Plaid built a bodega named FlowMart
Located in Vegas, Money2020 is the biggest financial conference in the country. For Plaid, this was the perfect opportunity to show our suite of new products to the financial community.
My role:
Associate Creative Director
Concepting, messaging & overall visual identity development
Decoded and showcased five complicated products
Invented a cereal, pasta, and coffee brand for Plaid
Channels:
Video, web, email, print, event activations, paid & organic social
Results:
$3.4 million in pipeline
724 marketing qualified leads, meaning they were likely to convert into customers
12 press stories highlighting products and speaking about and Plaid’s network, including Fast Company
2 in-person happy hours, attended by top customers and prospects like J.P Morgan, Goldman Sachs & PayPal
One movie-quality event, streamed for 88 minutes
The pitch and manifesto
After securing internal buy-in, we worked with a production agency to build our booth. Key to this idea was creating a “peacock moment” to draw in the attention of passerbys while also communicating our product offerings at a glance. We landed on a colorful display that looked like the outside of a bodega store you might see on your corner.
Everyone is familiar with this kind of the store - you can find just what you need and feel at home while there. It toned down the formality of the event and put our prospects at ease.
We skinned our case studies as newspapers, leaning into the bodega feel of the concept. Copy was particularly challenging for these assets because the case studies were approved by partners and only minimal tweaks could be made. I made it work by collabing closely with our Art Director to draw emphasis with big impactful headlines and customizing formatting for each newspaper, while linking back to the full study with QR codes to keep the Legal and Product teams happy.
Outside cover
Back - page 2
Inside cover
Inside - page 2
Outside cover
Back - page 2
Inside cover
Inside - page 2
“SCREAMING. This is the most personality Plaid has ever had.”
We printed boxes of products you might see at a Plaid bodega, then made a social campaign to drive hype for the event.
The posters featured a hand-painted font to complement the room’s campy, neighborhood-inspired aesthetic. I worked closely with PMM to craft headlines that delivered a concise overview of each product while maintaining the concept’s tone.
The agency building our booth was so hyped by the concept, they brought their own team of videographers to film the event and create a trailer to use for future events. We grabbed the footage, tweaked a bit, and added music to run it on our social channels as a wrap up.
No event is complete without follow-up outreach. Our email to prospects capitalized on content discussed at Money2020, then pushed attendees to helpful resources, positioning Plaid as a leader in the space. The results speak for themselves - with the email having a x% open and CTR.
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