Plenum CX for Kaspersky
Creating exhibition booth concepts and developing construction manual
Context
Kaspersky Lab. Is an international company specializing in developing software against cyber threats primarily for large corporations. The company uses a wide range of technologies such as behavioral analysis, machine learning algorithms, etc. that help locate and prevent cyberattacks. However, on the market it is still perceived as provider of “boxed solutions” for PC protection (antivirus).
Task
One of the key communication channels of the company with B2B audience have always been international exhibitions in Western Europe, America and Asia. Our agency was commissioned to develop booth concepts for various exhibition formats and applicable usage guidelines for them based on exhibition type and theme.
Our main goal was to create an efficient manufacturing solution as well as help to shape the accurate perception of Kaspersky company, broadcast the key idea and values of the brand, stand out among Western competitors and enhance sales managers’ efficiency.
Outcome
We analyzed Western approach to creating exhibition booths and looked into industry trends. We also mapped visitors’ journey (from IT-specialists to CEOs), and created a solution that could help satisfy visitors’ needs and assist the company in reaching its KPIs.
The whole space of the stand is divided into functional zones with various purposes: meet and greet, demonstration, rest, negotiations and staff. All zones are linked to visitors’ journey scenarios.
One of the design objectives was to encourage visitors to go deeper into the exhibition space, where they were more likely to interact with the staff. For this very motif, we created a neat linear contour using suspended molding and a well-lit appealing inner space with lots of color accents.
Open inner space allows to glance at the whole booth at once and let oneself be drawn to one of the many activities and messages around. While at the booth, one can explore company’s demo-products, watch product presentations in separate video zones, and participate in all sorts of entertaining activities. Business meetings can be held in open “soft” corners or private boardrooms.
Upon interaction with the booth, one should get interested in the company and its products, be ready to meet again and, finally, sign a contract.
The project resulted in a detailed construction manual for exhibition spaces that documented all elements and their possible combinations as well as examples for each layout and format.
The Manual consists of several chapters. 0 1- introduction; 02 - goals and objectives of the company’s exhibition policy and possible behavioral scenarios for the visitors; 03 – concept description, zoning, style, tips for verbal communication; 04 – layout types and recommendations; 05 – description of all layout types; 06 – visualization of the most relevant formats; 07, 08, 09 – description of all possible constructive solutions for various price ranges.
Besides thorough descriptions of the booths, the Manual includes several sections with branded souvenirs and staff uniforms.
The new Manual is a handy tool to use for any type of exhibition space – from relatively small and simple constructions to large personalized ones. The Manual helped optimize exhibition expanses and accelerate the process of developing and designing booths.
Ekaterina Lyapkova Account Director
Alyona Naumova Producer
Egor Myznik Creative Director
Darya Ivanova Creative Designer
Valeriya Kadina Senior Strategist
Irina Vasilenko Senior Designer
Ellis Mughafarova Designer
Konstantin Fyodorov 3D-visualisation
