Avaya Journeys is the brand’s way of reaching its customers and colleagues in one place, and it always takes place in the US. This year, however, they wanted to extend their reach within the UK.  

The Brief

Avaya approached DRPG to develop an innovative event aimed at entertaining UK employees, customers, and partners. 

Facing a backdrop of organisational shifts and leadership changes, Avaya was keen to reaffirm its position as a trusted industry leader. The event had to instill delegate confidence in the company and to be a platform to showcase that Avaya is back and you can trust them. 

Solution

Venue was vital on this one. DRPG chose Frameless, a 360-projection art gallery as their creative playground, and it set the whole endeavour up for success.

The venue itself became a canvas for innovation, allowing the company and client to transform spaces into immersive experiences that wowed every visitor. With tailored video content designed to align with Avaya's message, DPRG transformed the venue into a mesmerising landscape. There was an ethereal snow scene, rainforest, and even a shark tank, all designed to support keynote speakers. Plus, the opening video screens on 360 projection.

In order to pull this off, DRPG made sure Avaya was involved and collaborated at every stage of the event, from conception to execution. DRPG helped to shape the event's identity, from brainstorming potential names and memes to managing logistical intricacies until the culmination on day two. 

The event was split across two days, with the first day just for employees and the second day available for customers and partners. Content included keynote speaker sessions, an expo area for attendees to get immersed in, and interactive elements to add some innovation and engagement. 

It required a massive team effort: the live, technical, and DRPG-owned film agency A-Vision also provided their expertise. The live team handled event logistics, while the technical team spearheaded intricate aspects such as mirror booth displays for the expo segment. A-Vision created visually stunning content, including 360-degree projections and captivating video productions.
Results

Attendees left with a resounding affirmation: "Avaya is back." Customers praised not only the venue and content but also the overarching message conveyed by the event. In the end, our collaboration with Avaya didn't just deliver a wow factor – it reaffirmed the brand’s position as a leader in its industry.

The event drew 165 employee attendees on day one, dedicated to Employee Day, demonstrating strong internal participation and engagement. Day two, focused on customers and partners, saw an even larger turnout, with 282 attendees, of which 72% were Tier 1 or Tier 2 customers, showcasing substantial representation from key clientele. 

Social media metrics provided further insight into the event's impact, with 48 posts generating an impressive 20,500 impressions and 1,890 engagements. 

The strategic use of the #JOURNEYSwithAvaya hashtag resulted in 109 mentions, amplifying the event's reach and visibility, and ultimately garnering an impressive 548,000 impressions across social platforms. 

The event's media presence was substantial, with 3 press releases, 2 media interviews, and a cumulative reach of 1.1 million. Additionally, the overall survey results reflected high levels of satisfaction among customers and partners, with a rating of 4.7 out of 5.