Calling All Marketing Executives:
This is how to deliver the best event you’ve ever had.
See below...we're proud to have worked on one of the The Best of CES.
Thank you for the kind words, Exhibitor Magazine!
But this story is not about us. It's about our client who saw something they knew Omron would respond to and were willing to push the boundaries and deliver in a big way.
They understand the power of engagement. They understand how important it is to focus on what's happening inside the space and how those activities can be harnessed to change attitudes. They understand that the main purpose of the architecture is not a beauty contest, but a way to get people to DO something.
We see eye-to-eye on that and the result speaks for itself. But how did we work together to get here? And ultimately, could the same process produce the similar results for your client?
The enemy: Mindless Design
Mindless Design (n.) (v.)- Using 3D software to continually add walls, canopies, and hanging signs until a design looks "cool" enough to present to a client.
We don't do mindless.
The solution: Storytelling
Sketching, modeling, rendering, building...yes we do all that, but later.
More importantly, what's the story? That's what our client wanted to know.
Omron has lofty goals: to harmonize man and machines. The FORPHEUS robot epitomizes that, but there's more. What does harmonizing man and machines mean? What does it achieve? And how can we bring that point home in the space? Here are some pages directly from the deck...
Ultimately, Man-machine harmony frees the human mind to do what human minds do best: dream. The harmonized future Omron envisions is at it's core a journey of self-fulfillment for humankind. In that future, people have the time, energy, and desire to live up to their full potential because machines help with everything, allowing people to be the best version of themselves.
We brought this key insight to the table, along with a simple and engaging way to get people to think about it with the thought-prompt engagements on the corners. We wanted a mirror finish so people could see themselves as they responded to thought provoking questions and were able to creatively doodle on the walls and share their ideas about themselves and the future.
This is people DOING something that influences their attitudes and beliefs. This is Omron engaging visitors and prompting them to think about things a new way. It's people actively contemplating a future of man-machine harmony.
And this is the foundation of mindful design: thinking critically about what the client wants to achieve, and using the organization's own vision of itself to invite attendees along for the ride.
Below are a couple more pages from the deck...
Engagements
And yes, we love engagements. No story can truly be told without engagements. Engagements can be almost anything, but ultimately you have to engage your visitors to tell your story. Add robots to the mix and you've got a recipe for some super-cool engagements!
Some of these are just plain fun.
Want to build something cool?
Then step back for a minute, and forget about the design. Think about the people in the space and what you want them to think and do. The rest will take care of itself.
Results:
CES 2018: 111 scheduled media interviews, 3.8 billion media impressions, won the "Sizzle Award" and ranked on the Top 20 Best of CES List from EXHIBITOR Magazine.
CES 2019: 189 scheduled media interviews, 2.5 billion media impressions, and ranked on EXHIBITOR Magazine's Top 20 Best of CES list for the second consecutive year.