PlanetIMEX
A playful and optimistic experience for the business events industry to connect throughout the pandemic.
Creative Direction, Digital Experience, Campaign
Sector
Meetings, Events, and Incentive Travel Industry, B2B
Service
Creative Direction, Product Design
Team
Creative & Product Design Lead: Myself
Marketing Strategist: 1
Project Manager: 1
Interaction Designer: 1
Content Marketers: 4
Motion Designer: 1
QA Testing Team: 5
External Development Agency: Platform
Target audience
Event professionals, exhibitors and buyers within the MICE industry estimated at 26,000 annual attendance
The challenge
In 2020 the global pandemic had a devastating impact on the business events industry, with the world shutting down and unable to meet in person, forcing IMEX events to cancel IMEX Frankfurt and IMEX America.
Working with the industry survey data collected by the Head of Marketing Strategy, analysis provided insight that despite the inability to meet in person, the industry had an overwhelming need to meet, support, share insight and continue to operate.
With a 5 week turn around, how can the IMEX events community have a space to meet and share their experience, connecting across seas to support and inspire each other in one of society's most unprecedented times?
Approach
Industry trend analysis
Mood-boarding
Competitor and non competitor research
Market research
Customer journey mapping
User flows
Storyboarding
Wire-framing
Prototyping
QA Testing
Annually, IMEX researches and creates a talking point, a though-leadership theme that provides a catalyst for change and innovation within the business events industry. In 2020, the planned Talking Point was Nature, with plans to create onsite rooms and activations’ inspired by nature's diverse landscapes. The theme of Nature couldn’t have been more timely, global trends showed a reconnection to local landscapes to provide hope and connection. This theme inspired a beautifully organic route for the creative direction, connecting the world and IMEX’s theme.
I led an internal and external team of content creators, animators, developers and engineers to create a digital world with an exciting campaign to advertise the virtual event, creating a consistent and playful experience across each stage of the customer journey.
The 3D models started as detailed sketches, after rounds of mood-boarding and collaboration with the team, the models were then created in 3.js and were able to be brought to life in Cinema4D as marketing assets.
Solution
The digital activation, brought to life 3 Islands reflecting the pillars of the shows, Community, Networking and Education to create PlanetIMEX. A gamified UX and UI experience took users through videos, live streamed conferences, industry research and b2b networking linking up a variety of platform api’s to create a connected user journey, with rigorous testing.
Results
12,500 social engagements
56,000 visits in May launch
C&IT Award: Creative solutions to coronavirus (Highly Commended),
EN Award: Best one off or series of virtual event
Industry response
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I am super impressed with the creativity of PlanetIMEX and would like to speak to someone who created it.
Ewelina Zajaczkowska, Events Lead (Tech) at Facebook
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A new online experience that's literally out of this world 🌎 This is the best virtual marketing activity I've seen so far! What a great way to build community and engage fans.
Thomas Vig, Creative Strategist / Agency Director / TEDx Organizer / Digital events advisor
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They did not choose to remodel a conference centre. And above all, they defied real-world physics to build an experience. And this is what we as event planners should be doing.
Thorben Grosser, VP of Strategic, Partnerships & Channel, EventMobi
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PlanetIMEX, by comparison, looks planned and permanent. The interface is designed to look like a retro video game, a place that users want to be versus a short-term stopgap during a crisis. And a place that could live on, helping planners to navigate the new normal when we reopen
MeetingsNet
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Moving to virtual is one of the biggest challenges for event professionals this year. IMEX is a leader with their #PlanetIMEX virtual experience, that moves far away from the bounds of virtual events and conference call imitations.
Paris Ward, Dassault Systèmes
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We love what IMEX Group pulled off in such a short time with PlanetIMEX. Our stand partners have been busy too, preparing virtual insights that help you with your future planning.
Meet in Stuttgart
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Thankyou IMEX Group for designing these colourful activities and for keeping us all connected. We’re very excited to participate. #PlanetIMEX, bring on #IMEX20
Slovenia Meetings
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Now that is over to allow me to congratulate IMEX Group and IMEX Carina for taking risks with #PlanetIMEX - this is exactly what we need right now.
Julius Solaris
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#PlanetIMEX is one of the coolest digital things seen online recently. Well done IMEX Group! Looking forward to seeing how the Networking Island works.
Claudia Lorusso
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I applaud them, nobody wants to be the first (even more afraid of being last)
Robert Dunsmore, Events Creative Director
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Hats off, chapeau & hut ab IMEX Group for launching #PlanetIMEX. Although we’ll miss seeing you in person, this is a great way for the industry to stay connected. The ExCel team is looking forward to EduMonday next week.
ExCel London
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What a great way to network and continue our industry’s recovery. Check out #PlanetIMEX Networking Island.
Maritz Global Events
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I really love what IMEX Group has done here. Even kept the #PlanetIMEX minimized while I worked today. Listening to the birds chirping and nature sounds really helped bring zen to my day. Check out this real gift to the #eventprofs industry! PCMA is part of this too 🌴
Katie Dolan, PCMA
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