Adobe Summit EMEA

Taylor Bennett Partners / Adobe

 

Adobe’s influence on technology cannot be understated. So, creating their annual Summit under the context of creating technological experiences without an obvious connection was a challenge. But this is the kind of challenge that Taylor Bennett Partners (TBP) love – one where they get to work with the latest in emerging technologies and implement them.

So many conferences rely on user data to sustain sponsor investment too. Yet with GDPR, that value has gone. Instead, TBP needed to secure engagement and prompt action from a string of highly interactive forms of contemporary tech.

Over three days, ExCeL London saw a 500 m2 jellyfish with 84 DMX fans, a giant malleable ‘A’, and eight cultural set pieces (each with geographically specific technologies and experiences). We’re talking full size VR hang gliding over Google Maps visuals of the Swiss Alps, eating sushi off a conveyor belt in Tokyo and watching Jess Glynne perform atop the Golden Gate Bridge.

Engaging through tech

Let’s not forget the ROI… TBP ran over 150 sessions across 12 different tracks so that, at any one point, 18 sessions were running concurrently. Adobe may be redefining the digital experience, but investors still need a ROI – which is why TBP created a VIP area within the Community Pavilion called the Customer Meeting Centre to host over 1,000 Executive level meetings, all schedule through a trackable software, during the event. (also used for their executive dining experience, hosted by Michelin-starred chef Jason Atherton).

As far as Adobe were concerned, 6,138 delegates were in attendance, 2,950 contacts were scanned at the Adobe stand, 300 engagement surveys were completed and 250 people participated in a guided tour. This proved that, provided the experience is rewarding, customer data is just as obtainable.

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