Best Vehicle Design (18 wheels)

Program Name: Camel Showcase
Client: RJ Reynolds
Agency: Media Star Promotions, Craftsmen Industries

There are all sorts of tobacco laws a company like RJ Reynolds must consider before putting cigarettes in people’s hands. So when it came to promoting its Camel Snus smokeless tobacco, the company created the Camel Showcase, a secure environment inside two double-expandable 53-foot trailers open only to legal age adults (IDs required) at music festivals, auto races and other lifestyle events.

The vehicles expanded on both sides into two hydraulically operated eight-foot by 38-foot sections and drew attention with its vibrant blue color and Camel Showcase graphics adorned with additional teardrop banners. A three-foot aluminum LED-lit Camel sign greeted visitors who entered the trailer through a double-door entrance at the rear with a canopy overhead.

The sleek interior included a Product Information Center, back wall displays and mini refrigerators that stored the product. Each product display measured 18-feet by 30-feet and was customized with a brushed aluminum vinyl finish. Visitors first viewed a video introducing Camel Snus and other tobacco offerings shown on 16 mounted screens. Brand ambassadors guided attendees through the experience, which included self-service touch-screen kiosks that captured data from each individual to help identify which RJ products matched their tobacco tastes. Once finished, consumers received a coupon redeemable for products based on their preferences.

The final phase of the experience was an educational sampling session, which concluded with a seat in the Camel Showcase multi-sensory theatre. The state-of-art theatre combined HD with integrated sound, motion and smell. After answering some product quiz questions, winning consumers could select from a stock of prizes like bandanas and sunglasses. Before exiting the trailer, visitors were encouraged to pose in front of the photo backdrop banners. The trailer’s spacious set-up and open layout allowed visitors to enter and exit the vehicle with ease.

The trailer featured a dual zone sound system and Internet access for the numerous kiosks. Strong visuals and touch technology kept the experience not only educational and entertaining, but also resulted in quick throughput on high volume days. And because of the nature of the product category, the brand installed security cameras in the trailers, directly above the sampling bar, to regulate activity.

The two matching vehicles received an average of 560 legal-age consumers per event day reaching a maximum one-day throughput of more than 1,500 qualified participants. The Camel Showcase attended 191 events over a seven-month period and engaged more than 106,000 legal-age adult tobacco users.

Program Name: Sell & Save Tour
Client: DirecTV
Agency: IMG Live, Spevco

For its 2009 Sell and Save Tour, DirecTV re-purposed two existing 53-foot single-stage trailers into mirror images of one another, allowing the brand to deliver the same message at different call centers simultaneously and meet the rigorous event schedule of the tour, which visited 19 call center locations in five weeks giving 5,600 sales agents targeted education about key products. The design included modular elements (portable eight-foot by eight-foot education pods, expandable awning structures, flexible interior design) to satisfy the need to bring the two vehicles together for one big show or be stripped down to meet individual call center shows after the tour ended. Each pod hosted a subject matter expert who gathered groups of agents around a touch screen for a presentation about the products.

Q&As offered on plasma touch screens inside the pods engaged several call agents at a time. After visiting each pod area, they headed to the Reward Zone, a 14-foot by 40-foot covered outdoor space on the side of the exhibit. DirecTV programming streamed live on two 46-inch Samsung LED screens that were attached to the trailer. Agents that went through the program performed more than 24 percent better than their non-trained counterparts.
 

Program Name: Vida 23
Client: Dr Pepper Snapple Group
Agency: Lopez Negrete Communications, Creative Displays

To create brand relevance and familiarity between its product and young Hispanic consumers, the Dr Pepper Snapple Group hit the road with its Vida 23 road tour. The centerpiece of the tour was a triple-wide 18-wheeler, named Club23, designed to operate like a teen club on wheels, complete with a Dr Pepper sampling station, video gaming stations and a dance floor with a live dj spinning the latest tracks. To accomplish its goals while leveraging the Hispanic youth market’s love for online life, gaming, music and socializing, Club23 was on-site for many Vida23 activations, including a Chevy Camaro sweepstakes giveaway and Vida Van events.

Inside Club23, music playing from the dj’s table pumped, while the consumers were invited to hit the dance floor, grab a controller and join in on Halo, Guitar Hero and Nintendo Wii Sports consoles, and of course, enjoy some Dr Pepper.