Preem's fair activation

Format: In-person event
Target audience: Customers
Event type: Trade show and industry event
Project Manager: Ulla Lindström

Mission statement

Elmia Lastbil in Jönköping is an international trade fair for the haulage and transportation industry. The fuel company Preem had booked a stand to meet customers with a focus on heavy vehicles. Preem asked for Contrast's help to create an exciting activation at the stand to get in touch with as many potential customers as possible.

Preem wanted to:
1. attract many visitors
2. engage them at the booth
3. make them want to stay
4. give salespeople an opportunity to start a conversation
5. leave a lasting impression

Solution

After reviewing the target audience, objectives and purpose, we proposed a competition - "Throw Fast" - an engaging activity that we knew would interest fair visitors.

The "Throw it fast" competition:

• Was simple enough for anyone to participate
• Engaged the target audience (a strength challenge)
• Offered valuable prizes to participants
• Left a lasting impression (experience + branded products)

Outcome

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

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

Key take-away: Never underestimate a thorough audience analysis. It's never about how sophisticated a solution looks, but about how much it engages those you want to reach.