Preem's fair activation

Format: Physical event
Target group: Customers
Event type: Fair and industry event
Project manager: Ulla Lindström

Mission

Elmia Truck In Jönköping, an international trade fair for the trucking and transport industry is taking place. The fuel company Preem had booked a booth to meet customers with a focus on heavy vehicles. Preem asked Contrasts for help to create an exciting activation in the booth to connect with as many potential customers as possible.

Preem wanted:
1. attract many visitors
2. Engage them in the booth
3. Make them want to stay
4. Give the sellers an opportunity to make a call
5. Leave a lasting impression

Solution

After reviewing the target group, objectives and purpose, we proposed a competition – ”Throw Fast” – an activity that engages and that we knew would interest the fair visitors.

The competition ”Throw fast”:

• It was so simple that anyone could participate
• Engaging the target group (a strength challenge)
• Awarded prizes worth a lot to the participants
• Left impressions (experience + branded products)

Results

The Preem slippers, designed by our AD Johan Wikström, quickly became a talking point at the fair and a hit for the entire Preem booth.

Many people wanted to participate in the competition. In the queue that formed, Preem had the opportunity to have many fruitful conversations with visitors waiting for their turn.

Key takeaways: Never underestimate the importance of thorough target group analysis. It’s never about how sophisticated a solution looks, but about how much it engages the people you want to reach.