The German Partner Conference – Microsoft’s flagship event had been held under this name for more than a decade. The time had come to take the tech giant’s largest and most important event in Germany to a new level – from a tech conference with Microsoft’s business partners to a central platform for the decision makers of Germany’s digital transformation. An intriguing challenge, which Avantgarde took on with an innovative communication approach.
For the new event brand – Microsoft Business Summit 2019 (#MBS19) – we developed a holistic communication campaign that put people first. New technology such as artificial intelligence must serve people – not the other way around. And it is people that bring a digital conference to life. That was the central message.
We used the motto “Shared Intelligence” as the central theme of our storytelling in communication before, during and after the event. We delivered multimedia content in formats ranging from podcasts and blogs to CEO video talks, suitably adapted to various digital channels.
The success was clearly measurable: In terms of both reach and engagement, Microsoft enjoyed stronger growth than the previous year. Ticket sales also went up: The number of participants reached a new record of almost 3,000 visitors.