Challenge
The kiosk had to be fast enough for attendees between sessions and polished enough to fit Veritas's enterprise brand. Each finished pair also had to arrive at the attendee's home or office after the event. A live-event format that let each attendee design their pair on the spot has more failure modes than handing out a pre-made tote bag. The whole campaign had to land all of them.
Johanna Ylä-Kojola, Marketing at Veritas, was on the campaign side. The Veritas Alta rollout would run across multiple European cities, with the event format repeating from one country to the next. Whatever Veritas and Onemotion built, it had to be the same experience in every city. The event teams running it would not have the original designer in the room. The kiosk had to travel.
The Veritas marketing team partnered with Onemotion, a Swedish event marketing agency, to design the format. Sofia De La Salle and the Onemotion team brought a track record of building branded event experiences that out-performed standard swag. The merchandise had to actually get worn, feel personal enough to each attendee that they would talk about it, and read at a level that matched Veritas's enterprise brand. Generic was not on the table. Onemotion's job was to design the on-the-ground experience; Shoe Zero's was to make every shipped pair match the design submitted at the kiosk.
Standard event swag is a known dead end. Logoed t-shirts, branded notebooks, and pens get tossed in airport security or recycled at the office. Veritas Technologies faced the same problem most B2B campaigns do not solve well. How do you make an enterprise software launch event memorable? The launch was for Veritas Alta, the company's cloud data protection product line. It rolled out across European markets through sales events for partners, prospects, and customers. The merchandise that came home with each attendee had to mean something.
Solution
Pricing landed at $110 to $115 per pair, with each event order sized to expected attendee turnout. The economics scaled with the event, with the ratio of marketing spend to deliverable holding across cities. Veritas's CFO had a number that mapped cleanly to attendees rather than to a flat campaign budget. Spend per attendee, not spend per event, was the model the multi-city rollout was built on.
The format was designed for scale. Once the kiosk and the design flow worked at the first event, the same setup ran at subsequent Veritas Alta events across multiple European cities. Each attendee got an experience that felt personal because they designed it themselves. Veritas got a repeatable event mechanic that worked across countries without rebuilding the format each time. Onemotion ran the kiosk on the ground while Shoe Zero ran the production behind it, with each side doing what it did well.
Veritas and Onemotion built a custom design kiosk into the event format. Attendees walked up to an interactive TV display, ran through a survey-style design flow, and submitted their pair. Within the flow, they picked a shoe style, added a Veritas logo, and decided where the logo went. The kiosk's UX had to be fast enough that an attendee between sessions could complete a design without missing the next talk. The polish had to match the booth banner behind it. The shoe was then produced and shipped directly to the attendee's home or office post-event.
Results
The format worked across European cities
What worked at the first sales event got rolled out across multiple cities. The kiosk format, the design flow, and the delivery process all repeated city to city. Veritas got a marketing format that scaled cleanly across European markets without rebuilding it for each event. The first event proved the mechanism. Each subsequent event was a smaller delta against an already-working baseline. The format traveled, brand and all. Onemotion's event team carried the kiosk from one country to the next, and the production followed each stop.
150 pairs from a single Sweden event
A single Sweden event ran the day's attendees through the design flow and shipped a fully custom pair to each one. That is not a giveaway table. That is a marketing campaign with a deliverable for every attendee, built around a personal experience and a real product they took home. The kiosk handled the variation in logos, colors, and placement on every pair. That scale is different from what B2B event marketing usually clears.
Shoe Zero's marketing collab playbook
Most B2B event marketing hands out merchandise at the door. Veritas turned the merchandise into the event itself. The custom branded shoes that attendees designed themselves doubled as company swag and as a memorable customer experience. Attendees designed their pair, talked about it during the event, and left with something they would actually wear. It was not a giveaway. Johanna Ylä-Kojola, Marketing at Veritas, summed it up in five words after the campaign. "This was a cool experience." Short. On the record.
"This was a cool experience."
Johanna Ylä-Kojola, Marketing, Veritas Technologies
