Datasutra  

*A collaboration with LCC and Adweek Europe 
The challenge presented to us by the client was, at its core, to increase ticket revenue for Adweek Europe. After speaking to industry professionals about how they viewed the event and whether they would attend or send their employees, the main response we had was that they didn’t see it as being relevant enough to justify spending their money on tickets.So, we created a solution to bring one of the categories of AWE, By the Numbers, back into the limelight.

The materials provided by the client show that the attendee engagement with certain categories does not meet their wished target. In order to bring more creatives to AWE, we set out team the toughest challenge by picking the category which seems to have nothing in common with what a creative department usually deals with (pictures and words). We then looked at award winning campaigns and distinguished that the main ingredient that tears these ones apart from the clutter is their smart use of data. 

One example for this is the strategy used by Spotify in 2017. This is a great example not only due to the success of their campaign but also because they are a sponsor of AWE, therefore an on-set confirmation of brand excellence. Other aspects that drove our decision to use data as a main element of our campaign was its relevance for all digital related industries.Moreover, we believe that if we could convince creatives that data is sexy, other categories might be even easier to remodel in order to become catchier and of more relevance for the ones in the creative sector.

Eventually, the main challenge set by the client was to drive more sales for the delegate passes, therefore addressing creatives was the best way to tackle two problems as once, considered our team.Recent campaigns and movements such as X, Y, Z proved that data strengthens any project that it relates to, therefore we considered that all creatives who want to step up their game and be ahead of the trends should learn how to handle data. Choosing to make it look sexy was a natural decision since we wanted to play on the attractiveness and greatest appeal of data, which is surprisingly overlooked by the ones who can’t spot potential in data due to its technicality that is sometimes hard to decrypt.