DALLAS – April 24, 2012 – Freeman, the premier provider of integrated services for face-to-face marketing events, partnered with Navistar to build an immersive brand experience to showcase Navistar global product offerings and future technologies.
The goal of the Navistar display at the 2012 Mid America Trucking Show held in March was twofold: debut the new Loadstar truck while creating a brand experience that captured Navistar’s versatility. Freeman delivered an exhibit that included a skin-wrapped Loadstar and several screens. Using projection, the Loadstar itself became a screen showcasing the truck’s many potential applications.
“The effect of using the skinned Loadstar as a screen allowed Navistar to show the truck’s many functions in one display,” said Mike Wohlitz, Director of Corporate Solutions at Freeman. “This innovate design allowed the audience to watch the truck morph from a concrete pumper, to an airplane refueler and then to a waste management truck.”
The screens behind the truck enhanced the overall experience by providing the relevant background for the particular truck function being showcased. This overall effect facilitated a clear picture of Navistar’s flexibility in providing trucking solutions. Additionally, Freeman created a touch screen interface, “TerraStar,” that enabled audience members to choose the type of truck they wanted to see.
Alongside the Loadstar exhibit, Navistar and Freeman created additional demonstrations to complete the brand experience. The “Severe Defense” used an army tent as a projection surface showing the stories of the soldiers from the front lines including footage of Navistar military vehicles. The “Super Truck” was a sculpture Navistar created to highlight its vision for the truck of the future. Freeman also used wrapping and projection to enhance the truck’s various features.
“We’re proud of this innovative, 98,000 square feet experience and the collaboration within Freeman’s AV, Expo, Corporate Account Services and Creative groups,” said Mr. Wohlitz. “Freeman led the design strategy, brought innovative solutions to the table and built the experience, working together with Navistar and its numerous partners.”