SUPPLEMENT: EXHIBITION EFFECTIVENESS AWARDS; EXHIBITORS’ SILVER AWARDS: Best use of exhibition techniques - Information Technology sponsored by Independent Exhibitions

WINNER

Client: Nokia

Designer: HP:ICM

Exhibition: Telecom ’95, Geneva

HIGHLY COMMENDED

Client: Digital

Designer: INM

Exhibition: Networks ’96

HIGHLY COMMENDED

Client: Multisoft Financial Systems

Designer: Muirhead Marketing & Design; Michael White & Associates;

Exponents UK

Exhibition: Softworld in Accounting & Finance ’96

Organiser: The Interactive Group

WINNER

Lifelike sculptures of people communicating with Nokia mobile phones

were employed to attract attention and present the company’s range of

products and services at Telecom ’95.

The ‘Connecting People’ proposition was exemplified by figures standing,

kneeling and lying in a range of amusing poses that demonstrated

competitive benefits of specific products. The postures and expressions

of the figures provided immediate understanding, regardless of language

abilities at this international show.

The ground floor space was divided into specific sales areas by curved

walls, which reflected the shapes of Nokia’s products. Holes in the

walls gave views for neighbouring product areas, where different

sculptures were positioned, enticing visitors to look round the

different parts of the stand. A four-times life-size man leaned over the

first floor balcony, lifting and lowering a phone to and from his ear,

to draw in passers-by.

A graphic identity for Nokia was based on its logo and the word ‘Hello’

in several different languages. This was applied to the sculptures’

clothing, print material and to the case of a special edition mobile

phone. Although the stand was not even in the top 30 by size, research

rated it seventh for memorability and fifth for impact. It also achieved

the third-highest ‘stopped’ rating and fifth-highest ‘stopped or looked’

performance.

HIGHLY COMMENDED

Stands at Softworld for Accounting & Finance 96 were limited to a

maximum of 36 square metres, with exhibitors holding demonstrations in

seminar rooms remote from the exhibition.

Launching a new client/server accounting system, Multisoft decided to

take a second stand to bring its multimedia-format seminar to the

exhibition floor. Graphics, animation, acted scenes and product

demonstrations were all employed. This meant that a consistent message

was conveyed throughout and staff overheads were minimised - but the

number of leads generated doubled.

HIGHLY COMMENDED

Leading computer manufacturer Digital sponsored Networks TV at

Blenheim’s Networks ’96 show at the NEC.

This was a TV service produced by events marketing company INM,

broadcast on a 16-screen ProCube Wall, and on a 70-screen network

through all five halls.

There were three aims: to provide an editorial forum with live debates

and interviews, to act as an advertising channel for 16 minutes each

hour, and provide a state-of-the art demonstration of the use of ATM

technology. The eagerness of advertisers to discuss options for 1997

demonstrates the effectiveness of the medium.

This article was first published on Marketing