GOING AGAINST THE GRAIN
Challenge
In the radio control (R/C) industry, events were used as a venue between vendors on who could do the biggest booth. To not join in on the rat race of who could outdo each other, we focused on creating a fun and memorable experience.
“In this industry, it was always about how big of a booth can you go, but I went against the grain and went with the smallest booth, a 10×10.”
This small area emphasized that the product did not need a big and wide open space to operate within.
Outcome
We created an experience straight out of our print (magazine) ad which touted the R/C rock crawler as a product that you can “conquer all terrain, even in your own backyard.” Having a tiny booth illustrated how you could use an R/C product in such small confines which was unheard of at that time because the product not only created a new segment, but it was also electric powered. Most products in the market were loud gas/nitro-fueled buggies that required wide open areas to zip around safely in.
