IBM DESTINATION APOLLO

Creativity and innovation were brought by several perspectives (Concept, Internal Communication, Execution). 1.Concept Destination Apollo The main objective was to unite over 3,5k employees from various offices into a new building, Apollo Nivy in Bratislava. This concept sparked the campaign's name, "Destination Apollo," which deliver the core message: "By coming together as team, we can accomplish greater things." 2.Internal Communication We wanted to increase excitement of the employees during the period of 3 months through several activities: A) Internal teasing campaign: generate excitement and anticipation among the employees and to boost the energy. We strategically released the first teasing campaign, which served as reference for the relocation, and it also shed light on the importance of togetherness. B) Guerilla marketing: an installation in front of an old IBM building a month prior to the move was orchestrated. We poured cement in front of the building which was displaying an IBM flag featuring a cosmonaut as a reference. At the time, the purpose and significance of this installation remained unknown to the public, although it did capture the attention of individuals who spontaneously started to take photos of it. C) Relocation experience: the relocation process consisted of 3 opening events of three distinct floors within the new building. A captivating showreel creation followed each floor opening. The video was delivered directly to employee’s inboxes. As a result, we were able to generate a sense of excitement and anticipation among them. They naturally started to share it on their social media which fostered a strong sense of community. D) Grand Opening Event: before the Grand Opening event all employees received an online invitation. The internal communication had such a resonance among the employees that it naturally increased the engagement and each employee become an authentic ambassador for the IBM brand, embodying its values and sharing them within their own networks. The pre-event communication thus fostered a sense of unity, created and excitement for the Grand Opening which set the stage for a remarkable celebration. 3.Creative Experience A) Relocation experience: the relocations took place in stages, where individual floors resembling a form of gallery, were gradually inaugurated. Considering the spaciousness of the areas, diverse installations and interactive activities were arranged to facilitate the establishment of visual connections among different sections of the offices. We intentionally crafted the atmosphere to motivate employees to leave their home offices and be present physically instead. We supported the feeling of excitement for the new spaces ad made them feel like at home. Installations: wellness room, well-being room, wellness room, stationary bicycles with PC space, showers, climbing wall, calcetto, focus rooms Interactions: hostesses, astronaut B) Connection of 2 separate location in real time: opening of the new building hosted 100managers, directors and investors while other 2200 IBM employees were celebrating in open air location via telebridge/live streaming. C) Big LASER SHOW at Grand Opening: the final stage of the event was executed with a message of togetherness, resulting in the creation of a range of emotions and a memorable experience. Following the architect laser show, which stimulated the visual senses of all attendees with its vibrant colors, movements, and patterns, a grand finale unfolded. It involved the launch of a blue laser light that connected the two venues, namely Apollo - the new office, and Tyršovo nábrežie - the open-air location where the Grand Opening celebration took place. C) Musical Performance: We were able to coordinate a musical performance between two different locations at the same time connected via telebridge. There was a synthetic keyboard and a violoncello playing at the open-air location, while a contrabass played at the new building -Apollo Nivy. The performances of all instruments were part of the same concert thus they needed to be synchronized in real time while being connected through led screen.

The telebridge technology: we enabled communication between two different locations over a distance while allowing real-time audio and video communication. We were able to facilitate seamless communication and interaction between attendees who were physically distant from each other. The challenge lied in maintaining the attention of both the live and hybrid audience in real time at both locations. By implementing engaging and interactive elements we were able to keep the attention of the invitees throughout the entire event (concert, astronaut, confetti, led screen….) Laser show: An immersive experience, visual performance using laser technology to create stunning and dynamic displays. It involved the use of laser beams of different colors, intensities, and movements to create patterns, animations, and effects. This visual experience was accompanied by synchronized music and sound effects which enhanced the overall experience of all employees.

