To be seen as much more than a manufacturer, Wavin wanted their presence at the key Ecobuild show to be much more than an ordinary exhibition stand.
The divergent nature of the construction industry means that Wavin’s brand awareness is below what might be expected for Europe’s leading manufacturer of plastic pipes, as is a wider appreciation of the value and services that Wavin can bring to contractors across the built environment. Tackling this twin challenge formed the heart of the brief to create Wavin’s 180m² stand at Ecobuild 2016 in London’s ExCeL.
How do we showcase what Wavin does – make best in breed solutions for above and below ground water management – but make the stand so much more than a product stand.
The answer lay in creating stunning ‘Airfix’ style product walls to frame the stand so that every visitor could immediately associate Wavin with its core business. We then broke the stand down into a series of interactive zones, which brought its many added value services to life. These included the launch of MyPortal – Wavin’s added-value, online customer platform (also developed by Factor 3); a thought leadership seminar zone; a hands-on competition; a coffee station; a BIM demonstration classroom; an augmented reality house; and interactive touch screens for the sales team to engage visitors.
In the warp and weft of agency life, two or three projects come along each year that raise the bar for everybody and become all consuming. Wavin’s Ecobuild stand was one of these.
At its height we were juggling content for five screens, learning how to create touch screen content, working round the clock to complete the E-learning portal, running the pitch process to appoint the stand contractor on Wavin’s behalf, drawing up plans, and writing emails, fliers and more.
That was the fun bit, and we have to say a big thank you to the teams at Technical Models, Priority Exhibitions and Wavin themselves for sharing the passion to create something special.
The Wavin team universally agreed their stand was ‘best in show’, and that enthusiasm helped secure an average of no fewer than 68 leads every hour of the show for the three days straight. In keeping with the exhibition’s eco ethos, everything was created with the view that it could be repurposed after the show to add even greater value and further build the Wavin brand.