iLOQ

iLOQ is expanding rapidly in international markets. Its marketing had two strategic needs that work hand in hand: building brand awareness, and driving footfall to its stand to generate sales leads.

The focus was on industry trade shows and events worldwide, including Helsinki, Stockholm, Las Vegas and Sydney. The aim was to reach attendees throughout their journey, from home all the way to the venue, and to stand out in an innovative and cost-efficient way.

The messaging shifted with location: brand-building messages further from the venue, solution messages closer to the stand.

Every market and venue is different, so the same media mix can't simply be copied from one country to the next. iLOQ needed an operating model that scales but stays locally relevant.

A strong focus on programmatic out-of-home and display, reinforced with market-specific special executions.

Hyperlocal, time-targeted out-of-home around the venue, reaching the audience at exactly the right moment and place.

In-flight entertainment systems, airport lounges and DOOH screens to reach visitors and business decision-makers already on their way to the event.

LED trucks circling the event areas took the advertising right to where the target audience moved, first in Las Vegas, then with the same formula in Sydney.