Bringing together employees spread across the country for a shared key moment has become a major challenge for multi-site companies. In early February, Maxi Zoo France,
subsidiary of the group Fressnapf, a relevé ce défi à l’occasion de son événement interne de début d’année.
Objective: to bring together headquarters teams and store managers, located remotely, around a unifying, engaging event that conveyed key strategic messages. To achieve this, Maxi Zoo relied on the expertise of Mediactive Events, with Mediactive Broadcast handling event production and Wisembly managing the digital and interactive experience.
1. Challenges and Objectives
Bring together employees
Bring together employees
To kick off 2024, the Executive Committee wanted a format that could:
- share a common vision,
- convey key messages,
- all while avoiding a one-way, monotonous meeting.
Maxi Zoo is the French public’s favorite pet store brand, with a rapidly expanding network: over 40 new stores opened in 2023.
This growth involves teams spread across France, each facing very different local realities.
The approach was clear: bring together headquarters employees and store managers across 12 regional hubs, all connected simultaneously to a central live broadcast.
An ambitious hybrid format, raising a key question: how can you foster closeness and engagement when participants are not physically together?
2. Operational Implementation
2. Operational Implementation
The choice of a live broadcast format,
in a hybrid setup
Rather than a simple video conference, Maxi Zoo opted for a live broadcast format more structured, engaging, and immersive. A strategic choice to capture attention throughout the event and give it a genuine sense of collective participation.
The Mediactive Broadcast teams supported Maxi Zoo in designing a tailor-made setup, aligned with on-the-ground needs and the company’s culture.
3. Participant Experience
How did these pillars come to life for Maxi Zoo?
Editorial work focused on proximity
From the outset, the emphasis was on content. Working with Ebra Productions,
, the teams developed an editorial strategy designed to address Maxi Zoo’s challenges.
The program was hosted by a presenter from within the company, acting as a genuine link between the Executive Committee and the field. This approach made it possible to convey the teams’ specific concerns while accurately communicating strategic messages.
Beyond traditional presentations, the content was enriched with field reports and interactive discussions to increase participant engagement throughout the program.
A visual requirement
The event was designed as a real talk show. Mediactive Broadcast handled all aspects of production: graphics, jingles, animations, and live production.
The addition of a mobile camera and dynamic staging brought rhythm and modernity to the show, creating a professional look close to television standards.
A studio transformed to reflect Maxi Zoo
The live show was filmed at Studio Paradis in Paris’s 10th arrondissement. For the occasion, the set was completely redesigned to reflect the world of a Maxi Zoo store.
Furniture, decor, video control, sound: everything was mobilized to create a coherent and immersive environment. One symbolic detail illustrates this desire for authenticity: the CEO of Maxi Zoo even brought his dog to the set.
Wisembly, the driving force behind remote engagement
The final piece of the puzzle was Wisembly, which brought interactivity to life.
The platform centralized the entire experience: a dedicated landing page, live chat, moderation, tags, and interactive modules.
In concrete terms, this resulted in:
more than 400 messages exchanged during the broadcast,
more than 1,000 reactions sent,
and more than 500 moods broadcast live.
Despite the geographical distance, employees were able to interact with each other and with management directly from their smartphones, transforming this hybrid event into a truly collective moment.
Our challenge was to get employees involved, despite the distance and multi-site distribution.
Thanks to Wisembly’s expertise and support, we created a truly interactive experience, particularly through the use of quizzes.
Our teams really enjoyed the format!
4. Mediactive Group
A cross-selling case study by Mediactive Events
The live broadcast designed for Maxi Zoo demonstrates how Wisembly can bring an audience together, even when participants are not physically present. Thanks to a tailor-made concept devised by Mediactive Events, the event successfully combined professionalism, proximity, and interactivity.
The Mediactive Group‘s wide range of expertise now enables it to deploy comprehensive, high-performance tools to meet all event needs.
For Maxi Zoo, our teams oversaw the production of a show from start to finish:
- Development of interactive content (creation of a script, modules, games, video testimonials, speaker coaching, etc.);
- Complete production chain (rental of our Studio Paradis, set designer, motion design, jingles, filming of a best-of, etc.);
- Coordination of reception sites (technical recommendations for the choice of broadcast locations, tests before and on the day, technical hotline).
A big thank you to the Maxi Zoo teams for their trust in this wonderful project!