Case study: Google Cloud Next

Google Cloud Next, the largest Google cloud event in Europe, took place on 3-4 May at ExCeL London, devised by Wonder London.

Google Cloud Next: UK and European events
Google Cloud Next: UK and European events

Objectives

Google had worked with agency Wonder London on its Google Cloud Next events in 2016. Following the success of this partnership, Google tasked the agency with developing the 2017 series on a larger and more imposing scale. Wonder London was briefed with designing and building a Google experience that could be rolled out across six European cities. 

"We knew topping last year’s event was going to be a challenge, " says Ben Turner, founder and managing director at Wonder London. "Google wanted an even more engaging environment in which to tell the new and exciting developments of its cloud platform story and encourage delegates to become part of the Google community. We needed to design a free, interactive conference experience with a flexible agenda, allowing delegates to personalise their content to meet their specific needs."

It was important for Google that the different interactive elements reflected Google Cloud Platforms’ key messages: imagine, learn and build. This would ensure guests would gain a deeper level of understanding of Google products and solutions.

Solutions

For the London event, delegates could choose from more than 50 hours of content from over 50 speakers on a range of cloud-based topics. Guests attended the main plenary for keynote speeches from Google Cloud senior vice president Diane Greene, vice president EMEA Sébastien Marotte and CTO Brian Stevens, before being free to move between separate sessions.

Wonder London also incorporated a ‘Partner Pavilion’ in the event space. This featured demo pods from 25 brand partners, including Accenture, Fastly and Intel, with opportunities to trial Google products such as Jamboard, Pixel, Spanner and Tilt Brush. The show’s agenda showcased many live demos from apps, phones and tablets as well as live coding sessions.

Using insights from the 2016 series and from its knowledge of running other Google events over the last four years, Wonder London built a core team of in-house and external specialists and worked very closely with the client team in the UK, USA and Europe to try and pre-empt every technical eventuality.

Another big consideration was that this event was the first in a series to be toured across Europe. To ensure the logistics of the European rollout was as smooth as possible and that Google’s brand image was maintained throughout all events, Wonder London developed a design language that could be used as a 'creative wrapper' across all locations. This could be realised in both physical and graphical form to ensure all events had a strong and consistent identity. Set designs and assets were both scalable and modular to expand and contract to each location, giving added flexibility. 

Verdict

"Showcasing Google Cloud services in a way that is consistent with the brand but which could be rolled out across different European markets was technically very complex and challenging, but hugely exciting," says Turner. 


FACT FILE 

Client: Google

Event: Google Cloud Next

Date: 3-4 May 2017

Venue: ExCel London 

Agency: Wonder London

Delegates: 4,500 guests

• For more breaking news, as well as in-depth features and case studies, sign up to C&IT Magazine's daily Newstracker here 


 

 

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Freeman hires new creative director amid 'significant' growth

Freeman hires new creative director amid 'significant' growth

Brand experience company makes appointment to lead its experiential creative team from the Soho office in London.

Event planners' top picks for Singapore revealed

Event planners' top picks for Singapore revealed

We asked two experts who have organised events in the country to share their experiences of the sovereign state.

How planners can prepare for a terror attack

How planners can prepare for a terror attack

Counter-terrorism expert Richard Pendry has advice for event organisers on how to respond to critical incidents.

Defying convention: 6 brand new global venues

Defying convention: 6 brand new global venues

New and upcoming international convention centres across Asia, the Americas and Europe.

Our view: Event planners aren’t security guards for drunk guests

Our view: Event planners aren’t security guards for drunk guests

Event organisers should not be placed in vulnerable or compromising positions, says C&IT’s senior reporter Ellie Kahn.

Pure Events appoints business development director

Pure Events appoints business development director

New hire will focus on broadening the agency's client base as it aims to work with more global companies.

16 ways to make conferences less wasteful

16 ways to make conferences less wasteful

Carbon-neutral events may not be possible yet, but there are big changes planners can make to help protect the planet.

Case study: Deviate Innovation Summit 2019

Case study: Deviate Innovation Summit 2019

The one-day summit in an unusual London location addressed the future of media consumption.

‘I’m sick of being asked why I’m charging’, says DMC manager

‘I’m sick of being asked why I’m charging’, says DMC manager

Event agencies and DMCs debate issues around cost and creativity during a panel discussion at C&IT’s Incentives Retreat.

New global MD for Ashfield Meetings & Events

New global MD for Ashfield Meetings & Events

Agency makes three appointments to its global leadership team, include HR and finance directors.

LATEST JOBS