AWARDS 2012 CASE STUDY: Category 3: ‘The IAStival’ by IAS B2B Marketing
The first ever agency music festival was the unexpected marketing initiative to demonstrate a new agency product. IAS wanted to give B2B marketers a complete end-to-end solution to the complexity of strategy, digital marketing and creativity in an increasingly globalised industry. The product, B2B Evolve, provided the answer but required commitment to a new way of working from clients.
IAS wanted to demonstrate its willingness to try new things and simultaneously demonstrate the effectiveness of the product. The result was the IAStival. It provided a marketing showcase for B2B Evolve and an opportunity to hone the skills of the IAS people in delivering it. The IAStival was a remarkable success in getting prospects and customers into a face to face situation and then converting them to a new way of working with an agency.