BASF Show Home Showcases Sustainability Message - Event Marketer

BASF Show Home Showcases Sustainability Message

BASF
Brand: BASF
Agency: IMPACT UNLIMITED
Awards: EX AWARDS — BEST INTEGRATED TRADE SHOW CAMPAIGN
Year: 2014

To showcase its portfolio of products for residential construction that can be used for sustainable construction, BASF at the National Association of Home Builders’ International Builders’ Show in Las Vegas invited visitors on a tour of the company’s BEYOND.High Performance net-zero energy home, located just outside the convention center. The full-scale home, complete with landscaping and decking, was shown in both its construction and finished phases—all to drive adoption of BASF products. And to drive home that message of sustainability, the company made all the product information accessible electronically, through RFID-enabled targets. That’s right, no brochures required.

A hostess greeted visitors, set them up with an RFID bracelet and then sent small groups on a guided tour. There were 12 stops throughout the experience where the guides highlighted products and used networked iPads that allowed them to “magically” activate monitors to play intro videos or cue lights that focused the attention of visitors on specific solutions. As the visitors identified products of interest, they “tapped” their RFID wristbands at tap stations and information was automatically emailed to them. BASF collected valuable information about product preferences and customized additional digital information tailored to the individual visitors’ interests. A virtual tour of the home, every room, every product stop, and every video, was made available after the show.

Over the course of the three-day conference, more than 1,700 visitors registered and toured the BASF show home, representing a 20 percent increase over the previous year’s count. Home, sweet, home.

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