Adobe, Bett 2020
Event Name: Bett 2020
Agency Website: unltd.xyz
Bett is the first industry show of the year in the education technology landscape, bringing together over 800 leading companies, 103 exciting new EdTech startups and over 34,000 attendees. People from over 146 countries in the global education community come together to celebrate, find inspiration and discuss the future of education, as well as seeing how technology and innovation enables educators and learners to thrive.
Adobe’s mission at Bett 2020 was to demonstrate how creativity makes the difference, not just in today’s classroom but for tomorrow’s careers. Our role in this was to ensure that their exhibition stand and presence helped them to effectively share ideas and solutions that prove their belief that everyone is creative, and creativity is for all.
The overall purpose of the stand was too capitalise on the success of the previous year’s stands at Bett. As we had spent several years working with Adobe at Bett and had consistently improved the functionality, layout, key activations, experience and aesthetics.
The challenge was to incorporate a considerable amount of experiential activations across the stand space, whilst keeping an open and approachable stand architecture. The stand is an island site space and located centrally within the hall and thus needed to be approachable on all fours sides and branded accordingly to maximise the clients presence within the show.
The Solution and Activation
In a conscious move away from what has been a more corporate approach to Adobe’s exhibition space in previous years at Bett, UNLTD_XYZ was asked to interpret and develop a 3D brand language around Adobe’s urban youthful multimedia campaign ‘Make the Leap’. The campaign encourages all young creators worldwide to jump into the creative process, take risks and push beyond the expected.
This provided the inspiration to develop an urban and industrial design aesthetic and create an immersive experiential brand experience for visitors that would create real impact and help Adobe further emphasise its standing in the education market at Bett.
The main stand architecture was made using industrial style metalwork with insert wire mesh infills as fascias. The fascias supported the branding at high level, and to all sight lines of the stand. This then allowed for an open on all sides easy access onto the stand area.
The store and photo activation area formed the central built structure, with various activities to all sides such as the ‘Luster’ printer activation wall, a meeting area with AV presentation wall, the Q&A and the photo activation booth. And demo pod stations for creating your photo to use on social media being located to either side of the photo activation. The walling was finished in a combination of reclaimed wood, OSB wood and corrugated metal sheeting. With graphics and also a chalkboard for the Luster wall area.
The ceiling was also produced as per the fascias, and coloured tube lights were suspended across the stand area from the wire mesh.
The stand flooring was zonal and had areas of OSB wood painted and reclaimed wood.
Custom made LED effect neon signage was produced as retail style signage to denote all stand areas main activity and also affixed to the metalwork wire mesh fascias, which further adding to the urban aesthetic.
An interactive Adobe Creative Training Academy area for live presentations of the latest Adobe software and products. Seating up to 14 people and providing for dedicated classes around a double-sided u-shaped demo area facilitated by Adobe guru tutors. Using the latest computer technology and Creative Suite software. This feature area delivered an enriching professional development experience to 418 show visitors from more than 40 countries (+19% vs KPI). The Adobe Education Leaders and Evangelists ran 42 inspiring 20-minute sessions across three days. Each session focused on integrating creativity and digital skills into the classroom with various creative apps, including Spark, Premiere Rush, XD, Photoshop, Illustrator and Character Animator. Produced in OSB wood with recycled content plastic counters with scaffolding tube metalwork foot rests.
An experiential activation feature where attendees could have their photo taken within a themed and styled oversized classroom photo booth and then edit the photo with the assistance of an Adobe ‘Educator’ staff member using Adobe Spark software on modular workstations. Make and share their post to social media, using #CreateEdu and take away or showcase a polaroid print of their creation on the interactive ‘Luster’ printers photo wall feature activation area to be included on a live memo board style wall on the stand.
A questions and answers area for general enquiries and onsite assistance regarding products and services. Several informal open-plan meeting areas. Storage space for staff and audiovisual control of the fully networked technology across the stand. OLED technology AV screen totems that acted as information totems to all sides of the stand space for informing attendees when training sessions and or certain activations were taking place and for general information, rather than having a typical reception desk.
As featured at previous year’s shows, we incorporated a large sculptural Adobe “A” logo light box, created in 3D. This served as a visual signage feature device to locate visitors to the stand whilst providing a focal point and popular fun installation with visitors for ‘selfie’ photo capturing moments that visitors uploaded to social media channels without any prompting.
Sustainable materials were specified where possible across the stand design. Although this was not a client driven initiative, we always endeavour to use sustainable materials on our projects. The demo station unitary was produced in up-cycled OSB wood and counter surfaces were 100% recycled content plastic board. The wood flooring and store cladding to both sides was in reclaimed wood. The stand was to be reused for a longer term, so it was designed with modularity in mind, and could be easily re-configured to work across various size spaces.
To conclude, the considered stand design was unique through its cool urban and playful design aesthetics, which made it stand out from the usual corporate look and feel at the show, whilst retaining all of the required functionality, experiential activations and fulfilling marketing objectives.
Reinforce Adobe’s place in education through inspirational show content and owning the conversation around creativity in the classroom.
Drive awareness of Adobe’s relevancy in core, extended core and non-core subjects with educator-led conversations and training.
Strengthen relationships with existing customers and partners as well as uncovering new sales opportunities through customer meetings, tracking $n/dM in VIP marketing influence and $n/dM in Enterprise marketing influence across the year.
Grow product advocacy in Institutions by training a minimum of 350 teachers/faculty through our the Adobe Creative Academy
Good engagement in 2020, and engaged with 2357 education professionals. The total was down 9% against 2019, which was impacted by the change in show flow and stand location and not having the strength of a main stage presentation this year.
Positively, the quality of engagement was greater this year, with 39% being Educators, 17% Senior Leadership, 17% IT and the remaining being built up of (press, exhibitors, speakers, consultants, and administrators). The total buying power of the engaged was over $n/d M, with 39.5% having joint or sole responsibility of purchasing decisions for their institutions. We held 50 customer meetings with K-12, HED and ETLA customers and prospects (4.2% YoY).
We trained 418 educators, up 19% against 2019 through the on-stand Creative Academy. We held 42 Inspiring sessions across the week, all demonstrating how to integrate creativity into the classroom with our technology.