Agencies: ASTOUND Group

Client: Topcon Positioning Systems


Agency Website:

The Brief

Topcon partnered with ASTOUND for the design and build of a new ConExpo booth to showcase their advancements in machine control solutions. This included their innovative tilt rotator functionality for the Automatic Excavator system and their SmoothRide solution—which is a cloud-based logistics mobile application for asphalt paving workflow. Working closely with Topcon, our design team worked on concept design, estimating, engineering, detailing, fabricating/warehousing, graphic specialization, & logistical planning.

The Solution and Activation

Topcon looked at ASTOUND as an advisor and extension of their brand while we both collaborated on the overall booth design and flow. Lots of hands were involved from our design team to estimating, engineering, detailing, fabricating/warehousing, graphic specialization (both printing and some assistance on graphic design), and all logistical planning (packing, transportation, I&D, and supervision management). The biggest challenge was coordinating with so many product teams so that the booth would effectively showcase the wide variety of solutions Topcon has to offer while still respecting priorities and focuses of each separate division within the booth.

The Topcon booth at ConExpo wasn’t your ordinary tradeshow booth – it was a destination. Topcon was able to captivate attendees at ConExpo by utilizing overhead lighting and large LED/video components. The overhead lights would dim and a countdown would appear on all the LEDs – which signaled guests to the stage for a presentation. Professional driver, James Roe Jr., along with an F3 car, made an appearance to demonstrate Topcon’s SmoothRide solution. Finally, at the back of the booth was a VIC (Very Important Customer) lounge where customers could relax while enjoying a complimentary beer.

The Results

Our client exceeded record sales making it their most successful ConExpo show to date.