Helping our clients get the most out of trade shows is an important part of Pico’s Total Brand Activation philosophy. While every trade show is important, some shows are more crucial to a brand than others.
Research in Motion’s iconic BlackBerry brand has a significant presence in the UAE and across the Middle East and RIM were keen to solidify and grow their market share. Gitex Technology Week is the key Information and Communications Technology business gateway to a hugely important and fast-growing geographical area - MENA (the Middle East and North Africa).
Held at the Dubai World Trade Centre, RIM’s aim at Gitex 2011 was to launch several new products, including the keystone BlackBerry Bold 9900 smartphone and the BlackBerry PlayBook tablet, as well as expanding their consumer base and positioning themselves as the go-to communications tool for expanding businesses.
This desire for visibility was actualized by Pico’s design team by making the branding as conspicuous as possible. The striking glossy Lamella structure and the booth’s prominent location gave the BlackBerry brand visibility across the show.
The spacious 225 sq. m., open-plan booth allowed visitors to move around freely and test the products as much as they wanted - accessing games and apps and exploring the speed and power of the new products.
Sleekness, modernity and accessibility were the watchwords for the team, and the end result was a 360-degree booth which gave RIM the optimum exposure they were looking for.