Staples 24h conference

Mission statement

The customer wanted the venue to be Hotel Tylösand once again, the same location as for previous conferences and the preferred choice of management in order to achieve the sense of continuity that was considered important.

In terms of content, the customer wanted to continue the work on the brand transformation the company is undergoing, as well as provide staff in Sweden and Denmark with in-depth knowledge of the suppliers' products. Since the target group spans a very broad audience, an approach that is fun, surprising, strategic, and informative was needed.

Solution

Contrast created a creative concept with three main parts: a conference, a party, and a trade fair. The conference itself was created with a wide variety of formats. The CEO and our moderator joked with each other in sketch format, employees created a spectacular and humorous "catwalk" with Staples products, and in a long series of humorous films, we got to meet more employees in entertaining situations that still contributed significantly to the main message.

Traditional PowerPoint presentations were replaced with more lively interviews. The pace and variety of expressions kept everyone engaged and energized throughout the day. Moderator Magnus Fyrfalk returned to the role for the second year, which created a positive sense of recognition. A content-rich and traditional supplier fair was also included, where Contrast helped to create pace and a clear message.

The social aspect of Staples conferences is also always of great importance. The 400 employees gathered together with the suppliers, first for a relaxed after-work get-together by the pool, followed by a glittering dinner show with an awards ceremony and musical entertainment.

Outcome

After several years with a similar approach, the challenge was to continue the upward trend and avoid creating an anticlimax. The solution was to retain the positive elements as a secure recognition factor, while focusing even more on unexpected elements and further emphasizing the visibility of employees, regardless of where in Sweden or Denmark they work.

The party, socializing, and meeting with suppliers were also considered to be as successful and uplifting as in previous years. The 2020 conference and supplier fair was the second of three in a series of internal themes that will continue until 2021. The final conference in the series will be digital under the current circumstances. But we at Contrast see it as an exciting challenge that will take the delivery to new heights with pride and a festive atmosphere once again!