Blum

Inspire, Travis Perkins Internal Event

Factsheet

Size

Small 0-24sqm

Exhibiting Frequency

1-3 Shows annually

Location

UK

Show Objectives

Loyalty or Retention
Brand Awareness
Brand Education

Engagement Used

Gamification
Phygital

Stand Interaction

Engagement

1
Clients
1
Brand Hours
1
Interactions
1
AVG Interactions per day
1
AVG Engagement Minutes

The Brief

Providing health and social care network services to the public sector, Virgin Media Business wanted to educate the audience at BAPCO 2017 about their vast array of products and services. Lead generation was also a key objective to making an exhibiting ROI.

As the organisers of the show, CIPD’s stand needed to be prominent, and clarify their status as an industry leader. They also wanted to raise awareness of their exhibiting campaign ‘#CIPDSelfieSuperstar’, championing the people they support, and encouraging new membership sign-ups.

Our Response

Our solution was to produce a mock interior of a kitchen using a rear wall graphic aligned with physical cupboard units and Blum’s drawer products.

The focal point of the stand was a bespoke ‘phy-gital’ game. The game was played in pairs, with one person using the Blum drawers and the other the traditional cupboards. Both were challenged to find everyday kitchen items, pitting themselves against each other and the clock.

An overhead screen displaying the countdown clock and leaderboard created a competitive element and added to the spectacle for passers by.

The Results

A total of 204 visited the Blum stand with over 50 action-packed game plays each day.

Nimlok’s inspired game generated such energy and surrounding buzz that it became a focal point of the whole event.

The majority of the stand was constructed from Nimlok’s bespoke hire architecture, keeping costs to a minimum. This, combined with the ‘phy-gital’ game that contributed to footfall, proved the benefits of Blum’s drawers and facilitated on-point conversations, enabled Blum to maximise their exhibiting ROI.

Blum were pleased how the game and their stand had engaged the audience, meeting their objective of showcasing the quality and ease of use of their drawer products over traditional alternatives.

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Absolutely Fantastic

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