From in-person to digital: The Liberty case study
How do you seamlessly match the in-person experience for a large-scale audience who are now connecting through a screen?
2020 and lockdowns caused havoc with campaign plans across the world. Almost overnight, the opportunity to connect in-person with clients disappeared. Suddenly, the demand to connect with audiences was met with a blank page. No well-groomed routine, no pre-populated workflows and no tried-and-tested solutions. In an instant, everything had to be re-imagined, engagement plans needed to be reformulated and a new approach had to be adopted.
And this all had to be done at a great pace to keep important communications in front of an important audience. With this new reality acknowledged, Liberty’s trade marketing team approached us with one core brief: Re-imagine the year’s programme of events with a new emphasis on digital and virtual platforms, to ensure that they could still effectively service their clients and connect with their key advisor community.
Re-imagining the event experience
To create the same lasting impact and impression with their audience, we knew we had to swiftly reposition the core elements of in-person events to be appropriate virtual solutions instead. Knowing that it would be impossible to recreate the experience that someone would have at our live events, we took the core elements and configured them to suit the digital screen-first approach.
An exciting opportunity
Backed by the exciting opportunity to now give each and every event delegate the very best seat in the house, we took this as a chance to redefine the limits of the event space. While in-person events could only reach a limited number of people due to geography, our new virtual solutions allowed us to talk to a national audience simultaneously.
Through the use of greenscreens, we were able to dramatically modify the virtual stage and set in a way that would never have happened at an in-person event, putting our speakers live on stage with presentations and supporting screens, just as if the audience was right there with them. In fact, the virtual landscape allowed us to bring our Cape Town-based MC and our Johannesburg-based speakers together seamlessly, blending their two virtual backgrounds to make it seem as if they were in the same place, but without having to put anyone at risk of travel. Backed by an incredible team of digital magicians, and his own wealth of experience, the MC was able to run the entire show without seeing a single speaker in-person, crossing easily between a range of different speakers without any time lags or interruptions. This unique approach has now been modified and used multiple times to host thousands of guests per show on multiple occasions, from external campaigns to awards ceremonies, staff town halls and the CEO’s check-ins with the team.
The fight against screen fatigue
Screen fatigue is real and we know that our client’s audience, like so many others, would already be tired of staring at a computer all day, so it was key that these events are so much more than just another conference call. With a disparate audience in a lot of different places, we took on the challenge to create events that would be just as upbeat, modern, motivational and inspiring as in-person projects would have been. By partnering our team with theirs and co-creating the solutions together from the start, campaigns sprung back to life in a new and innovative way. The opportunity to match our virtual skill set and creativity with Liberty’s deep appreciation of their audience’s preferences and fast-moving communications team meant that the year’s campaigns were back up and running at scale again despite the chaotic time.
Our key outtakes
When it comes to reengaging with a disparate audience and connecting with them during a difficult time, virtual or hybrid events shouldn’t seem like a necessary evil – you should view them as an incredible opportunity to do something completely different, and to do it brilliantly. Viewed as an opportunity to create a truly dynamic and modern experience, virtual events can be a fantastic competitive toolset to win in your markets.
Here are our six key outtakes that enabled us to continue to thrive in the events space that we’ve grown in over the past decades.
As leading thinkers in the events space, we had already started looking at how our clients could extend the reach of their in-person events by embracing the digital world when the global pandemic hit, which gratefully made it easier for us to jump straight in. That’s the beauty of partnering with professionals – we saw this as another opportunity to take events to the next level.
Looking forward, we are excited to have in-person events again, but we’re even more excited about a future where our wide set of tools will enable our clients to take on any kind of event – so that in partnering with us, they can make the decision whether their audience will be best reached and their objectives best achieved through a virtual, hybrid, or in-person event.
Ready to embrace virtual, in-person, or hybrid events? Get in touch.