Hitachi has partnered with Designteam to deliver experiential style marketing to enhance trade show visitor experience. The partnership started with de delivery of a new tradeshow stand at Integrate, the leading AV, Education and Systems integration event in Australia.
Hitachi wanted to build a lasting brand experience where visitors could see, feel, play and taste the brand that is both informative and playful. Designteam answered this brief by creating an experiential playground rather than just an informative tradeshow stand.
The stand had zones assigned to incorporate solutions for Classrooms, Boardrooms, Retail and Large Venues. Then a quite unusual upside-down pyramid was hanging in the air towards the zones on the stand, with content flowing over different areas, using Hitachi’s projectors.
Paying tribute to Hitachi’s heritage of being a Japanese organisation, Goodwill Ambassador for Japanese Cuisine, Chef Hideo Dekura, was appointed to demonstrate live sashimi cutting as well as serving of the sashimi and nigiri sushi. IPPIN sake was also served on the stand giving visitors a taste of Japanese culture which complimented the sashimi and sushi tasting.
Designteam is traditionally known for custom tradeshow stands and has recently evolved to an experiential agency, covering brand activation campaigns, events and multimedia approach next to their tradeshow activities.
Dominic Le Roy, general manager Designteam said: “Content was central to creating this holistic trade show and brand experience and our proudest innovation on this project – our ability to deliver the multimedia content on the stand, connecting them to the different products by creating an intertwining effect that flowed between the different zones and throughout the stand that made it a real show highlight.”