ACDelco- AAPEX
Automotive Aftermarket Products Expo 2016
Las Vegas, NV
For AAPEX 2016, We were asked to create two new engagements that could activate the known dead spaces from the previous year. These activations needed to draw in and retain more show attendees. The first request came three months before the show opened and the second, just six weeks before the show opening, creating unique design challenges.
The criteria for the engagements were two-fold- The first thing the clients asked for was an experience that solved a dilemma from previous years. The dilemma being that in many cases, attendees were at the show to learn about very specific products and information within the ACDelco catalog, so the space was filled with physical parts so the SME’s could demonstrate the features. As you can imagine, this was not overly pleasant to look at, and it posed logistical issues. The second piece of criteria was the need for an element that celebrated the centennial of the brand in a forward-thinking way, raising the question; how do you celebrate the past while also showcasing the future.
Experiential Solution One
Near-Field Communications tables
The design solution to the first challenge was a display with near-field communications tables and 3D printed white parts that represented an entire line of ACDelco parts. This allowed consumers to walk up to the wall of the parts, pick the product they wanted to learn about, then place it on the interactive screen. Once it was placed, the NFC table read the pattern on the bottom of the part and launched a wealth of content that allowed show attendees to dive as deep as they desired into the product they selected.
ACDelco NFC Table Engagement
ACDelco NFC Table Engagement
ACDelco NFC Table Engagement
ACDelco NFC Table Engagement
Experiential Solution Two
Centennial Garage Portal
For the second challenge, we created an augmented reality portal at the center of the space using a carpet inlay, and ceiling indicator that invited attendees to uses a tablet, and “Look Up To Look Back”- which launched a virtual window into a vintage 1900’s ACDelco repair shop. This celebrated their centennial in a very 21st century way.
1900's Garage Inspiration
We gathered hundreds of reference images to recreate what a vintage garage would feel like inside. Every detail from the wheatpaste posters to the service signage and part displays was researched to give the augmented experience a genuine feel.
2016 CCARRY Award
I was nominated by the CCA clients and then won the 2016 CCARRY Award in the “Be Bold” category for hard work, dedication, and creative vision on the ACDelco Centennial Champaign.
The announcement committee stated the nomination was earned because of the dedication and diligence in finding innovative and effective ways of addressing business challenges across CCA Priorities. “Your efforts are a great example of how each one of us can make a difference by embracing our Cultural Beliefs and Core Behaviors.”
Credits: 2D Design- John Griffith, Content- Mindfield USA & Infusion Studios.
