Tricks and Treats
The cybersecurity experts at Pentera know that identifying and fixing security gaps is often a thankless task. To deliver a sweet message of thanks at RSA Conference, the company designed a candy-themed wonderland. The colorful floor featured a winding path to strong security, complete with candy-striped stools and bins filled with treats. A giant gumball machine stood guard, while candy canes swayed gently overhead. The playful design, with video screens nestled among gumball-filled dispensers, offered a lighthearted approach to the serious world of cybersecurity. Pentera's clever quip in their promo video — “Do you know why we marshmallows use a firewall? Because we don't want to get toasted by hackers.” — added to the charm. This frothy confection of a booth left attendees with a sugar rush and proved that a dose of whimsy can be the spoonful of sugar that helps the medicine go down. Top of the Pedestal
Some exhibitors are lucky enough to have sexy products that are a draw all by themselves. Others, such as the CCV GmbH, need to add a bit of window dressing to draw attention to a rather utilitarian offering. So at EuroShop 2023, the maker of end-to-end payment solutions such as credit card scanners and pin pads elevated its wares — literally — by placing them atop staggered pastel-colored pedestals along the aisle of its inline exhibit. The bright podiums with slightly angled tops ensured passersby focused on the small black devices that wouldn't have otherwise gotten a second glance. That's some simple, yet elevated, design work that rose to a challenge. Health Caring
In the world of oncology, data and science are what drive decisions — but emotions drive connections. At ASCO, Bristol Myers Squibb Co. tapped into this truth with an exhibit that transformed a 20-by-20-foot space into Grandma's house. Inside, an LED screen played a touching scene: a grandchild scribbling on the wall with a crayon. A nearby monitor delivered the poignant message: “She wasn't supposed to see this.” But thanks to the company's Dual I-O Therapy, Grandma lived longer — long enough to catch her grandson red-handed. Emotional storytelling makes complex treatment concepts memorable to audiences and reminds them why the science matters. Making a Splash
As part of Art Basel in Miami, Kohler Co. made a splash with its cold plunge tub activation at the Miami Beach Edition Hotel, transforming a simple product demo into a fully curated experience. Anticipating every attendee need, Kohler provided swimsuits for those without, non-slip water shoes, dry bags for post-plunge storage, and even hair ties for people protecting their coiffure. The spa-like setting extended beyond the tub, with refreshing juices, coconut water (with or without tequila), and light bites like poké bowls and salads to create a seamless and stress-free experience. A great activation isn't just about the product — it's about the entire journey. Thoughtful touches turn an interaction into an impression that lasts well beyond the plunge. Motion Picture
Exhibitors at CES face a common challenge: demonstrating products in a way that's engaging, effective, and budget-friendly. Shenzhen Dreamlife Innovation Technology Co., Ltd. tackled this head-on with a low-cost but clever demo for its Comitok iPhone gimbal. Rather than relying on elaborate gimmicks, the company set up a simple toy train track outfitted with a woman's portrait mounted on a small engine. The gimbal and phone, placed in the center of the track, locked onto the face as the engine circled the track, following it seamlessly as it circled around. The result? A crystal-clear, real-time demonstration of the gimbal's subject-tracking capabilities — without breaking the bank. The takeaway? A great demo doesn't have to be expensive. With a little creativity, even a simple toy train set can put your product on the right track. Boxing Out the Competition
At Pack Expo 2024 in Chicago, Cognex Corp., a leader in machine vision systems and industrial barcode readers, found a slam-dunk way to engage attendees and showcase its services. Introducing “Boxetball,” a creative twist on the classic arcade basketball game, where participants aimed to shoot as many boxes through a box-shaped hoop as possible within 30 seconds. This interactive game drew crowds while providing a fun platform for Cognex to highlight its expertise in automating manufacturing processes, improving product quality, and reducing production errors. High scorers walked away with prizes, while all participants left with a better understanding of how Cognex's innovative solutions can elevate customers' operations. By combining play with purpose, Cognex effectively turned booth visitors into active learners, proving that a little friendly competition can go a long way in making complex technologies accessible and memorable. A Sauce-some Experience
To reinforce its Away From Home campaign at the Restaurant Leadership Conference, Kraft Heinz served up an experience that stuck — a supersized, selfie-ready dose of customization. Working with exhibit house EDE Corp., the company cooked up an oversized LED Heinz bottle as the centerpiece of the activation. Attendees bellied up to a kiosk, picked their favorite sauce, and watched the bottle transform to match their choice. Their name or company name appeared on the label, creating a social media-ready moment with extra flavor. The company's secret sauce was a sticky (the good kind), personalized brand interaction that had attendees engaging and sharing.