BRIEF/Objective:
 

For Dreamforce 2019, State Farm was presented as one of the two Customer Experiences in Campground, the main expo-hall. The activations placement was to be adjacent to the centerpiece Salesforce activation, The Customer 360. The objective of the space was to demonstrate how State Farm effectively used the Salesforce Customer 360 to enrich their customer engagement and lifecycle.

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To develop a branded interactive activation that the attendee is compelled to move through and engage with the digital storytelling. The content needed to demonstrate how Salesforce’s product line makes the life of their customers’ customer (State Farm policyholders) easier and safer throughout daily engagements as well as their entire product lifecycle. This all needed to be packaged into a form that spoke very clearly to not only the Salesforce National Park Dreamforce aesthetic but also to the forward thinking and modern style of the State Farm branding.

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Approach/Outcome:

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After reading the brief, and a few rounds of design, we landed on the concept of an open framework California Modern home. The style lent perfectly to the merging of the two design sensibilities and the openness of the home kept sight-lines open to the rest of the space.

 

For the storytelling, the front of the house was a set of three windows that were interactive clear OLED screens. These windows were a view into the customer lifecycle: car insurance, buying a home, having a child, buying that child car insurance.

 

The windows into the home is where the story was told. They demonstrated the way The Salesforce Customer 360 acts as a conduit delivering important insights and information about the Policyholder to the State Farm agent in real-time. We had the deeper dive product demos adjacent to house but within the sightline of each step.

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