DEFINING THE CHALLENGE
Cannondale Bikes called on our creative and activation expertise to elevate their expo presence, beginning at the 2013 Tour of California. They were looking for a strategic, systemic and highly creative solution to express their Crazy Passionate Performance philosophy.
ENTER THE GREEN MACHINE
A first-of-its-kind modular container that set Cannondale apart in an ultra-competitive market. We knew the entire experience had to travel well, have an open, inviting feel and accommodate any number of Cannondale brand experiences. The idea of a shipping container that could be cut, welded and transformed into a mobile brand laboratory was born.
What began as architectural sketches, ideas and comps became realized 3D renderings. Pictured above, the container experience is displayed in “show mode”, as consumers would experience it. From here, we began working with a Southern California metal artist/builder to begin the fabrication process. Simultaneously, our creative team is brainstorming ideas to activate Cannondale’s Crazy Passionate Performance.
EXPRESSING CRAZY PASSIONATE PERFORMANCE
In order to bring Crazy Passionate Performance to life we needed ideas guided by that same philosophy. The result was an extremely successful series of social media-ready touches like “big face” signs of the tour’s most popular rider, Peter Sagan, and chalk-stencil packs for tagging the pavement of the tour course. Also concepted and created were innovative and lightweight bike displays, photo booths, streamlined iPad contest entry kiosks and a merchandise display system.
MOVING MORE THAN CARGO
On-site, our producers and project managers were responsible for the packing, shipping and activation of the expo experience. The open, walk-through design of the booth proved to be a great win for Cannondale. By positioning the hero engagement experiences at the front of the booth, visitors were met with an expo experience unlike any other.