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    Amplify + Google make an impact at the biggest education conference, ISTE/ ASCD.

    Challenge

    Help Google make an impact at ISTE/ASCD, the biggest conference for educators and education decision-makers in North America.

    Insight + Strategy

    Teachers are excited by the potential of AI but also want practical tools they can implement easily, all with the reassurance that their jobs are secure.

    They are driven by the desire to see all students reach their full potential, looking for technology that can personalize learning, address achievement gaps, and genuinely set students up for success.

    However, the fast pace of a conference can easily fragment messaging. With Google for Education present in the main expo hall and hosting workshops, meetings, as well as mixers, a coherent story risked getting lost in the noise. Our challenge was to craft a single, compelling theme and narrative that would engage educators and encourage them to follow Google's story across the sprawling site over four days.

    Solution

    Our primary goal was to establish Google as a trusted partner among educators and decision makers. To achieve this, we developed a compelling storytelling platform, designed a standout visual identity and conference stand to cut through the noise.

    To create an energetic and optimistic view of education's future with Google, we developed "The Launchpad of Ideas" as our creative north star. This concept was designed to showcase the momentum generated when online tools are intentionally crafted for offline learning.

    For the main expo stand, we took a people-first approach, grounding the space not in products, but rather in the daily experiences of students and teachers. We designed an elevated education space where Google's presence added personality, intrigue, and helpfulness. The foundation was warm and soft, with Google's colors introduced through playful styling and propping.

    With a 360-degree layout, the booth was divided into three distinct areas: a student-focused space that showed how Google tools can supercharge learning, an educators' space where guests could discover new ways to make day-to-day tasks more efficient, and a demo slam space where they could watch Google tools in action.

    We also went beyond the traditional demo with phygital activations that brought tools to life in surprising and memorable ways. We created school-style lockers that generated haikus and a BINGO game that encouraged guests to explore everything we had to offer. Guests received a carabiner and collected charms as they visited different parts of the booth, all of which could be traded for swag at the end.

    The Gemini School was modeled after a high school, complete with a playful Google twist. Guests could attend workshops in three open "classrooms" themed around Math and Science, Language and Literature, and History and Geography. There was also a sports-themed photo moment, providing guests with a memento of their time "in class."

    For more in-depth conversations with key decision-makers, we extended our event theme to a series of meeting rooms and hosted two mixers. The Future Frontiers party theme was a fitting articulation of our concept, offering Google’s top champions and partners a memorable, celebratory experience outside the conference campus, in downtown San Antonio.

      • 17,279

        Participants

      • 6,100

        Booth giveaways

      • 696

        Mixer sign ups

      • 106

        Gemini school sessions

    Brand Experience Agency of the Decade