United Arab Emirates

2018

VeeamON Forum 2017

Entrant Company

Watermark Marketing Management

Category

INTEGRATED MARKETING

Client's Name

Veeam

Sub-Category

Event Marketing

Veeam-On Forum 2017 BACKGROUND/OVERVIEW: Veeam Software is a privately held information technology company that develops backup, disaster recovery and data management software for virtual, physical and cloud-based workloads. VeeamON is Veeam's biggest annual networking event held across multiple countries. It showcases the latest, innovative products and enlightening sessions delivered by the industry's brightest minds and brings together exclusively invited members of the IT community - partners, existing and prospective customers, vendors and gets them to actively network and exchange ideas. Watermark was tasked with planning and managing the Middle East leg of the tour. AUDIENCE: Attendees mostly comprised decision-makers for IT requirements and senior management of major corporates consisting of both existing and potential clients. Attendance was through invitation only. OBJECTIVE: Veeam has always prided itself for doing things differently. The Veeam On Forum in Dubai is the biggest technology event for Veeam every year. It was important to ensure that it not only attracted a sizeable audience but retained them through the entire event. The presence of the crowd was aimed at not only showcasing the future technology to a large audience of decision-makers but also to allow many execution partners who had booths there, to interact with the attendees and generate enquiries. STRATEGIES: Dubai is a multi-cultural city and the IT industry is primarily Indian dominated. Therefore it was important to come out with a theme that would not only cut through the Indian audience but also enjoys international appeal. Bollywood, the largest film industry, has a universal appeal. While it is naturally popular with the Indians, it has a popular following amongst the Arabs and Westerners, especially the music. The agency, therefore, decided to use Bollywood as a theme. The opening of the all-new Bollywood Park at the Dubai Parks and Resorts offered an ideal venue on a platter to host the event. The entire Bollywood Park was taken over exclusively for the event. The event followed the theme to the hilt. While the entire venue was branded in the Veeam green shade, the flow itself allowed ever touch point to exude the theme. The registration was done through the ticket counters. The pathway had look-alikes of popular stars where guests could have their pictures taken and upload with a # on social media. The commencement of sessions was announced by using costumed news callers with drums, as in ancient times rather than having hostesses with microphones. A generous sprinkle of entertainment in between sessions ensured that the monotony was broken through elaborate Bollywood song and dance sequences with elaborate sets. This not only kept the excitement alive for the entire duration but also maintained the audience intrigued through spontaneous activities. The after party for the event was held at the Rock On night club within the Bollywood Park and the highlight was an interactive Bollywood Dance workshop where we had the bigwigs of the IT industry enthusiastically shaking their leg and following the beautiful choreographer. RESULTS: The desired impacts were achieved and the event was a huge hit, recording 90% turnouts, 100% footfall at all kiosks and absolutely enthralled customers. Maximum leads to prospective customers were gained and opportunities captured. Veeam succeeded in strengthening their image as a reliable partner with sound foundations. The client wanted something different and they got it.

Credits

Aman Roy
More Gold Winners
2018
Singapore
WaterB Pte Ltd

Entrant Company

Creaxis Design Pte Ltd

Sub Category

Other Advertising Item ___

2018
United States
Kapil Kachru Creative Services

Entrant Company

Kapil Kachru Creative Services

Sub Category

Self-Promotion (NEW)

2018
United States

Entrant Company

Mathematica Policy Researh

Sub Category

Interior Design (NEW)

2018
Canada
Hopehanger

Entrant Company

Grafika Designs

Sub Category

E-Commerce