Experience · ROOTS
Micro Focus: Sparking Partnerships, Possibilities and Profitabilities
A regional partner summit reimagined around a single spark, all theatre, theme and detail in Danang.
The Challenge
Making a summit unforgettable.
Regional summits and corporate trips are a standard way to align and energise sales teams and partners, dinners, presentations, CSR activities, golf. Micro Focus, a leading software and IT company, wanted its Asia Pacific Japan Partner Leadership Summit to stand out, and tasked ROOTS Singapore with creating a distinctive, impactful experience.
The Solution
One spark, three pillars.
ROOTS built an overarching “Sparks” theme around three pillars, Partnerships, Possibilities and Profitabilities. Pre-event, customised thematic emails from a partner-concierge account built anticipation while conveying the logistics.
The summit opened with a “Light the Spark” dinner, blue fairy lights, champagne service with sparklers and a sabrage ceremony, with popping candies in room drops, and coffee stations and stage design carrying the 3Ps throughout. The gala dinner, “Colour & Glow,” blended Danang’s cultural palette with the spark concept: fire-breathing dragon and lion dances, awards, video content and a closing fireworks display.
The Impact
An experience that earned its theme.
From the first email to the closing fireworks, every touchpoint carried the spark, turning a routine partner summit into a distinctive, memorable experience for Micro Focus’s regional leaders.
One spark, carried from the first email to the closing fireworks.
