As the focus for their presence at The International Direct Marketing Fair, Earls Court, our client was to emphasise the strong environmental credentials of their Data Suppression products and services.
Pivotal to their strategy was an interactive application that would attract visitors onto their stand and provide a mechanism for collecting their contact details.
The interactive application should be central to the dressing of the stand and be at the forefront of pre and post exhibition marketing collateral.
Tiga created The Big REaD Calculator as means for visitors to put into perspective the amounts they could save on their Direct Marketing budget by using the client’s Data Suppression tools. By selecting two different criteria, visitors could see how much they could save, not only in monetary but also environmental terms, as the calculator represented their saving in numbers of mailbags, tress and even elephants! This provided a thought provoking and memorable visitor experience as well as presenting the client’s products and services from an innovatively new direction.
Visually, the application was based on strong and simple iconography and colourways designed to intrigue and attract passing visitors. The application ran a short, looping multimedia presentation that would dissolve to a menu as soon as a visitor wanted to try the calculator. Prior to use, the visitor would be prompted to enter their email address which would be added to a database for post exhibition follow-up (an opt-out option was provided.)
Following the exhibition, the application was made available for use online at www.bigreadcalculator.co.uk
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