Educating and entertaining channel partners of a leading power generation
company in India while celebrating their centennial anniversary

Cummins hosts their Retail Annual Conference (R.A.C.e) for their channel and distributor partners to recognize the top performers of the year, set the future vision and goals of the company and showcase their latest product developments via a mini launch event. This year, the event was spread across two days for the right mix of education and entertainment.

After comprehending the brief, purpose, takeaways and tentative agenda, we set to work by conceptualizing the customer journey and each touch point along the way. We decided to play off the event flow to create a visual journey for the partners via numerous branded elements placed throughout the venue.

Cummins R.A.C.e 2.0
Cummins R.A.C.e 2.0
Cummins R.A.C.e 2.0
Cummins R.A.C.e 2.0

The key visual of the chequered start line similar to F1 races appeared in every branded element to set the build-up and excitement for the event. In the main conference area, the stage was creatively designed with the chequered start and the outline of a laurel in Cummins brand colours at the centre representing a journey to excel with a focus on victory.

The first day started off with a keynote session that discussed the business plan to achieve Cummins’ 2022 goals followed by an awards ceremony which felicitated Partners who played an intrinsic factor in accelerating growth. After the awards, the audience was called to the back of the keynote area for an unveiling of 7 of their latest product innovations including coolants, clutches, filters and batteries. The day concluded with a Gala Dinner where Partners could celebrate their achievements with exuberance at the DJ party.

Cummins R.A.C.e 2.0
Cummins R.A.C.e 2.0

Day 2 incorporated the bulk of the sessions where senior members of Cummins and distributors discussed the journey, way forward, future expectations and best practices to help achieve their goals.

With the company reaching the centennial landmark, we also took the opportunity to celebrate a hundred years of excellence where the senior management of Cummins cut and distributed a special branded cake to all their partners. Overall, the distributors, partners and Cummins personnel thoroughly enjoyed the event and left with a greater understanding of the brand and its capabilities.

Cummins R.A.C.e 2.0

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