i-group™ — Mortgage Business Expo
Exhibition stand, campaign and stunt for GE's secured lending division
"Will you win a dream car with i-group?" — promotional prize-draw artwork, i-group branding on a Lamborghini Murciélago.
The brief
GE's secured lending division, i-group, needed to stand out at Mortgage Business Expo, inside a business writing in excess of £500m a month across its first and second charge loans in the sub-prime market. The task: a stand, a campaign and a reason for brokers to remember i-group over every other lender in the hall.
The approach
The idea was built around a then-new Lamborghini Murciélago, rendered in i-group livery under the line "The Power Behind Your Team", timed against a Top Gear road test of the same car the week before the show. Competition entry forms were gathered only at the show itself, to incentivise attendance and generate pre-qualified leads rather than passive booth traffic.
What I delivered
- Stand design and build, planned for maximum footfall and floor-space efficiency across the London and Manchester shows.
- The Lamborghini Murciélago prize-draw concept and campaign, including bespoke Photoshop rendering of the livery.
- PR, editorial, print and digital advertising built around the Top Gear tie-in.
- Sponsorship of the Mortgage Business Expo after-party.
- Negotiated a £7,000 floor-space discount and a £10,000 stand-materials discount directly with event organisers and manufacturers.
- 500+ qualified new-business leads captured per day on stand, with a full debrief feeding best-practice and asset reuse into future shows.
- For a later Earls Court show, secured delivery of a 32ft Sunseeker™ yacht, hosted a VIP client reception aboard it and arranged a two-week yacht charter as the show's prize draw.
