The Brief
Each year, Cloud Expo Europe requires a fresh, compelling creative concept built around a unique annual proposition. This concept must resonate with a highly targeted audience of IT professionals, CIOs, CTOs and decision-makers across enterprise and public sectors. The creative needs to communicate the scale, relevance and authority of the show, while highlighting the most current trends in cloud and AI infrastructure.
The campaign must be versatile enough to work across a full suite of marketing materials — from print adverts and digital banners to video, social media, OOH, website assets and on-site event branding. Ultimately, the goal is to spark curiosity, communicate value, and drive attendance and engagement across all touch-points leading up to and during the event.
Design Approach
Each year begins with a deep dive into the event’s core theme and audience insight, from which a suite of bold and intelligent creative concepts is developed. These concepts are crafted to not only reflect the latest trends in cloud and AI infrastructure, but also to cut through the noise of a crowded technology marketplace.
A range of ideas is presented to the client, offering flexibility in tone and visual direction. Once a preferred concept is selected and refined based on feedback, it becomes the foundation for a comprehensive campaign roll-out.
The lead creative is adapted and applied across an extensive suite of materials, including event tickets, print and press advertising, digital banners, email campaigns, social media content and high-impact onsite graphics such as signage, stage backdrops and signage. Each application is carefully designed to ensure consistency, visibility and maximum engagement, from the first online interaction to the live show experience at ExCeL London.
