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Procter
& Gamble, a beauty, health and home products industry leader, wanted its
presence at the World Congress of Dermatology in Buenos Aires, Argentina,
to reflect its expertise in the science of beauty as well as in technology and
innovation. The P&G team also hoped to have the opportunity to meet
and speak with attendees and demonstrate company products, not just pass out
samples as many attendees had become accustomed to in the past. The P&G
team knew that to create lasting relationships, it needed to engage the
audience.
Inter-Global
Exhibitions collaborated with P&G’s agency design partner, Anthem
Worldwide, to develop the theme “Beauty on the Outside – Innovation Within” by designing
a booth that would deliver P&G’s expertise and showcase its Beauty brands
in a three-part interactive attendee experience.
Visitors
to the 3,000-square-foot exhibit were immediately immersed in the first phase
of the experience, the Pre-show Gallery, where Beauty bars and Beauty
interactive stations featured a wide range of P&G products marketed under
the Beauty brand. This initial part of the experience illustrated innovations
in skin and hair care and highlighted the technology behind them. Staffed
consultants were available at each station to explain the fundamental science
underlying the products.
Semitransparent
wall panels separated the Pre-show Gallery from the next phase and featured a
global community message: “P&G: Helping the world live, learn and thrive.”
The
second part of the experience featured a 50-seat theater, which was placed in
the center of the exhibit. Showings took place every 20 minutes as plasma
monitors created a video wall landscape. The idea here was to further position
P&G Beauty as a leader in delivering meaningful, measurable and noticeable
consumer benefits. Half of the exhibit area was dedicated to this theater
space, which pulled in traffic for the presentation.
As
they left the theater, guests passed a gift bar, the third phase of the
experience, in which they received full-size gift products.
By
creating an inviting environment with lighting and larger-than-life graphics,
the exhibit drew curious attendees in, and once there, they found they enjoyed
spending time in the interactive environment.
The
exhibit was a success for P&G, and the design later won first place in the
2007 Institute of
Store Planners/Visual Merchandising
and Store Design’s International Store Design Competition.
“It
was incredible to see the new P&G Beauty equity come to life for the first
time in a medium such as this at the WCD,” said Beth Harlor, principal design
manager for Beauty & Health at Procter & Gamble. “The concept of ‘Beauty
on the Outside-Innovation Within” was well received by the target audience of leading
global beauty influencers!”
About Inter-Global Exhibitions: One of the world’s leading global exhibit firms, Inter-Global Exhibitions
(IGE) has been providing companies with complete exhibit solutions since 1994.
IGE’s award-winning designs have a distinctive international style and flair.
The company offers global solutions for effectively navigating international
challenges and has clients in North and South America, Europe, Asia, Africa and
Australia. IGE clients include: Procter & Gamble, Nokia, Fujitsu, Bayer, EADS,
and Lockheed Martin.
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