A60 Celebration

Wilson Dow / Amway


Celebratory Event of the Year - Winner

2019 marked the 60th Anniversary of the world’s number one direct selling company, Amway. Amway set out to craft an unforgettable week-long global event, called A60, to acknowledge and celebrate the successes of Amway Business Owners (ABOs). The result? Wilson Dow set world records and industry standards and explored future forward creative concepts that elevated the attendee experience from what’s expected to what’s next.

The event welcomed 3,468 Global ABOs representing 48 countries and spanning 23 languages. Technology was vital to meet the objective of providing a personalised, never-before-seen experience to attendees from so many nations, languages, and backgrounds.

To support this wide-ranging array of experiences, Wilson Dow crafted an intuitive meeting app as part of a larger digital strategy to deliver a more agile, responsive, and personal experience. The smart ecosystem facilitated passive and active data capture, informed interactions and recommendations, personal engagement triggers, moments of personal recognition, and frictionless social amplification across the social channels specific to each attendee.

This audience, which attends recognition events every year, felt engaged like never before. The digital experiences set a new standard for how ABOs can be recognised at events, and it generated countless social impressions for the brand. The resounding success of A60’s technology strategy alone compelled the organisation to rethink digital engagement across all major events.

From setting a world record for the most projection-mapped displays at a single venue, to Lady Gaga’s performance, to AR falcons flying overhead, Wilson Dow evoked feelings of excitement and wonder combining industry-leading technology with awe-inspiring creative storytelling.


“The many technical and logistical components of this event make it a clear front-runner. It's obvious that details of this event were of utmost importance and that Amway spared no expense to ensure it was well executed and a memorable experience for attendees.”

“The innovative technology gave this entry a step-up. When you have attendees from 48 countries it's important to implement and represent all languages and cultures. I love that this event captured diversity with their native language and interpretation during key sessions. Great job!”

“Impactful, immersive, and totally awesome experiences created for this program. Congratulations on a great programme that really brought the client objectives to life and clearly resonated with audiences.”

“A celebration using an array of measurable engagement modalities tailored for a diverse, multinational audience. The engagement results speak for themselves and are a shining example of ROI-driven experiences.”

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