INVNT creates 'Coachella for accountants' at Xerocon Brisbane

19 September 2019

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Celebrating its tenth anniversary. the event ran from September 4 until 5.

Global storytelling agency INVNT joined forces with Xero to design and produce Xerocon Brisbane.

The event ran from September 4 until 5 and celebrated its tenth anniversary.

Held at the Brisbane Convention and Exhibition Centre (BCEC), it welcomed more than 3,000 guests.

This year Xero’s objectives were to create opportunities for networking, inspiration and education in a fun, consumer-focused environment, all underpinned by Xerocon’s Communities of Purpose theme.

“With this in mind our big question was: how do you show something that can’t be seen? We set about strategising the ways we could help Xero to tell its Communities of Purpose story in a tangible and relatable way," says Adam Harriden, executive creative director, INVNT APAC.

"We called on our local and global teams and after some intense brainstorming, worked with Xero to devise the underlying creative idea of ‘bringing the community in,’ which focused on inclusiveness and accountants’ purpose within the local community."

The resulting Communities Zone featured five festival-inspired activations that spoke to a different Communities of Purpose pillar.

They invited attendees to get hands on, bond and network across a range of fun, educational and creatively-led experiences.

It featured the Board Room: this orange hued space included a custom-built skate ramp with pro skaters, attendees could customise their own skateboard with the guidance of Xerocon’s artist in residence Mulga, and add their artistic flair to his wall length mural.

The Parlour was a pink themed space which invited guests to go for a trim at the barbers or get glammed up at the nail salon.

The Park, a green zone, invited visitors to re-discover their inner child with a game of totem tennis, they could create their own beverages on blender bikes, and re-fuel at the gelato van.

The Sweet Shop, the insta-worthy yellow themed space, encouraged visitors to reward themselves with an assortment of sweet treats and a game of table tennis.

The Wellness Sphere was a dedicated spot for attendees to find their inner zen, the blue colour blocked area hosted yoga classes every 10 minutes during breaks, along with stress checks.

INVNT interlaced a colour blocking technique throughout these zones and their corresponding breakout stages, which spoke to the same pillars – a move that was designed to enhance the community feel and ensure a seamless customer journey.

An integral part of the overall experience, the themes of community, as well as ‘bringing the outside in’ were woven throughout the keynote theatre.

“Inspired by a parkland space, an important feature of any local community, the keynote theatre featured a 15m long thrust which meandered down to the audience at different levels – much like the sloping hills of a park – and took the speaker into the centre of the room, creating an intimate vibe," says Laura Roberts, managing director, INVNT APAC. 

"Speakers made their way onto the stage via a ‘red carpet’ made of astroturf, and a pared back, wooden curved backdrop complemented the stage’s three LED screens, which ensured content was displayed in a clear, crisp, and engaging way."

On conclusion of day two guests headed to Brisbane's newest entertainment and lifestyle destination, Howard Smith Wharves for the Xerocon Festival, a highly shareable wrap party experience which paid homage to the much-loved boutique food and beverage festival format.

“Xerocon Brisbane 2019 was a powerful event where our community came together to be educated on the latest industry trends and to hear some incredible human stories from world class and Xero speakers on important issues," says Cara Weers, head of events at Xero.

"We’re absolutely over the moon with the success which garnered significant social and media traction, and attendee feedback has been incredibly positive across the board.

“The INVNT team approached our brief in a highly strategic and creative way, resulting in an unforgettable experience that lived up to our ‘Coachella for accountants’ reputation and provided delegates with a platform to connect, participate and learn in ways that are wholly unique to the typical accounting conference.”

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