Challenge
Siemens Dematic wanted to demonstrate how they uniquely provide seamless, end-to-end integration of products and services from concept through implementation, all within an overall theme of "connectivity." The major challenge: make a complex product and service offering available to tradeshow visitors in increasing levels of detail as their interaction with it increased. At the same time, each level had to maintain a high degree of visual appeal.

Light Bulb
By designing all aspects of the exhibit, from billboards and back-lit graphics to animated video and interactive kiosks, we could shape the total visitor experience, ensuring a consistent visual theme and gradually revealing a complex set of products and services. And because Siemens Dematic wouldn’t have to coordinate the efforts of multiple agencies, they could streamline their collaboration process.

Solution
Our solution aimed to meet three visitor-focused goals:

• Attraction: Create a three-part, animated "rolling metastory" that spanned 12 large plasma screens. Additionally, design a ten-foot-square, fabric mural and a series of back-lit images with complementary text to draw visitors into the booth.
• Interaction: Load three "cyber-café" computers with text, photos and video of the various product lines in an engaging format.
• Retention: Provide free CD-ROMs containing in-depth product information and full brochures that visitors could view on their own computers.

Results
One of the clearest indicators of a project’s success is the way our client uses it after it has fulfilled its original purpose. Siemens Dematic repurposed the entire connectivity exhibit for a postal tradeshow, integrated elements of the exhibit for two other tradeshows, and translated the rolling metastory into Spanish. In other words, the connectivity exhibit was a rousing success.