THE CHALLENGE

It’s fair to say that Yale has low brand recognition amongst German consumers, so the main challenge lay in increasing awareness of a brand steeped in over 175 years of history whilst also further enhancing their awareness EMEA-wide.

The stand sought to introduce audiences to the Yale Smart Living division, educating them on their latest product range and partnership announcements with the likes of Amazon during the show, with a long term vision of establishing Yale as the global market leader of smart home security.

The main design challenge of the stand itself was to ensure that it could display the vast product range without feeling cluttered or compromising visitor flow or creating congestion around the space.

Finally we committed to build the stand a full day early so that it could be used as a backdrop to a global press launch for Yale.

THE SOLUTION

A visually striking deconstructed home of the future to stand out amongst the noise of competitors through its purity. The surrounding freestanding walls contrast solid walls with exposed vertical wooden fins.

The entrance to the home of the future is a live demonstration area for staff to engage with visitors and to showcase the latest smart door locks, alarms and CCTV innovations from Yale.

To further support Yale at the show, The Fold developed a full social media campaign across multiple geographies, including daily competitions that required consumers to post selfies with the Yale stand mascot with dedicated hashtags. Other collateral included printed and digital advertising, email bulletins and daily newsletters that were circulated each day.