TECGEN
Tradeshow activations
There’s a good amount of innovation in the firefighting/PPE sector where more and more are rejecting the same old ways. No one, however, pushes the performance of lifesaving clothing like TECGEN.
Armed with proven claims, all we needed to do was to get firefighters to try on the gear and share opinions, the most valuable asset, with their peers.
Sounds simple, but at FDIC, the industry’s annual tradeshow mecca, we knew it would take some innovation of our own to draw attendees to TECGEN’s small, isolated booth and a special client to partner on the truly-brave work.
At the booth, visitors were challenged to suit-up with the fastest winning TECGEN turnout gear. The interactive cost-calculator let customers see the overall savings of TECGEN. And the multi-folding ‘Z-card’ brochure ensured that no one left empty-handed.
There were memorable reminders to visit the booth throughout the enormous tradeshow. Display cases invited attendees to shatter convention in high-traffic areas, bathrooms featured surprise ‘try-ons’ with engaging mirror clings, and the showbook hit home the unique message with an ad that only used 10% of its area.
FDIC was, of course, supported with the usual e-blasts, social, and web banners. This all amounted to some pretty impressive growth for the client and an Internationally recognized advertising award for our efforts.
The FR side of TECGEN also needed some innovation to help get their superior performance message across to the public. And with thousands entering the booming Oil and Gas industry questioning why FR couldn’t be comfortable and stylish the time was ripe.
FR’s brand expression mirrored that of PPE’s. With the same tech/stencil font from Fontsmith, the focus on engineered fabric (this time in navy blue to match workwear), and the clever TOV copywriting.
Retail was a big target, although once again tradeshows were the primary touchpoint. Outside shows stencils were laid that promoted the booth while actively displaying the unique wicking qualities of the workwear. PoS and other retail materials helped direct new recruits to the clothing while the ‘Z-card’ brochure educated and built brand advocates.