IFA Tax Congress: Innovating to build a global community

Our creative strategy focused on leveraging digitalisation as a catalyst for innovation, communication and for strengthening community spirit.

We developed a hybrid congress concept that set the course for the future, involving: 

• Providing all participants with a tablet equipped with a customised IFA Tax App for interactive communication. 
• Allowing sponsors to add individual apps to the tablet, opening new possibilities in congress financing and sponsor acquisition. 
• Enabling virtual participants to select presentations and follow them via livestream. 
• Focusing on digital communication and social networks to engage the international target group before, during, and after the event. 

MCI  developed this strategy through close collaboration with the local IFA Tax team, ensuring that every aspect was tailored to the new digital landscape.

Stimulating engagement

Engagement was achieved through a multi-faceted approach: 

• Digital communication strategy:  MCI successfully utilized social media communication and email marketing to effectively reach the international target audience and to amplify the congress’s key topics, successfully promoting the event and building community. 
• Interactive tools: The customised IFA Tax App on tablets allowed for real-time communication and sponsor integration. 
• Hybrid design: The hybrid format enabled both in-person and virtual participation, enhancing accessibility and flexibility with focus on in-person sessions and selected program streams.  
• Social events: Special locations such as the Berliner Dom and the Alte Nationalgalerie hosted cultural and networking events for over 2,000 international participants each evening. One of the highlights was the highly interactive drum performance and workshop that opened the IFA Tax Congress. 
• Branding consistency: MCI managed the branding across all platforms, ensuring a cohesive and professional appearance throughout the event. 

MCI was responsible for the hybrid congress design, congress organisation, sponsorship and participant management, communication concept, exhibition concept and organisation, individual design and implementation of sponsor services, congress platform and app, branding, as well as the digital marketing campaign before, during and after the congress and video and media production. 

The event saw successful growth in attendees generated through digital marketing activities and a very high level of customer and visitor satisfaction. Notably: 

• A twenty-fold increase in the number of IFA Tax Congress followers on LinkedIn within nine months. 
• High level of sponsor engagement through value-added digital solutions.
   

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