Microsoft has struggled to generate meaningful value from disengaged audiences at third-party conferences. Therefore, the challenge was set to generate substantial sales-reconcilable revenue and effective brand reappraisal amongst business leaders.

Objectives:

- Optimise Attendance

- Generate Advocacy

- Drive Engagement and Close Sales

Upon receipt of an invitation, each delegate self-curated personalised experiences based on what was most important, interesting and relevant to them. First selecting from a series of unique speeches on key future topics – by icons such as Professor Brian Cox, Virgin Atlantic CEO Craig Kreeger, UK Ministry of Defence CIO Mike Stone, and Microsoft CEO Satya Nadella – then self-exploring a 4,500sqm paperless expo “like no other”.

The futurist theme was extended with a range of experiences bringing ‘Mobile First/Cloud First’ to life, from the practical to highly interactive self-explore scenarios and networking opportunities with subject experts.

Treating UK business leaders “not as suits, but real people” delivered Microsoft’s brand promise of “enabling productivity for all humanity”. And delivered an event attributable ROI of 103:1, an estimated £191.5 million of incremental indirect Microsoft ecosystem sales, 27 million media impressions and an 85 million.