When Snowflake decided to reposition itself as ‘the Cloud Data Platform’, they needed a premier event with global reach – AWS re:Invent – and they needed to stand out. As the highlight of the annual tech conference circuit, re:Invent unites data leaders in discovering the latest advances in cloud computing technologies, allowing partners and sponsors to demonstrate product capabilities to a large-scale target audience.
We designed a bespoke ‘Driven by Data’ booth to promote Snowflake’s new position and build brand awareness. Here’s how we did it…
Objectives of the booth
All booth design needs to reinforce brand awareness but Snowflake’s also needed to launch the brand’s new position. To build brand equity as a cutting edge technology, we leveraged Snowflake’s partnership with Aston Martin Red Bull Racing (AMRBR) referencing Snowflake’s cool, edgy approach to B2B marketing, which sets it apart from its competitors at live events and in the market.
From a functional perspective, the booth needed to generate interest and leads, host small- and large-scale demonstrations, feature an audience-drawing activation, and provide a comfortable space for sales directors to meet with prospects.
Who, what, why?
re:Invent attendees have the opportunity to engage with a wide array of vendors in the expo hall. This booth needed to grab the attention of this varied audience, encouraging technical experts, business professionals, and executives to engage with the booth.
Positioned directly behind the re:Invent registration desk, the Driven by Data booth welcomed attendees entering the expo floor. The exhibit’s bold messaging, visually captivating video content, hands-on racing simulators, and actual race car drew massive crowds throughout the conference and generated an impressive amount of organic buzz. The booth sat on the corner of 3 high-visibility thoroughfares with brand messaging visible at almost every angle.
Custom, dual-side LED hanging sign, a 14′ x 6.25′ LED video wall, and a dual-screen demo wall featured Red Bull racing videos, Snowflake logos, brand elements, and colors. The booth loop paired customer quotes with Snowflake capabilities to give real world context to Cloud Data Platform performance.
Snowflake’s 30-second sponsorship ad played throughout the venue, promoting Snowflake’s new position and booth location. Unlike the booth, the video ad relied exclusively on core brand elements to amplify Snowflake’s brand beyond the booth and outside of the expo hall. Snowflake employees donned custom-designed racing jackets, with bespoke patches and branded screen printing to help extend the company’s cool-factor and the booth’s brand throughout the conference.
The booth explored racing motifs, inspired by concept car cool-factor and the sophistication of high-end showrooms. We leveraged visual racing references and Red Bull’s brand equity to position Snowflake at the cutting edge of cloud computing technology. With clean, slick white lines, pops of Snowflake Blue and wood grain accents, we created an upscale showroom experience that reinforced Snowflake’s corporate brand.
And the result?
Snowflake’s new positioning launch made a splash at re:Invent with its strategically-placed, architecturally stunning booth design. Organic social media posts generated hundreds of impressions on LinkedIn, with employees from around the globe expressing pride in their company and its re:Invent presence through their professional networks. Live-event marketing extended brand presence throughout the conference and drew massive crowds to the Driven by Data booth. Audience enthusiasm and interest generated during re:Invent helped load Snowflake’s sales pipeline with highly qualified leads as Sales Directors prepare to closeout FY20 and ramp up for FY21.
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