Think Pop-up DACH

A Great Idea

IBM is a global brand with cutting edge technology and consulting services in cloud, AI, security, systems and more. As their experiential marketing agency for over 20 years, GPJ has a long history of working with IBM to communicate their brand value and help them achieve return on investment though face to face and digital experiences. 
In 2019, we were working together on a mobile pop-up that would travel to strategic locations throughout the DACH region, strengthening IBM brand awareness and solutions. 
The two story pop-up was designed with multiple flexible spaces for events, meetings, and co-creation workshops with clients and prospects. Due to COVID, the roadshow was canceled and the structure never left the warehouse in 2020.

A Digital Solution

As innovative partners, we didn’t let the pandemic derail our creativity. Together with IBM, we created a digital solution to bring the pop-up to life. The result? The Think Virtual Pop-up: a digital rebuild of the physical version, with a 3D environment offering everything the physical space did, and more.

This “always on” solution kept the attendee experience in mind, with interactive showcases, partner areas, breakout options and on demand content that were enhanced by chat functionality, and supported by the highest levels of data privacy.

A Hybrid Future

In September 2021, the physical Think Pop-up made its debut at IAA Mobility in Munich, positioned prominently with high visibility for partners and clients. The ground floor delivered mobility solutions and interactive showcases as well as IBM capabilities, while the upper floor was used for over 50 special IBM events for specific audiences. This was a truly hybrid event, as the physical events were streamed into the Think Virtual Pop-up.

International attendees also benefited from time zone flexibility that was built in with them in mind.

From Munich, the pop-up then traveled to IBM Headquarters near Stuttgart, where it hosted multiple events, internal and external activities through the end of 2021.

Built for Longevity

The IBM Think Pop-up created a flexible set of assets, with the opportunity to deliver physical, digital and hybrid options. Our teams showed their agility, reacting in realtime to program their own virtual platform and transform the campaign. These assets will be a key platform for high quality content and connection in the near future, utilized for IBM DACH’s marketing and business strategy, ultimately helping IBM reach their business goals.