Background:

Having successfully designed, managed and delivered numerous prior events; Travis was invited to tender with a view to enhancing SUZUKI's presence at the Carole Nash International Motorcycle Show, held annually at the Birmingham National Exhibition Centre.

Shortlisted from over a dozen creative agencies specialising in events and exhibitions, then progressing to the final two; the following solution was earmarked as the #1 choice for SUZUKI.

At the last moment HONDA withdrew their booking due to a deteriorating economic climate and others soon started to follow suit. With manufacturers increasingly having no competitors to flank at the show, the event organisers offered a one-off rescue package to exhibitors, by offsetting the cost of custom built stands (over 400m2) against its floorspace fees.

Unfortunately this was a no-brainer for any overseeing financial director, particularly as the stand would be stored and reused over a three year contract. You win some, you lose some; however great pride can be taken in being #1 choice for SUZUKI in showcasing over 100+ vehicles and the responsibility for a colossal 732m2 exhibition stand.

The Challenge:

SUZUKI GB PLC reserved space of 732m2 (30.5m x 24m) at the International Motorcycle and Scooter Show, with a clear set of objectives:

To create a hard-working and successful stand that is utilised fully throughout the 10 day event
To display the entire motorcycle range, inc. three new models to be unveiled at the event
To host a retail section of the stand for the parts and accessories team
To conform to the SUZUKI brand values and corporate identity supporting “The Way of Life”
To increase the prospect customer database through data capture
To showcase model categories: Street / Supersport / Scooter / Cruiser / Off-Road / ATV
To honour and recognise the 100 Year Anniversary of SUZUKI
Inclusions: Japan / Innovation / Excitement / Interaction / Quality / Manga / Paddock feel
Influence in a coherent form whilst clearly defining the bike categories

The Solution:

Ultimately it is a stand that delivers on the set objectives, communicates the brand and key messages with clarity, engages with and captivates the audience. A fusion of ideas and influences were created to represent all that is great about SUZUKI.

The layout of the stand is focused totally on the bike categories. Each category has a 6m x 3m suspended graphic. The graphic determines the category by inclusion of a specific bike that is placed within an illustrative landscape environment.

Striking stylised graphics defining the product range and bold graphics celebrating the 100th Year of Suzuki, mixed with subtle Japanese-inspired references such as rice paper, lanterns and Japanese lettering combine to create a rich mix of influences.

The stand design incorporates two significant video displays and a video floor, added to the reveal area in the centre of the stand to display animated messaging timed for the bike reveals. The reveal is created by a programmed motor that raises the 100 Year graphic cube.

Various designs were generated to portray the traditional styles of Manga while showing their evolution into today’s digital media; thus delivering a “Transition of Art” that best reflects the evolution of SUZUKI into a contemporary and technologically excellent brand over the last 100 years. The founders of 'Mirrors Edge' (the first person game) were consulted in respect of commissioning customised play live at the show, thus creating a competitive environment where social media would be used to share scores and promote the SUZUKI brand subconsciously.

Video: Inspirational concept (Low-resolution video).

The Benefits:

Cultural references portrayed throughout the stand
Data capture to generate a level of hard nosed commercial return
Automated sales lead collection, providing potential purchasers with appropriate literature
Press day pyrotechnics with Japanese cherry blossom and SUZUKI motif 'S' shaped confetti
Taiko drumming enticing the audience to follow SUZUKI on a musical journey
Aerial silks display; artists hang and perform fabric suspended acrobatics
Reach via LIVE-Streamed product launches / viral campaigns / social integration / competitive play
Full consideration of: Risk / Scheduling / Logistics / Insurance / Due diligence / Quality assurance
Prize draw flyers: Tip-on to trade advertisements in MCN & DBR etc.
Incentive driven scratch cards with online registration / draw entry
Live stand arcade game systems to determine a prize winner
Green Screen area to draw the crowd, eg. 'compete with a racing legend'
LIVE show messaging integration

Commissioned by:

Richard Daniel Gregg
Sales Director — Motorcycle / Scooter / ATV