The Event Marketing Awards aim to recognise and celebrate companies applying best practice to the creation, planning, production and management of innovative and successful events in Asia-Pacific. An independent jury consisting of leading client marketers, digital media practitioners, agency strategists and other experts judges the entries.
With low Internet penetration in Indonesia, Google faced challenges in raising awareness and understanding of its product offerings and their ability to drive business objectives. As a result, businesses relied on traditional media instead of tapping on the power of digital marketing. To combat this, MCI strategy was to create an experience that showcased Google’s offerings in a way that creates a lasting impact for the brand on the target audience.
The solution was Taman Ria Google, a carnival park-style experience that brought to life Google’s brand characteristics and values – fun, creativity and exploration. With exhibits presented in uniquely crafted experiential zones, attendees got to experience the magic of Google’s products in a first-hand interactive way that was educational and memorable.
The event started with attendance surpassing expectations by 10%. Taman Ria received highly positive feedback. Many praised it as an “out of the box” approach to educate and promote Google’s latest product innovations. Attendees also enjoyed the balance between the educational and entertainment aspects of the event. A post-event survey showed increased interest to incorporate Google’s products into the campaign strategy. It found that sentiment was highly positive, with 88% of attendees agreeing that they were satisfied with the event.
Veronica Sari Utami, Head of Marketing - Indonesia, Philippines & SEA Next Billion Users, Google, says, “Thank you for being such dependable partners! In my five years at Google, only a few agencies have shown a consistent commitment to excellence and willingness to continue to improve and grow and raise the bar together with us, and you've certainly been one of them!”
Dora Songco, Product Marketing Manager - Brand & Reputation, Google, adds, “It was great to see many learnings from last year taken into account this year to improve the quality of delivery and overall project management. Can't even express how glad we are to have partners like you to work on this hugely complicated but immensely satisfying event.“
Samantha Neo, Senior Event Manager, MCI Singapore, concludes, “For us, it is the fourth year working on Google for Indonesia. The event holds a special place in our hearts professionally and personally. Working alongside diverse, intelligent thinkers from the Google family allowed our team to collaborate in an open, creative and innovative environment. We love the challenge that comes with it, and we always push ourselves to learn, experiment, find new and better ways of doing things. The best part of all these - growing with a company which is committed to improving people’s lives”.
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Assistant Marketing Manager
MCI is the global leader in engaging and activating audiences. Our business is founded on a simple human insight: When people come together, magic happens. Since 1987, we have been bringing people together through inspiring meetings, events, congresses and association or community management. MCI helps organisations harness the power of community by applying our strategic engagement and activation solutions to build unforgettable online and offline experiences that foster change, inspire, educate and enhance business performance. MCI is an independently owned company headquartered in Geneva, Switzerland, and boasts a global presence with 2,500+ professionals in 61 offices and 31 countries, who work with clients across Europe, the Americas, Asia-Pacific, India, and the Middle East.