Dreamforce is Bluewolf's biggest lead generator of the year. 2017 was the first that Bluewolf was tasked to co-brand with IBM as its newest acquisition and the biggest sponsor of Dreamforce. Despite having participated in Dreamforce since it's conception, we were embarking into the unknown this time around. Do we match Bluewolf messaging with IBM, or will that dilute IBM's message? Do we visually connect the brands or will that be confusing? After many conversations and myriad iterations, we decided to put Bluewolf's voice on IBM's messaging and go bold with Bluewolf's brand.

IBM's main message was with AI, your abilities are exponentially amplified: "You to the power of IBM". But what does that mean to a Salesforce audience? So, we came up with a series of the "The power to" headlines that targeted specific personas. To the marketer, the power to create seamless experiences on Salesforce. To Sales, the power to predict your customer's next move on Salesforce.

The campaign extended beyond out of home advertising and placemaking elements to a digital experience and branded events.