Ecobuild 2017 has been and gone. But which construction brands made a lasting impression?
We’ve nominated five frontrunners for ‘Star of Ecobuild’ status, for their totally immersive initiatives:
1. MEDITE (in collaboration with GoldFinger Factory)
The MDF market-leader certainly led the way at Ecobuild 2017. As well as being awarded ‘Most sustainable stand’, the European manufacturer’s inspiring approach to co-creation with ‘upcycling’ champions, GoldFinger Factory, made for a thought provoking and engaging on-stand experience, centred on its ‘wake up and smell the coffee’ campaign.
This was the biggest stand the thermal insulation board manufacturer has ever taken at Ecobuild and, as a bystander, going ‘big’ most definitely paid-off judging by the constant ‘buzz’ on-stand. Using the event as a platform to reveal its latest research findings demonstrated the orchestrating team had carefully planned its pre-show build-up, but it was its impressive use of augmented and virtual reality technologies that reeled in the crowds. A piece of seemingly ordinary literature opened up to reveal a ‘pop-up’ house with hidden depths. VR gear gave visitors an inside look at all the different types of insulation at work in the optimal domestic environment.
3. Assemble & The Granby Workshop
Assemble is a Turner-Prize winning architectural collective. Its Liverpool community-led regeneration project, The Granby Workshop, was perhaps the most inspiring set at Ecobuild 2017. Showcasing the story behind its unique range of handmade products for the home (including light pull handles borne from a BBQ!), the collective took total immersion to the next level with a ‘live’ workshop throughout the three-day event.
4. Proctor Group Ltd
Celebrating the 21st anniversary of one of the company’s most successful products, the Proctor Group’s stand was the final destination on a 21-stop customer roadshow in its customised, Ecobuild branded van. The thermal, acoustic and membrane products company had travelled the length and breadth of the nation making sure it a) clearly communicated an important milestone in the company history and b) its impending presence at London Excel. This is a team that knows how to leverage ‘live’ event opportunities well.
5. The Great Outdoor Gym Company (TGOGC)
The showcase of green, safe and strong outdoor gym equipment spoke for itself. As a small business it can be difficult to create a stand-out presence without the budgets of some of the bigger brands you’re competing for airtime against. TGOGC’s ingenious initiative got visitors trying the products as they peddled for mobile phone power – experiential marketing at its best: simple, effective and, most importantly, memorable.
Kudos to the marketing brains behind these Ecobuild 2017 successes.
If you’re seeking further inspiration, check out ‘Long live the ‘live’ event: A toolkit for trade brands looking to stand, deliver and dominate in 2017’. It’s the ‘event’ guide that goes well beyond the event itself – supporting construction marketers in creating customer experiences that transcend the trade show’s walls and get into people’s consciousness.
Read the report here