Case Study: Salesforce creates an immersive Cannes Lions beach destination with Sparks

Salesforce boosts meetings, guests, and net new pipeline at Cannes Lions with Sparks

Salesforce, a leading CRM company, wanted to establish a significant presence at the Cannes Lions festival to reach top marketing leaders. Their challenge was to create a beachfront destination that could simultaneously host private executive meetings and welcome a broad audience of attendees, all while embodying their new A-shaped CMO framework and themes of AI-driven creativity. They partnered with the experiential agency Sparks to design, build, and produce this hybrid environment.

Sparks designed and built Salesforce Beach, a multi-functional space that transitioned from public activations to private meeting rooms. The solution included interactive brand experiences, a central stage for programming, and twelve distinct meeting settings. The activation successfully positioned Salesforce as a culturally relevant brand, generating significant pipeline and exceeding goals for meetings and new business conversations, effectively closing the "Belief Gap" between brand awareness and genuine trust.

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