Office2Go / First B2B Live! Roadshow
Jury Avarage Rating
7.7
People Votes
19
Office2Go / First B2B Live! Roadshow
Categories:
Event of the year; People's Choice Event; Best Corporate Event;
Short description
A low budget B2B event for Office 365 with original live marketing campaign to target creative leaders and decision makers of creative industry in Slovakia.
Event objectives
The task was to address approximately 180 key creative leaders and decision makers of creative industry in Slovakia and to create a breakthrough moment LIVE campaign to engage the autience with original promotion of the product and to increase an awareness about Office 365 package for the specific target group and to offer them, in unconventional way, Office 365 solutions for their employees and creative teams on B2B breakfast event at the headquarters of Microsoft Slovakia.
Tell us more about your planning strategy, objectives and execution?
The main idea of the campaign was not to stay whole day in an office, but to work from anywhere and at anytime with Office 365.
The B2B campaign was based on the fact, that key persons of creative industry start their morning in a similar way - breakfast, coffee and meetings, socializing or brainstormings. So we have combined a pleasure which comes with a coffee and the mobility of Office 365 to created the first B2B live roadshow called Office2Go.
The idea of the Office2Go campaign was based on one of the main benefits of the Office 365 products, which is its mobility and data maintenance, which enables you to leave a workplace and to work from outside of your office at anytime. We created a logo supported by a claim “anytime and anywhere”, which combines 2 very important aspects of work that the target group values - mobility and a good cup of coffee. Office2Go was introduced through coffee cart, which was a part of the B2B roadshow over a period of 20 days. Promoters were handing out coffees and information about Office 365 solutions suitable for the creative industry. LIVE roadshow was also supported by online tools.
To engage the audience even more, consumers were asked to scan a QR code on the cup's branding which linked them automatically to installation of the product’s trial version.
For the final stage of the campaign, the directors of target group media companies were personally invited with a use of an original thermal coffee mug for an informal B2B breakfast with the general director of Microsoft Slovakia at headquarters where the advantages of Office 365 were introduced directly to attendees over a cup of good coffee.
What were the actual results you achieved with your event? How do you evaluate your industry or social contribution?
We have managed to address 98% agencies from the target group. More than 40% of 180 creative leaders admitted positive interest in Office 365 solutions. The creativity of B2B LIVE roadshow was also appraised by many famous people from Slovak show business who encountered the cart during the roadshow.
Why do you think your event should win its category?
The event was designed as a B2B Live Promotion and invitation for the B2B breakfast at company’s offices and due to the low cost solutions of the attractive Live & Digital Campaign we managed to exceed the client's expectations.
What are 3 things that make your event unique?
1/ specific audience, target group: directors, decision makers, creative leaders, idea makers of creative and media industry in Slovakia (AD, PR, media agencies, media houses, etc.)
2 / creativity & buzz
3 / social/live element in combination with the digital solutions
Tell us about your marketing campaign?
Live & Interactive Live Promotion (Coffee2Go cart) in front of all agencies and media houses of slected target group that generated a strong buzz & PR response among the audience followed by an informal breakfast with MD of Microsoft Slovakia.
Video
Comments of the jury

Michael Heipel

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Simple but effective campaign, like it! You have a coffee left, by any chance...?

Teresa Matamoros

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a simple initiative but well executed, and appropiate to the audience.

Miona Milic

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Kevin Van der Straeten

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Very nice idea, fun, low-budget, ... But for the 'corporate events' category it's just missing the spark. For another category it could be a top scorer (but I'm not judging those).

Julius Solaris

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A bit weak

James Morgan

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An excellent campaign on a small budget. Creative ideation and the innovative use of technology provided an informal but emotional experience and link to the brand.

Rui Ochôa

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Elling Hamso

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Original and very good concept, low cost. Little measurement of results.

Anna Gorska

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Alyssa Brooks

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Nice campaign to pull multiple products together. Interesting outreach and social campaign proved to be successful in retaining interest.

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