BT Consumer is the main retail division of telecommunications company BT Group that provides fixed-line, mobile, broadband and digital television to consumers in the UK.
One of the main objectives for the event was to drive engagement levels of colleagues within the division, helping create the best place to work, as well as recognising and celebrating individuals across all business areas. Consumer Live is a pivotal event for BT Consumer, the one central medium providing the biggest face-to-face opportunity for all three brands – BT, EE and Plusnet – to come together, share stories and hear future plans from their senior management team.
We created a full event and communications solution, hosting 7,000 delegates across two days at the NEC Birmingham. We provided everything from creative, content, digital and communications, through to accommodation, logistics and event management. It involved a five-month pre-communications campaign leading up to the event and a series of cascade events. The total reach was approximately 22,000 employees, up 38 per cent from 2018. It was important the event and supporting activations were experienced by as many employees of the three brands as possible, amplifying messaging for non-attendees to share the journey. Providing the biggest face-to-face audience, the event consisted of an impressive plenary area, featuring the latest in 360-degree projection mapping. This focal point hosted keynotes from the leadership team, multiple breakout sessions, experiential zones and a celebratory awards evening. Across the two days, we were able to support BT Consumer in keeping consistent messaging for each brand while supporting the one-company approach, reinforced by the welcome from CEO Marc Allera. Utilising five halls across the NEC, we created one large, spectacular single exhibition area where delegates were able to personalise their journey and experience using the dedicated event app created by our in-house digital team. Activations from leading brands in technology, communications and entertainment included: A full-body virtual reality experience featuring the latest ICAROS VR system A basketball game/ quiz focusing on customer support mechanisms The EE Smart Plan stand where delegates could star in their own GIF A Crystal Maze-style challenge celebrating the launch of 5G A dual VR F1 racetrack Interactive competitions on host supplier stands Dedicated exhibitions showcasing the latest in connected technology.
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