Microsoft partners with Opus to manage the execution of their brand presence at global third-party industry tradeshows and expositions. This event portfolio includes the Consumer Electronic Show (CES), World Economic Forum, Hannover Messa, SIBOS, Smart City Expo, HIMSS Health IT Conference, Gartner Symposium ITxpo, and National Retail Federation Big Show.
Due to the broad variance in size and scale across this portfolio of events, our executions range from developing an expo show floor presence, to managing the business meeting center and from building demo spaces and lounges, to creating ancillary events such as press briefings, offsite dinners, and unique partner engagements. Microsoft’s unifying goal was to maintain consistent branding and messaging throughout the activations.
Opus managed head-turning experiences for Microsoft’s expo floor presence. Microsoft’s presence at Hannover Messe, the world’s leading industrial show, featured a full-size Daimler truck cab, a Rockwell Automation CAMA Machine, and a ThyssenKrupp mobility stairlift. At Smart City Expo, Microsoft’s 4,500-square foot booth became a city itself, hosting 67 sponsor pods, four meeting rooms, a hospitality lounge, and a Volkswagen e-Golf. In Davos, Switzerland at the World Economic Forum, the Opus team transformed the local bakery and bowling alley into Microsoft Café, where high profile guests such as Bill Gates, Satya Nadella, and Joe Biden hosted meetings.
Opus improved the consistency in the customer and partner experience across the show. The team also streamlined the Microsoft visibility strategy at industry events by building a strategic framework for Microsoft’s participation at each show. Standardizing the execution across the shows maintained a consistent narrative of Microsoft’s core themes and key messages.