IBM Security Summit: Exploring Risk through Storytelling

 

  • 8 General Session presentations
  • Digital engagement included 23 scripts, 15 characters and 3 environments
  • 15 client stories told
  • 3 different readiness assessments offered
  • 400 Attendees

IBM Security was relaunching their brand in 2019, and looked to their Security Summit in New York to seize this opportunity. They brought in longtime agency partner George P. Johnson (GPJ) to handle the project soup-to-nuts, ensuring all strategy, content, brand expression, live production, logistics and budgets were considered holistically. 

In addition to the Summit event, GPJ was challenged to conceptualize and design several net-new interactive experiences that would debut in NYC, and easily scale for re-use throughout global IBM Security events in 2020. To accomplish this, GPJ offices collaborated closely with the IBM team, resulting in a memorable experience for C-level attendees in New York that could be adapted to engage trade show audiences everywhere.

Through a close, collaborative effort between the IBM client team and multiple GPJ offices, we developed a range of content that debuted at Summit, and will be scaled for IBM Security events throughout 2020. (The IBM Security Summit informs 15 Global Security Summit events, and is the only single-business unit event that IBM Chairman Ginni Rometty attends each year.) 

GPJ’s live production team designed a cohesive visual experience, with dramatic lighting that bathed attendees in the fearlessness of the aurora gradient.

Three environments were created within the conference space, providing educational storytelling in three areas of digital security risk; an upscale food hall, an office lobby coffee shop and an airport sky lounge. For each area, the risk was explained, and IBM Security solutions were offered. 

For each of these vignettes, a huge LED wall provided both a beautiful backdrop and a passive learning experience for attendees.  The engagement immersed attendees in these relatable spaces and let them absorb quick hits of content while networking. 

Digital security assessments were strategically placed where attendees had time to sit and take the time to engage and assess their security strategies. In the end, the 400 attendees walked away with an understanding of their own security risks, and IBM solutions to address them.