Atea Community 2024
Main category
B2B
Sub-category
9. Roadshow
Watch the event video
Event Description and Key Objectives
Atea Community is Norway’s leading business IT conference, connecting over 3,000 professionals across six cities. Designed for decision-makers in public and private sectors, the event fosters learning and dialogue between Atea, its clients, and partners. The goal is to be the country’s most relevant meeting place for tech innovation. Through 96 sessions, showcases, and networking arenas, Atea demonstrates thought leadership and strengthens client partnerships. In 2024, Community marked its 20th anniversary—generating renewed internal pride and cementing its role as a cornerstone in Atea’s national B2B strategy. The format has become a benchmark for strategic tech engagement in the Nordic region.
Key challenges
Delivering a premium, scalable experience across six cities was the core challenge. Content needed to be relevant for regional B2B audiences while aligned with national goals. Ensuring consistent quality, logistics, and partner integration required detailed planning. Driving attendance was an ongoing challenge—we addressed it by activating internal ambassadors, creating ownership and pride. For partners, strategic alignment was essential. A dedicated partner lead ensured consistent visual and content quality through close collaboration. The diversity of the audience created a content challenge, which we solved by introducing a “Deep Dive” track for those seeking more technical insight. As these sessions ran longer than the others, they improved the overall flow in the expo area. We also designed the lunch setting to maximize mingling time, giving partners better access to delegates. Each challenge was met with tailored solutions—ensuring cohesion, engagement and lasting value.
Basic information about the event
Name of the organiser
Just Cruzin Production AS
Location
Norway (Oslo, Bergen, Stavanger, Kristiansand, Trondheim, Ålesund)
Event duration
26/9/2024
Client
Atea AS
VOTING LINK
Event results
Creativity
The program offered three content tracks and a new “Technical Deep Dive” for experienced professionals. Between sessions, surprise talks on a central expo stage sparked attention. Partners demoed live, and presenters used real-world tools like Microsoft Copilot. By placing Atea employees on stage as knowledge-bearers, the concept gained authenticity while also boosting internal morale and confidence across departments. This approach enabled attendees to personalize their experience while reinforcing the brand’s innovative edge.
Innovation
Clients tailored their experience across 96 sessions. The “Deep Dive” format allowed decision-makers to explore advanced topics with Atea specialists. Lead scanning tools generated 1,572 qualified leads for partners. Internally, the use of historical event data and storytelling around the 20-year legacy inspired a forward-looking culture of innovation rooted in long-term growth. These methods offered tangible ways to connect strategy with customer-centric service design.
Execution
The event was rolled out in six cities with modular infrastructure, consistent design, and a traveling core team. Each venue featured plenary sessions, themed tracks, a 24-partner expo, and meeting zones. Execution was led by a structured project team with leads for event, partners, venue, tech, and registration. Planning followed ISO-certified processes and used Teams for coordination. A 13-person core crew traveled to all cities—covering roles from trailer drivers, power handlers to producers and registration leads—ensuring consistency and ownership. Local freelancers were added per city to reduce travel and cost, coordinated by the core crew. Partner alignment was ensured through weekly meetings. Speaker coaching guaranteed relevance on stage. Client collaboration was integrated through our contacts and shared goals. Logistics were refined through warehouse testrigs, clear crew plans, and role clarity. In 2024, we reached record setup and takedown times without compromising quality.
Measurable results
Community 2024 marked a clear leap in performance: 1,572 leads scanned, 94% would attend again (↑9pp from 2023), and satisfaction averaged 5.1/6—up from 4.9 in 2022 and 4.8 in 2023. Atea’s Q4 2024 revenue rose NOK 500M YoY, supported by closer client alignment through the event. Surveys conducted among both customers and employees showed strong cultural and commercial impact: 89% reported feeling “satisfied” or “very satisfied”, and internal feedback highlighted increased pride and engagement. City-level scores improved: Stavanger rose to 5.2 (from 4.9), Trondheim to 5.2 (from 5.0), and Ålesund to 5.3 (from 5.1). Comments confirmed Community’s value: “Best edition yet”, “Truly inspiring”, “Proud to be part of this.” The platform continues to prove its long-term ROI—uniting culture and commerce.
Communication
External messaging targeted decision-makers via email, LinkedIn, and a tailored campaign site. Across 2022 to 2024, “information from Atea” maintained one of the highest participant ratings—averaging 5.18 in 2022, dipping slightly to 5.04 in 2023, before reaching a new high of 5.20 in 2024. Stavanger led with 5.3, followed by Trondheim and Oslo. Up to 50 respondents per city credited their Atea contact as the reason for attending, underscoring the power of internal ambassadorship. Feedback praised the messaging as “clear, relevant, and well-timed,” cementing communication as a key contributor to Community’s impact. Anniversary storytelling blended nostalgia with a forward-looking vision, with multiple respondents noting the emotional and strategic relevance of the theme. The campaign created a unified and inspiring narrative that engaged both clients and staff well ahead of the event days.
Sustainable practices
The event cut 4,876 CO₂e via reused booth systems, sustainable catering, and route-optimized logistics, which alone saved 3,200 kg in transport emissions. Community’s 20th edition spotlighted sustainability as not just a practice, but a principle—reinforcing Atea’s role as an environmentally conscious and credible industry leader. Atea's internal reporting integrated these data points to track environmental performance across all touchpoints.
