AEG Electrolux | KBB | Birmingham
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The Brief
Envisage were delighted to be contacted by AEG following a strong activation and successful industry presence at KBB 2020 which took place just prior to the first lockdown in March. AEG and in particular the Kitchen Chanel stakeholders felt that a strong brand presence at KBB 2022 was exactly what was needed to re-invigorate this key market sector. KBB 2020 had been such a fabulous event, but the ability to follow up on leads and to nurture such opportunities was obviously impacted severely by Covid-19 and other external factors.
KBB is recognised as a key focal point within the industry, and even with the 2020 scenario as a backdrop, it was still vitally important for the AEG brand to be elevated and have a strong presence. Building on the momentum created by their presence at previous events, AEG was poised to take the show by storm with an entirely different approach.
With “Challenge the Expected” as the current campaign, our approach to the 2022 KBB stand design had to be something sufficiently different, to surprise and delight visitors to the stand and to showcase the very best that AEG had to offer with a Big Brand approach. Total immersion into the ‘Challenge the Expected’ campaign was where we started and our close regular contact with the AEG team kept the delivery of the concept on point throughout.
Objective
Building Customer Relationships
Engagement
Live Cooking Demonstrations
Location
NEC, Birmingham
Scope
Design, Development & Delivery
The Deliverables
The AEG stand from 2020 was incredibly successful but the team expressed a desire for a more open stand. The stand in 2020 had a clear entrance, flow and exit through the stand, whereas the new offering for 2022 was to create more of an open experience, allowing visitors to approach naturally from all directions. The desire was for “AEG Live” to be much more of a focal point of the stand and deliver a more theatrical approach to the live cooking presentations. Live cooking demo’s proved very popular in previous shows so this was an absolute must. Envisage proposed the elevation of the live consumer experience that would not only engage with the visitor stepping onto the stand, but from a distance across the hall and a simple visible hospitality ‘offer’ always creates footfall and an ‘atmospheric buzz’ to any stand experience.
The Experience
In response to the detailed brief, the team at Envisage worked closely with AEG to design and develop a stand that was open and inviting, allowing visitors to flow through the space, approaching from all three open sides. In complete contrast to the previous stand, creating intrigue and taking visitors on a ‘journey’, it was discussed that this year AEG wanted to be completely open and transparent, so that everyone could see the complete offering of their latest premium product. Strong campaign graphics depicting beautiful lifestyle photography was positioned to hero the very latest technology in their own spacious settings; clearly defined with beautiful product information and touchscreen delivery of the ranges available.
Our Response
The stand included a grand live demo cooking area to the centre of the stand. Filmed and broadcast from various camera angles, all of the drama, steam and bubbles were relayed to a huge 3 x 2m LED screen flying on a suspended rig and visible from all over the exhibition hall; this was an eye-catching feature that created a real buzz and bought the stand to life. Even though the visitors had open access to the stand space, there was still a sense of a journey between product categories. The overall height of the stand and vibrantly illuminated logos gave the stand a real presence and properly welcomed visitors and friends back to actually meet again.
The Results
“As our chosen suppliers, you were all real stars and were totally flexible, accommodating and gave 100% support to me which I am really grateful for! Thank you to everyone.” - Hannah Groves, Senior Customer Marketing Manager
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