Getting that message to 130,000 CONEXPO conference attendees wasn’t quite so simple. To make this message stick at CONEXPO, we would have to host a special media day, direct a daily video blog, create a 20,000-square-foot billboard, design a two-story stand-alone booth, develop an interactive display on a 4K monitor and manage numerous other tactics - all of them unified to drive that singular message of confidence through JLG innovation.
The experience started with a targeted direct campaign, print and online awareness ads, and a 20,000-square-foot hotel billboard at the show. The booth interior featured a multi-point, user-driven experience that was expansive but felt personal. It included nine "innovation stations"; two reception areas; a Ground Support Technology Center; two self-service eDoc (literature) stations; and a large-scale smartphone and tablet showcasing the new JLG website. Users could also interact with a huge 4K touchscreen to watch customer stories, maneuver a camera mounted atop a boom lift, explore 360-degree images of new equipment and learn more about JLG’s “45 Years of Innovation.”
This large-scale unified effort resulted in 100 earned media placements, 1,242 booth visitors, 3,778 microsite visitors and 4,708 video viewers.