It's not just about the technology. It's about the experience ... A physical sensation, or emotional drama that brings the brand narrative to life in new ways.
Either can provide a psychological 'buzz' that increases dwell time, as well as visitors' desire to come back for more.
2017, BP wanted to engage audiences around a new story: how the global energy mix is shifting towards lower carbon sources, driven by technology advances and growing environmental concerns.
New Scientist Live (NSL), London 2017 was an opportunity to signal BP’s capability and commitment to helping advance this transition – and to showcase how every part of its business will be transformed by it.
A fast paced and visionary live show, combining digital illusion and special effects was used to animate the space and bring .the new brand narrative to life in new ways.
The drama separated illusion from reality, by demonstrating how BP is helping to advance the energy transition, and building an energy bridge to the future.
A supporting relevant physical and mental challenge, which invited all stand visitors to find their perfect STEM match, provided an opportunity for self-expression and achievement.
The UK faces a significant challenge to persuade more young people to study science, technology, engineering and maths subjects to degree level.
The interactive show used a four-card trick to enthuse the next generation of young scientists and engineers.
"I just wanted to send you a note to say a massive personal thank-you for making our stand at New Scientist Live an unprecedented success ... Working with both of you is a real pleasure; nothing is too much trouble, and your professionalism and constant desire to improve is fantastic." (Chris Sedgwick, BP)