The Campaign

In the current business climate, every profession and industry across the world is under pressure to transform its digital capabilities. In addition to technological change, there is increased pressure to change how we do our work. The aim was to provoke deeper thought and conversations at Think ASEAN by leading with AI technology. The Think ASEAN narrative was supported by online to offline communication touch points to connect with the audience from an outside-in perspective – from nation-enterprise-individual. This engagement continued during all phases of the attendees’ event journey, backed by data and agile planning to deliver an impressive personalised engagement at showcases and workshops. Insights & objectives • Create stronger client engagement through education & action, not presentation & sales pitches • Showcase real-world applications of AI technologies and offer opportunities for attendees to interact with them personally • Leverage on strategic partners to elevate the overall event experience

The Brief

Overall budget: SGD$1,361,450 Breakdown of costs: - Logistic (including internet): 37% - Build & Design: 34% - Venue: 17% - Transport & Accommodation: 7% - Client Experience: 5% - Audience Generation: 1%

Creative Execution

From the data collected pre-event, we personalised each client’s journey and recommended content and assets in the mobile app for them. The data also helps us to redesign and modify the content and physical space of Think Park experiential zone for maximum visual impact and experiential engagement . The 6,000 sqm ballroom space was divided equally. We built a 52-meter long projection screen with a 180-degree panorama view in Think Innovation Theatre and curated 7 themed showcases at Think Park experiential zone for attendees to interact with brainwave technology, VR and advanced dialog featured as we brought AI solutions to life. From captivating narratives to technical deep dives to expert roundtables, we provide attendees with actionable outcomes to accelerate the solution paths most relevant to their desired stage of the event journey.

Describe the success of the promotion with both client and consumer including some quantifiable results

THINK 2018 highlighted tangible business solutions using a range of experiential touch points to a diverse audience of business leaders. From powerful story telling in the Think Innovation Theatre video, to the Think Lab deep dive, and the touch-and-play demos in the experiential Think Park. Audience response was overwhelmingly positive, helping IBM Think establish a new perspective of the brand, and gathering admiration for the benchmarks it’s established as a competitive thought-leader. Total Attendees - 755 Clients - 78 Business Partners - 21 Media - 20 Thought Leader Speakers - 300 Hosts - 148% increase in C-Level audience reach - 35% increase in influencers and decision makers - 58% new contacts Digital - 200% increase in web engagement Social Media - 10,300,000 Facebook reach - 2,800,000 video views - 12,850 web visits Mobile App - 20% increase in engagement Media Outreach - 2 TV coverage - 25 print/ social coverage

Explain why the method of promotion was most relevant to the product or service

Objective To transform customer perception of IBM and reinforce their position as the AI technology leader and trusted business partner. Insight AI technology offers new opportunities, but also threats. We needed to create an immersive, inspiring, engaging experience that showcases IBM’s capabilities, helping them stay competitive and solidify their position as the leading AI technology solutions provider. Strategic Concept An IBM Think Park with activations and engagement for attendees to learn, build and have fun with over 2 days. Features engaging talks by tech visionaries, hands-on technical learning with instructors and access to a partner ecosystem of subject-matter experts.

Target audience: Primary: C-level IT roles New: C-level LOB roles Inspired Engagement Think Innovation Theatre: Kickstart the conference with a thought-provoking opening video, and enhance the narratives further via inspired key speaker talks. Think Tank: An intimate networking opportunity for role-based audience to exchange insights. Immersive Experience Think Park: Experiential zones designed with a unique story, backdrop and interactive demonstrations to captivate the audience and strengthen engagement. Beacon technology creates personalised content for each attendee as a post-event touchpoint. Impressive Response Think Lab: Deep dives led by subject-matter experts to educate attendees, and allow them to walk away with tangible outputs. Mobile app: Personalised journey created for each attendee based on their job and zone tour/ workshop preference, to enhance pre and onsite experience while optimising their time spent at the event. Social and digital engagement: Mobile and social: Facebook, Twitter and YouTube handles were used to amplify content.