NCV at IBS 2011
The International Builders Show (IBS) is the largest residential building show in the world, attracting upwards of 60,000 registered builders, architects, developers, dealers and distributors who are all looking for innovative and reliable new products. For the 2011 show, Nissan Commercial Vehicles (NCV) asked GPJ to create a brand exhibit that was authentic, resonated with their customer base, and would feature their new vehicle and brand in the best light.
As a result, GPJ helped NCV debut their first full-kit experience at IBS 201. The custom architecture included modular properties that resonated the strength and honesty of NCV’s tough commercial vehicles. Industrial details such as exposed welds, gussets, and wire cables brought an authentic, constructivist feel to the environment. The space connected attendees with the brand using bold lifestyle graphics that aligned with attendee vocations, interactive Van Visualizers, an interactive projection simulation, and LED screens broadcasting testimonials.
The Engineering Gallery was the centerpiece of the space - a large walk-under experience featuring a unique perspective of the NCV undercarriage components. The 5,900 lb vehicle sat on a powerful structural steel frame, giving visitors a completely open sightline to the illuminated vehicle undercarriage. The interior walls of the gallery conveyed the NCV QDR story, told through hands-on artifact displays, design, and engineering stories.
Nissan Commercial Vehicles' presence at the show generated a large number of qualified leads, captured via two Van Visualizer kiosks and GPJ’s iPod lead-generation system, called GPJ Connect. Fellow Project: WorldWide digital media agency, Spinifex Group, authored and produced the content for the visualizers in addition to the audio/visual testimonials in collaboration with Nissan’s digital agency.
A bold architectural presence, striking graphics, lifestyle content and interactive components were unique among the commercial vehicle competition and positioned Nissan Commercial Vehicles as a leader in the category.
