Challenge

AHR is Johnson Control’s premier event every January. Typically, they secure a large footprint and showcase their products. However, over the past two years, Johnson Controls (JCI) has refocused their brand vision on digital solutions leading the future in Smart, Healthy, & Sustainable Buildings. For AHR 2022, instead of showcasing products, they wanted to focus on industry leadership, brand stewardship, and smart, sustainable solutions—all in a smaller booth footprint with less budget. The goal was to minimize product and maximize brand impact.

Approach

Nothing in the booth was static. The design positioned JCI as a digital company with solutions that service three distinct categories: Residential, Commercial and Enterprise. A large pathway divided the space leading from the reception counter to the hi-res LED screen backdrop showcasing campaign messaging, live streams, and other digital content. Plenty of casual seating was centralized in the space to facilitate conversations and engagement.

Hamilton helped design and create the digital motion graphic content highlighting three areas: the JCI corporate brand hierarchy, the vertical markets, and the product brands for HVAC. Data lines were layered into the motion graphics to reinforce that JCI is a digital company of the future.

JCI thought leadership was integrated into the event through multiple keynote sessions broadcasted live and virtually, and available on-demand after the conference. The content was available through JCI's "hub" mobile event app, where people could download and access whether in person or remote.

Results

The JCI booth was packed throughout the entire event, and they felt the conversations and overall take away was far beyond what they had experienced in the past. The positive press support and coverage was substantial.

Based on the strong performance, JCI is using this same digital strategy for other events throughout 2022. AHR 2022 was truly a digital experience and positioned JCI as an innovator and leader in the industry.