content development, design, technical, project management


Launching peak trading to store managers, usually undertaken as a live event for one day, involving 1,000 people in Birmingham. During COVID19 this was not possible.

Furthermore, the company had been through a really difficult year with furlough, redundancies and store closures. This could not be your usual frivolous event celebration.

This meeting mattered more than ever – it was imperative to have a successful start to the Christmas trading period.


A dynamic, two-way, TV show format to replace a physical event.

We looked to Comic Relief as our creative approach. By this we mean a lot of serious content, beautifully put together videos, interspersed with lighter moments and plenty of community-created content. Using this approach we were able to put together a live TV show for 1,000 attendees lasting 3.5 hours with 2 short breaks built in.

Using Teams we were able to create two-way presentations from 7 live store sites – we could see and hear the attendees in these locations and they were able to contribute live to the event. We were also able to share the images of these, and many more remote attendees, through Teams – wherever we could show the audience on screen – we did!

The content was really important – no second was lost in communicating the key messages. However, the serious content was interspersed with interactive elements including dressing-up, singing and dancing, taking place simultaneously across hundreds of the retail store sites in England, Scotland and Northern Ireland. The event was anchored from a concept store in London where two employees became the hosts of the show. This is where Aspect set up a technical control hub to control proceedings.

The whole broadcast was designed to be an open, honest, but fun, kick-off where attendees felt involved, seen and heard – all virtually.

If you would like more information or to discuss how we can help you achieve this with your virtual events, please contact Zoe Daniels, Director of Client Experience by clicking here.