The inspiration for the activation was born out of previous large-scale European touring exhibition truck projects that we had developed for other clients.
We challenged ourselves to create something at scale and with full COVID-19 considerations. A walk-through touring exhibition experience space and an environment worthy of showcasing Weber’s brand new product range of BBQ’s.
We designed, 3D modelled, manufactured, built and toured the activation in partnership with SC Events Marketing and Weber.
Hydraulic decks and self-contained walls travelled within the exhibition truck and were built out at each location, thereby tripling the footprint of the vehicle body.
Modular internal walls for future-proofing and return on asset investment were fundamental to the design and execution.
Display elements and demo BBQ’s were safely and securely stored within the truck for transportation to both minimise the need for additional ancillary support vehicles and to streamline the activation and staffing numbers.
Ab-initio COVID-19 was at the forefront of the design and execution. A safe environment including a one-way system with directional floor vinyls, dedicated signage and hand sanitising stations were installed throughout to manage and control the flow of customers whilst they interacted with the activation.
A system was put in place to ensure that attendees pre-booked timeslots and they were also guided through the customer journey by dedicated Weber event assistants.
Once built the exhibition truck had 60sqm+ exhibition floorspace to showcase Weber’s brand new product range for B2B customers.
The exhibition truck was finished to extremely high specifications with brand colours, logos, hero artwork and modular track lighting throughout the internal space.
Alongside the exhibition truck there was also a dedicated hospitality marquee structure and separate internal back of house area.
Once customers had exited the truck, they were treated to live cooking demonstrations and samples from chefs in dedicated branded demo tents showcasing and utilising the new BBQ product range.
The touring nature of the exhibition truck and activation meant that Weber was able to engage and connect with new buyers from across the UK, some of which may have been too far away from the location of previous trade show activations. This was amidst a backdrop of lockdowns and COVID-19 restrictions impacting across the UK whilst the tour was able to prevail.