IDEA

The first step was to define how markets could attend events and present brands consistently no matter the brand mix or stand footprint. We created a strategic framework focussed on experience, branding and engagement and a modular build approach that would allow the presence to scale accordingly with the event.

Secondly, to unite the brands we refined a consumer facing proposition of NEVER STOP PLAYING. This had a functional angle, as Hasbro’s range of games meant there was plenty to play, but also a more emotive call to action for attendees to never lose their playful side or passion for tabletop gaming.
 

Finally, our aim for these events was to move beyond straight product trial or brand presence and deliver a more immersive experience that would draw attendees to stand and allow greater reach beyond the closed doors. Whilst there was a play arena at the heart of the stand where attendees could trial all games, we ensured that each brand was given its own demo and IP inspired  experience as well. These included challenges, tutorials, photo opps and prizes to give attendees reasons to visit the whole stand and engage with IP they may not have considered before.

To maximise ROI and to generate revenue we also proposed that the stand retail products to capitalise on consumer engagement there and then.