challenge
HireVue was introducing a new market category – Human Potential Intelligence (HPI) – at two shows in the US and Europe. Alignment of activations was needed to both subtly and overtly reinforce key new market category messages. Both HR Tech and Unleash Expo are high energy, busy exhibitions in dynamic cities, so ‘cut through’ for a single brand is a challenge. Creative approaches were needed to deliver impact and maximise engagement. Context is king when it comes to understanding a new concept with clarity. Repetition and reinforcement needed to play a key role in the educating key audiences on HireVue’s new market category.
Solution
Starting before they even got to the show, key prospects were collected in HireVue-branded Executive Vans and chauffeured from airports and hotel to the exhibitions and customer dinners. Inside the vans, digital artwork and interactive screens and branded refreshments were present to reinforce the launch.
Sponsorship opportunities across the halls were secured alongside a DJ set and Taylor Swift impersonator during the opening night, all helping to raise the profile of the launch. Visitors to the stand were encouraged to choose a key and try to unlock a safe containing tickets to Taylor Swift’s ‘Eras’ tour. An illustrator captured conversations on-stand, and then personalized and digitized the images so visitors could take them away and post on their own social channels.
success
Two mobile billboards with HireVue and HPI messaging travelled alongside the Executive Vans, effectively creating a high profile HireVue-branded motorcade seen by thousands of other visitors on their way to the exhibitions. Live t-shirt printing with four original high impact designs, a 360 photobooth and branded logo-pops each drew more to the stand and provided additional brand touchpoints both on-stand and further across the show floor.
