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.
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.
"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.
Event: Google Cloud Next
Date: 3-4 May 2017
Venue: ExCel London
Agency: Wonder London
Delegates: 4,500 guests
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