IANA - Intermodal Association of North America
Intermodal units. 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 attend the upcoming Expo and learn more about all the exciting ways the Intermodal industry has re-imagined itself. The solution: Turn an austere, utilitarian industrial container into a fascinating object of interest capable of far more more than you imagined. We began with a campaign of surprisingly engaging, online videos and trade pub ads that invite the audience to the expo. Then created a memorable, entertaining experience at the trade show that drew a crowd while delivering perception-altering messages to a captive audience.
Online video and at event.
We invented a video game.
How do you get trade show attendees excited enough to voluntarily engage with a message about intermodal containers? Cleverly disguise the messaging as a fun, fascinating 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.
