As Women's History Month comes to a close, we wanted to look back at one of our favorite SXSW 2019 brand activations.
When day one of SXSW coincided with International Women’s Day, legacy brand ADP -- a global technology company that today provides human capital management solutions -- had an idea: to celebrate its rebrand with a real-life, hands-on experience that would let people break workplace barriers.
ADP joined forces with tech magazine Wired to curate a brand activation that invited SXSW attendees to do just that -- from shattering a glass ceiling or smashing a piggy bank that represented wage inequality, to demolishing clocks that symbolize a lack of work-life balance and pummeling outdated technology hardware, like fax machines.
How can growth companies, which might be newer to the industry than ADP, create similarly engaging brand activations with fewer resources?
We spoke with Lorraine Barber-Miller, CMO of ADP, about the inspiration behind the brand activation -- and how it, along with the company's partnership with Wired, played a part in its aforementioned rebrand.
One of our key questions: How can growth companies, which might be newer to the industry than ADP, create similarly engaging brand activations with fewer resources?
Here's what we found out -- and what happened when tried our collective hand at breaking the glass ceiling.