Asana Berlin Launch

I produced Asana’s first international campaigns and brand activations. For our Berlin launch, this included producing 4 customer events, out-of-home and digital ads, blog content, kicking off an international community program, and more. Our goal was to connect with both existing Asana-users and new customers, so we had a range of experiences including an intimate VIP dinner, a keynote and panel discussion, and two hands-on customer workshops. Additionally, we wanted our OOH creative to feel hyper-local, so we took our creative concept based on street maps and tailored each to the exact location of the OOH placement, across subways, street trams, and sidewalks. The launch and campaign were a success (or as the Germans would say “ein Erfolg!”), leading to a 19% increase in sign ups in Germany within 3 months, increased SOV in German publications, and many German customers becoming brand champions in the community program.