situation
Our client, a major automotive manufacturer, participates in an Auto Show each year. Maritz’ solutions have always provided a cost-effective and engaging program, but this year we were challenged with creating a vibrant, energized and interactive Auto Show environment that presented them as an industry leader, prompted positive reactions from show participants and engaged interest in their vehicles.
This challenge was issued in an economy that proved difficult for the auto industry. Consumer purchase decisions were affected, a deeper focus on the environment was felt, and many of our clients’ competitors were facing recalls and bankruptcy.
solution
Through conversations with our client, the strategy shifted from building on their “truck manufacturer legacy” to more strongly promoting their position as a car manufacturer. This was especially timely given the exciting collection of new car models they were about to launch. With great market insight and an outstanding car line-up, our client was ready to proudly demonstrate that they are a Car Company.
Maritz designed a distinct, 7,500-sq.-ft. Car Boutique to sit in the middle of the overall Exhibit. This was unheard of: traditional auto show layouts combine all products in a logical arrangement of cars and trucks that attendees walk through. The Car Boutique was the centrepiece, sporting an eye-catching, suspended fabric car, and strategically using colour, signage and design to reinforce our client’s key principles. The centrepiece was couched in an interactive strategy that would impact consumers from their first approach to the booth, using video footage of people and the new vehicles on LCD screens.
The entire event was supported through experiential components led by trained automotive experts reflecting the target audiences of the product lines. These components were reflective of lifestyle and market insights.
results
- Consumer and competitor acclaim for the program
- Reflection of deep consumer understanding through lifestyle, economy, environment and demographic elements
