Case Studies

Alcan Cable

Situation: Energy is the center of attention right now with issues such as the smart grid, cyber security, cap and trade, renewable energy, energy stimulus spending, energy storage and the necessity of reliability. Nowhere was that more apparent than at the 2010 IEEE PES Tradeshow. The IEEE PES is an international organization that attracts a worldwide audience of electric utility professionals and associates. The entire conference and expo is focused on how all of these issues are affecting utilities. This year’s theme: “Smart Solutions for a Changing World.”

Challenge: The 2010 IEEE PES Tradeshow only rolls around once every 30 months. Miss your opportunity to exhibit and you are waiting awhile for your next turn. At issue: our client had a dowdy, dated-looking tradeshow booth. We needed to create a refreshing, high-tech look that reflected the company's image as an industry leader. However, while our client needed to create greater awareness and present a high-tech look at the tradeshow, they didn’t have the budget to purchase a high-end booth. Obviously, they needed their own “Smart Solution”!

Solution: Working with our exhibits partner, Exhibits South, Hothead Studios created a new “skin” for the existing Zero booth. Our creative concept was “Alcan Cable - Re-Energizing the Transmission Industry.” We focused on the fact that Alcan Cable had been in business for over 100 years and was “still raising the bar” on innovation. New graphics focused on our client’s most innovative products. We covered the old Zero frame with new column “slipcovers” that were designed to resemble transmission wire. Modern furniture and storage units completed the booth look.

To help our client make the most of their investment, we also created a system of tradeshow support materials to help drive booth traffic: direct mailer, email, event invitation and promotional giveaway.