Interview with Gonçalo Oliveira, team leader at Desafio Global
Scarcely found are event agencies bold enough to break the mould and think out of the box. Conventa Best Event Award 2024 honoured Europe’s leading event agencies for their daring approach and outlandish projects. We talked to Gonçalo Oliveira, team leader at Desafio Global, the event agency that created an event for Deloitte entitled “All Aboard for the Christmas Spirit”. The B2E event won the agency first place at CBEA 2024.
Q1: Can you share the vision and inspiration behind your event?
The vision behind the event, particularly for the “All Aboard for the Christmas Spirit” concept, was to create a magical, immersive experience that took attendees on a journey across the world. The theme of the event revolves around travel and discovery, inspired by the magic of Christmas and train stations. The idea was to allow participants to “board” a metaphorical train and explore different continents, combining tradition with innovation. We aimed to align this experience with Deloitte’s mission of building better futures and creating an environment that fosters reflection and celebration.
Q2: How does it feel to win the Conventa Best Event title?
Winning the Conventa Best Event title is incredibly rewarding and a testament to the hard work and creativity of the entire team. It is particularly special to gain recognition in Slovenia, where we had the opportunity to exchange experiences and ideas with peers from different parts of Europe. This exchange of diverse perspectives has been invaluable in refining our approach to event design and execution. The win not only validates our efforts but also strengthens our belief in the power of collaboration and innovation across borders, especially for an event that was deeply inspired by the values of community, innovation, and immersive storytelling. It is not just about the win but the impact we created and the memories we helped shape for the participants.
Q3: What were the features that made your event stand out?
Our event stood out for its seamless blend of storytelling and interactive experiences. Key elements included the meticulously crafted scenography—turning a 10,000 m² venue into a magical “train station”—and the journey through five continents, where different performances, décor, and music represented various cultures. This attention to detail, along with the use of innovative audiovisual elements, created a fully immersive environment that captivated the attendees.
“The engagement at key touchpoints, like the interactive check-ins, performances, and thematic areas, provided us with tangible metrics to evaluate the event’s success.”
Q4: Did you incorporate any new technologies or innovative ideas that contributed to the event’s success?
Yes, technology played a crucial role in the event’s success. We used advanced projection systems to enhance the storytelling, including interactive check-in systems where guests handed over their tickets at vintage-inspired ticket booths. In addition, the event featured motion graphics and dynamic audiovisual content that accompanied each stage of the event, ensuring constant engagement for the audience.
Q5: Who was involved in making the event a reality, and how did you foster collaboration within your team?
The success of the event was the result of a highly collaborative effort involving various teams at Desafio Global, including project managers, designers, animators, and catering specialists. A crucial part of this collaboration was our audiovisual suppliers, who played a significant role in bringing the creative vision to life through cutting-edge technology and seamless execution. Their expertise ensured that all technical aspects, from lighting to projection systems, were flawlessly integrated into the overall event experience.
Clear communication and a shared vision were pivotal to fostering collaboration. We made sure that each team member, including our suppliers, was aligned with the thematic elements and objectives of the event. Regular meetings and open dialogue helped ensure that all aspects—scenography, animation, and audiovisual elements—came together cohesively to create an unforgettable experience.
Q6: What kind of feedback did you receive from attendees? How did you incorporate that feedback before or during the event?
Attendees were impressed by the level of detail and immersion, particularly the creative use of space and technology. Feedback highlighted the engaging storytelling and the personalised nature of the performances. We incorporated feedback early in the process through focus group discussions and mock runs of the event, making adjustments to the flow and interaction points. For instance, we optimised the check-in process to make it more fluid and added more live performances to heighten engagement.
Q7: How did you measure the success of your event, and did it meet or exceed your expectations?
Success was measured through attendee satisfaction, engagement levels, and post-event feedback. The immersive elements, high attendee participation, and overwhelmingly positive feedback from guests indicated that we exceeded expectations. The engagement at key touchpoints, like the interactive check-ins, performances, and thematic areas, provided us with tangible metrics to evaluate the event’s success.
“Relevant content and cutting-edge event design make events stand out.”
Q8: What events do you consider the benchmark in the meetings industry?
Events that set the benchmark in the meetings industry are those that successfully combine relevant content with innovative formats. Notable examples include Web Summit and SXSW, where the focus is on delivering content that is not only engaging but also forward-thinking and impactful. These events prioritise the quality of discussions, showcasing thought leaders and groundbreaking ideas, while also incorporating interactive elements and technology to enhance the attendee experience. The combination of high-quality, relevant content with cutting-edge event design is what truly makes these events stand out.
Q9: Do you have any plans for future events, or are there any new ideas you’re excited to explore after this win?
We are particularly excited about integrating generative AI tools into our future events, allowing us to create highly personalised and innovative experiences. However, maintaining the human element is crucial for us. We are committed to balancing technology with passion and emotion, ensuring that the events remain deeply engaging on a personal level.
Additionally, we are increasingly focused on sustainability. We aspire to incorporate eco-friendly practices into our events, from reducing waste and energy consumption to using sustainable materials and minimising our carbon footprint. We want to create experiences that are not only memorable but also responsible, leaving a positive impact on both people and the planet.
Q10: Is Europe still the leading events destination in the world?
Yes, Europe remains a key destination for events due to its rich cultural diversity, history, and infrastructure. European cities like Lisbon, Paris, and Barcelona offer a unique blend of tradition and modernity, making them prime locations for corporate and cultural events. The continent’s innovation in event production also keeps it at the forefront of the industry.
Personal questions for Gonçalo
Q11: Do you enjoy podcasts? Which is your favourite?
Yes, I do enjoy podcasts! One of my favourites is “How I Built This” by NPR, where entrepreneurs and innovators share the stories behind the movements they have built. It is incredibly inspiring and offers great insights into creativity and leadership.
Q12: If you had an unlimited budget, what kind of event would you organise?
That is an excellent question! In my opinion, having an unlimited budget does not always guarantee a great event, as the real magic comes from creativity and emotional impact. However, if I were to dream big, I would create an event centred around music, something that moves me deeply. I would bring back iconic, disbanded groups like Daft Punk, The Police, or Pink Floyd for short, intimate concerts where they would not only perform but also share untold stories about their journey. The event would combine these live performances with behind-the-scenes narratives, creating a unique fusion of music and storytelling that resonates on both emotional and personal levels. This would be an unforgettable experience for fans, offering them an inside look at the bands that shaped generations.
To explore Desafio Global’s past projects, click here.
