Shell Technology Roadshow

The Client



2010 – 2011

The Project

Cuckoo Creative produced Shell’s Technology Roadshow in 2010 and 2011. This was Shell’s platform to promote their industry leading technological capabilities, facilities and products in the areas of transport and mining. Ultimately, the Technology Roadshows were an opportunity to develop some excitement in the industry around their brand and products in key customer and key trade centres in and around Australia. Each roadshow incorporated presentations from international experts and showcased Shell’s current and future Research and Development, as well as their technical service programs and new product ranges. The exhibition element of the events allowed delegates to engage in one-on-one discussion with the international experts. It also allowed Shell staff to interact and build strong relationships with their valued key customers and prospect decision makers. For 2010, the events took place in Brisbane, Melbourne and Perth. The 2011 roadshow saw Cuckoo Creative take the event to the regional areas of Kalgoorlie, Mackay, Mt Isa and Hunter Valley. Cuckoo Creative’s event and conferencing expertise ensured that each roadshow ran without a hitch, from high quality multimedia and technical/AV requirements through expertise design and construction of physical elements. This is in the face of massive logistical challenges in not only co-ordinating each individual event, but also in packing up, transporting and setting up in a new location across the country; all in a timely manner. Adding to this, the 2011 roadshow featured a distinct technology angle to align with the positioning of the client’s brand. Touchscreen displays and roaming tablets were utilised, as well as an event-specific app, social media interaction via a Twitter account and audience response system. We also engaged in an extensive direct mail program in marketing the event, created signage and printed collateral and conducted research in the form of attendee satisfaction surveys.

The Interesting Bit

Like managing a touring rock show, we had to arrange the transportation of all Shell Technology Roadshow conference components and equipment across the country in trucks. The level of coordination required was staggering. As an indication of the size of the job, for the 2010 roadshow we started as eight pallets of equipment and ended up with 24, once all strategic elements were executed.

The Results

The roadshows attendees included around 300 existing key corporate clients, potential business prospects and media.