Michelin MINExpo Tradeshow Activation
Redefining Experiential at MINExpo
Michelin Mining’s recent activation at MINExpo was their most ambitious to date. Their goal was to create four experiential areas: an underground mine, a tire shop, a sustainability park and an open pit. These four “hubs” would each have their own story for visitors to explore—complete with tires, televisions and videos, lightboxes, history timelines and even augmented reality.
Customized Storytelling for Mines
Our client answers to many stakeholders at MINExpo, since each mine has multiple hierarchies of experts. All with different needs and wants from a tire. How to offer each one a solution? Create “hotspots” on a 50ft by 16ft wall where visitors can explore the storytelling with augmented reality. Each hotspot represented a different solution depending upon the miner: ESG Manager, Mine Manager, Operations Manager, Operator/Driver, Safety Manager and Tire Shop Manager.
This was just one component (though a very large one) of many that showcased Michelin’s expertise and mining prowess to the industry:
- 7,804 square feet of floor graphics
- A 50ft augmented reality-based wall
- 79 individual pieces of creative
- 2 stories of storytelling; 4 themed experiential areas
