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With just a few days to go until SXSW, I put my mobile podcasting rig through it’s paces and grabbed a few minutes each with some senior leadership people from Ogilvy Sydney.

I asked Digital Strategist Emily Kelley to help me find the highlights in the SXSW schedule; Ogilvy Sydney ECD Chris Ford whether we should change the entire operating structure of the traditional agency; Digital Innovator and SXSW co-pilot Damian Damjanovski why he’s more interested in Austin than Cannes; and newly-installed Executive Chairman of Ogilvy Australia Tom Moult why our clients should be interested in a technology conference in another timezone.

If the little player just above is not working for you (there are some known browser issues), try this one.

I’ll be podcasting daily from SXSW from March 11 to 15, with highlights, insights and interviews from the world’s largest festival of digital innovation – here’s where our coverage will be broadcasting from.

And for a more lo-fi look at the learnings from festival, check

We absolutely believe it does – now we have the stats and the case study to prove it.

In a nutshell, the task was to get a range of IT professionals to attend a large, 2 day live event covering a diverse range of topics and products in Sydney. The customer insights revealed that IT professionals actually attend events to meet up with their peers and colleagues – but they can’t really use that as their justification.

So we used this insight to develop a campaign value proposition for the event: “Meet the people who can help you plan your future infrastructure.”

This is classic w2fm thinking, making it incredibly easy for the audience to work out and articulate what is in this event for them. So far so good, but the real work came when the team decided to apply the value prop not just to the communications, but to the design of the event itself. Take a look at the video to see how the team executed ANZ Pulse 2010 event, and the results it generated:

In the case of IBM’s Pulse 2010 event, the results were very rewarding for everyone on the team, but it was also really satisfying for us here at w2fm to see a customer-driven value proposition executed so well  – and then to return such amazing results.