Exhibition News April 2019 - Page 25

Cover Feature Bell of the ball HERE’s pavilion, by Jack Morton crowd with monolithic, cathedral- like exhibits designed to immerse attendees in their product and service experience.” Google made headlines by tripling its presence from 2018 to 2019 and by having a rollercoaster on the stand designed to show visitors in a fun and immersive way how they could use Google Assistant throughout the day. “Google wanted this to be a really great experience for people,” says Chupka. “One of the fun things is that we get to sit down with companies and really help them try to figure out how to do something with their brand that helps resonate with what they’re trying to achieve at the show.” Finally, it isn’t just big brands that have a home at the show. CES ensures that small companies and start-ups have an opportunity to exhibit and to potentially find new partners or buyers. The show’s start-up area featured over 1,200 companies hailing from all around the world at the 2019 event. “We had some really great success stories of companies that came into that area, received funding and grew year-on-year into larger companies.,” concludes Chupka. “As an association that is one of our most important rules – helping small businesses come to the show and grow.” EN Here and now HERE Technologies partnered with Jack Morton to launch an immersive brand experience at CES. The experience, Step into the New Reality, was designed to bring to life the importance of location data and the impact it has on our day-to-day lives. The technologies that enable a safer, more efficient and connected world require precise maps of our physical world. HERE harvests and processes enormous amounts of data to create these maps through ‘location intelligence’. However, most consumers are not aware of location data. In order to illustrate the power of location intelligence at CES, the brand enlisted Jack Morton. The team merged the physical world with the virtual one in a unique, branded 3D LED architectural experience where the lines between data and reality blurred. The HERE pavilion invited visitors through an immersive media entrance to enter an experience that overlayed real and virtual worlds. Six innovative demo installations and an interactive city model provided an intuitive, simple and application-oriented dive into the potential of location data intelligence. “Our client sees CES as an opportunity to connect to a global audience and demo all services as one consistent experience,” Julien Le Bas, executive creative director, Jack Morton Germany, tells EN. “CES has become the brand’s yearly external communication platform. Of course, this major opportunity to connect to the audience comes at one large price: an epic fight for attention. The challenge is to build brand awareness while cutting through the noise. Our brief was to craft a distinctive pavilion that would attract the audience and engage with it. The idea was to surprise both the client and the audience.” Global aircraft producer Bell revealed a full-scale mock-up of its newest highly-automated hybrid lift vehicle, the Nexus Air Taxi, at CES 2019. The company was looking to reinforce its status as a true technology innovator and ensure that CES attendees would be talking about it in a big way. What better way to show attendees the future of urban mobility than to bring a full-scale Air Taxi? GES worked with Bell to design an exhibit to introduce the Nexus and showcase an exciting AR experience that would give attendees a glimpse of how Nexus could change their everyday world. Utilising augmented reality, Bell overlaid digital content on the Nexus, highlighting multiple scenarios and applications to illustrate how the transportation of people and goods could become more efficient and effective. Scenes of a family leaving for the airport – not via the traditional taxi or Uber but aboard the Nexus – played alongside scenes of the Nexus transitioning into a logistics carrier and helping a company become more productive. The exhibit was a complete showstopper. The grand finale of the showcase was seeing the ducts on the Nexus rotated to their vertical position to forward flight mode. An audible gasp could be heard from the audience every time they moved and neighbouring exhibits came to a standstill in awe of the spectacle. The exhibit attracted over 7,000 visitors and delivered outstanding results across social and the media, including 66k video views on Facebook, 11,000 engagements on LinkedIn and 85,000 impressions on YouTube. Bell appeared in more than 2,000 CES media stories and was cited by six top influencers including WIRED and CNET, dwarfing that of its competitors with 81 per cent share of relevant coverage. April — 25