Unveiling Prinoth’s new Crawler Carrier meant creating an experience that would stop attendees in their tracks and turn attention into opportunity.
The Challenge
Designing a Reveal That Commands Attention in a High-Noise Environment
Prinoth set out to debut its Panther T23r Crawler Carrier at CONEXPO, the largest construction trade show in the industry, only coming around once every three years. The goal extended beyond a traditional product launch: they needed to generate meaningful engagement, spark sales conversations, and position their latest tread track technology as a breakthrough innovation. In a show environment filled with heavy machinery and constant motion, the challenge was clear: how do you create a reveal moment that not only captures attention, but holds it long enough to tell a compelling product story?
Highlights
Turning a Reveal into an Experience
Elevation3D transformed Prinoth’s booth into a space that pulled attendees in, held their attention, and engineered a product reveal into a high impact brand experience by blending environmental storytelling with live programming.
- Designed a fully immersive “construction zone” to build pre-reveal intrigue
- Produced a live unveiling program featuring multiple speakers and coordinated visual elements
- Integrated vertical and horizontal video walls for dynamic storytelling
- Utilized fog geysers to create a dramatic, attention-grabbing reveal moment
- Drove strong booth traffic, with attendees gathering and staying engaged throughout and after the program
The Solution
Guiding Attendees from Anticipation to Meaningful Interaction
To meet Prinoth’s goals, Elevation3D designed the booth with a clear customer journey. The team thought through what attendees would see and feel before the reveal, during the moment itself, and after the crowd gathered. The result was a natural flow that pulled people in, kept them there, and gave them a reason to stay engaged with the product.
Building Curiosity on the Show Floor
Before the unveiling, the booth was intentionally staged as an “work zone”, complete with visual cues. Caution tape surrounded the new Crawler Carrier with the treads covered. This approach sparked curiosity and signaled that something was about to happen.
Bringing the Reveal to Life
The reveal itself was treated as a live production. Speakers took the stage while fog geysers and video content worked together to build energy in the space. Vertical and horizontal screens helped carry the story so no matter where someone stood, they felt part of it. The result was a high energy program that captivated the audience and a clear, memorable debut of the Panther T23r.
Where Attention Became Opportunity
After the unveiling, the space shifted from anticipation to exploration, capped off with a happy hour. With the product now fully visible, attendees moved in closer to see it for themselves. They had the opportunity to engage hands-on, spending time exploring the new tread track technology, and giving the Prinoth team the opportunity to connect in a more meaningful way.
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