Adobe Summit Executive Edition
After a breakthrough event in Las Vegas, Adobe wanted to bring their GenAI capabilities to the ecosystem of executives. Adobe’s primary goal for hosting these three inaugural Executive Summits was to shift focus from general users and developer audiences to high-value commercial customers, such as CEOs, CCOs and CTOs.
Tipping the scales with personalisation.
The Adobe Summit showcases Adobe’s latest tech advancements to Adobe users and communities. This year Adobe wanted to expand the summit experience to include a C-level specific showcase of the AI advancements and personalisation capabilities covered at the Las Vegas event. The event (or events as they became) would focus on how Adobe’s innovation would benefit not just Adobe clients and business partners but their clients’ clients and so the Adobe Summit Executive Edition was born.
We developed a name and identity that would link the experience across the three European venues (London, Munich and Paris) and still feel part of the original Las Vegas event, ensuring a seamless branded experience no matter which event or venue was attended.
The events all took place within days of one another in very different venues so having an engaging and consistent creative narrative was integral to the success of the project. Working with the client the narrative of ‘Adjacent possibles’, a term usually reserved for quantum physics, was developed using this to showcase how Generative AI can be used to create not just artwork or visuals but different possibilities and futures for Adobe’s clients’ and their clients.
We developed different demonstrations within the attendee experience, for example at London during the onsite registration process the guests were asked to name three of their favourite movie genres under the guise of a security question, when they moved into the event space, they were presented with a wall of attendees faces rotating between the styles that were chosen. The prompts that were used to generate these where then featured on the walls of the networking zone immediately after the welcome area to further engage the guests in the importance of prompt writing.
The Impact
Each Executive event was oversubscribed, with 150 guests attending the London and Paris activations and 100 travelling to Munich to engage with Adobe’s new tools and hear from Adobe’s leadership team in a more focussed manner than the wider event.
Adobe’s leadership, marketing and guests all provided excellent feedback to team members on site and following the vent on social media. Guests praised the immersive nature of the venues and activations as well as the engaging presentation narrative developed by the Adobe and MCI teams.
In a more tangible aspect of gauging success the internal Adobe team had expected to see a positive growth of Adobe’s reputation with the business world. As more customers engaged with Adobe’s technology and tools we saw a consistent growth in the number of brand partners and clients engaging with Adobe at the events, manifesting in a period of sustained stock growth, which culminated in a high of 30% 2 months post event.
