A financial business conference seems an unlikely candidate for a festival, but that’s what Taylor Bennett Partners (TBP) do best: subvert delegate expectations by reimagining brands into an experience unlike any other.
Xerocon, a two-day cloud-based accounting conference for a global company, had to educate and entertain. Taking place at ExCeL London, it was part of a series of international events for Xero and their partners. Aimed at accountants and bookkeepers whose clients use Xero software, the objective was to bring together key accounts and partners to educate, inspire and motivate them to progress and develop. Refusing to do things by halves, TBP built a stage for a festival and needed the surrounding area to match. So, in order to fully dismantle any preconceptions of a stuffy office environment, they built two grass hills, LED swings and a 10m-high zip wire.
More than 3,000 delegates and 75 exhibitors attended and were entertained by inspirational and motivational keynote speakers. The headliners included Olympic cyclist Sir Chris Hoy, Gerd Leonhard and Ben McBean, who each gave presentations on ‘humanity versus technology’ on an impressive, futuristic-looking stage with a 60m-wide screen. Making cloud accounting engaging
Fit with an awards ceremony and warehouse party, TBP hired London street food vendors, a mini golf course, a karaoke van for recording your own track, and music from a nine-piece boogie band and DJ.
TBP wanted to convey that Xero is a dynamic, fresh company that has built up a community of users. Its approach to finance is thrillingly different, so the event needed to reflect that. It had to be memorable, exciting and give attendees an awe-inspiring experience. Is cloud accounting the new rock ’n’ roll? If you visited Xerocon, you could be forgiven for thinking so…