Brief
Deliver quality MSLs from financial institutions based at Canary Wharf and raise brand awareness.

Challange
Educate target audience about Anaplan's offering giving them a competitive edge with their software.

Approach
This audience are highly driven, ruthless and very competitive. I wanted to find a way to draw people to the stand that tapped into these traits. Using Anaplan software gives you the ability to make quick reactive decisions. I drew parallels with this to Formula 1 and the idea was born.
This event was supported by a highly targeted DM, eDM, and social media marketing campaign to invite decision makers to attend the one-day F1 themed event in Canary Wharf. The event was split between VIPs and local employees in the area. Data was captured from both groups for the Anaplan sales team.