AutoTrader Group plc is the UK and Ireland’s largest digital automotive marketplace. AutoTrader sits at the heart of the UK’s vehicle buying process and its primary activity is to help vehicle retailers compete effectively on the marketplace in order to sell more vehicles, faster.
AutoTrader approached Make Events to host a conference for their employee’s nationwide. Their aim was to communicate an internal message from the Senior Management Team on the future of the business.
They wanted a high production value to convey their messaging clearly and concisely. With all of their staff now working from home, everyone needed to engage and know their vision going forward.
Make Events have been AutoTrader’s main events provider for three years. We were honoured to be asked to support them on their transition into the virtual world.
The conference was live streamed from The Studio; a fully customisable black box space (located in Manchester, UK) to over 700 employees.
Make Events created a bespoke microsite to their brand guidelines with the live stream embedded and delegate registration included. The website also housed the agenda, live chat, Q+A form submission and pre-recorded content.
We took control of the production of the show, all of the credits and graphic design, event ident, video production and speaker management.
Most of the speakers were internal at Auto Trader, to make them feel comfortable we provided an autocue to ensure they connected to the audience at home. We used the full 16m LED screen to host the Q+A sessions to ensure those on stage were socially distant.
We brought in a keynote speaker via video call to conduct a Laughology class. The aim here was to have a little light relief in between the important key messaging that was being delivered. The session focused on health and wellbeing. We provided this session at their live conference in 2019 and was brought back due to the positive impact it had. Due to being in London, she was unable to travel to Manchester so we were able to provide a remote link.
Following the sessions, delegates could head back onto the website to re-watch the whole event and attend any of the sessions they didn’t watch on the day.
The content was kept sharp and short; no session was longer than 15 minutes and there were three breaks during the 2 hour event. The event was so successful, they have just confirmed their second virtual employee event with Make Events.