Client: Maverick Marketing on behalf of Woolworths
This custom stand project was delivered for Woolworths for their annual exhibit at Sydney’s Royal Easter Show, the Royal Brisbane Show and Royal Melbourne Show held in 2013.
The Brief to ExpoNet:
To design and construct an innovative stand using high levels of creativity to promote Woolworths’ position within the fresh food and grocery industry to attendees at the Easter Show.
When awarded Woolworths’ Agricultural Show business late last year Maverick was tasked with executing a new concept to promote educational interaction to support Woolworths as Australia’s Fresh Food People and showcase local growers in each region.
The new build also provides an opportunity for consumers to explore a range of produce categories and learn about Australian growing regions, alongside real farmers.
ExpoNet’s Creative Response:
- Creation of distinct areas within the overall space showcasing fresh food categories: Bakery, Seafood, Deli, Produce, Meat and Chilled Foods.
- Each area provided a visual and sensory space for visitors to interact and sample products.
- Inclusion of a custom designed, inviting, interactive stand shaped as a life-size Woolworths delivery truck including AV screens for windows.
- The custom stand featured a staircase within the overall truck design, iPads featuring augmented reality, interactive touch screen technology, plasma screens dispersing information and colourful branded graphics throughout.
- Various counters for staff placement. Each area focused on a Woolworths fresh food category.
- Extensive use of banners, custom printed graphics and signage and branding placed throughout the custom designed stand and the Woolworths area throughout.
- Suspended and rigged from the ceiling was a large 3-Dimensional banner map of Australia printed with Woolworths branding utilising the ample airspace and creating a strong visual reference to the stand – thus viewable from a great distance over the crowds.
- Our main challenge was meeting the deadline of show opening and ensuring the huge amount of artwork print ready files from the client were checked, approved and ready to print in time for the set build. Commencing with a pitch visual from an agency that was not technically engineered, and transferring this to a built and functional stand.
- Another significant challenge was printing the large digital sticker which was installed over the raised floor in time for the main build to take place over the top.
- Our team had 48 hours before the set had to be installed, and our printer worked overnight on 440 square metres of digital print. We installed this graphic overnight for the project manager to commence his build first thing the next morning.
- There was a large rigged banner of Australia that was part of the design. A significant challenge was ensuring approval by the Central District Displays at RAS. As this structure was in their line of sight we had to submit plans to demonstrate there would be no interruption of views to their displays. The result was a new style of banner never seen before for stands at the Show.
“We had the challenge of transforming a well known traditional retail stand into a stimulating experience that captivates a diverse audience. Thanks to the help of some technological wizardry the new display offers a mix of fun and interactive activities to transport consumers to the paddock, bringing the fresh produce and brand to life,” said Todd Marks, Maverick Director.
Budget vs Creativity
- The opportunity arose for ExpoNet to execute a fresh concept within a tight budget that was different to previous years and provided our production team an opportunity for creativity.
- When plans were first drafted and quoted for the Sydney Royal Easter Show, Royal Brisbane Show (Ekka) & Royal Melbourne Show, Maverick were given our cost to deliver this project. As the design progressed to the final stages, there were numerous meetings to ensure the costs fit within Maverick’s allocated budget for the Easter Show set.
- To provide Maverick with different comparisons, we reverted with many revisions of the quote including purchase price vs. rental costs on items such as AV, fridges, flooring etc. An agreement was made to sub-hire some items to reduce cost.
- To meet the budget we sourced alternate materials and re-designed certain areas. ExpoNet adapted to the challenges and maintained a high level of creativity and quality all within Maverick’s budget expectations.
As we have designed and supplied the Woolworths stand for many years, our aim is to continually innovate and improve on the efforts of the year before.
- With a focus on increased visitor interaction and sensory experiences, we utilised the following hi-tech and engaging techniques:
- Activation / Experiential Marketing
- Augmented Reality through iPads placed throughout the stand
- Touch screen games strategically placed throughout the various area of the stand. e.g. Name the Cut of Meat, Pick and Mix Produce
- Microsoft connect Kinnect games (Fishing & Herding the Cattle)
- Tractor photo opportunities – A tractor was made for visitor’s children to sit on and take photos and be shared through social media.
- Access to Woolworths Apps through iPpads on the stand – Woolworths Home Shop, Everyday Rewards, Woolworths Brand App.
- Food sampling – Deli, Macro, Bakery, Meat, Chilled Foods, Seafood and Produce sampling.
- Large life size truck was created for people to access digital elements and walk around.
“Please accept our appreciation and sincere thanks to all the staff involved from ExpoNet in the successful design and execution of the Woolworths stands at the Royal Easter Show Sydney and Royal Brisbane Show (Ekka) in 2013. Your team’s professionalism, advice, build direction, and on ground support has proven why you are a preferred supplier to us.”
Asha Jones, Account Director, Maverick Marketing
ExpoNet is one of Australia’s leading suppliers to the exhibition and event industries and excels in providing a range of quality products and services including shell schemes, custom stands, furniture, audio visual equipment, electrics, graphics and signage. From its offices in Sydney, Brisbane/Gold Coast and Melbourne, ExpoNet supplies over 500 events per year in more than 120 venues.