EMG Events executes the maiden edition of NHCQ 2013 - EventFAQs

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4 May 2013, EXPERIENTIAL MARKETING 48
EXHIBITION PRESENCE OF THE YEAR
Gold | ENTRY TITLE: H-D ‘Live to Ride’ Pavilion at Delhi Auto Expo 2012 | ENTRANT: Seventy EMG
also to showcase the lifestyle of the brand (HOG or Harley-Davidson Owners Group) and
emphasise leisure riding, as H-D motorcycles represent self-expression, adventure, and the
freedom of the open road.
After its brand launch at the Auto Expo
2010, Harley–Davidson India sought to
raise the bar at Auto Expo 2012. The
strategy while designing the stall was to
ensure a high level of customization,
offering riders an opportunity for selfexpression
by changing the form and
aesthetics of their motorcycles such that
no two H-Ds are identical. The aim was
Inspired by this, the concept “A Warehouse in the Wild West” was evolved. In a sea of
predominantly formica and white coloured stalls, H-D stood out with its grunge look.
Designed as a rugged HOG Bar, a typical hangout of the true American H-D Rider
miles away from city limits, – it represented the H-D Way of Life. The stall featured an
uninterrupted 360-degree view of each display bike and merchandise, and an audio-visual
showcase. Mezzanine flooring featuring a functional Café for HOG, Meeting Room &
StaffArea (also Fashion Show Changing Room), Pantry and Band Stand was setup. Cast
iron stairs for accessing the mezzanine floor also formed a partial ramp for an hourly
Fashion Show. The Harley-Davidson “Live to Ride” pavilion at the Delhi Auto Expo 2012
went beyond just meeting its objectives and paved the way for the initiation of new fans,
admirers and partners into the H-D fold across India.
Silver | ENTRY TITLE: Inorbit Wall of Trust | ENTRANT: Everything Goes! Communications
the IRF platform, since its inception, as an Associate Sponsor as this forum has been an
ideal platform to communicate its brand credentials and perceptions of the industry to
stakeholders.
The India Retail Forum (IRF) is considered
the most important knowledge platform for
the retail industry which people who have
made India an attractive retail destination
gather in Mumbai every year. IRF 2012
brought together more than 2500 delegates,
175 speakers & over 100 exhibitors under
one roof. Inorbit Malls has supported
The objective for 2012 was to exhibit Inorbit’s strong relationships in the fast evolving retail
real estate business thereby sustaining its leadership position. Thus it had to reach out to
strengthen bonds with key stakeholders in the retail sector. This led to the ‘Inorbit Wall of
Trust’. Hand imprints of 15-18 of the head honchos of top business relations were done in
clay to form an imposing wall that took centre stage, around which the rest of the exhibit
was arranged. The wall was a 20-22 ft long curved unit, self-illuminated, and on which
imprints were hung. A tree was also integrated into the exhibit as a symbolic representation
of the values Inorbit has stood for and which forms the basis for its continued growth.
The dominant white colour of the exhibit represented openness and honesty. Having
industry bigwigs endorse a brand by putting their hand impression in clay served as a strong
testimonial of brand belief.
Bronze | ENTRY TITLE: Mercedes Benz - 11th Auto Expo 2012 | ENTRANT: Encompass Events Pvt Ltd
Mercedes Benz was allotted the largest
spaced in the 11th auto expo to showcase
its impressive range of cars. Encompass
Events was approached to make optimum
utilization of space and to create a
structure which used the outside hall
space of 1300 square meters in minimum
construction time.
Mercedes Benz’ stall showcased the largest
display with 17 cars. The stall design was a perfect blend of fashion, luxury, business,
glamour, and technology. To showcase the capabilities of Mercedes Benz cars, a star
drive experience was provided to guests on a 45 degree incline. An F1 simulator video
game was specially designed for the Auto expo highlighting Mercedes association with
Formula One. There was also a lounge area to offer an exclusive hospitality experience
to guests. A special Mercedes Benz song was performed live by the Dandekar sisters.
Also, Mercedes collaborated with CNBC Network 18 and successfully presented the
Young Turk awards which was broadcasted live for viewers. Stall designs were simple, yet
modish. The key highlight of the show was the launch of “MB Inspired”, a new brand
initiative which showcases the face of Mercedes-Benz across varied creative fields. For
the same, Farhan Akhtar, Chetan Bhagat, Irfan Pathan and Masaba Guptawere invited
and were represented as ‘the reflections of the brand’ or MB inspire icons for film,
literature, sports and fashion verticals respectively. More than 1 million people visited
the stall, while 1811 guests visited Star lounge, more than 600 experienced the F1
simulator, and 460 registered for star drive experience.