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 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 from what could very well be the most boring industry on the planet? You disguise the messaging as a fun, video game that uses cutting-edge leap-motion technology you can play on a giant screen, at the event.
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 banners.
Stress reliever leave behind.
