Exhibition: Telecom ’95, Geneva
Exhibition: Networks ’96
Client: Multisoft Financial Systems
Designer: Muirhead Marketing & Design; Michael White & Associates;
Exhibition: Softworld in Accounting & Finance ’96
Organiser: The Interactive Group
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’
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.
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.