ABOUT

ABOUT
The Accountex Experiences were conceptualised, written, produced, designed, filmed, and photographed by Xero's in-house creative team, with builds delivered by external agencies.

The campaigns spanned Accountex 2017, 2018, and 2019 – the UK's largest accounting industry conference and exhibition – to enhance Xero’s brand visibility amongst key audiences of accounting professionals and small business owners.

Accountex 2019 Concept
For Accountex 2019, we brought the core brand idea of "Xero does the work for you and gives you free time to do other things" to life in a tangible, engaging, and memorable way.

The in-house team created a relaxed, sunshine-filled stand that felt inviting and distinct. Key features included:
Real Grass flooring to create a natural, relaxed atmosphere.
A Herb Wall to highlight the stand’s fresh, vibrant aesthetic.
Deck Chairs and Chill-Out Areas to encourage visitors to take a moment of respite from the busy conference environment.
Soft Drinks to refresh and engage attendees.
The experience evoked relaxation, emphasising how Xero simplifies accounting, giving customers time to focus on other pursuits.

Key Objectives
Drive Brand Visibility
Position Xero as a leader in the accounting software space by creating a stand that stood out amidst competitors.
Engage Target Audiences
Attract and connect with attendees, leaving a lasting impression through a unique, immersive experience.
Reinforce Brand Messaging
Demonstrate the value of Xero as a time-saving, innovative accounting solution.

Who Were We Talking To?
Accountants and Bookkeepers:
Especially those who were not yet Xero partners or were new to Xero.
Existing Xero Customers:
Small Business Owners:

Results
This approach helped Xero stand out at Accountex 2019, attracting key decision-makers and deepening engagement with current and potential customers, all while reinforcing the brand's promise of simplifying accounting to free up time. The welcoming, distinct stand became a talking point for attendees and contributed to Xero's growing brand reputation in the UK accounting industry.