A 'flash mob' of dancers, secretly organised by Straumann, gave delegates waiting to get into Showcase this morning an exciting wake-up call. Fifty-one young dancers merged from the crowds drinking coffee and having breakfast in the boulevard outside the exhibition hall at ExCel to dance to David Guetta's Titanium.
The surprise dance troupe was the brainchild of the company's head of marketing, Vanessa Elwell, and marketing communications manager, Sarah Gardiner. Sarah explained: 'We have had it planned for a couple of months and kept it secret. We thought it would be a novel way of increasing brand awareness.' To add to the morning entertainment, Straumann is offering a free iPad to all delegates. simply visit the team at stand CO2 and complete a form with your name, job and practice details. Anyone who was in the crowds this morning can check if they appear in the video of the 'flash mob' action organised by Straumann by popping along to the stand, too.