Home JCB at Hillhead in Buxton 2012

JCB | Hillhead | Buxton, England

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The Brief

Thousands of visitors from around the world come to the Hillhead event in Buxton for the unique opportunity to see the latest plant and equipment on static display and live demonstrations. It’s where the construction, quarrying, and recycling industry come to see the latest and greatest machinery that is on offer. With this in mind, the brief itself was to design a space to best accommodate & present the large number of machines that JCB wished to showcase at the event. With a stand space of this magnitude & with such a large volume of plant equipment, the logistics of a project such as this were going to be a key factor in the overall delivery of its success.

Objective

Brand Product Awareness & Increasing Market Share

Engagement

Brand Product Displays

Location

Buxton, England

Scope

Design, Development & Delivery

The Deliverables

The huge space allocated to the JCB stand was to be used to showcase in excess of 15 large pieces of plant equipment, which we would need to layout in the most effective manner & combine with informative large scale graphics. This main display sat adjacent to an open arena where machinery would be used to show live demonstrations to guests. This was further enhanced through the addition of a giant I-Fly monitor to attract further attention & enhance the experience as a whole.

Two large scale marquees were to be hired & then clad effectively to offer large scale branding

Marquee 1: Hospitality Lounge 18 x 9m – Consisting of 3 individual sofa lounge areas with screens & large dining area with seating for up to 40 guests, buffet table & kitchen prep area & also in addition to this a separate dedicated catering van & field kitchen were to be arranged & positioned accordingly.

Marquee 2: Customer Service Centre 15 x 9m – Split into 4 individual zones this marquee comprised of a customer experience zone, private meeting area, walkthrough informative graphics & seating sector & also an AV zone which was blacked out to enhance the overall experience & really make the screens & lighting come to life

In addition to this we would also need to consider a reception hut point & coffee servery zone to add to our design & layout.

Key messaging & branding were to be displayed throughout the stand space; a combination of 6m tall Flag masts, giant tensioned frame banners, low level fence signage & externally clad wall structures were created & positioned in key locations.

The Experience

Upon arrival, guests were greeted with large-scale graphics & 6m high flag masts to truly reinforce the JCB brand & create awareness from a distance. A reception hut was used as a meeting point to then point guest in the right direction. A path of wood decking weaved its way around the display machinery & graphics monoliths taking visitors on a journey through the outdoor exhibition zone. Adjacent to the plot JCB had a vast demonstration area where their excavators, dump trucks and utility vehicles went through their paces. Next to this demo arena we created a space to entertain guests and show static machinery. Two large marquees were fitted out by Envisage – one as a hospitality suite to entertain guests & hold private meetings and the other containing AV and graphics panels to highlight their latest customer service offerings.

A 13m high iFly screen operated by a giant mechanical arm, reaching a 360º range of movement made the JCB range visible for all potential customers to see in this large exhibition space. The iFly has revolutionised outdoor exhibition visuals in presenting the most flexible LED screen, which, like a giant billboard requires no assembly or set up time.

Our Response

The stand really delivered & was a truly captivating accomplishment for all parties to be proud of. The carefully considered high-level branding & vivid large format prints combined with that unmistakable JCB coloured machinery combined to really capture the eye & help drive a wealth of guests to the space. The iFly screen was a real success & truly delivered in terms of working as both a stand attractor & information supplier tool & was the perfect accompaniment to the live demo area. Envisage continued to build their relationship with JCB through this project & this has, in turn, led to further expansion of our portfolio of events & exhibitions, working together collaboratively with JCB.

The Results

“We knew that, logistically, this project was going to be a big ask, but the show proved to be a huge success for us & provided us with a great opportunity to engage with customers & showcase our products in a live working environment”