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Situation
As Seagate Technology, the world's leading supplier of hard drives, was looking to pump up their presence at the Consumer Electronics Show (CES), they were equally interested in connecting with customers in the direct to consumer market; a new approach for this longtime B-to-B brand leader.  Seagate recognized their need for a tradeshow program announcing to the tech-savvy world that their hard drives are no longer just components of a home computer but rather portable devices that allow consumers digital freedom.  Seagate wanted to raise brand awareness, educate and engage consumers nationwide, and ultimately influence retail sales.

Solution
EWI Worldwide developed an integrated marketing program that first focused on the 40' x 60' booth at CES.  Central to the space were three 20-foot-high branded pods suspended and designed to immerse visitors in two different mini-movies:  a four-minute video of brand images and a series of 90-second vignettes featuring movie- and music-makers (i.e. Spike Lee, George Lucas) who use Seagate products on the job.  Also on display was a Toyota Rav4 to demonstrate their technology that links vehicles to home-computer servers.

Launched within weeks of CES, our Exhibit Works team simultaneously developed a 52-week, 100-destination cross-country Seagate Active Storage Tour by outfitting a 53' double-expandable trailer for B-to-B and B-to-C presentations.  Custom display areas for hands-on product demonstrations gave visitors the opportunity to personally experience and learn about digital storage.  To directly reach consumers, weekend stops were scheduled at partner retail locations.

Results
Breaking through the clutter, the Seagate booth at CES proved to be one of the most unique designs on the show floor.  In fact, it was featured in Event Marketer and Event Design as one of the best at CES 2006.  Several months after the show, press opportunities continued with EXHIBITOR magazine exclusively dedicating a 2-page "photo gallery" spread to Seagate's display.  At the show, Seagate conducted 41 meetings with the media and 93 with customers, for about 52 and 63 percent improvements from the previous year.

Taking the show on the road ultimately gave Seagate the ability to meet face to face with their wide ranged audience and educate consumers.  Surpassing the set objective, opening day attracted more than 1500 visitors, most of which made purchases on the spot.  Rob Pait, director of global consumer electronics marketing for Seagate Technology:

"We really need for our exhibit partner to proactively give us the kind of technology input, marketing input and tradeshow exhibit floor smarts that you need to execute on a show really well. Exhibit Works gives us all that."