Creating a buzz for Cognizant.
Cognizant is a leading global provider of information technology, consulting and business process outsourcing services. It is a Forbes Global 2000 company, a member of the Fortune 1000 and is ranked among the top information technology companies in Business Week’s Hot Growth and Top 50 Performers listings.
RequirementsHaving decided to participate at Gartner’s flagship Outsourcing & IT Summit in London, September 2010, Cognizant needed to stand out at this crowded event and ensure its offering and capabilities attracted attention from a wide cross section of industry professionals. To increase footfall on the stand, Cognizant also wanted to host an early evening drinks reception to encourage networking opportunities and ensure that the delegates received a lasting brand impression long after their final glass of champagne.
Responding to the challengeMOI initially delivered strategic planning and marketing consultancy, which enabled Cognizant to see the value of the programme in its entirety and be clear on objectives, measured tactics and outcomes.
Cognizant briefed Marketing Options International’s (MOI) team of event experts to develop a theme for its participation at the Summit. Key to the success of this event was a hard-hitting message and theme that would work effectively across stand graphics, marketing collateral, delegate giveaways, a prize draw and a feature drinks reception. Taking Cognizant’s key business proposition, ‘sustainable growth’, MOI developed a creative platform themed ‘Room to Grow’ and designed the stand around it: a minijungle complete with edible creepy crawlies, Pampas Grass and artificial Acer trees.
Delivering a Memorable EventMOI successfully stepped up to the challenge of physically transforming the stand, which had to be achieved in just over an hour and in accordance with stringent guidelines imposed by the event organiser. Always aiming to deliver something different, it recommended carrying the event’s jungle theme through to the catering with a selection of highly memorable canapés. MOI Event Manager, Ben Ford explains: “Guests at any event will always remember the quality of the food and drink that they have been served. For the Cognizant stand, we wanted to create a catering experience that was both memorable and engaging.”
Cognizant briefed MOI to supply a wide range of weird and wonderful canapés, comprising a selection of edible jungle creatures in the form of sweets to create the desired buzz around the venue. Ant, vodka scorpion and tequila worm lollipops, chocolate covered scorpions and giant ants and Thai green curry crickets were all on offer. The most interest, however, was generated by oven-baked tarantulas for consumption by only the bravest guests which could then be washed down with a glass of bubbly. Others were keen to take the furry arachnids home as souvenirs.
The presence of these edible bugs created considerable interest among delegates, who visited in large numbers to see for themselves that people were genuinely indulging in scorpions and tarantulas. The unique catering resulted in the sales team enjoying a constant flow of stand traffic, with a talking point that ensured easy engagement from the outset. Long after the supply of bugs had run out, visitors were still being driven to the stand as word of mouth circulated around the event and curiosity prevailed. The number of visitors to the stand exceeded all expectations and the event was declared to have been a great success.