Title	MICROSOFT FUTURE DECODED 2015
Brand	MICROSOFT
Product/Service	ALL MICROSOFT PRODUCTS FOR ENTERPRISE AZURE, SURFACE, LUMIA, DYNAMICS, OFFICE ET
Category	B03. Use of Exhibitions / Installations
Entrant	MOMENTUM WORLDWIDE London, UNITED KINGDOM
Idea Creation	MOMENTUM WORLDWIDE London, UNITED KINGDOM

Name	Company	Position
Seamus Begley	Momentum Wordlwide (UK)	Creative Director
Mike Bowyer	Momentum Worldwide (UK)	Senior Experience Designer
Kayleigh Hannah	Momentum Wordlwide (UK)	Senior Experience Designer

The Campaign

Microsoft’s first un-business business event full of great hands-on technological experiences.

Campaign Success

Upon receipt of an invitation, each delegate self-curated personalised experiences based on what was most important, interesting and relevant to them. First selecting from a series of unique speeches on key future topics – by icons such as Professor Brian Cox, Virgin Atlantic CEO Craig Kreeger, UK Ministry of Defence CIO Mike Stone, and Microsoft CEO Satya Nadella – then self-exploring a 4,500sqm paperless expo “like no other”. The futurist theme was extended with a range of experiences bringing ‘Mobile First/Cloud First’ to life, from the practical to highly interactive self-explore scenarios and networking opportunities with subject experts. Treating UK business leaders “not as suits, but real people” delivered Microsoft’s brand promise of “enabling productivity for all humanity”. And delivered an event attributable ROI of 103:1, an estimated £191.5 million of incremental indirect Microsoft ecosystem sales, 27 million media impressions and an 85 million.

Describe the success of the promotion with both client and consumer including some quantifiable results

By delivering unprecedented results, FUTURE DECODED has reinstated Microsoft’s faith – and investment – in event marketing for the foreseeable future. The activation delivered an attributed ROI ratio of 103:1, and successfully engaged over 10,000 partners and customers to directly generate leads – which were recorded as being four times more likely to convert than any previous Microsoft telemarketing campaign. The ambitious event model also delivered active sponsor partnerships that helped provide enriched business-relevant content and partially cost neutralise the overall event. •Estimated £191.5million of incremental indirect Microsoft ecosystem sales across event partners •ROI delivery extended to sponsors & partners, e.g. RISUAL gained event-attributed sales of £3m+ •£450K in unpaid media value •27million media impressions •85million social media reach •10,000+ C-Suite UK Business/Technical Leaders attendees over 3 days •Creation of an open sales pipeline of £125million for Microsoft products and services – the highest ever achieved outside of the US

Explain why the method of promotion was most relevant to the product or service

Future Decoded is activation effectiveness at its best. Instead of a traditional business to business event full of passive messages and experiences, it’s designed to fully engage and make people reassess the Microsoft brand – meaning delegates live the brand rather than being told how great it is.

Despite believing in business events as a primary sales channel, Microsoft has struggled to generate meaningful value from disengaged audiences at third-party conferences. Therefore, the challenge was set to generate substantial sales-reconcilable revenue and effective brand reappraisal amongst business leaders… FUTURE DECODED established meaningful – and profitable – connections with the UK business community via a three-pronged strategy: 1. Open minds with keynotes from the greatest ‘future minds’: Optimise Attendance 2. Bring the audience to the centre of the debate: Generate Advocacy 3. Immerse audiences in business-relevant, productivity enhancing technologies: Drive Engagement AND Close Sales