Caterpillar's LED Exhibit Towers Light up Bauma - Event Marketer

Caterpillar’s LED Exhibit Towers Light up Bauma

DB_Caterpillar_Ex 2008
Brand: CATERPILLAR
Agency: CIRC CORPORATE EXPERIENCE GMBH & CO. KG
Awards: EX AWARDS — BEST INTEGRATED TRADE SHOW CAMPAIGN
Year: 2008

At Bauma 2007 in Munich, one of the world’s largest trade fairs for construction machinery, Caterpillar made sure its program embodied the spirit of its offer: complete 360-degree solutions.

Two 40-foot towers served as dramatic focal points for the display. One, a stretched vertical LED screen, looped animations, images and messages about the brand. The other featured four separate stage platforms, one on top of the other. Actual products and virtual ones were shown together. The goal was to focus on the interaction between man and machine.

The brand used the circle as a metaphor to help express the 360-degree message. Animated circles ran on LED screens, adorned the footprint in sculptural form and were used in live presentations and demos. The LED screens were kept in constant use between presentations displaying words and visuals that reflect the Caterpillar brand.

Caterpillar received more than 71,500 visitors every day at the trade fair. Unit sales were approximately 40 percent higher than they were at the previous Bauma in 2004.

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