Exhibition stand
James Hoskins, e-marketing manager for Lucent Technologies, first contacted DVA with a challenging brief. With less than three months to go before the main industry event in his marketing calendar – he needed some magic whipped up for their exhibition stand.
James is responsible for Lucent Global Mobility Marketing’s multimedia productions – promoting the company’s 3G mobile network infrastructure products and services to operators in 60 countries worldwide. Lucent was formed out of a division of AT&T and still incorporates Bell Labs as part of the Lucent brand. They are one of the largest telecommunications equipment manufacturers in the world and are highly regarded in the US, but have a lower profile in the rest of the world.
The 3GSM World Congress is the largest exhibition for mobile network vendors outside North America. It brings together industry players from around the world. James needed to use the event to build awareness of Lucent and convey that the company’s expertise in the American developed mobile network standard, W-CDMA, would underpin successful implementation of the European 3G standard, UMTS. “The nature of our business is very technical. I knew that for impact Lucent’s capability in providing wireless network infrastructure would need to be shown visually, but network diagrams and boxes with wires are not intrinsically interesting, so we needed some good creative ideas,” explained James.
The stand design was reliant on a large number of plasma screens and additional screens embedded in the floor. James was concerned about the budget.
“In my experience creating rich media assets takes up large chunks of budget, so anything we produced for the exhibition had to be multipurpose – we needed to be able to re-use it throughout the year.”
To draw visitors on to Lucent’s stand DVA suggested using an immersive screen, with a three-dimensional animation of data speeding from a mobile phone through a 3G network into a corporate computer system - an electronic roller coaster ride! The ‘data rush’ animations were picked up and used in the floor-mounted and plasma screens to provide constant movement and interest on the stand. The team agreed that a DVD format was the best option, with its high quality full screen video and automated functions enabling it to act as a continual looped display. The sales team could also take visitors through the easy to use menu system for one-to-one presentations.
James confirms DVD was the right decision. “PC and traditional video displays at exhibitions have always been a headache – I was really impressed by the quality and reliability of the DVDs on multiple screens – we didn’t have a single problem throughout the duration of the 4 day show. The results were great for Lucent – the quality of the presentations on the plasma displays was acknowledged by visitors, competitors and Lucent staff, and it helped improve awareness among decision makers in the industry.”
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Media