Connecting the brands and experiences
To integrate 12 of Cox Automotive’s brands into a cohesive trade show experience for attendees at two key automotive conventions, the NADA Convention and NIADA Convention, while maintaining each brand’s unique identity.
A cohesive design that linked the Cox Automotive corporate identity with each brand in order to align its end-to-end client solutions.
The concept behind the NADA Convention design was to increase the efficiency of their trade show presence and expand the Cox Automotive awareness despite the participating brands occupying different booth spaces on the show floor.
We achieved this by adding “A Cox Automotive brand” to each exhibit’s tier 1 signage. We also incorporated the use of a mobile app that linked to a physical kiosk located within each exhibit space, allowing convention attendees to self identify pain points via their mobile phone or while visiting the various booths in an effort to create their own customized Cox Automotive Journey. This journey created a recommended roadmap for show attendees and incentivized the attendees that completed their journey.
At the NIADA Convention, the objective was to showcase the participating brands on one Cox Automotive platform—marking the first time the brands exhibited together in an integrated space. In 2015, each brand had separate exhibits located throughout the show floor.
As different as the setups were, the results were the same: a consistent attendee experience that positioned Cox Automotive as an end-to-end automotive solutions provider while allowing each individual brand to achieve their own objectives and goals.
Each setup also contributed to improving brand awareness. The pavilion-style exhibit approach at the NIADA Convention was a significant factor in 72% of visitors saying they interacted with a Cox Automotive brand they hadn’t initially planned to visit. And at the NADA Convention, 97% of visitors said they interacted with at least two Cox Automotive brands.
The projects were a true Czarnowski team effort, utilizing the capabilities of four production facilities to produce over 25,000 square feet of exhibit space.