“Rewrite the Rules!” The Caterpillar event theme for Bauma 2019 was music to our ears. The 9000 m2 exhibition stand was built to impress, and it was our job to enrich it with all kinds of cross-media content. To tell the Caterpillar story effectively, we developed the right mix of animations, Augmented Reality, interactive touchscreen presentations and giant banners.
Consistency was key when we created an attractive design for all these visuals. Classy blues and yellows dominated the banners, animated screen content, PowerPoint templates and even the e-mail invites and social media posts.
Dominating the stand was a 26-meter-wide LED screen. Its sheer size forced us to think big in terms of image resolution and had our rendering computers working overtime. But our efforts paid off: 16 minutes of high-powered animations were amplified to mind-blowing proportions. That’s what we call stopping power!
One small thing
Even on a stand this big, there wasn’t enough room for a hands-on demonstration of the latest user-friendly features of CAT machines. And so, we downscaled the machines and put them in a miniature worksite, all in Augmented Reality. By aiming the iPad and clicking the right buttons, visitors could experience the enhanced accuracy and comfort of the new CAT technologies.
The game is on
While successfully combining game-like fun and strong sales arguments, the AR app was also useful for lead generation, with the inclusion of a contact option. The app was made publicly available through app stores, and a Chinese version will further expand the audience.
The central area
Touchscreens were omnipresent in the central area of the Caterpillar stand. In a so-called Technology Circle, customers could discover benefits like cost reduction, fleet optimization, machine connectivity and many more.