The executive process unfolded in 3 stages: Pre-event communication, Grand Opening event and Post-event communication. PRE-EVENT COMMUNICATION: Involved internal teasing campaigns, guerilla marketing and the relocation events itself which consisted of 3 openings of new offices in a newly inaugurated building (Apollo Nivy). During the relocation various installations and interactions with employees were set on place. Each floor reminding a form of gallery, was gradually inaugurated. Considering the spaciousness of the areas, diverse installations and interactive activities were arranged to create visual connections between different sections of the offices. We intentionally crafted the atmosphere to motivate employees to leave their home offices and be present physically instead. We supported the feeling of excitement for the new spaces ad made them feel like at home. Installations: wellness room, well-being room, wellness room, stationary bicycles with PC space, showers, climbing wall, calcetto, focus rooms Interactions: hostesses, astronaut In terms of communication, we curated captivating teaser videos that were sent directly to employees' inboxes prior to the relocation, effectively building anticipation and excitement and boosting the energy for the upcoming event. We decided to do the relocation in 3 stages on a weekly bases. The first wave of the opening was on 9th May (5th floor), the second wave was on the 15th (6th floor) and the third wave of relocation took place on the 22nd May (7th floor). These openings lead to the final Grand Opening so-called "Landing Day," which was scheduled for the 15th June where more than 2200 employees celebrated this union together at the open-air location. EVENT- Grand Opening Grand opening with ribbon cutting hosted 100 managers, while 2,200 IBM employees celebrated in an open-air extravaganza via telebridge. Synchronized musical performance and a mesmerizing array of concerts and dance party followed. The grand finale, a breathtaking LASER SHOW, magically connected the two places, exemplifying the power of togetherness in IBM's incredible journey.. POST-EVENT Showreel from each floor opening and the Grand Opening were shared with the employees to express the great spirit of the event and to support the idea of One IBM, one team.

3 Individual floors Opening with 800 people 1 Grand Opening in Tyršovo 2200 people 1 Grand Opening in IBM 100 people Positive NPS 70% • Thank you for organizing, one of the best IBM events :) • Absolutely awesome event! Thanks guys <3 • Incredible journey! So inspiring • Lifetime opportunity to be a part of something so special. I will forever cherish my experience in Bratislava. • I was always wondering who is that astronaut 150 organic Ambassadors Creating 500K Social Media Reach Impact both internal & external on Employer branding Office attendance got higher and our goal is to maintain this upward trend

PRE-EVENT COMMUNICATION: Involved internal teasing campaigns, guerilla marketing and the relocation events itself which consisted of 3 openings of new offices in a newly inaugurated building (Apollo Nivy). During the relocation various installations and interactions with employees were set on place. Each floor reminding a form of gallery, was gradually inaugurated. Considering the spaciousness of the areas, diverse installations and interactive activities were arranged to create visual connections between different sections of the offices. We intentionally crafted the atmosphere to motivate employees to leave their home offices and be present physically instead. We supported the feeling of excitement for the new spaces ad made them feel like at home. Installations: wellness room, well-being room, wellness room, stationary bicycles with PC space, showers, climbing wall, calcetto, focus rooms Interactions: hostesses, astronaut In terms of communication, we curated captivating teaser videos that were sent directly to employees' inboxes prior to the relocation, effectively building anticipation and excitement and boosting the energy for the upcoming event. POST-EVENT Showreel from each floor opening and the Grand Opening were shared with the employees to express the great spirit of the event and to support the idea of One IBM, one team.

The Sustainability approach has been creatively worked out in different aspects. Supplier: Local catering, local bands, and performers Catering: compostable cups, compostable plates and reusable glasses were used Waste separation Other sustainable solutions: Metal Structures: part of the navigation was facilitated using metal structures. These structures possess the versatility to be repurposed and utilized at future events. CAPA Boards: For navigation within the area, eco-friendly capa boards were utilized. These boards offer a sustainable alternative to traditional signage materials. External audience: As a side effect, the concerts attracted an external audience, further expanding the reach and impact of the event. These external attendees, drawn by the performances and the buzz surrounding the concerts, added an additional layer of energy and excitement to the atmosphere.