Abbott Australasia Conferences

The Brief

Abbott Australasia retained Fourth Wall Events to work in partnership with them to deliver their National Sales and Marketing conference.

The Conference Committee wanted Fourth Wall Events to clearly integrate the Abbott Australasia strategy into a theme that would become the ‘name’ of the conference and carry this theme through the entire experience. A cohesive approach was the main focus the committee was looking for in their event partner.

The Approach

Fourth Wall Events suggested that to deliver on the desired outcomes, the concept of Navigate be used as the central activation point. The concept builds on the key internal communication of Journey to 2013. Great navigators direct the course of a vessel - in this case the vessel is Abbott Australasia and the navigators are the Sales and Marketing team.

Each day the conference would start in The Chart House, a venue whose name was changed to match the key messaging. This included changing all directional signage, key card wallets, maps and briefing of venue staff. The team was greeted with different music and imagery each day that became more modern as the conference progressed, as guests navigated towards their destination of 2013.

A team building activity was custom designed in which guests used GPS units, Go karts or water skis to achieve their tasks and earned pieces of a bike which they built. As a surprise the bikes were given to young foster kids who were actually there to receive them…a truly emotional and ground breaking experience.

The final night was the gala awards in which guests where invited to celebrate New Years Eve 2012, effectively placing themselves at their destination having achieved their goal.

The Results

The conference committee all agreed that the delivery enabled the main message to be clearly communicated and left the team in no doubt about the objective of the week and the future of Abbott.