Ensuring Oath rises above the noise of CES

 

Rising above the noise of CES

An interactive brand activation positioning Oath as a thought leader in the industry

The Challenge

CES in Las Vegas is one of the most cluttered environments in the world. In their first year at CES, Oath needed to stand out to attract the attention of media agencies, CMOs and the marketing and communications elite.

Our Approach

Rather than compete with the noise of the trade show floor, Set Creative worked with Oath to rise above, literally and figuratively, by crafting an exclusive hospitality space designed for sales teams to host key clients and leaders in a curated environment built to show Oath in the perfect light.

At the heart of this experience was ‘The Helix’, an interactive screen sculpture designed to immerse guests in Oath’s mobile-first expertise and range of media brands. ‘The Helix’ was designed to set the scene for upcoming business meetings, putting C-suite executives in a positive frame of mind about Oath’s potential. To support this thought leadership positioning, there was also a stage featuring industry leaders and a range of public networking spaces.

The Results

Over the course of three days at the world’s biggest tech show, over 800 senior marketers moved through ‘The Helix’, solidifying relationships and more crucially, opening new doors leading to significant new business opportunities. Set Creative facilitated over 1,920 minutes of brand exposure for 16 Oath sub-brands and ‘The Helix’ was so popular with Oath’s CMO Allie Kline, that she requested it be incorporated into Oath’s presence at Mobile World Congress in Barcelona 2018.

UPDATE: The brand activation won a silver Event Marketer Award 2018 in the category Best Use of a Single Technology (BSB).

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