Exhibitor Magazine features LafargeHolcim Activation
Non-digital activations and exhibit experiences
It’s important to recognise that in the increasingly digital world of exhibits, non-digital content and a sense of tactility can have a great impact still.
We introduced these unplugged experiences for LafargeHolcim at ConExpo-Con/Agg via a feature showing the company’s products in the form of a world map.
With a company USP that its products can reach hard-to-access areas, the interactive map allowed delegates to place aggregate in the location they’d come from.
‘Welcome to our World’ and 'What's in your mix?’ were themes developed by Ignition as part of LafargeHolcim’s exhibition marketing strategy, which found form in branded materials using the hashtag #LHinmymix, fed into a live LED display as visitors interacted with the brand during the show.
The hospitality ‘mix’ area, for example, took the form of a playful, pick’n’mix of pre-packed snacks for visitors to take away. Its uniqueness caught the interest of Exhibitor Magazine’s ‘Ideas That Work’ series. Read their write-up below.
Quick Mix
Amid looming COVID-19 concerns surrounding food handling and open food sources at ConExpo-Con/Agg in Las Vegas during March 2020, many exhibitors scrapped food and beverage offerings and opted to dole out other swag such as T-shirts, bags, etc., leaving visitors hungry for hospitality. Not so for LafargeHolcim Ltd., a company that offers cement, aggregates, and concrete solutions. The firm partnered with Ignition DG, an experiential marketing agency, and found a nourishing solution that kept its visitors both safe and sated while neatly elevating one of the company's marketing themes. At a central hospitality station, booth reps offered prepackaged branded bags of trail mix that included fruits, nuts, and sweets. A glowing sign behind the counter featured the question "What's in your mix?" that cleverly wed the sweet and savory treat with one of the LH's key aggregate-related themes. Even better, the activation positioned LH as a company that is as concerned about its clients' and prospects' overall well-being as it is about its products. And that's a healthy exhibiting mix.
You can read the full article here.
