Virtual Peak 2020

Client: Dixons Carphone

Agency: The Fresh Group

A virtual first for Dixons Carphone that’s started a revolution ​ We have worked with Dixons Carphone since 2014, delivering their annual Peak Conference as a live event at a large UK conference centre for up to 1,600 colleagues.​ It’s an invaluable day of learning and training for colleagues ahead of their peak trading period, bringing to life key business priorities and strategies and providing them with opportunities to engage in networking sessions and connect with suppliers and their new products via the vast supplier expo. ​ But how do you do this during a global pandemic? We quickly harnessed the opportunity to deliver a truly inclusive virtual event – giving unprecedented access to the event to thousands of colleagues, with equal opportunity for everyone to view easily digestible company content at their own pace, whilst increasing product knowledge and championing colleague voices and successes in difficult times. ​ Peak Conference 2020 allowed us to create the most ambitious, content-rich event that fresh have ever produced for Dixons Carphone. Our bespoke interactive 3D virtual conference and exhibition space enabled 6,000+ colleagues to interact with and learn from over 40 exhibitors, participate in live presentations with two-way interactivity, and navigate through self-discovery zones and awards areas which contained 1000s of individual assets, over 20 hours of content related to Dixons Carphone’s “Big Three” strategic priorities and user-generated content celebrating colleague achievements.​ This exploratory virtual world saw a 310% increase in attendance, allowed colleagues to dictate their own learning paths, and boosted colleague knowledge, one of the key drivers in sales, with accessibility to suppliers increasing to 1,200 minutes in 2020 vs 360 minutes in 2019; as a result of this success, Peak Conference 2020 has fundamentally changed how Dixons Carphone will host future events.