IANA - Intermodal Association
IANA is the Intermodal Association of North America. Intermodal units are those big, steel shipping containers used to transport industrial goods and products on ships and train cars.
Sexy stuff.
The challenge: Get shipping industry people intrigued enough to learn more about the re-imagined Intermodal industry and attend the Expo. The solution: Start with a campaign of surprisingly engaging, online videos and trade pub ads that invite the audience to the expo. Then create a memorable, entertaining experience at the trade show that draws a crowd while delivering perception-altering messages to a captive audience.
Online video and at event.
How do you get trade show attendees excited enough to voluntarily engage with a message about intermodal containers? Disguise the messaging as a fun, video game that uses cutting-edge leap-motion technology you can play on a massive screen.
At the entrance to the experience, the audience encountered a captivating 100 inch, video projection of a Tetris-like video game, beckoning them to walk up to it and play. The interactive game was conceived by Homefront and brought to life with the help of a video game developer. The game uses leap-motion technology, allowing you to grab and move the pieces around by gesturing with your hand over the sensor. Messaging appeared seamlessly inside the game and was supported by a series of videos which ran on flatscreens throughout the event space. The game drew a lot of attention at the trade show. Event-goers stood around and watched others play as a line formed.
Stress reliever leave behind.
