Brief: Zoom’s “Zoom Ahead” brand campaign launched with a TV spot inspiring workers to stand up against everyday pain points. To build upon the ad’s momentum, Zoom tapped VERB for an activation to take their new platform to the people.

We tackled a pain point that not only had real physical and mental well being issues, but was a constant social meme ... the lost lunch hour. 98% of people say taking a lunch break improves their day but more than half skip due to calendars crushed by meetings, and the nonsense of multitasking. Heck even Cookie Monster was complaining about it.

Solution: Take Back Lunch. An awareness campaign seeded cryptically through OOH, influencer partnerships, social and a microsite leading up a secret burger joint inside a NYC office building inviting workers to use Zoom AI Companion to take back their lunch.

Every touchpoint celebrated time back: pressing the lunch elevator button, rolling into a tater tot photo booth, signing the “Go Off Mute” wall, exploring the Secret Sauce Bar, grabbing merch, even peeping a trapped worker eating a sad desk salad. Cryptic OOH and social invites drove thousands of sign-ups, while press, social buzz, and creator partners like Kenan Thompson and Margo Oshry amplified the moment. Zoom.com/lunch then invited people to take the pledge and reclaim their lunch break for good.

Results:
459million EMM8.8 social impressions
359M UMV (451M total audience reach)
+83% brand lift AI Companion
+82% likely to try AI Companion
+1 million lunches reclaimed on takebacklunch.com

Featured in: Forbes, AdAge, MSN, Business Insider, AOL, Inc, Yahoo Finance, Pix 11, Campaign, Breaking + Entering

Agency: VERB