EXPERIENTIAL / B2B / ACTIVATION

DESIGN DIRECTION

CHALLENGE:
Create an attention-grabbing, interactive experience at CES to help American Express show up as a new, more modern B2B brand, while demonstrating business value to attendees from companies big and small. In the end, activation will be judges by card applications leads and feedback on the experience.

IDEA:
For the 2017 CES show, American Express wanted an activation that would engage the mindset of the audience while not trying to be too tech focused. Because American Express business tools help you work more efficiently and productively, we create the Escape the Office activation. This series will live throughout 2017 at various other trade shows.

WE DELIVERED:
Brand Presence + Visuals // Large Scale Footprint // Escape Rooms // Digital Interaction

Colorful and inviting, the booth footprint was styled after a modern-day office park.
The space featured:
•             Two escape rooms designed to help attendees experience the new brand and select American Express products & tools
•             A bespoke digital game & sweepstakes for lead generation
•             A staffed photo opportunity to drive social impressions
•             Four sales kiosks to drive applications and lead acquisition

Within the office park lived offices of two fictional businesses that are changing the world: Robot & Sons and WearNext Industries – ‘companies’ producing products in two key industry categories: wearables and robots. Each room had a storyline that related back to challenges that CES attendees face, introduced by a VO as they entered. Once the challenge began, players also discovered AMEX products and services through strategically-placed clues. The companies even had real websites created which navigated visitors to the OPEN Forum website.

After the escape experience, the American Express emcee and Brand Ambassadors gave participants coveted, oversized tote bags donning tongue-in- cheek, industry-inspired taglines and AMEX branding, and  “I Escaped the Office” LED buttons. All booth guests were invited to take a photo in front of our photo opportunity, which was emailed to them for social sharing.