Turning ambition into action.

Roche UK needed more than inspiration – they needed action. We designed a bold, behavior-driven conference that united 380 employees around a shared ambition and made change feel personal.

Find out how we made strategy stick.

The Challenge

Roche UK set a bold ambition: to double the number of patients on a Roche medicine by 2030, giving each one more quality time with the people they love.

The opportunity was to bring this ambition to life in a way that felt tangible, personal, and actionable for every employee.

The 2026 Conference was a critical ‘land it’ moment – bringing together 380 colleagues to align around a shared purpose and build a clear understanding of what this meant, both collectively and individually.

The goal was simple: move people from awareness and inspiration to action.

It wasn’t just about communicating a strategy, but creating clarity, building belief, and helping every individual see the role they could play.

At its heart:
How do you turn a bold ambition into something people truly own – and act on?

The Solution

Integrated delivery

Delivered by Emota, in collaboration with our sister agency Forty1, specialists in employee engagement, this was a fully integrated experience – bringing together strategy, content, creative, production, film and logistics as one cohesive team.

This close alignment ensured the experience felt seamless, consistent, and impactful at every stage.

Behavior change, not just communication

Working closely with Roche UK and Forty1, we translated the ambition into a clear, actionable narrative.

A set of specific, observable behaviors – “Shifts” – were defined, focusing not just on what people need to know, but how they need to act. These behaviors became the foundation for all content, communication and experience design at the conference.

A conference journey designed to build momentum

The conference was built around a single unifying idea:

Delivered as a carefully structured three-day experience:

Day 1 – Driven by Why – creating emotional connection and shared understanding

Day 2 – Powered by Us – exploring behaviors and collective ownership

Day 3 – Driven by Why. Powered by Us – committing to what happens next

Designed for participation and engagement

Every session was purpose-built to engage, involve, and energize – ensuring no two moments felt the same.

• Patient storytelling woven throughout
• Gospel choir opening to set the emotional tone
• Podcast-style session with audience voice notes and immersive visuals
• Mastermind-style leadership session blending humor with high-stakes content
• AI-powered F1 simulation placing employees in real-time decision-making scenarios
• Interactive breakouts turning ideas into practical actions
• A city-wide charity activation collecting 800+ items donated to a local homelessness charity
• A collaborative Lego build symbolising shared ownership of the 2030 ambition

Immersion at every level

A 360° stage, reactive installations, live voting, and multi-camera production created a fully immersive environment where employees weren’t just watching – they were part of the story.

Film also played a central role, with more than 20 bespoke content pieces created, including several produced through our AI film department. By using AI driven production, we delivered highly creative, Formula 1 themed content in a cost effective way, including a suite of “Roche Racing” films featuring introductions to the Team Principal, Driver and Chief Engineer, alongside six racing incident films and branded stings.

The Value Created

This was more than a successful conference – it created a measurable shift in mindset and behavior.

Clarity turned into confidence

• 98.9% understood the 2030 ambition
• 97.8% understood the behaviors required

Belief became action

• 91.1% knew how to apply the behaviors in their role

Connection strengthened across the organization

• 91.1% felt more connected to colleagues

Engagement at scale

• 380 employees fully engaged across three days
• 600+ shared moments captured during the experience

Real-world impact

• 800+ charity items collected and donated to a local charity, reinforcing purpose beyond the business

Most importantly, the conference achieved what many don’t: It closed the gap between strategy and action.

By making the ambition personal, practical, and emotionally resonant, Roche UK employees left not just inspired – but ready to act.