March 2007

The client

Sheffield-based marketing company Hird Advertising is a full-service agency providing marketing consultancy, advertising, graphic design, public relations and exhibition support to a range of regional, national and international clients.

The challenge

Hird was tasked with providing marketing support for a major UK trade show for one of its principal clients – one of the country’s leading independent providers of specialist chemicals to the commercial cleaning industry. 

The company wished to use the trade show to launch two new products – a hand soap dispenser utilising a new internal mechanism to aid refilling and ease of use and a web-based multi-lingual training package.

The client’s stand was located directly opposite a much larger rival with a track record of high-impact stands at trade shows. Hird were briefed to create a “different” stand that would wow trade show visitors and create maximum footfall.

The solution

After visiting LETS in Doncaster to view the range of interactive 3D applications available via the project, Hird approached its client with the suggestion that a stand incorporating a moving 3D visualisation of the new dispenser mechanism would both create a unique reason to visit and allow greater understanding of the benefits of the new internal design.

After arranging for the client to see examples of the LETS technology at Doncaster for himself, the client agreed additional budget and Hird commissioned a three-minute 3D “video”, based their entire stand design around a “prepare to be amazed” theme, and incorporated a small cinema style viewing both.
The 3D visualisation also included depictions of the new multi-lingual training system while “real life” prototypes of the product were on show elsewhere on the stand.

The result

Hird created a PR campaign around the use of 3D at the show gaining exclusive cover-shot coverage in the principal trade magazine as well as a further full-page article on the primary news page.  

Branded 3D glasses were handed out to show visitors creating interest and significant additional footfall. The stand was frequently full to capacity and earned plaudits from both trade media and rivals. The client told Hird: “It was our best ever show” and have since commissioned the agency to support their main European trade show – where LETS’ 3D visualisations will again play a primary role.  Traffic to the client’s website since the show has exceeded all expectations.

The success of the exhibition has also enhanced Hird’s relationship with the client – extending support into PR consultancy which has bolstered Hird’s newly formed PR division.

"LETS helped us deliver a stand which punched well above its weight due to the use of computer generated 3D visualisations which not only made rival attractions look tame but also emphasised our client’s leadership in innovation,” said Hird’s Client Services Director Simon Jones.

“The LETS team appreciated our need to deliver in a very customer-focussed way and went out of their way to ensure the show was a success – for example, they made last minute changes to the visualisation and attended the show on the first day to ensure all the equipment was working to its optimum level.

“It was very much a partnership - and in an industry which relies on service, that’s vital."