Trade Show, Integrated - IANA

IANA is the Intermodal Association of North America. Intermodal units are those big, rectangular 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 reimagined Intermodal industry and attend the Expo. The solution: Spark awareness of the enhanced benefits of a newly updated Intermodal shipping system. First a campaign of intriguing trade pub ads and online videos challenging the audience to re-think their impression of Intermodals and inviting them 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. The IANA event easily stole the show that day. This campaign won several Addy awards that year; Local, Regional and National. It was also featured in “Ads of the World.”

Online video and trade show.



How do you get trade show attendees excited enough to voluntarily engage with a message from what could very well be the most boring industry on the planet? Disguise the messaging as a game you play on a giant screen, using cutting-edge leap-motion technology.

At the entrance to the experience, the audience encountered a captivating 100 inch, holographic video projection of a Tetris-like video game, beckoning them to walk up to it and play. The interactive 3D, holographic game was conceived by Homefront and brought to life with the help of a video game developer specifically for the IANA event. The 3D technology used leap-motion holographic images you can grab and move around in mid air, by simply using your hands. 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, and a line formed.
 
 
Trade show POP banners.
 
 
Stress reliever leave behind.
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