Standing out in the crowd
‘K’ is the world’s largest plastics trade show, held in Düsseldorf every three years. SABIC had taken a major stand at K2010 and wished to use it as an opportunity to introduce new corporate messages. A strong campaign brand that stood out amongst a busy trade show environment was required.
The campaign icons
Icons combined with clear messaging
Large format advertising at the K2010 show
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The solution
Building on our work with SABIC for K2007 and K2004, we developed a campaign based around four communications ‘pillars’. The campaign visuals are based around customers engaging with CGI icons, each representing a part of the story.
It worked across the entire customer journey, whether glimpsed from a passing taxi or viewed as part of a customer presentation. The campaign ran through everything from invites, press and online ads, to large format outdoor ads, motion graphics, K microsite, promotional items and gifts.
The result
The SABIC stand was the must-see at K2010. The first day’s press conference was attended by over 60 key journalists.
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