Charlie the Tuna Celebrates in Times Square
The 8th Annual Ex Awards were held on May 3rd, 2010, with over 600 industry professionals in attendance to recognize the top experiential marketing programs of 2009. Global Events was recognized with the Ex Award (1st Place) in the category of Best B-to-B Single Market Event for Vodafone Night Live!
About the Event:
2008 was the year that Vodafone rolled out its 3G Revolution and Live! mobile phone services, highlighting the mobile phone operator’s multimedia capabilities. In 2009 it was vital that Vodafone’s sales force focused not only on new customers won (for which they were being commissioned) but also for up-selling this new, integrated platform.
With 2,500 sales people in the audience at their annual convention, the solution was to have the company act as a salesperson and convince its own employees of the benefits of Live!. And so, the Vodafone annual convention was transformed into it’s own version of Saturday Night Live.
A two-sided stage allowed for constantly changing sets and uninterrupted performances, allowing for the audience to watch a total of 15 sketches, musical performances and television ad parodies. After two hours of the show, guests were escorted to an adjacent space transformed into a nightclub, where they enjoyed cocktails, hors d’oeuvres, go-go dancers, DJ’s and other entertainment.
Attendees arrive at sales conventions expecting the usual methods: motivational speeches, figures, endless slide presentations … but this time they found just the opposite. No slides, no predictable speeches, and no graphs. It was no surprise then that on the satisfaction survey, 88% of the attendees awarded the event the highest mark.
Most importantly, 80% of the convention’s sales attendees received high marks on the next internal work evaluation. Vodafone sales are strictly confidential but 2010 has commenced with an expansion of the Live! mobile services and Global Events has already begun work on the 2010 Vodafone annual convention.