Samsung's Active Exhibit Turns Visitors into Advocates - Event Marketer

Samsung’s Active Exhibit Turns Visitors into Advocates

DB_Samsung_2004 Ex
Brand: SAMSUNG
Agency: IMAGINATION
Awards: EX AWARDS — BEST TRADE SHOW EXHIBIT
Year: 2004

Samsung needed to best the rest at the International Telecommunications Union show in Geneva, and Imagination got working on an exhibit that would be different and engaging. The design had to communicate the brand’s future vision and core values. And messaging had to transform passive visitors into knowledgeable advocates for the company’s portfolio of business and personal telecom services.

The result was a three-story exhibit broken into several sections. The first floor focused on networking solutions, the second on handheld devices, and the third level served as hospitality and meeting space. The entire structure was then split down the middle, with end-user benefits highlighted in front and products exhibited in the rear. “Instead of doing the expected, we took a different approach,” says Imagination design director Mike Sloan. “We put human aspects of the Samsung brand at the edge of the exhibit to draw people in.”

Merchandise was displayed on simple but signature counters wrapped in Samsung-blue Neoprene. Counter surfaces had full-color graphics to draw eyes to each product, providing the most visual punch in an overall environment that carried soothing graphic communications. The thin curved structure could be seen from many angles, and the slender look was accented with metallic-finished ceiling plates throughout. Samsung’s hero consumer products were on display up front, followed by a variety of other products stationed on mini demo pods manned by brand ambassadors.

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