Title	SYMPOSIUM
Brand	WELLA
Product/Service	IMMERSIVE EXPERIENCE
Category	C06. Immersive Customer Experience
Entrant	JACK MORTON WORLDWIDE London, UNITED KINGDOM
Idea Creation	JACK MORTON WORLDWIDE London, UNITED KINGDOM
Production	JACK MORTON WORLDWIDE London, UNITED KINGDOM

Name	Company	Position
Kiki Kowalski	Jack Morton Worldwide	Producer
Caspar Mason	Jack Morton Worldwide	VP, Creative Strategy Director
Stephen Messham	Jack Morton Worldwide	Senior Creative Associate
Natasha Bonner	Jack Morton Worldwide	Technical Coordinator
Anna Workman	Jack Morton Worldwide	Project Co-ordinator
Meredith Power	Jack Morton Worldwide	Moving Image Producer

The Campaign

The idea behind the 2017 Wella Symposium was Disruptive Beauty; an experience designed to future-proof Wella’s Top Artists with a crash course in the disruptive, disrupted business of beauty. This idea was brought to life across two days of high-powered content and immersive creativity; a bespoke piece of experience design across every touchpoint.

Campaign Success

Throughout the course of Day One - which was centred on understanding the key tenets of disruption in a modern world, the host was joined by a diverse range of inspiring speakers that included Neil Harbisson, a self-described ‘cyborg artist’ who has augmented his own senses with technology. On Day Two - which was more focused on understanding and interpreting disruption in the context of Wella - we give their Top Artists a hands-on look at the trends, products and initiatives built for the new beauty landscape by Wella. Creative workshops broke up the theoretical sessions, allowing our crowd of kinetic thinkers to work with and understand what they’d learned in a practical, physical setting.

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

Average attendee satisfaction score of 4.8 out of 5. “Every Aspect was a great and interesting learning experience. It's my third Symposium and this was the best!” “Phenomenal.”

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

We created a 2-day highly experiential and immersive content experience that brought the disruptive worlds of business and beauty to life. Building on three experience principles - Think Differently, Get Inspired and Act Differently - we gave our Artists informative lessons from the new world of business, delivered by compelling influencers and experts. The experience culminated in a fully immersive 360° video experience that brought Wella’s Spring/Summer 2018 Trends to life.

Wella’s annual Symposium event plays a critical brand-building role in ‘influencing the influencers’; reaching the Top Artists whose reputation will help to shape the success of the brand over the coming year. Our strategy was to convince them that the highly disruptive new world of business – characterised by plucky start-ups, unicorns, mobile-first thinking and powerful influencers – is actually an exciting lens through which to re-examine and re-evaluate their own businesses. COTY wanted to ensure that this important and influential audience felt they had permission to think and act differently. In marked contrast to the culture of long lead times and form-filling associated with P&G, this was to be a brand with a start-up mentality, built around failing fast, agility and seizing opportunities.