Client: The Advertising Association
Event Name: RESET 2021
Agency Website: brandfuel.co.uk
The Advertising Association, The Institute Of Practitioners In Advertising and The Incorporated Society of British Advertisers joined forces for the first time in their collective histories to present RESET 2021, a highly anticipated industry conference at the beginning of a critical year for UK advertising.
RESET aimed to bring together leaders from brands, agencies, media owners, tech platforms and the government to look at how best to support UK advertising’s social and economic recovery, how to deal with the repercussions of COVID-19, and how to deliver on their mission to rebuild public trust in advertising.
Once we had been briefed by the Advertising Association, we quickly realised that the product that they needed to deliver their event did not exist. We decided to design, develop and build our own solution to this challenge as the larger event platforms did not address the needs of smaller, bespoke events. This allowed us to create a platform carefully tailored to RESET’s needs. Brandfuel’s full-service event platform included a live virtual exhibition, live chat capabilities for delegates (including direct and group video calling) and a livestream.
The Solution and Activation
Although RESET delivered many virtual firsts for the Advertising Association and its partners, they still wanted their audience to have a memorable experience that felt familiar and reminded them of the in-person events that had been taken off the table: exhibitions.
When devising the approach to our creative idea we decided that one factor must remain coherent throughout – accessibility – our execution had to be user-friendly. Our inspiration derived from a typical exhibition hall, combined with all of the perks that digital brings. The virtual hall at RESET needed to have a strong identity throughout, while still allowing the partner stands to be eye-catching and individual. Brandfuel designed unique asymmetrical feature walls to surround and connect each stand. Each partner stand contained interactive features including messaging, video walls and downloadable content. Unlike live events that end once you’ve left the building, the RESET platform was also available for attendees to access for a month afterwards.
The creative aspect of our brief worked seamlessly, but challenges arose when we looked at the execution from the production side. As no off the shelf product would deliver the needs of RESET we created our own platform. Brandfuel’s full-service event platform included a live virtual exhibition, live chat capabilities for delegates (including direct and group video calling) and a livestream. There were 12 sessions over the course of one morning with a mix of pre-recorded and live sessions, all scheduled, queued and implemented by our production team. Speakers included Keith Weed, Oliver Dowden CBE, Karen Blackett OBE, Steve Hatch, Ben McOwen Wilson and many more.
Brandfuel’s RESET platform was slick and easy to navigate, offering attendees a superior viewing and networking experience. There was one core livestream showing the morning’s content, with the opportunity for live Q&A and polling. The Networking Lounge at RESET was the social hub of the event. From here attendees were able to peruse the participant list and chat with fellow delegates. There were three networking segments during the morning where attendees had the opportunity to visit the lounge and explore partners’ 3D exhibition stands.
The event had 818 registrations with 603 livestream viewers. Understandably the client was concerned about keeping the audience engaged for the event, a considerably more challenging exercise in an online format. The fact that 93% of attendees viewed the livestream for the first two hours and approximately 90% of attendees viewed the livestream for over half the event was a great success. The event live day microsite page views were in excess of 3,000, with 1,123 unique users across the live day. Compared with last year, Twitter impressions were up 129%.