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 DeliveredVCE 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,thelargestconstructionequipmentshowinNorthAmerica

• VCE’sexhibitspacewasover30,000squarefeetandshowcased19piecesoflargeequipment

CHALLENGES

• Theexhibitdesignneededtobeconsistentwiththebrand’supscaleimage,yetboldenoughtodrawattendeesofftheshowfloor.

RESULTS

• MC2‘simpressiveexhibithelpedVCEstandoutontheshowfloor,whiledemonstratingitsclean,Europeanpremiumbrand

• Theexhibitcaptured550leadswithproducts,929withoutproducts,367simulatorparticipants,280skidsteerleaseregistrantsand947prizewheelcontestants.

• Inlessthantwomonths,theVCEshowwebsitehadatotalof5343uniqueviews

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

EVENTS & MEETINGS* Strategic Creative Development and Design* Turnkey Production Management* AV and Staging Services* Meeting Planning and Implementation* Destination Management

EXHIBITS* Award Winning Creative Design* Multimedia Production and Graphic Design* Promotional Marketing* Custom Rental Solutions* National Logistics Support* Installation and Dismantling

ENVIRONMENTS* Fabrication & Installation* Showrooms, Boardrooms, Lobbies* Project Management Support* Strategic Planning and Design

ENTERTAINMENT* Venue Selection* Complete Lighting & Audio Production* Turnkey Production* Pre- and Post-Event Marketing

ELECTRONIC MEDIA* Video and Animation* Flash and Audio Production* Web-based Communications

* E-vites and Specialized E-mail* Event-based Data Capture

EXPOSITIONS* Turn-key lsupport for all show services* Full-scale show management services

Additional ServicesNational Custom RentalsNational StorageNational LaborInternational ServicesOnline Project ManagementMarketing ConsultationMobile MarketingStaff Training

MC2 is in the face-to-face marketing business – planning, designing, building and marketing exhibits, events and meetings, corporate environments and permanent installations for mid- to large-sized businesses. With our strategic experience and hands-on capabilities, we become an extension of your marketing department.We are a full-service company, you can use as many or as few of our services as you need.

MC2 was created in 1999, a union of five leading companies involved in exhibits, events and creative services representing more than 50 years collective experience in the industry. Headquartered at 3 Alpine Court, Chestnut Ridge, NY, MC2 has 11 locations in the United States and alliances around the world. MC2’s clients represent some of the world’s best brands.

www.mc-2.com • 800-537-8073ATLANTA • BOSTON • CHICAGO • KINGMAN • LAS VEGAS • LEHIGH VALLEY • NEW YORK • ORLANDO • SAN FRANCISCO • ST. LOUIS

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