Transforming a Heritage Platform with Female Key Opinion Leaders at IAA Mobility

ASK

The IAA Mobility Summit, with a history spanning over 100 years, set out to transform itself from a traditional motor show into a visionary meeting place for the future of mobility. We were tasked with inviting prominent, passionate figures to reinforce this transformation and demonstrate that IAA Mobility is now a platform for forward-thinking dialogue. Additionally, the goal was to increase the attractiveness of the summit, drawing in new audiences and perspectives.

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APPROACH

Working closely with the IAA Summit team, we crafted a compelling framework of topics that aligned with the summit’s new direction while identifying the most inspiring and reputable thought leaders to take the stage. Our aim was to create a powerful platform for raising awareness and driving meaningful contributions to the IAA Mobility initiative.

To ensure the messaging resonated, we defined key themes that framed the shift from an automotive fair to a mobility-focused summit, keeping both current and future audiences in mind. We identified and invited three influential female KOLs to deliver impactful keynote speeches, bringing fresh perspectives and reinforcing the need for change in the industry. At the same time, we developed content opportunities for both IAA Mobility and the KOLs' channels, ensuring that key conversations reached a broad online audience.

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RESULT

The campaign successfully positioned IAA Mobility as a dynamic platform for dialogue. Influential women such as Sophia Kianni championed sustainability, while Alyssa Carson inspired audiences with her journey as an aspiring astronaut. A standout moment came from Natalie Portman’s keynote, where she challenged the industry to make sustainable mobility affordable, drawing an audience of over 1,000 attendees.

The impact extended beyond the event, generating a potential reach of 2.3 billion in the press, introducing IAA Mobility to new non-automotive audiences, and ultimately boosting ticket sales for the summit. Through strategic speaker selection and engaging content, we reinforced IAA Mobility’s transformation into a future-focused, thought leadership platform.

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