FMBE Awards 2023: B2B/B2E Event of the Year
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GOLD TRO – Anthropy
It was the launch of a brand, a concept and a movement. Anthropy’s stated purpose is to inspire a better Britain and in 2022 it launched with TRO in support, creating, curating, organising and moulding an event at the Eden Project that met the expectations of the boundless ambitions of the participants.
The brain child of John O’Brien MBE, Anthrophy set out with optimism. This conference with a difference was set up to seek thought leadership around four questions.
▪ What quality of life do we wish to see over the next 30 years? ▪ What qualities of place are required for this quality of life? ▪ What are the qualities of a ‘good economy’ to support our aspirations? ▪ What qualities do we represent to the world to help solve shared issues?
The agenda, concept and venue attracted 1,000 ‘Anthropists’, of all ages and from all walks of life, with many hearing from speakers such as Sadiq Kahn, Rachael Reeves, Kamal Ahmed, Mary Portas, Lord Hastings and Darcey Bussell. Senior stakeholders of major organisations also attended, including EY, Natwest, Unilever, KPMG, Greggs, Timpsons, Volvo, Ella’s Kitchen and many others. Young partners and charities attended, including Youth Futures and One Young World. With no case study or marketing/comms budget, every speaker and attendee was sourced by word of mouth, personal connections and through the use of free tools such as organic social media – showcasing the belief UK leaders and influential individuals had in the Anthropy concept.
The numbers following Anthropy showed a real movement.
Awareness and credibility
o 1bn+ total reach of all media content
o 24m+ reach via Sky News interview
o 19.5m+ reach via Times Radio live on site
o 6m+ reach via LinkedIn and Twitter pre-event
o 110+ pieces of coverage incl The Guardian, The Times & The Financial Times
o 1,900+ organic social media posts during live days alone
Be a launchpad for change
o 17.5k connection requests made via the app
o 650 individual meetings booked during the event via the app
o Vision for Britain framework presented at the House of Lords in March 2023
Ensure successful delivery:
o 184 sessions
o 14 stages live simultaneously
o 5 evening networking events
o 98% keen to return next year
o 97% will recommend Anthropy to a colleague
o 91% of delegates engaged with the app
Minimum Environmental Impact Measured by Trace by Isla:
o 45.2% assets made from reclaimed materials
o 72.5% of all materials produced were reused or repurposed, remaining 27.5% recycled.
SILVER Brand Brewery – DHL Express
EuroCup is an annual event organized by DHL Express to motivate and unite its employees. This 3-day event held in Belgium, brings together over 2,900 employees from over 50 countries. Participants engage in various activities including football and cheerleading competitions, wellbeing initiatives, and themed evening events.
Utilising the bespoke app brand brewery created, a survey was sent to all attendees to collate valuable and insightful feedback on the effectiveness of the event:
- 100% rated their experience as brilliant, very good or good
- 99% agree that EuroCup is a valuable part of DHL
- 98% agree that EuroCup makes them feel valued as an employee
- 98% agree that EuroCup makes them feel As One with their colleagues
- 98% agree that EuroCup 2019 was well organised
- 93% agree that EuroCup gives them motivation to perform well in their job
Analysis of all areas of the event enabled brand brewery to review the success of the event against further metrics:
- Registration and accommodation for 2,900 attendees from 53 countries and entities
- 1,644 attendees at health and wellbeing activities
- 26 women’s team competing in the inaugural tournament
- 500+ photos taken at the Manchester United activation
- 3,491 app downloads
- 66,724 app page visits
- 4,694 Instagram accounts reached
- 14,329 Smart Connect post reactions (Smart Connect is DHL’s internal comms platform)
Brand Brewery also provided a detailed budget breakdown for this event.
SILVER Circle – CCEP
It was a second award of the night for this event that also won recognition in the immersive category.
The silver here recognised that the blend of entertainment and engaging speaker content showed how B2B sales events are pushing for more brand experience content and that this content, far from distracting from sales opportunities, makes them happen.
The chemistry at this event was underpinned by sales insight that we cannot share, but which fully justified the event concept and indicated a very successful event delivery.
BRONZE Settimo Piano – Acinque
Acinque manages the sale and distribution of electricity and gas, district heating, waste collection and recovery, electric mobility, smart city projects, public lighting and network services. It has been listed on the Milan Stock Exchange since 1999.
This event, created by the agency, was used to engage with the 50 best performers in the sales network.
A Bond themed event was hosted at the Sheraton Lake Como with many different layers of guest engagement.
Qualitative feedback indicated that the many immersive touches of the event had been successful.
