EMA winners: Best Corporate Event

GOLD winner Xerocon Brisbane
Brand Xerocon Brisbane
Agency INVNT

Cloud-based accounting software Xero had three key objectives in mind for its annual Xerocon event: to create an inspirational and educational experience that would encourage networking. As a tribute to the ‘sunshine state’, winning agency INVNT devised a Miami theme for the main event, which spanned four of the Brisbane Convention & Exhibition Centre’s halls, and partnered with Fenella Kernebone, head curator of TEDxSydney, to curate the guest performance and speaker program.

For the 3,000+ person-keynote, the agency created a custom-built stage that was ‘in the round,’ which meant that the audience was surrounding the stage in a 360-degree design that was shaped like the Xerocon pin logo. For breakout sessions, an X-shaped lighting installation was lowered to create individual stages to ensure a unified atmosphere. Xero exceeded its event goals, with results including attracting over 3,300 guests, delegate satisfaction was recorded at 8.3 out of 10, and the #Xerocon hashtag saw 6.3K mentions and 30.3K engagements on social media.