Case study: adsystem’s participation in the I Love Marketing conference

Over 100 leads acquired, valuable business relationships established, and a “wow” effect. That’s the short summary of our participation in this year’s I Love Marketing & Technology conference. If you’re curious how we prepared for the event and what steps we took to promote the adsystem brand, we invite you to read this case study.

The I Love Marketing & Technology conference is one of the largest events of its kind in Poland. Each edition brings together top marketing professionals, with the biggest names in the industry appearing on stage. The conference is not only a great opportunity to listen to experts but also a chance to exchange experiences. This time, during the 18th edition of the event, adsystem joined as one of the official partners.

As specialists in the exhibition industry, we decided to add extra value to the event. At the entrance to the conference hall, we set up our booth so participants could see for themselves how to attract attention at offline events and stand out among other exhibitors.

The guiding theme of our campaign and booth concept was the phrase: “Marketing is a.rt.” Our idea was designed to go beyond the boundaries of traditional advertising and show that marketing communication can be an art form. With this concept, we wanted to highlight that offline advertising can evoke emotions, inspire, and escape conventional patterns.

The goal of our campaign was to demonstrate the potential of adsystem products. Constructions and high-quality prints can be for marketing what canvas is for painting. We wanted to show marketers that with LED lightboxes and other adsystem products, they can elevate their promotions and present their brand even more effectively.

The project and the whole concept were developed over several weeks. The adsystem creative marketing team initially came up with several concepts, but the final choice fell on contemporary art. We collectively agreed that drawing inspiration from great artists not only aligns perfectly with the idea of marketing but also fits well with the brand’s identity.

At the first stage of the project, our creative designer, Emilia Majdra, selected art movements whose aesthetics would dominate the creation. The choice included pop art, cubism, realism, and impressionism. Then artificial intelligence came into play. The graphics that decorated our booth were generated in Midjourney. Working with AI was not only a chance for creative exploration but also for testing various prompt strategies.

As Emilia Majdra says: “Preparing the graphics required a lot of experimenting and testing the program’s possibilities. Interestingly, more detailed prompts with clearly defined guidelines sometimes gave less satisfying results than general ones – the AI often lost the style embedded in the request.”

The collaboration between our designer and artificial intelligence produced an impressive outcome. We created a full set of creative visuals drawing inspiration from the most fascinating art movements. This all came together into a striking collage, clearly demonstrating that marketing can be art.

The graphic layer was only half of the booth. The structural foundation was built using our LMD systems – custom lightboxes advertising prepared in non-standard dimensions. The booth concept and technical design were developed by Ewa Szczygieł.

The stand consisted of three walls, with the structure reaching nearly 4 meters in height. It was built from 12 lightboxes positioned at different angles to emphasize the eclecticism of the artistic styles we referenced. The frames were powder-coated black to further accentuate and harmonize with the prints. Each module had a non-standard height of 99.2 cm. This was intentional – ecological production is one of our company’s core values. This dimension allows us to reuse the lightboxes in mFrame exhibition systems as compatible modules.

The graphic layer was only half of the booth. The structural foundation was built using our LMD systems – custom illuminated advertising banners prepared in non-standard dimensions. The booth concept and technical design were developed by Ewa Szczygieł.

A key element that encouraged interaction with our booth and team was gamification. We incorporated game-like activities, giving participants a chance to enter a prize draw organized by the event hosts. We approached this in two ways – using modern technology and relying on our traditional products.

The first game involved connecting the dots on an info kiosk. On the touchscreen, participants had to complete a pattern that formed the adsystem logo.

The second game involved assembling a puzzle made of our foam seats. Each cube was printed so that, when arranged together, they created one of the artworks decorating our booth.

This type of gamification turned out to be a great way to reduce the distance between visitors and our brand. Such tasks immediately put participants in a positive mood, encouraging them to approach the booth ready for fun and engagement.

How do we evaluate our participation in I Love Marketing & Technology? The reactions were clear – we managed to deliver the “wow” effect. Attendees noticed the booth, approached it with curiosity, and gave us many compliments and questions about the structure and concept.

Our participation also brought measurable results. We exceeded our planned KPI, which was to acquire leads from 10% of event attendees. In fact, 17% of visitors expressed interest in staying in touch with adsystem. In addition, an important outcome of our presence was increased brand awareness within the marketing community. Our representatives held dozens of conversations and distributed many business cards, which within days after the conference already led to new business contacts.