AWARDS 2012 CASE STUDY: Category 3: 'Start Now 2011' by IBM
Following an extremely successful nine day ‘IBM Summit at Start’ event in 2010, IBM’s ambition was to continue driving behavioural change around sustainability through a new kind of one day conference held in November 2011.
IBM wanted to help its clients understand how competitive differentiation could be achieved via a focus on sustainability and to better understand the role that technology could play in helping consumers become more sustainable. The aim being to generate business opportunity for IBM.
In Start Now 2011, IBM focused on driving personal commitment to foster long-term change and so created a highly participative event tailored to the needs of the delegates with an individually tailored outcome in the form of a personal digital sustainability plan.
IBM Start Now 2011 delivered, by provoking and engaging the target audience to rethink their approach to consumer sustainability and how some of the key issues can be addressed, and ultimately to see how IBM and its Smarter Planet vision could be a partner in their journey.
The event exceeded its revenue and win targets and the post-event deliverable has now been downloaded 18,000 times.