Business Profile
OSRAM Sylvania is the North American business of OSRAM GmbH of Germany, one of the world’s largest lighting manufacturers. The company manufactures and markets a wide range of lighting products and precision materials and components for business and industry, consumers, the automotive industry, and for the computer, aerospace and other major markets worldwide.
The Challenge
With a dramatically shortened timeframe (eight weeks instead of their standard six months), Sylvania needed to demonstrate innovation and leadership at the year’s largest automotive tradeshow in the world, while also incorporating new brand messaging for SilverStar Ultra headlights and reemphasizing messages related to the company’s other premium product lines.
The Solution
Studio1011 decided to keep it simple: by first understanding the Sylvania and SilverStar Ultra brands, they carried the brand throughout the exhibit design, ensuring that each element supported the brand in form and function. Studio1011 designed Sylvania’s 20x40 ft. booth to be the “Store of the Future”, and on-floor marketing solutions included an overhead video attract loop, multiple plasma presentations, large format fabric graphics, and electroluminescent floor graphics. The exhibit even featured some of Sylvania’s own products. Multimedia effects such as lighting, sound, graphics and technology were combined with fluid integration, and all the video materials are reusable as Sylvania sales tools. A virtual exhibit was designed and used online to extend the momentum of the experiences at the booth.
The Results
Studio1011 used the most advanced technical planning tools, which allowed Sylvania to make immediate changes in the floor layout and view the booth in a 3D virtual environment. These on-the-fly design capabilities were the key to meeting stringent deadlines, while still enabling all process owners to participate. Clear and consistent communication enabled stakeholders to view layout edits in real- time and create truly effective internal communications. According to Irma Robinson, Trade Show Manager for Sylvania: “Members of our internal team were proud that Sylvania was represented so well, and many went so far as to state that this was the best booth Sylvania had ever executed.”
