Caterpillar
MINExpo 2016
Our work on Caterpillar’s MINExpo 2016 trade show went well beyond designing the layout of the show floor exhibit. Partnering with the company’s core mining marketing team, we worked with Cat dealers, product managers, subject matter experts, technology and data teams, parts specialists, Cat dealers and many more — capturing what was important to each individual entity and weaving it into a comprehensive message and display that would resonate with the mining industry.
Showfloor
Working hand-in-hand with our client’s marketing team and other key stakeholders, we developed a comprehensive theme that was executed in all materials as well as in the real-world customer examples shared throughout the exhibit.
Each attendee received a floorplan handout that covered every aspect of the 52,000-square-foot show floor, including a schedule of the dozens of presentations on two different stages.
One of two stages on the show floor, Center Stage showcased Caterpillar’s global dealers and their partnerships with customers. The area had seating for nearly 200 attendees, with many of the video presentations gathering standing-room-only crowds.
Data optimization was an essential message for Caterpillar at MINExpo 2016, but a story that is difficult to tell in a trade show environment. We helped Caterpillar present this complicated concept on a series of five vertical panels, each containing two transparent LED screens. The panels presented separate animated content that would sync every 100 seconds and present a unified, eye-catching animation.
An important differentiator for Caterpillar, and one that’s difficult to explain on a trade show floor, is the support that Cat dealers provide. This includes the millions of genuine Cat parts that were represented in this light-box display. In addition, the show floor had an area dedicated to highlighting Caterpillar and dealer employees and the work they do, with space for attendees to interact with experts.
Interactive displays
To help Caterpillar showcase the many products and services it offers to the mining industry, we created a unique, high-tech display called Touchpoint. These touch-activated table-oriented stations were located throughout Caterpillar’s exhibit at MINExpo 2016. Our comprehensive services included everything from concepting the experience to content planning, programming, logistics and on-site and ongoing support.
Each station is made up of two to three multi-touch screens that are activated using a card that launches a unique product experience. Users can interact with pre-loaded content such as videos, PDFs, photographs, infographics and more.
The tables are activated using a card that launches a unique product experience. Cards were also used as promotional items.
Technology
At MINExpo 2016, Caterpillar had an opportunity to inform close to 45,000 people about the scope of its technology offerings. As the key partner in the development of Caterpillar’s trade show experience, we dedicated a corner stage area to this topic — designing the space, developing the content and finding interesting ways to engage audiences.
Five large stations were developed to present a deeper level of information. Content was activated by placing a product-specific card on the surface of an embedded multi-touch touchscreen.
We designed a custom mining trivia app to draw and keep crowds. Participants answered questions on iPads that interacted with the large screen, which featured a running leaderboard. Branded prizes were awarded for each round.
Hotel COnditioning
During MINExpo 2016, thousands of Caterpillar customers and dealers made Caesars Palace their home base. We helped Caterpillar welcome them with messaging and branding — from room keys, escalator runners and hallway banners to the bus loading and unloading area.
Caesars Palace also was home to the Cat Central Ticket Office, where participants could pick up the tickets we designed and produced for each Caterpillar event.
Airport Conditioning
One of Caterpillar’s goals for MINExpo 2016 was to own the customer experience. We helped them meet that goal by taking over Las Vegas McCarran International Airport — from messaging in the baggage areas to digital branding in the taxi line.
TAGS: Events & Experiences // Marketing // Video // Web & Interactive // All