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the china


Client: Alibaba Group UK

Location: London

Type: Live event in person

Expertise: Customer Experience – brand experience

Services: Consultancy, creative campaign, event, creative content & storytelling

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A household name in Asia, our digital retail client needed to create stand out in the EMEA market, enlisting mcm to help create launch event in London, coinciding with the opening of two new Data Centres in the UK​. Over 250 guests were in attendance to hear presentations from members of the EMEA and Global leadership teams.

the challenge

This was a first for our client, they had never hosted an event in Europe, and they needed to make some noise in the UK, to highlight the fact they’re a global player and fully committed to the market. They wanted an event in London and to generate 250 attendees, a mix of senior decision makers from target and existing accounts. It was key to use this event as a platform to help customer and prospects be made aware of the opportunities of working with the client, specifically with their Cloud solutions.​

the solution

To engage and convert a new event audience mcm worked with the client to design and write compelling pre-event comms, matched with an eye-catching and consistent brand look and feel across all event deliverables. ​

Intelligent lighting, digital displays and demos were deployed around a central plenary space, dubbed “The Launch Stage”. mcm designed a high energy agenda, a mix of thought leadership panels, technical demos, and new product launches and breakouts, to keep audiences engaged throughout the day, culminating in a more informal drinks at the end of the day.​

The event in summary:

232 customers and prospects attended on the day (200 target)​

35 key speakers on stage during the event​

Launched four featured products including OSS, Anti-DDoS, Data Lake Analytics, and Blockchain as a Service​

300+mentions across omni channels , 100,000+ reach during the week of the event, plus fantastic coverage in UK tech press​

this is the first time in our UK team that every business unit and functional team came together to support one event. a big thank you to mcm for helping manage, design and produce an outstanding event experience for our prospects and customers, and global team

EMEA Head of Marketing

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