challenge
Own and deliver the EMEA leg of ServiceNow’s World Forum global tour – four 1,000-1,500 pax events (and multiple sub-events) across four countries in three weeks. Ensure quality and excellence at every stage of the planning and live events. To create ‘event magic’ through curating an inclusive and memorable space for delegates from key European markets to come together, converse, engage with one another and learn. To confirm ServiceNow’s role across multiple industries and reinforce its position as a thought leader and innovator by delivering informative content in an inspiring way.
Solution
With a huge Plenary room and 5 Breakout spaces, management of production and technology was considerable given the delivery of the four events in three weeks in four locations. Ultra-efficient co-ordination was required with multiple local tech crews in all cities to ensure seamless technology integration, as some technology for each event was supplied locally with other equipment rapidly packed down after each event and driven to the next. All plenary sessions were filmed and live streamed. The call to action was to create ‘event magic’ and at the same time align with ServiceNow’s core values (Wow Customers; Create Belonging; Stay Hungry & Humble; Win as a team). From branded confectionery, crafting sessions (converting t-shirts into tote bags) charity and CSR initiatives to interactive game machines and 360 photo booths at various points throughout the venues. We also took inspiration from entertainment at US sports games, creating a dynamic and immersive 'concert-like’ experience in the plenary hall, with DJ, lightshow, live relay content on the LED screens and hosts guiding attendees to their seats with glow sticks, ensuring attendees were engaged as soon as they entered the event.
Speakers were selected on the basis of their alignment with ServiceNow values and their ability to deliver keynote speeches that would emotionally resonate with the audience. Keynote speakers included Sir Lenny Henry, Mo Gawdat, Louis Theroux and actor Brian Cox. We led the end-to-end management of the sponsors and expo – from creating the prospectus, managing enquiries, building an exhibitor portal for information, content & assets to the on-ground build supported by our stand-build partners. We also developed a number of ‘add-on’ sponsorship opportunities to supplement sponsor revenue.
success
Our smart budget management allowed us to save and re-invest in creating a better overall attendee experience with more 'moments of magic'
We distributed over 8,000 bags filled with children’s items created during our charity workshops across the four events. The interactive games machines collected thousands of pounds in charitable donations
We were eco-conscious at every step, through decisions on transport, catering, branding, and using local suppliers. We produced a strong and bold brand presence in all events, adding immersive and creative tweaks along the way.
