Generating Mass Awareness During the World Cup

The Challenge

Among early adopters, Slack was a household name. Our challenge now? Introducing Slack to the masses at a time when competitor collaboration tools from Microsoft and Google were rising into the market. We had to grab hold of market share fast, introducing the concept of cloud-based team communication to a wider, less acquainted audience and building brand equity along the way.

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The Solution

To the unfamiliar, Slack is just a messaging app that modern workplaces use. But once they see how it works—especially the channels where various team conversations happen—they get it. In this 30-second awareness spot, we brought that lightbulb moment to life by building a 64-foot-long set separated into 4 rooms, each representing a different channel. This gave us a visual playground to showcase contextual shifts between channels, on-screen UI, and everyday interactions like reactions and file-sharing. Then Slack went big—no, really big—with a media buy, launching this campaign during the 2018 World Cup.

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The Results

Shortly after Slack went public, shares of the fast-growing, cloud-based office communication platform rose more than 50% in afternoon trading. And with a daily active user measurement that’s grown from 5 million in 2018 to nearly 26 million today, it’s clear that Slack is no longer small potatoes in the software space.