Why is this work relevant for Brand Experience & Activation ?

The World Tour event is a celebration of Salesforce's 'Ohana' (family to all), providing cutting edge solutions, utilising the best local suppliers all with a close watch on how events and business converge and impact the Salesforce world. This epic 1-day event composed of 12K+ attendees, 250+ presenters, breakouts & expo that provides a deep-dive into the Salesforce brand as a whole - especially for those unable to attend Salesforce's annual premier event, Dreamforce in San Francisco. World Tour provides an experience where Salesforce's customers and partners can get closer into the Salesforce ecosystem, immersing them deep into the brand.

Background

Salesforce World Tour 2019, only available to the Asia Pacific market, attracted over 12,756 attendees to an action-packed day for a chance for customers and prospective customers to immerse themselves in the world of Salesforce. The brief was to create an experience for customers to become inspired, learn new skills, and network with other Salesforce Trailblazers. The event must showcase Salesforce’s beliefs and values; Trust, Customer Success, Innovation and Equality. Bringing a local feel with localised content, design and event theming, with over 3,700 individual illustrative pieces of artwork, local customer stories and showcases. Multiple client stakeholders, 165 suppliers, 12,756 registered attendees, full airport security, a green zone throughout the event, 400+ staff, 3700 pieces of original artwork and over 6800 items to install, remove, catalogue and store, over 130 sessions with 290 speakers and customers, 70+ sponsors, and partners and executive sessions to make it incredibly sustainable.

Describe the creative idea (20% of vote)

Salesforce World Tour is all about showcasing their brand, values (trust) and products. It’s catalyst is creating change and educating and inspiring customers. We brought the 'Salesforce National Park' to life and created the feeling that people were continually outdoors wihin a forest. A projection wall as wide as the Sydney Opera House was our primary canvas to create vast Australian landscapes. We focused heavily on the experience, and proving that 'trust' is one of the most important values in business today. Our content supported and demonstrated how Salesforce respects the trust placed in them, we introduced speakers like Rick Stanton, one of the Thai Cave Divers to talk about how trust is paramount in what he does. We highlighted equality and introduced sessions on what women really want, featuring powerful women in business and revealed a survey of more than 1500 women in which Salesforce.

Describe the strategy (20% of vote)

With a broad audience, from not for profits to enterprise businesses, the event caters to all. Inclusivity is at its forefront. Every customer or prospect could find information on whatever vertical they were from. Multiple sponsors and partners, like Accenture and Deloitte that work on a global level with Salesforce to local startups looking to generate and integrate Salesforce. Bespoke offerings, custom built stands and out of the box solutions with added little touches on texture and design helped everyone align their brand identity. Private meeting rooms also offered additional sales opportunities. We hosted internal Salesforce stakeholders from the local market, Singapore and the HQ leaders from the US HQ inclusive of their teams. We mediated and interpreted the global brand elements taking on best practices, always ensuring it was relevant to the local market, with the creative solutions, introduction of their new A.I technologies, tailored solutions and new technologies.

Describe the execution (30% of vote)

We had 5 months to pull this beast together with over 12K attendees, 400 staff, 250 presenters. We used a virtual reality (VR) walk through of the actual event, weeks before build. This VR experience helped shape the event and eliminate many onsite issues. We worked with our client and their PR agency to release content updates in the lead up to the event. Instagram Stories were also initiated and experimented with as a channel this year and found high engagements on the day, it was also perfect for live visual captures of the event. Live monitoring was implemented to track attendees, to allow for traffic control using RFID technology. 892.8m2 of projection surface for custom content creation. We achieved all of this by thinking differently - owning the mantra of never settling. We found solutions that had never been done before. The reward was a massively successful event.

List the results (30% of vote)

Salesforce World Tour 2019 is the largest cloud computing event in the southern hemisphere and it’s hosted in and localised to Australia. The event achieved a 'must attend' status, a benchmark for the industry. We launched the $50 million global Trailblazer fund to support training to help up skill the workforce, with training carried out live onsite. Attendees were encouraged to join Salesforce.org on their stand to support their charity partners through a pledge wall. The pledge wall created a picture of unity once full giving 1% of its time, product and profit going forward. Miguel Milano, President EMEA, Salesforce said, “I’ve been to 40+ world tours; this was the best I’ve ever seen. It was perfection.” * Attendees 12,756 (114% of target) * Live streaming to 1,000,000+ people worldwide. * Repurposed 80% of structures that had been created for previous years * Signage was created utilising recycled materials