NBCUniversal’s global brand agency, Catalyst, approached Hub to help create a powerful experience for technology consultancy Globant. Globant’s annual flagship event, Converge, gathers some of the world’s brightest minds to present exclusive insights about how tech is reinventing businesses.
The goal was to create a virtual event as compelling for the live audience as pre-Covid in-person events, but streamed to a global audience online, and amplified via an innovative mix of pre-event promos and post-event highlights across web, social and broadcast.
For Converge 2022, Globant assembled a stellar line-up including former Disney CEO, Bob Iger, Huffington Post founder, Arianna Huffington, supermodel and tech entrepreneur, Karlie Kloss, football legend and FIFA ambassador, Roberto Carlos, pioneering digital artist, Refik Anadol, medical futurist, Dr. Bertalan Mesko, co-founder of the Center for Humane Technology, Tristan Harris, and many more.
Scheduling so many luminaries at the same time on the same date was impossible so the decision was taken to pre-record all the content and create an ‘as live’ experience. While easier to control, this approach had the added advantage of generating lots of additional content from the many long-form interviews that would need to be edited down to feature in the main show.
It did, however, mean an intense period of scheduling, filming and post-production. Due to presenter and guest availability, the studio element of the event had to be filmed first in London. This meant the entire structure of the show, all the presenter links, and key interview themes had to not only all be meticulously pre-planned but allow enough built-in flexibility to enable the pieces of the jigsaw to be moved around in post-production if any of the subsequent filming schedule fell through, or other interesting topics emerged.
Tapping into Hub’s extensive network of trusted overseas production partners and overseen by our highly experienced producers, in-person interviews were then filmed in Seville, New York, and Los Angeles. Furthermore, to feature as many of Globant’s client partners as possible, where in-person filming wasn’t feasible we also recorded interviews using the virtual studio platform ‘Riverside.fm’.
As well as the 60-minute ‘as-live’ virtual event, Hub also produced a 27-minute highlights programme, an 8-minute documentary, a further 16 pre-event promos and post-event cutdowns, as well as delivering all 18 interviews in full. In the weeks following the live event, this content was amplified via Globant and CNBC digital and social channels. CNBC digital platforms reach 16.7 million people every month across APAC, EMEA and LATAM. Further opportunities for Globant thought leadership were realised when the 27-minute show and 8-minute documentary were then broadcast on CNBC in both the US and EMEA. The world’s number one business news platform reaches 21.9 million influential C-suite, senior decision makers and investors globally.
