CAMPAIGN: CONEXPO 2023
CLIENT: Cummins
FABRICATOR: Hamilton
Hamilton is a full-service event marketing agency with a 75-year legacy of creating immersive brand experiences–exhibits, events, environments, and digital solutions–for companies worldwide. Our integrated experiences are powered by StudioH, Hamilton’s creative experiential studio, which focuses on strategy, creative, and performance.
Cummins Inc., a global leader in engine and generator manufacturing, partnered with Hamilton for CONEXPO 2023. Hamilton brought Cummins’ vision to reality by blending creativity with functionality to produce outstanding results. By merging innovation with functionality and an understanding of human behavior, Hamilton delivered an impressive and memorable outcome.
The goal was to create an enthralling and unforgettable experience for Cummins at CONEXPO, their largest U.S. event since the pandemic. Cummins showcased their “Destination Zero” campaign, a strategy to achieve net-zero emissions by 2050 and reduce the air quality & greenhouse gas impacts of its products, and introduced their new brand, Accelera by Cummins. Hamilton designed an experience highlighting Cummins’ innovations and history in a modern and engaging manner. The objectives were to optimize executive networking, amplify engagement, and boost the new brand’s visibility.
The Cummins’ experience at CONEXPO was meticulously crafted to align with their “Destination Zero” campaign and brand identity. Key design elements included:
- Exploration of Legacy and Innovation: The space invited attendees to explore Cummins’ century-long history and discover their current product line and new Accelera technology.
- Architectural Inspiration: The iconic “C” in the Cummins logo was integrated into various exhibit elements such as the floor plan, back wall, and hanging sign.
- Graphics and Organic Materials: Demonstrated their environmental commitment through the incorporation of greenery and natural elements.
- Dynamic Lighting: Illuminated red blades in the hanging sign created a sense of movement from the projection lighting. Red lighting on the stone wall danced in sync with the large LED screen, resulting in a mesmerizing motion effect that mimicked the LED display.
- Intentional Floor Plan: The space featured an open and welcoming front area, with conference rooms in the back for added privacy. A dedicated hospitality area and conference rooms provided spaces for private discussions and executive networking.
The strategic design significantly boosted foot traffic and attendee engagement:
- High Engagement: 95% of total attendees were exposed to the Cummins’ experience. Of those exposed to the experience, 45% converted into engaged visitors.
- Long Dwell Time: Attendees spent an average of 15 minutes and 8 seconds during the experience.
- Positive Feedback: The blend of natural elements and organic shapes, the clear attendee journey, and immersive technology garnered positive feedback from both attendees and clients.
- Behavioral Insights: Hamilton’s inSIGHT measurement suite enabled Cummins to capture valuable data and insights on attendee behavior, interest areas, engagement duration, and active participation to refine future experiences.
Cummins’ experience at CONEXPO 2023 was a resounding success, showcasing their innovative technologies, “Destination Zero” campaign, and new brand. The experience not only attracted a significant number of attendees but also facilitated meaningful engagement and networking opportunities.
Want to transform your next event into something unforgettable? Contact us! Together, we can create something extraordinary.
