Thinking outside the booth at ISE

ISE, short for Integrated Systems Europe, the world’s largest trade fair for AV and system integration. With 1,300 exhibitors spread across 8 ginormous halls, every exhibitor came there bearing the same goal in mind...

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How do we grab the attention of 73,891 visitors?

That was precisely the task Crestron Electronics entrusted us with a few months before the event. The central message on the booth? ‘One million and counting,’ celebrating the millionth unit sold of DM NVX® AV-over-IP, a technology that distributes real-time audio, video, USB, and device control across gigabit networks. Now, how can we get this message across to as many visitors as possible?

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Outside the booth, inside the metro

Ever visited a trade fair yourself? It’s like a Saturday IKEA visit, but every MALM or KALLAX is screaming for your attention, with the same message. Many visitors quickly become overwhelmed, or oppositely, numb to what you’re saying.

Sure, buying advertising space at the trade fair will get you some eyeballs. But if they’re rolling away, it’s not really helping your return on investment, nor brand awareness for that matter.

So we started thinking broader – geographically broader.

International visitors spend several days in the city, commuting between the city center and congress hall every morning and evening. After learning that every visitor received a free four-day metro pass, we knew exactly where to focus our efforts.

Kristof Marnef

Campaign strategist

BBC

73 unique designs you cannot miss

We teamed up with local advertising experts Grupo Main to orchestrate a complete brand-exclusive metro takeover of the two nearest stations where people exited on their way to the event. This immersive experience ensured almost every trade fair visitor encountered Crestron’s message, repeatedly.

One more detail: each advertisement featured a visually unique design, a subtle nod to each unique moment DM NVX® has put on display.

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Impact made and measured

Is this kind of Out Of Home (OOH) advertising measurable? You bet! Station exit counters provided accurate foot traffic data, and from the Barcelona Metro staff, we got detailed daily ridership numbers.

Over a 4 day span, an astonishing 74,992 metro visitors got to see our message. And like that, Crestron got exclusive brand exposure before people even set foot in the event building.

So, should you consider OOH advertising for B2B? If you can pinpoint your target audience in a specific location and timeframe, OOH definitely deserves a place in your integrated media mix.

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