We are pleased to announce the successful completion of our European IFA Roadshow, which started on September 15^th in Paris (France) and travelled to three European cities, Milan (Italy), Gdansk (Poland) and Oxfordshire (UK).

Read more about the 2021 IFA Roadshow initiative here.
Sharp Europe holds IFA Roadshow（https://global.sharp/were_sharp/2021/09/21/20167/）

IFA has been an event for Sharp to promote its business vision, but it was cancelled due to COVID-19 pandemic this year. For this reason, for the first time, we worked with the IFA organizers to coordinate a pan-european roadshow. In each venue, we presented our latest products, solutions and technologies to local dealers and media, and each show was covered by a number of media outlets.

In Milan, we have announced the donation of 57,600 Sharp surgical masks to the Italian Red Cross to help and prevent the spread of new viruses.

Alberto Zoli, General Manager of Areu, a company which also provides medical services such as ambulances, expressed his appreciation: “This initiative is a great way for us to help operators and volunteers work safely as this initiative will provide a month’s demand for surgical masks.” Our core business is consumer electronics and initiatives like this are part of our Sharp DNA. Supporting local organizations and focusing on sustainability are parts of our central policy.

In the UK, the event was held at the Williams Experience Centre, a facility of the famous Formula 1 team, Williams Racing located in Oxfordshire (just outside London). As with the other venues, for those dealers who could not attend, virtual meetings have been held, and the product directors responsible for TV, audio and home appliances have presented their products online from the event hall. Here are looks at what were displayed in each venue, as well as some of our members who made the roadshow success.

Paris(France)

Milan (Italy)

Gdansk（Poland）

Oxfordshire (UK)

We spoke to Kai Thielen, Director Marketing at Sharp Consumer Electronics Europe.

-What do you think of the IFA Roadshow, which was held in four countries for the first time?

Overall this BIG event – the first time ever pan-european IFA Roadshow – was a great success. We did meet our dealers and media locally in “their” countries and presented and demonstrated our latest products and technologies. The feedback was outstanding and exceeded our expectations. Without the hard work and tireless efforts of all involved parties within SCE (from our management down to our logistics, back-office and many, many more) it would not have been possible to deliver the best performances week after week. We had to secure a consistent Sharp brand exposure across all venue, therefore it was important to communicate closely with the SCE teams in each region and maintain a consistent style and manners among all four locations. Beside that, the main challenge was the short preparation time, as well as the uncertainties of COVID-19 in regards of travelling. We plan to utilize the experience and knowledge we gained for holding IFA Roadshow on planning future events.

We hope to share events to be held by Sharp subsidiaries in the future.