Challenge

ZEISS Industrial Quality Solutions, a leading manufacturer of multidimensional metrology solutions, partnered with Hamilton to craft an unforgettable experience at the International Manufacturing Technology Show (IMTS) 2024, a global showcase of manufacturing technologies. The primary goal was to stand out among competitors while showcasing their extensive portfolio of products and software. With IMTS being the largest lead-generating show for ZEISS Industrial Quality Solutions, it was imperative to leave a lasting impact on attendees.

Approach

ZEISS Industrial Quality Solutions worked with Hamilton to craft an innovative and immersive experience. The overall design was intentionally kept white to create a striking contrast with the company’s logo and products, ensuring the brand and its offerings stood out. Two towering structures were strategically positioned on either side of the exhibit, directing attendees' attention to the experience. The towers featured large anamorphic video walls highlighting various products and the customer journey. Hamilton played a crucial role in developing the customer journey by integrating interactive gamification elements. Attendees embarked on a captivating exploration through seven distinct zones within the experience.

Hamilton designed and developed a web-based app optimized for mobile devices, allowing attendees to participate in the experience on their own devices. Select IMTS attendees, based on CRM data, received a preregistration email from ZEISS Industrial Quality Solutions, encouraging them to register for the journey and noting their chance to win prizes. As attendees explored each zone, they engaged with touchscreen kiosks and scanned each QR code to answer a zone-specific question and opt to receive e-literature or request a follow-up meeting. The journey concluded in the hospitality area, featuring a cappuccino bar, where participants were rewarded with prizes based on the number of zones explored. Two emails were sent from the web app: a follow-up with selected e-literature for those who requested it and a thank you email to all registrants, regardless of whether they completed or even started the journey.

Results

The partnership between ZEISS Industrial Quality Solutions and Hamilton forged a dynamic presence at IMTS 2024, showcasing cutting-edge innovation and excellence. The gamification element, which encouraged attendees to answer questions and engage with each zone, was a resounding success. Offering prizes for participating in the customer journey attracted a constant flow of visitors. Hamilton's web-based app successfully captured 791 leads, in addition to traditional badge scanning, during IMTS 2024, demonstrating the success of their digital engagement approach.