WJ at Scotland Build

Continuing our work with clients WJ Groundwater as their out of house marketing department, we delivered a compelling campaign for their attendance at Scotland Build.

The Brief

As part of their growth in the Scottish marketplace, WJ were looking to exhibit at the Scotland Build event for the first time. Scotland Build is the leading construction exhibition and the only one to focus execlusively on opportunities in Scotland, and as such represented a key opportunity for WJ. They turned to Square1 for support in ensuring they made a real splash.

The Solution

Square1 developed a comprehensive event campaign strategy, working closely with WJ to develop an enticing theme that would ensure they stood out from the crowd at the exhibition. As a construction event, we decided to utilise everyone’s favourite childhood construction toy – LEGO – as a key feature of the campaign. Adhering to LEGO’s ‘Fair Play’ branding policy, this theme ran through all assets, from initial teaser eDMs through to the website and the stand itself.

We loved the LEGO concept and knew that it would go down well with the audience of Scotland Build

We got busy building a construction site scene using LEGO for a “guess the number of pieces” on-stand competition that would drive data capture, and putting together several hundred LEGO construction workers to be used as giveaways along with USB sticks.

In addition to the on-stand competition, we also embedded an instant win code-based on site competition. Every one of the (Square1 designed) flyers handed out at the show had a unique code printed inside. Visitors were able to enter this into the Scotland Build webpage on the WJ site to see instantly if they had won an iPad.

Aside from the LEGO assets, we also designed and produced the event booth itself, providing WJ with a stand that not only provided the perfect backdrop for Scotland Build, but that can be re-utilised at any other relevant event or exhibition. The inclusion of an LED Monitor as part of the stand design provides the opportunity to include rich interactive content, and unlimited options for future use. For Scotland Build this took the form of a video.

The Results

Feedback from WJ was fantastic, and they certainly stood out from the crowd at the exhibition. Thanks to the enticing visuals, the inclusion of compelling on-stand assets and the instantly recognisable LEGO, they came away with a wealth of new data for the Scottish marketplace which is already being put to good use.