Diving into
New Dimensions
Unlike any other video platform, Zoom helps teams collaborate face-to-face no matter where they are. That collaboration continues offline during the annual Zoomtopia user conference where brand evangelists (“Zoomies”) connect in person.
Zoom aspired to celebrate how customers use the platform to improve connection, empower teams, and transform the way they work through an experience that also conveyed the brand’s whimsical personality. True to the viral quote by CEO, Eric Yuan, the event would embody his view that “people aren’t workers, we are humans who work.” The team also wanted to transform the sponsorship program through
up-leveled opportunities.
Empowering human connections
Challenge
Working with Zoom to make this vision a reality, we created an unexpected design based on the “Explore New Dimensions” theme: an integrated, whimsical environment where sponsors and attendees could collaborate in more hands-on activations.
Entering the vibrant space through illuminated arched “portals,” attendees were immediately transported to discover multiple activations, all leading to the central heartbeat of the floor — the Zoom Hub, which featured a day-in-the-life experience
to showcase products and services.
The sponsored activations that surrounded the Hub helped Zoom offset costs
and ultimately served as anchors to draw attendees across the floor and enhance
their experience.
A reimagined expo environment
Zoomtopia truly fulfilled its “path to happiness” promise for both attendees and partners. Completely transforming the traditional exhibit hall created an experiential destination that welcomed attendees and kept them engaged across the floor. Our team helped Zoom meet its goal to create an elevated in-person experience through unique activations and a more successful sponsorship experience.
A whimsical win
Ready to design the unexpected?
Find out how
Results
Case study
Solution
Case study
Courtnee LeClaire, CMO @ OwnBackup
Courtnee McClaire, CMO @ Ownbackup
Emmanuel Gotsis, VP of Global Experiential @ OwnBackup
Emmanuel Gotsis, VP of Global Experiential @ OwnBackup
“Everything was set up so great from the lighting, creative food designs, signage and branding were all top tier and glad that we could be a partner this year!” - Kiarra, Global Sponsor (Logitech)
Diving into
New Dimensions
First introduced in 2018, Zoom’s mascot Happy — a 30 foot, 150 pound whale — conveys the brand’s mission
as “sponsors of happiness.” Our team completely
refurbished Happy before rigging it above the expo
as a whimsical beacon to welcome attendees.
Happy leads the way
Mapping the expo experience
Hover over the arrows to learn more, or click the buttons below to change views.
Blue and purple ambient lighting (instead of fluorescent) created a warm, welcoming vibe. High-gloss flooring replaced carpet (a sustainable cost savings) and created reflections of the arched entry portals. Huge orbs floating above seating areas provided modern visual cues
for attendees to take breaks.
A whole new light
The Zoom hub served as the nucleus of the expo connecting all experience spokes together. This was the one section that utilized carpet for an effective purpose: color-coded carpet designated areas by industry, product, etc.
Design details included an overhead circular LED screen
with continuous messaging and vibrant graphics (including
a digital Happy swimming by), 360 degree LED wall, “floating” halo, and hanging sign of tension fabric
illuminated with projection graphics.
Center of the Zoomiverse
The Zoom store’s triangular space evoked a true retail experience with an array of Zoomtopia swag beautifully arranged for easy
stop-and-go shopping.
Swell swag
To create a completely turnkey experience, tiered sponsorship levels and corresponding rental structures allowed partners to customize their spaces and offerings.
Our team worked with each sponsor to help them
develop unique activations.
Unlocking turnkey sponsorships
Attendees worked with and learned from Zoom experts
who led product and services demos, self-guided tracks,
and a genius bar for real-time support.
Hands-on lab gets in touch
Jam in the Van featured a large trailer wrapped with custom graphics — bands jammed inside while the live stream played on exterior LED walls for attendees to enjoy.
And the van played on
First introduced in 2018, Zoom’s mascot Happy — a 30 foot, 150 pound whale — conveys the brand’s mission as “sponsors of happiness.” Our team completely refurbished Happy before rigging it above the expo as a whimsical beacon to welcome attendees.
Happy leads the way
Blue and purple ambient lighting (instead of fluorescent) created a warm, welcoming vibe. High-gloss flooring replaced carpet (a sustainable cost savings) and created reflections of the arched entry portals. Huge orbs floating above seating areas provided modern visual cues for attendees to take breaks.
A whole new light
The Zoom hub served as the nucleus of the expo connecting all experience spokes together. This was the one section that utilized carpet for an effective purpose: color-coded carpet designated areas by industry, product, etc.
Design details included an overhead circular LED screen with continuous messaging and vibrant graphics (including a digital Happy swimming by), 360 degree LED wall, “floating” halo, and hanging sign of tension fabric illuminated with projection graphics.
Center of the Zoomiverse
Mapping the expo experience
Tap the arrows to learn more
Jam in the Van featured a large trailer wrapped with custom graphics — bands jammed inside while the live stream played on exterior LED walls for attendees to enjoy.
And the van played on
To create a completely turnkey experience, tiered sponsorship levels and corresponding rental structures allowed partners to customize their spaces and offerings.
Our team worked with each sponsor to help them develop unique activations.
Unlocking turnkey sponsorships
Attendees worked with and learned from Zoom experts
who led product and services demos, self-guided tracks,
and a genius bar for real-time support.
Hands-on lab gets in touch
To create a completely turnkey experience, tiered sponsorship levels and corresponding rental structures allowed partners to customize their spaces and offerings.
Our team worked with each sponsor to help them
develop unique activations.
Unlocking turnkey sponsorships
So how does the leader in online connections create a compelling offline experience that conveys its optimism and highlights partner activations in an unexpected way?
The reimagined floor paid off for Zoom:
• Doubled sponsorship revenue goals by 48%
• Increased sponsorship participation by 39%.
• Leads generated throughout the week outnumbered Zoomtopia attendees by nearly 300%
A traditional trade show floor plan — right angles, long aisles, packed spaces, and wall-to-wall carpet — was thrown out to create a fresh,
next-gen experience.
So, how does the leader in online connections create
a compelling in-person expo experience that conveys
its playful, positive vibes and highlights partner
offerings in an unexpected way?
A traditional trade show floor plan — right angles, long aisles, packed spaces, and wall-to-wall carpet — was thrown out to create a fresh, next-gen experience.
The reimagined floor paid off for Zoom:
• Doubled sponsorship revenue goals by 48%
• Increased sponsorship participation by 39%.
• Leads generated throughout the week outnumbered Zoomtopia attendees by nearly 300%
View:
How Zoomtopia delivered
a happy, experiential
expo destination
immediately transported to discover
• live music (The Jam Van)
• an Oracle-sponsored Cafe
• private collab spaces
• a hands-on lab
• Zoomtopia swag store
• a headshot station
• Zoom Park lounge
Other engaging elements included: