challenge
As Aqua’s first public outing since a brand refresh, having an exhibition stand that both made a statement and was clearly visible from across the show floor was paramount.
Competition on the show floor for ‘dwell time’ is fierce, so Aqua needed activations that would both attract visitors to the stand and give an incentive to stay. With three key exhibitions on its annual calendar, the stand design needed to be flexible enough to be easily repurposed and redeployed, whilst also ensuring stand flow and brand continuity was maintained across all three events.
Solution
Taking inspiration from Kubernetes, the stand was based on a series of cube-shaped designs, offering a subtle but definitive nod to ‘those who know’, including a hanging cube feature centre-piece as well a cube-shaped main frame highlighted by bright white LED strips. At RSA San Francisco, we offered popcorn on stand, with the smell of the ‘popping’ popcorn offering a sensory experience that drew visitors in. A true ‘exhibition first’ was achieved at Blackhat Las Vegas, with OrangeDoor securing permission to have a Black Jack table and professional croupier on stand – a first for an exhibitor at the show. It was achieved through weeks of delicate and extensive negotiations with the Gambling Commission, the exhibition organisers and the hosting Casino.
success
Thousands of Aqua-branded popcorn boxes were handed out to passing visitors, maximising the impact of the new Aqua branding right across the show. Hundreds visited to play a hand of poker and win a prize, leading to a dramatic increase in dwell time.
