HITACHI

SHOW
Conexpo

SPACE
45,000 sf.
Interior: 23,000sf.
Exterior: 22,000sf.

CHALLENGE
Announce Hitachi Construction Machinery Americas (HCMA) corporate name change, new rebrand: “What’s Next”, and feature its leading technology, products, and services.

SOLUTION
Inspired by the “What’s Next” campaign, Circle created an omnichannel strategy that integrated two experiential exhibits and integrated marketing campaign curated to present Hitachi’s future-focused theme. The LVCC exhibit (inside) and Hitachi Product Chalet (outside) designs featured angled-dynamic forms that framed Hitachi machinery and feature areas. When entering the exhibits, guests were greeted-qualified by host engagers and led to demo areas and solution suites featuring dynamic interactive touchscreens and digital signage. Photo-op vignettes and live broadcasts were shared via social media outlets. VIP guests were treated to upscale hospitality and at an invite-only DJ/Celebrity special event. Guests who visited both exhibits were rewarded a “glasses giveaway” featured in the “What’s Next” print ad campaign.

RESULTS
Hitachi captured 17,500 leads from the show, approximately 20% of the ConExpo attendance.

FEATURES