The Challenge


NetApp Insight™ is NetApp’s annual technical conference. NetApp were looking to deliver a world-class event that fosters a “must attend” experience - engaging NetApp customers, partners and tech team as a single community to accelerate customer success and fuel NetApp’s growth.

The event should inspire confidence and loyalty across the NetApp community and critical stakeholders, whilst highlighting NetApp’s technology and innovation and provide expert training to users.

The Challenge  Image 1

CityCube Berlin was chosen as the main venue as it was new, modern, had multi-functional space and a blank canvas for creating excellent branding opportunities.

The extra footprint of space at Messe Berlin enabled us to host the extra breakout rooms and exam halls.

The Challenge  Image 2

The Concept


Having organised the NetApp Insight event since 2008, we knew that we needed to create a conference that was bigger and better than ever.

With Germany being NetApp’s biggest market in EMEA, this made it a desirable destination to hold the annual 4-day conference. Berlin was the ideal location as it was easily accessible for delegates from across the EMEA region.

CityCube Berlin was chosen as the main venue as it was new, modern, had multi-functional space and a blank canvas for creating excellent branding opportunities. The extra footprint of space at Messe Berlin enabled us to host the extra breakout rooms and exam halls.

Social and networking occasions were a key element to the event, so we were to create fun and lively entertainment within unique venues.

The Challenge  Image 1
The Challenge  Image 2

The Experience


We managed and implemented four main components within the conference:

General Sessions featuring keynote presentations from NetApp executives and external speakers

• Large scale live instructor / presenter led training on technical and solution developments – over 500 breakout sessions and 20 Hands-On Labs

• Exhibition with over 100 of NetApp’s key partners alongside NetApp’s own field experts

• Networking opportunities with peers, partners and NetApp Technical Leadership

For entertainment, our team organised a Brazilian Carnival themed welcome reception on the first day in the expo hall, accompanied by samba dancers and drummers.

Regional dinners were coordinated, along with recognising outstanding achievements at the Tech Team Award Winners Dinner held at Soho House Berlin.

 

The Challenge  Image 3
The Challenge  Image 4

Services we implemented

  • Branding
  • Transport and travel
  • Delegate reg
  • Onsite management
  • Reporting
  • Venue sourcing
  • Logistics
  • Guest speakers
  • Supplier sourcing
  • Production
  • Accommodation booking
  • AV
  • Entertainment
  • Event management

On the final evening, we organised an offsite appreciation party at Berlin’s historic Tempelhof Airport, which was transformed into an Oktoberfest themed celebration. Guests enjoyed Bavarian food and drinks and participated in traditional games whilst being entertained by a live band, yodellers, chimes players and folk dances.

NetApp Insight coincided with the Syrian refugee crisis with thousands of refugees entering Germany. Many of our venues became occupied by the Government to provide registration and accommodation. To support the crisis, NetApp pledged $1.00 to the International Red Cross for every tweet that contained #NetAppInsight; a total of $7,000 was donated. 

Our team created social media content throughout the event generating 11 million social impressions, a 112% increase YOY. #NetAppInsight trended at #10 worldwide.

Since 2008, NetApp Insight attendees has grown by 390%, becoming the largest data storage conference in the EMEA region.

The Results


15% attendee growth YOY

3,400+ attendees from 62 countries participated

  • NetApp Insight 2015 testimonial image

    Every year we raise the bar, in terms of number of attendees, quality of the content delivered to the delegates, seamless and successful integration of our end user customers, networking opportunities in the expo floor and overall attendee experience with memorable moments.

    NetApp