Accelerating construction
Illustrating infinite energy from nature
Client
Topcon
Client | Hanwha Q CELLS
Project
Tradeshow program
Client | Hanwha Q CELLS
Description
Topcon takes a step forward at Conexpo 2020, setting the tone for the next three years.
Client | Hanwha Q CELLS
Tech trumps toys
Topcon approached Conexpo 2020 with a "no steel" motto. Sure a few excavators broke that rule and got added, but for the most part, Topcon approaches Conexpo as a tech company, not a constuction company. The goal was to build high-tech storytelling devices that would be filled with guests motivated by beer.
Digital content took a systems-based approach rather than look at individual products. Vertical LED screens tell the story of Topcon's newest automated excavator. Each pillar represents only one piece of the puzzle and when combined, the content takes over to demonstrate the full excavation solution.
Beer-Motivated Meetings
Behind all of the tech is the beer that drives traffic. Guests are funneled underneath a double deck structure to the Topcon Biergarten. With seating for more than 150 guests, we created two bars to serve the capacity. Qualified guests head upstairs for private meetings to talk sales and in-development products. Afterward, the most important guests are given their ticket for Topcon's big bash at Omnia. This "VIC" treatment lead to more than $16 million in sales – in the first day.
John Griffith
Creative Director
griffithjm1@gmail.com
586.850.4083
