Leading global brand experience company, Cook & Associates, delivered three major projects at this year’s Electronica event in Munich – for KEMET Electronics, Velocity Electronics and Electronic Specifier. The emphasis was on combining compelling designs with immersive environments, for maximum impact at the electronics industry’s premier global event.
Celebrating its centenary in 2018, KEMET Electronics has been working with Cook & Associates for the past 2 years. A key challenge is delivering a consistent and memorable brand presence, with its diverse product lines, from the size of a grain of rice to the most sophisticated electronics in spacecraft and automotive vehicles. For Electronica 2018, Cook & Associates focused on new ways of elevating KEMET’s brand, applying exciting display technologies and creating an open, inviting look and feel.
State-of-the-art new elements included augmented reality stations, the latest object recognition solutions for product displays, and touchscreen demonstration stations. For KEMET’s high profile after-show party, the team put together an exciting programme featuring music and a magic mirror, complemented by international food stalls to reflect KEMET’s global activities. Technical Marketing Manager, Wilmer Companioni: “Cook & Associates has been a fantastic working experience; it’s been a night and day difference working with someone like Cook & Associates versus some of our other partners. They opened the door to other types of stand layouts, designs and technologies that can be brought into a stand. Our most successful feature of this booth is the object recognition table in the centre, an idea which they brought to us. It is a place where we have all our most advanced components and that really draws the attention to this giant touchscreen display that you place objects on and it tells you what they are. We also have an augmented reality experience that takes you through our 100-year timeline. Just having a static attention grabber is not enough – you have to have something dynamic, interactive and engaging.”
For Velocity Electronics, this year’s brief saw a significant evolution of the stand to incorporate a double-decker design with a dedicated VIP lounge. A leading supply chain partner to the world’s leading contract manufacturers and OEMs, the key elements of Velocity Electronics’ stand were a welcoming meeting and hospitality space complemented by a fresh, open design. To quote Melissa Lewinski, Sales Operations Manager: “The feedback has been phenominal and the stand had a really great presence. We wanted to make a statement and we were able to do just that!”
For Electronic Specifier, the approach involved building on the 2016 presence to deliver a strong, sophisticated design with striking graphics, and a new open and spacious hospitality area. Director Tim Anstee commented: “We’ve had a great experience working with Cook & Associates at Electronica 2018. Customer feedback has been really good, everyone has come off the stand and remarked how good it looks. They came out with some new ideas for the show this time that really impressed us, and they delivered it to budget and on time.” Cook & Associates’ show concept reinforced Electronic Specifier’s key objective of building subscriptions, featuring a high profile show-wide competition strategy.