SLB Investors Conference

SLB (formerly Schlumberger) launched their new market positioning and identity to an audience of investors in New York through an immersive 2 day experience. Keynotes, technical demonstrations, Q&A sessions, animations and onsite messaging all worked together to bring their reposition and key offerings to life allowing the attendees to see and experience the solutions SLB offered when tackling the worlds biggest energy problems.

‍As this was the first time the new branding was to be showcased to the world it was integral that the narrative and assets were understood by the creative team and communicated clearly and concisely to the audience. We had multiple sessions with the client and their brand team to establish not just overall technical identity but the mission for this engagement and what constitutes success to them highlighting a showcase of the technology, connection of the audience with the new vision for SLB and financial goals around investment from those invited to attend the event.

We worked with the speakers to design a series of keynote sessions that worked off one another, feeling like a continuous story told over several sessions, rather than disparate presentations with no overview of how this fits within SLB’s new mission. We also partnered with a production team to develop an engaging keynote experience including introducing a 25m wide screen, which spanned the width of the room and curved around the audience encapsulating them in the SLB mission and technology.

As planning continued we identified key ‘transition’ areas between primary activations where there were further opportunities for additional immersive activations. Some were more passive, for example using the elevator trip between the lobby and main event space to showcase SLB products and the technology behind them, whilst others were more active, we created a digital invitation that teased the technology on display and location, the call to action at the end of the video pulling the invited executives to their own registration platform, reducing the amount of digital distance and work the attendee had to do to complete the registration process.

The Impact

The SLB Investors Conference 2022 was considered a massive success with over 180 Investors, Press, SLB leadership and staff (in addition to the creative and technical teams) attending the two day event in New York. The feedback from attendees and client praised the creative narrative that linked pre event communications and invitations, activations and experiences during the event and the post event activities. Other noted moments were the interactive sessions for their ability to engage the audience, push the understanding of complex new technology and its relationship to SLB’s new vision for the future. In the days following the event the very real impact of the event was realised when SLB stock rose by 9%. This increase in market valuation was heavily linked to investments made by those who attended the conference and who had connected with the new SLB mission and positioning.

From the Client

“Through the last few months, we have challenged ourselves and challenged you, we have thought up new ideas, have further refined what we thought was good enough— just to explore how to make great…even greater. We tweaked, enhanced and often times we cut and dropped. But through it all you were patient, accommodating and above all a joy to work with. On behalf of the entire team at SLB, I want to pass our thanks and appreciation to MCI. Your professionalism and dedication to what you do is a credit to your company and to each of you and individuals. Thank you once again and we hope to work with you again in creating amazing experiences.”