Lenovo Enhances Networking at Mobile World Congress - Event Marketer

Lenovo Enhances Networking at Mobile World Congress

DB_Lenovo_2015 Ex
Agency: ESG
Year: 2015

Lenovo’s main goal for attending the 2014 Mobile World Congress is to meet with clients and prospects to talk about new sales opportunities, new products and educate the market on its offerings. At the 2014 show in Barcelona, Lenovo set out to make meetings and engagement a breeze by transforming its 65-foot by 130-foot footprint into “dual-purpose” space.

The “exclusive” area was accessible only by personal invitation. It featured a hospitality suite with catering and refreshments. There were 11 private and semi-private meeting rooms to hold sales and media discussions. As a result, the area also generated buzz for Lenovo around what was going on behind the closed doors.

A public area featured a large stage and 10 display tables for demonstrating new products and interacting with passersby. Every 30 minutes, a professional actor took to the stage to deliver an engaging presentation that incorporated visual support from a 30-foot screen and audience interaction.

But what made this exhibit concept unique was how the two spaces were divided: by a massive 3D projection map across an 80-foot wide façade of various sized cubes. At an event dominated by clean, white superstructures, Lenovo’s unconventional approach felt artistic and edgy. The projecting art on the cubed façade constantly changed and offered captivating product imagery, photography and colors.

Despite being one of the “smaller” footprints at the show, Lenovo made a statement. It recorded an estimated 97 percent positive feedback, hosted 200-plus business meetings and earned a little over 8,600 media articles.

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