Delivery

With all of that in mind, The CWK was tasked with executing this relationship and its impact across three touch points as part of Salesforce World Tour 2023- a Customer Film, a visionary demo as part of the Keynote and an on ground event activation. With any process involving both client and customer, it’s vital to ensure that key messaging is top of mind and mutually beneficial.

Through multiple interviews and discussions with both Salesforce and R.M. Williams, we identified the key messaging, storyboarded the visionary partnership and managed and produced the end to end production of a beautiful 2.5 minute film that told the story of R.M. Williams through the lens of two diverse customers. Following the premiere of the Film as part of the events Keynote, a detailed visionary demo showcased how R.M. Williams actually use Salesforce for their business operations.

The on ground event activation at World Tour extended the story of the film and demo and enabled attendees to get hands on with the retail digital experience, in a space that was designed to embody the R.M. Williams brand and its heritage. The space included demonstration pods to showcase the CRM technology that R.M. Williams have employed, an interactive digital experience for Salesforce Marketing Cloud where attendees could send out an R.M. Williams automated Welcome or Birthday Email using “Journey Builder”, plus various visual touch points for content, seating areas for deeper conversations and fun activities such as whip cracking!

Our overall aim was to ensure a cohesive story was shared, one that the audience could initially imagine but then see and experience for themselves. Creative/sensory lens: To bring to life this iconic brand, we created a sensory experience that evoked the flavour of R.M. Williams’ rich past: the infused scents of leather and timber, the cracking sound of a whip, warm lighting with the feel of grass under foot and of course a good ol’ Aussie bull.