CASE STUDY: Google's Web Summit Exhibition Targets Tech Talent
Provided by Wonder
For Google, Web Summit provides the opportunity to connect with the new names in tech, digital and entrepreneurialism.
Tell us about the Opportunity / What is it?
Web Summit is regarded as one of the hottest tickets on the tech scene. In 4 years, this event has grown from 400 attendees to over 22,000 from more than 110 countries. Attendees, range from Fortune 500 companies to the world's most exciting startups. This unique networking event features ambitious start-ups keen to get noticed exhibiting alongside all of the tech giants.
What is the Marketing Objective?
Although Google's credentials in the field are immense, it is important that its presence was understated. After all, the focus for this event was the 'next' big thing.
WONDER created a modest but distinctive exhibition stand where visitors could chill, network and experience a range of Google products and technology.
The textures and finishes they chose for the stand created a coffee shop feel. They complimented the cardboard pitch stands of the start-ups by incorporating re-used materials, and added accessories to bring it all together.
Features / Benefits
The Google stand was in a prominent location but blended in with surroundings. With the colourful and distinctive Google 'data' pipes as a feature, nobody needed to ask which stand was providing the best coffee at the show!
For Google the stand provided a space for staff to interact with a highly targeted audience. Googlers were able to spend quality time with visitors, having meaningful conversations and engaging interactions in and around a carefully selected range of Google products.