AGENCY: MOVE experience marketing
CUSTOMER: Adobe Benelux
TECHNICAL SUPPLIER / LOCAL PRODUCTION: Neoc/Coen Sipkes
DATE: 10 November 2015
Overall event objectives:
1. Bring digital experiences to life and let participants actually feel them. Provide relevance and results for every stakeholder. Successfully display and distinguish a coherent Adobe story in 1 day with 1 event.
2. Make Adobe relevant and attractive for new target groups without alienating the usual suspects, such as designers.
3. Increase the impact and reach of the Adobe message outside the live event.
4. Use the event as a content creation source.
The Adobe Symposium helps the industry's leading minds to better understand how the digital transformation impacts their business, and to re-think their current strategies and tactics and create credibility and relevance for Adobe in that process.
- 10 journalists and bloggers
- 400 attendees online
- 50 partners
- 50 Adobe attendees
- 400 Senior manager/director level marketers and IT/digital heads
Eye Filminstituut, AMSTERDAM
To increase participant engagement and reach, MOVE used Hybrid Boosting, which is a live campaign approach that merges live marketing with mobile applications, social media and sustainable content creation. This set-up of 3 online broadcasts, 6 live tracks and 1 integrated live/online track resulted in the Symposium as a content creator. On top of that, by using this approach we attracted new target groups and engaged existing ones for much longer and in a more relevant way.
Right in the heart of Amsterdam MOVE built a central stage with a 14 meter LED screen that seamlessly merged into the great architecture of the EYE building and enhanced the great view of the skyline. The stage was simultaneously used as the central stage for keynote speakers and as the studio for Symposium-TV. Therefore the participants experienced live stage presentations coinciding with an impactful, relevant and unprecedented tv-event.
This event is an example of the future of live communication. We used new technology and old live teachings in a new and very effective way.
Based on an event-campaign approach, we used the live sessions to create relevant and sparkling content to be used during and after the event for long-term and relevant engagement. Although we used a lot of technology, the success of the Symposium event has been less shaped by new groundbreaking technological innovations, but rather by how existing tools were applied in the event experience journey and how we communicated before, during and after the event.
We set-up the event from a participant centered approach. By identifying the specific needs and barriers of specific stakeholder groups we were able to make the content more relevant.
Both the event experience and the instructional design of the event was
aimed to not only satisfy participants, but to change their thinking and behavior as well.
Case in FACTS & FIGURES
- 5 live stages, 1 online stage, 15pax in FOH, 3 stage managers, 3 showcallers, 10 cameras, 14x2 LED screen constructed in 6 hrs building time
- 6 live editors
- 3 social media editors
- 4 live tracks, 3 online tracks
- 45 external tables guests and/or speakers
- 10 media
The impact was enormous in terms of social, PR, and online and live business.
85% of the top accounts in The Netherlands were reached and engaged through Adobe
Symposium. Attending brands represented 65% of the revenue pipeline.
The reach on social media was an all time high: 13.2 million. A total of over 1,210 social mentions and 1,597 engagements on Twitter and LinkedIn. As for the hashtag #AdobeSymp it was a trending topic in the Netherlands that day.
Symposium-TV welcomed throughout the day about 400 unique visitors, averaging 144 minutes per visitor, spread over 3 channels. In line with a trending need for ‘instant on demand content’ we saw over 14,000 views in the first 24 hours after the event, of which 80% was a newly attracted target group.
Based on these high value results, this approach to Adobe Symposium has been recognized as a best practice by Adobe and is to be copied by all EMEA subsidiaries.