Slido: Meeting Zombies
Slido needed to increase awareness and trial for its Q&A and polling app among professionals experiencing meeting fatigue. The client sought a memorable campaign that would highlight Slido's ability to transform passive participants into engaged contributors, ultimately driving sign-ups for free trials.
Creative Idea
Meeting disengagement was dramatized as a zombie apocalypse, with Slido as the cure.
The campaign brilliantly personified meeting disengagement as "meeting zombies" in a horror movie parody, positioning Slido as the essential cure to re-engage participants and make dull virtual meetings come alive, tapping into a universal workplace frustration with humor.
Creative Strategy Deconstructed
Company
Slido offered an interactive Q&A and polling app, a proven tool for boosting engagement in any meeting format.
Category
Meeting software often focused on logistics, overlooking the pervasive problem of participant boredom and disengagement.
Customer
Audiences secretly yearned for more engaging, productive meetings, tired of passive participation and feeling unheard.
Culture
The rise of remote work amplified meeting fatigue, making disengagement a relatable, widespread, and often unspoken problem.
Company
Slido offered an interactive Q&A and polling app, a proven tool for boosting engagement in any meeting format.
Category
Meeting software often focused on logistics, overlooking the pervasive problem of participant boredom and disengagement.
Strategy:
Dramatize the universal pain of disengagement to position the brand as the essential solution.
Customer
Audiences secretly yearned for more engaging, productive meetings, tired of passive participation and feeling unheard.
Culture
The rise of remote work amplified meeting fatigue, making disengagement a relatable, widespread, and often unspoken problem.
Strategy:
Dramatize the universal pain of disengagement to position the brand as the essential solution.
Strategy Technique
Exaggerate to Reveal the Truth
The campaign exaggerated the common problem of meeting disengagement by portraying participants as "meeting zombies." This absurd visual metaphor powerfully highlighted the truth about dull meetings and Slido's transformative solution.
Explore Technique
Creative Technique
Horror movie
The campaign adopted classic horror movie tropes, depicting disengaged meeting participants as grotesque "meeting zombies." This exaggerated portrayal effectively dramatized the problem, making Slido the dramatic solution.
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Craft Breakdown
This campaign's craft is exceptional due to its masterful blend of cinematic storytelling and visual effects, effectively personifying a common workplace problem (boring meetings) through a creative, humorous horror trope. The transformation of 'meeting zombies' to engaged professionals is visually compelling and narratively impactful.
The seamless transformation of normal people into grotesque 'meeting zombies' and back again, including subtle changes in eye color, skin tone, and facial expressions, is central to the ad's comedic and narrative power.
The varied camera angles, dramatic close-ups, and the effective use of split screens maintain visual interest and effectively convey the emotional states of the characters throughout the ad.
The contrasting color palettes and lighting design – from the dark, desaturated zombie aesthetic to the bright, vibrant Slido-infused scenes – powerfully reinforce the narrative shift and brand message.
The ad's pacing, especially the quick cuts during the 'zombie' transformation and the rapid-fire Q&A scenes, effectively builds suspense and then excitement, keeping the viewer engaged.
The campaign's impact stems from the synergy between its horror-movie inspired visual effects, dramatic cinematography, and a sound design that perfectly matches the evolving emotional arc, making the 'meeting zombies' concept genuinely funny and memorable.
