Pre-event planning: Jack Morton was appointed to manage and create an integrated brand experience for communications giant Ericsson during Mobile World Congress (MWC) 2011, the major annual telecoms industry event, which took place at Fira Barcelona during February.
Objectives: The aim was to create a meetings and conference environment in which Ericsson staff could arrange one-to-one appointments with their customers in order to strengthen existing relationships and hear technical presentations. Ericsson wanted the experience to reflect its vision of the networked society - a time when everyone and everything is fully connected.
"Ericsson's brief was for an experience that would inspire operators, developers, industries and governments to collaborate and realise the potential of this networked society vision," says Jack Morton account director Rebecca Amey.
Challenges: Amey was responsible for taking Ericsson's annual presence at the show to a new level since expectation levels rise year-on-year.
"There was also a considerable design and technical challenge, represented by the need for a keynote presentation area, a lounge space, an auditorium, 40 meeting rooms, a party space for 3,000 people and more than 50 technical demonstration points," she says. Finally, there were numerous different messages that needed to be brought together into one integrated experience.
Solution: Within the space, Ericsson held 1,409 private meetings and the company's cheif executive delivered a keynote presentation to 2,300 invited guests. On 15 February, Jack Morton then staged a party for 3,200 Ericsson staff and guests. It featured performances from string quartet Siren, a salsa band and DJ, as well as Spanish food stations and 'nutty professors' handing out test tube cocktail shots.
Client verdict: "Mobile World Congress is a critical sales and marketing platform for Ericsson," says Ben de Vries, head of experience marketing. "We wanted to push the limits of what is possible, inspiring customers with our vision of the future. Together with Jack Morton, we built an experience that was truly different and valuable for our customers."
Post-event analysis: Early indications are that the event exceeded expectations, not least in attracting more than 5,000 unique visitors, up from 4,500 in 2010. And there was a 15 per cent increase on last year in the number of business leads, totalling 1,100.
Event: Ericsson at Mobile World Congress
Group size: 5,000
Agency: Jack Morton
Date: 14-17 February 2011
Venue: Fira, Barcelona
July 2010: Ericsson appoints Jack Morton Worldwide to create MWC experience
August 2010: Jack Morton submit creative concept
October 2010: Ericsson approve concept and initial space planning begins
November 2010: Campaign site goes live
December 2010: Ericsson approves experience design and production/fabrication begins
January 2011: Live action for experience confirmed and motion graphics finalised
February 2011: Experience goes live.