Every year, thousands of women head to Amsterdam to celebrate the European Women in Tech event. There are more than 100 stands packed with tech employers looking to attract new female talent. bp was a sponsor at the event, and needed its stand to introduce bp to a new audience showing it in a new light. It needed to attract attention, but also be welcoming and invite women to sign up to its talent community. The event concept needed to be reusable, and also show a balanced view of opportunities at bp and bp pulse, its electric vehicle charging business.

At the heart of the stand was an illustrated wall (6m by 2m) that showed the real world of bp and bp pulse in the form of an intricate cityscape. It showed everything that was possible at the two divisions, from roles and projects to the inclusive working environment. The stand became an immersive visual experience where attendees could discover the company in an engaging way, with modern and human illustrations rather than futuristic imagery that would be in many other stands at the event. Symphony Talent worked with stakeholders to identify which aspects should be featured and to decide how to balance the two brands.

Because this was a tech event, bp decided to bring the wall to life in the form of augmented reality hotspots, where visitors could see elements animated by scanning them with iPads. This revealed extra content about bp’s projects and places. The event was a success, with almost 10% of the 4,000 attendees registering their details.