Twilio

At B2B conventions, visitors can end up talking to almost 150 different people a day. Furthermore, brands treat them as if they’re the businesses they’re representing, and not humans, making the sales experience feel transactional.

As retail leaders across Asia gathered at The National Retail Foundation (NRF) APAC, we went for a more human approach by recreating the one shared experience where customers are guaranteed to be put first.

Instead of selling the platform, we created The First-Class Lounge, a reimagined luxurious first-class airline journey that invited visitors to experience the level of service that Twilio offers. The entire footprint mirrored a familiar part of air travel, anchoring Twilio’s abstract offerings in a tangible, recognizable journey that took every visitor through a connected, personalized experience that invited organic one-on-one conversations. The journey included: a “Duty Free Zone” where guests could customize their own in-flight amenity kit, an “In-Flight Entertainment Stage” which featured scheduled live demos, a “First-Class Cabin” reserved for deeper business conversations and more.

Impact

By leveraging the familiar metaphor of an airline journey, Twilio successfully communicated the power of personalized, real-time communications in a highly creative and effective way.