Concept Summary

By creating a mobile pop-up, IBM was enabled to visit the DACH region hotspots, clients and employees directly, gaining new perspectives, offering a space for inspiration, bringing people together and creating a unique experience of the IBM brand. Since summer 2021, IBM already pitched its’ tent for one to two weeks each in Munich, Berlin, Vienna and Ehningen – following with a final stop for 2022 in Cologne from October 17-28. The IBM Pop-up works in public places as well as at 3rd party events and is adjustable for local storytelling while staying consistent within the overarching campaign. It creates a flexible space to fulfill different needs such as experience areas with interactive showcases, event and networking spaces, and hands-on IBM Garage sessions. The wide range of topics and interaction possibilities made sure that all attendees, IBM business contacts and the public could follow their own personal interests. Given the fact that the pop-up only needs one transport and installation for about 40 individual events per city, that otherwise might have been separate, while constantly reusing all assets possible makes the pop-up an highly economically and ecologically strong solution in the event industry. Special emphasize on acting sustainably was also given by choosing sustainable catering and working with local suppliers whenever possible, and by for example upcycling a to be replaced version of the outer shell into 800 unique bags. The IBM Pop-up showcased how a creative, bold in-person approach can successfully re-position a B2B brand. All stops thus far have been a tremendous success in terms of business attendees and public awareness.