Salesforce.com Inc., which provides cloud-based customer-relationship-management tools, understands the importance of good talent. Despite its market dominance and income-generating prowess – the firm produces some $21 billion in revenue annually – it makes a considerable investment in selecting and retaining employees. To that end, it purchased a 20-by-20-foot space at the annual Grace Hopper Celebration, an educational conference and recruiting event for women in the computing industry. "For Salesforce, the experience provided a valuable opportunity to first excite attendees about its career opportunities and then ultimately draft female computer phenoms to join the ranks," said Chris Fredericksen, chief creative officer at Pinnacle Exhibits Inc. Thus, marketers sought a striking design concept that would resonate with the audience and convey the firm's "Elevate with us" corporate tagline. The resulting booth, which judges called "an alluring show-floor landmark that undoubtedly made a lasting impression," featured a couldn't-miss central element: a 16-foot-high balloon sculpture decisively draped over the footprint. Comprising hundreds of balloons in myriad sizes, the arrangement mirrored the firm's corporate palette and unambiguously branded the space. Rigged lighting highlighted the densely configured orbs and drew attention to the cloud-shaped Salesforce logo and a circular fabric banner proclaiming "Futures made here." Meanwhile, functional accouterments included unobtrusive lead-retrieval stations, reception desks, and lounge furniture.

The ascendant scene lured in attendees, allowing reps to explain how their careers might soar with Salesforce. Offering visitors a breath of fresh air, the lofty assembly got a rise out of attendees and jurors alike. E