Creative Format

Emarsys were keen to create a conference featuring AI and Machine Learning for digital marketers. They were looking for an experience that would connect this audience in a unique but engaging way. So, we sat down with the client and began a workshop where we outlined all the objectives for the event. We came away and immediately started creative brainstorming.

We proposed the idea of running the plenary part of the conference as a complete ‘late-night talk-show’ type-format. This included a host and several guests that made appearances throughout the conference in the ‘talk-show’ activity. We mixed up all the content so that we ended up with a blend of talk-show type chats, short stand-up presentations, entertainment, sketches, demos, experiential activities and quizzes. All set in quite a humorous style.

etm created and wrote all the scripts for the show and trained all the speakers to deliver their content in this new format so that all the different elements would piece together smoothly. From the audience perspective, instead of attending a conference, they took part in a ‘show’ that was much more entertaining and engaging than a traditional conference.

On day 2 we broke the attendees into smaller break out groups for deeper dive workshops, then finished off the conference back in the talk-show format with a once in a lifetime experience prize draw to win a sky dive with Red Bull Athlete Vince Reffett.

So how did we get to this point?

Well we began by working on the strategy for the conference, before moving on to planning and project management. We came up with all the branding for the venue which included the customer journey plan, large format signage, graphics and digital signage. We presented creative ideas in the workshop we attended. This included all the experience design (the look and feel of the event). We were responsible for all the content development which entailed creating the content and agenda and then scripting the entire show. We researched and chose various speakers who we contracted and worked with, helping them with scripting and visualizing their presentations in the run-up-to and during the event.

Next, we moved onto the event management and logistics for the conference which covered venue finding, food and beverages, sourcing furniture, theming and decorations, transport, ticket sales, registration, badging and app. We also managed all the technical production which included filming and video.

We created the sponsorship packages. We built the exhibition area and organised all the exhibitors whilst onsite. Finally, we sourced, created and managed the evening parties.

Then it was back to base to do the reconciliation and complete the measurement activity.