The Client Required... ...a launch of its new global branding initia- tive at CONEXPO-CON/AGG, the largest construction and aggregate equipment show in North America with nearly 125,000 attendees and 2400 exhibitors. To suc- cessfully do so, the company required a trade show partner who could develop an upscale, versatile exhibit design to reflect the brand’s new global image and deliver targeted North American messaging. And MC² Delivered VCE commissioned MC² to design, fabri- cate and install its custom exhibit, which included presentation areas for 19 piec- es of equipment, 12 kiosks, a corporate theater, two side-by-side double deck structures connected by a bridge, which housed the brand merchandise shop, meeting rooms and hospitality space. MC² also produced, and managed talent for, the entertainment in the booth. To sup- port VCE’s commitment to environmental care, MC² incorporated eco-friendly ele- ments into the design including MC²’s proprietary rental system, Eco-flex. MC² created a sleek and sophisticated design, which included world-class light- ing treatments, conveyed both the new, softer global brand standards and VCE North America’s “tough” brand stance. Massive hanging architectural elements and giant LED screens, strategically placed to be viewed from inside and outside of the exhibit, attracted visitors. Once inside, the massive structures and full-sized VCE equipment on display immersed visitors in the brand, products and customer experience. Presentation areas were created for specific industries including oil and gas, quarry and aggre- gates, road building and waste, as well as the company’s rentals and refurbished equipment. A central innovation area fea- tured training simulators and concept models of future products. A professional emcee, or “roving reporter”, engaged attendees with an interactive game, theater presentations and enter- tainment. Four massive LED screens, dis- playing brand messaging and the live the- ater presentations, could be easily viewed from inside and outside of the exhibit. Throughout the 18-month planning pro- cess, the MC² account and production team worked closely with the VCE team to ensure the right balance was struck between all elements of the project. MC² created a smart design that met the client’s needs on message, on time, and, ultimate- ly, on budget. FACTS • CONEXPO-CON/AGG, the largest construction equipment show in North America • VCE’s exhibit space was over 30,000 square feet and showcased 19 pieces of large equipment CHALLENGES • The exhibit design needed to be consistent with the brand’s upscale image, yet bold enough to draw attendees off the show floor. RESULTS • MC 2 ‘s impressive exhibit helped VCE stand out on the show floor, while demonstrating its clean, European premium brand • The exhibit captured 550 leads with products, 929 without products, 367 simulator participants, 280 skid steer lease registrants and 947 prize wheel contestants. • In less than two months, the VCE show website had a total of 5343 unique views CUSTOM EXHIBIT PROGRAM | PRODUCT LAUNCH | CONSTRUCTION New Products and Global Branding Initiative for Volvo CE MC² designs and constructs a bold display of Volvo’s innovative solution WINNER 2011 GALAXY SILVER AWARD FOR DESIGN: TRADE SHOW BOOTH DISPLAY