SUPPLEMENT: EXHIBITION EFFECTIVENESS AWARDS; EXHIBITORS’ SILVER AWARDS: Best use of exhibition techniques - business-to-business sponsored by Blenheim Exhibitions



Client: Nokia

Designer: HP:ICM

Exhibition: Telecom ’95, Geneva


Client: Whirlpool

Designer: HP:ICM

Exhibition: Domotechnica ’95, Cologne


Client: ASTRA Marketing

Designer: Checkland Kindleysides

Exhibition: Cable & Satellite


This stand at Telecom ’95 also won the Most Effective Use of Exhibitions

for Marketing, and Information Technology categories. Its goals were to

attract the attention of those genuinely interested in Nokia’s products,

encouraging them to visit and look round the stand, to bring alive the

competitive advantages and the ‘Connecting People’ proposition, and to

stand out from the crowd.

Product applications were demonstrated by sculptures, such as an

engineer single-handedly fitting a lightweight base station and a lorry

driver with a flat tyre radioing for assistance. The effectiveness of

HP:ICM’s design was judged to give a 40% improvement on the two previous

Telecom shows, where Nokia had the same space and location.

There were several challenges to be met. One was to create impact at an

event where exhibitor expenditure per square metre was said to be higher

than at any other trade fair in the world. The problem of an audience

speaking several different languages was overcome by the ‘body language’

of the sculptures. Having a site away from the busiest aisles was met

with an animated giant on a first floor balcony. The action poses also

gave point to visually undifferentiated products and conveyed

information and impressions in a limited physical space.


The attention getter for Whirlpool at Domotechnica was a giant

‘electronic puppet show’. Robotically controlled monitors in

choreographed movement presented to over 3000 people per day. Opinions

gathered from customer research were voiced by child actors, the

monitors twisting and swivelling to reflect their mannerisms. Then the

six screens came together as a videowall to display product development

and separated again to demonstrate the kitchen of the future.


The launch of ASTRA’s digital satellite broadcasting was combined at

Cable and Satellite ’96 with the promotion of existing analogue TV and

radio services. The audience experienced an array of multimedia

presentations of the ‘World of ASTRA’. High-level lighting washed the

canopy in corporate yellow and blue, while projectors threw pulsating

photographic images and messages across the canopy, floor and other



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