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The greatest show on earth

3 was the first third generation network to launch in the UK. Unlike the existing networks, however, the company had no customer base. It needed to acquire market share – and fast.

The key was to create a buzz about the brand within the dealer channels. We would create a dealer conference that was totally different to any other in the past. It had to be exciting, edgy and full of surprises, to delight an audience that had seen it all before. There would be no executive speeches from behind lecterns, and definitely no PowerPoint.

The modestly titled ‘Greatest Show on Earth’ was a stunning experience of the burlesque and the bizarre, created at The Bridge in London SE1. Staged under the railway arches of London Bridge, which provided an ideal setting for our theme, the guests were treated to an array of experiences and entertained by numerous performers.