Case study: Deviate Innovation Summit 2019

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

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Objectives

Deviate Innovation Summit explored and discussed innovation within technology, consumerism, and the digital advertising world.

The one-day summit addressed the future of media consumption, examined how the next generation will make purchases and showcased some futuristic thinking on where technology is heading.

Xaxis’ vision was to organise the Deviate Summit as a highly engaging, relevant and informative touchpoint event focused purely on innovation. Event agency Cheerful Twentyfirst brought this vision to life.

Solution

In November last year, Cheerful Twentyfirst produced the inaugural Deviate EMEA Innovation Summit for Group M’s Xaxis.

The one-day summit was held at quirky London venue 26 Leake Street (underneath Waterloo’s railway arches) and hosted 200 guests from over 22 markets across EMEA. 

The unique space had not held a conference previously, so careful steps were taken during the design phases to deliver 180-degree views of the plenary and maximise seating.

Guests entered the space through a hedged tunnel and arriving in the plenary tunnel.

Graffiti-style, branded wall projections supported edgy de´cor, a hint at the innovative new trends the sessions would cover.

Plenary sessions were rich in social and sharable experiences and covered themes from innovations in digital advertising to consumer experience to artificial intelligence. Three unique technology activations offered a deeper level of engagement, one of which offering 3D chocolate printing of delegates' faces.

Challenges

The unique ambience inside the underground venue introduced noise and capacity challenges. The two tunnels (plenary and networking spaces) were openly connected.

Movement in one tunnel created an echo in the opposite, proving challenging to manage as the sets were being adjusted for lunch and breakout sessions throughout the day.

The crew had to be careful to move quietly and efficiently. Coffee machines were also regulated for noise and couldn’t be used during live sessions.

Capacity numbers were changing in the lead up to the event, with more guests expected than space was available.

This was combated by extending seating into the open space (beyond the plenary area) and building walls to maintain the intimate ambience, thus extending the plenary space.

Verdict

Through clever and intimate venue styling, diverse and refreshing speakers, technology activations, and unique layout of the day’s programme, guests were immersed in an integrated campaign that enhanced the Xaxis brand and culminated in a standout experience.

“Our inaugural Deviate Summit was a huge success judging by the positive feedback we received from our attendees,” Leanne Mackee, director of marketing EMEA, Xaxis said.

“From the atmospheric entry staging, the breakout innovation entertainment, the lighting, the food presentation right down to the general overall ambience of the day; everything complimented the innovative content of the summit.”

Fact file

When: November 2019

Where: 26 Leake Street (underneath Waterloo Arches) in London

Who: Group M’s Xaxis.

How many: 200 guests

With: Cheerful Twentyfirst

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