NOVEMBER 2013 | HIRE
AND
RENTAL
NEWS
| 17
EVENTS IN FOCUS
ExpoNet delivered a custom stand
project for Woolworths for its annual
exhibit at Sydney’s Royal Easter Show, the
Royal Brisbane Show and Royal Melbourne
Show held in 2013.
The brief to ExpoNet was to design and
construct an innovative stand using high
levels of creativity to promote Woolworths’
position within the fresh food and grocery
industry to attendees at the Easter Show.
When awarded Woolworths’ Agricultural
Show business late last year Maverick
was tasked with executing a new concept
to promote educational interaction to
support Woolworths as Australia’s Fresh
Food People and showcase local growers in
each region.
The new build also provided an
opportunity for consumers to explore a
range of produce categories and learn
about Australian growing regions,
alongside real farmers.
ExpoNet’s Creative Response involved:
• Creation of distinct areas within the
overall space showcasing fresh food
categories: bakery, seafood, deli,
produce, meat and chilled foods.
• Each area provided a visual and sensory
space for visitors to interact and sample
products.
• Inclusion of a custom designed, inviting,
interactive stand shaped as a life-size
Woolworths delivery truck including AV
screens for windows.
The custom stand featured a staircase
within the overall truck design, iPads
featuring augmented reality, interactive
touch screen technology, plasma screens
dispersing information and colourful
branded graphics throughout.
Various counters were provided for
staff placement. Each area focused
on a Woolworths fresh food category.
ExpoNet delivers stands for Easter Shows
Extensive use of banners, custom printed
graphics and signage and branding placed
throughout the custom designed stand
and the Woolworths area throughout.
Suspended and rigged from the ceiling
was a large 3-dimensional banner map
of Australia printed with Woolworths
branding utilising the ample airspace
and creating a strong visual reference to
the stand – thus viewable from a great
distance over the crowds.
“We had the challenge of transforming
a well known traditional retail stand into
a stimulating experience that captivates
a diverse audience. Thanks to the help
of some technological wizardry, the new
display offers a mix of fun and interactive
activities to transport consumers to the
paddock, bringing the fresh produce and
brand to life,” Todd Marks, Maverick
Director said.
“With a focus on increased visitor
interaction and sensory experiences,
we utilised the following hi-tech and
engaging techniques:
• Activation / Experiential marketing
1.Augmented reality through iPads
2.Touch screen games strategically placed
throughout the stand
3.Microsoft connect Kinnect games
(Fishing & Herding the Cattle)
• Tractor photo opportunities – A tractor
was made for visitor’s children to sit on
and take photos and be shared through
social media
• Access to Woolworths apps through
iPads on the stand
• Food sampling
• Large life size truck was created for
people to access digital elements and
walk around.
Visit
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Suspended and rigged from the ceiling was a large 3-Dimensional banner map of Australia printed with
Woolworths branding
