Project Overview
SIBOS is a global conference and exhibition is organized each year by SWIFT, to facilitate debate, networking and collaboration for business in the payments, securities, cash management, and trade finance markets as well as in financial crime and regulatory compliance.
Our objectives for Sibos are to: Identify new business opportunities; promote organic growth; amplify the brand; show industry leadership; and build client relationships. The challenge will be to cut through the enormous volume of info out there already.
Our objectives for Sibos are to: Identify new business opportunities; promote organic growth; amplify the brand; show industry leadership; and build client relationships. The challenge will be to cut through the enormous volume of info out there already.
Our Strategy
• Develop a theme to elevate thought leadership and the event premiering it optimized for impact & engagement.
• New thinking to thought leadership - negotiate with stakeholders for a new approach to featuring abridged content.
• Onsite engagement - consider and think-through the attendees’ journey.
• Post Event - continued the engagement.
The Experience
In mapping this experience we researched what content would be ideal for each channel, and how attendees and digital followers would interact with the campaign; throughout the various deliverables.
The Conference Space
Onsite Interactions
We were excited to leverage our Experience BNY Mellon AR app to help drive engagement at Sibos. Using the app, attendees had the ability to visit the Sibos website by scanning the enabled magazine and exhibit graphics. This allowed us to promote the thought leadership digitally. And by including a campaign tracker tag in the code, we were able to bring attendees to online content from offline marketing – and track those visits. 5% of the 3,000 visitors to Sibos-related content as of Nov 1 were brought to the site via the app. The positive result paves the way for future uses of the AR app to drive to web-based content that can be measured.
Introduced this year was an interactive touch screen experience, using the Treasury Services client survey on current business trends. Positioned on the periphery to take advantage of the exhibit wall real estate, the touch screens invited passers-by to participate in the survey and see how their responses compare to others. Here too, the engagement ultimately brought the attendee to see the thought leadership content on bnymellon.com. Post-Sibos the survey exists online, furthering the experience.
Continuing Engagement
+76% engagement in digital media.
