In this week’s post I’m writing about what was probably the most impactful, but certainly the most fun business presentation I delivered in my whole career. A genuine example of transmedia storytelling, even before the concept and the term were widely used.
In 2005 –in-between the burst of the internet bubble and the demise of Lehman Brothers– when there was still corporate money to spend on single-customer marketing campaigns, my company (at that time pre-merger Alcatel) organized a solutions showcase for a major UK customer. To generate interest and create an upfront hype, we organized it as as a private event near the customer’s London headquarters and promoted it as a Hollywood blockbuster movie: “The Convergence Factor”.
The Convergence Factor theme was chosen to highlight the effect that the availability of broadband technologies and the convergence of telecom services (fixed and mobile, voice and data, communications and entertainment, …) could have on people’s every day lives. Consequently, the script of the showcase was emphasizing on the business value of these converging technologies, the opportunity to create new applications, and the unprecedented user experience they were enabling – rather than doing a sales pitch on our products or solutions.
A tagline “Life Held Them Prisoner, Until Convergence Set Them Free” complemented the title to suggest drama, and intrigue and engage our target audience. All campaign elements such as direct mails, teaser trailer, web portal, event signage and give-away gadgets were also branded with the Convergence Factor identity.
The presentation itself was delivered as a transmedia mix of three distinctive, on-stage narratives with live demos, interspersed by tailor-made Hollywood-style movie trailers produced by Twist & Shout, a UK-based communications agency.
Instead of doing one single performance in front of a plenary audience, we decided to present intimately to groups of 5 to 10 people, who could freely register for a session depending on their availability. As such, my colleague and I gave 15 presentations over a period of 5 days, and reached out to an audience of almost 150 customer executives.
Have a look at the trailer and the movies, and try to imagine what the presentation might have been like. I’m sure our customer still remembers…