Weatherford Offshore Technology 2019 Booth
Agency: Staging Solutions
Event Name: Houston Offshore Technology Conference 2019
Agency Website: stagingsolutions.com
The objective was to launch a new innovative technology solution for Weatherford, and capture the attention of the audience with featured content and interactive displays and demonstrations.
The solution was a design that supported an anticipated launch moment, highlighted the new technology and reinforced the Weatherford brand, and gave the audience opportunities to learn and engage with Weatherford representatives.
The new product space was predominantly black and constructed to isolate and feature the new technology. It offered three interactive touch-screen displays and one display with a content loop. The black LED walls became holographic with animated images on the low-res LED screen, and appeared solid when brightly lit, thus directing the focus of attendees either within the walls, or outward to the larger space.
The flow through the product space directed attendees into the surrounding Weatherford space, an area that featured a white Weatherford-branded environment with collaborative areas for demonstrations, solutions, and Q&A sessions to help customers.
The audience’s attention was captured with the launch: a moment when all screens in the interior and exterior of the booth synchronized to play a countdown and fanfare at the designated moment, setting up executives to introduce the new product to an assembled audience.
The two distinct but connected spaces were established with the semi-transparent LED wall: From outside the new product space the vibrant imagery and marketing collateral enticed passersby to come explore the new solution and see what it’s about; from inside, attendees were immersed in a technological control-room environment, dark with tailored lighting schemes and directional lighting, getting a behind-the-scenes experience. The result was a product space that felt exclusive and different.
The surrounding stand space told the rest of the Weatherford story including current technology solutions (featured on screens, demos, and kiosks) in a space that guided customers through the company’s catalog of offerings and tech solutions. The stand included a collaboration space – a counter area that featured a dry erase board for staff to talk through tech solutions and how they work for specific customers in response to questions from attendees.
A large Aluvision wall created a backdrop for the entire experience: Tall screens displayed a larger-than-life marketing image of a workman looking into the stand, while on the reverse side his back faced a competitor’s booth; this reinforced Weatherford’s marketing slogan to “turn our back on the competition”.
The stand stood out on the floor, achieving two distinct spaces in a connected environment that both isolated the product launch and reinforced Weatherford’s overall brand and offerings. The client was extremely satisfied with the outcome.