Webro
The Client
Webro is the UK’s leading supplier of fibre and copper cabling to domestic and commercial customers. Founded in 1980, it supplies enough cable every year to reach the moon and back… twice!
It stocks a wide range of fibre and copper connectivity solutions for data, networks and telecoms; energy and power; control and instrumentation; home automation and building control; TV, satellite and AV; radio and broadcast; fire and security; and rail and transport, including the London Underground. It’s also a distributor for the Corning, Cabelcon, KeyFibre, Molex and Telenco networks.
With more than 250 years of combined experience in the cable market across its team, Webro’s products are widely considered the highest-performing in the industry.
The Project
Webro approached us to develop concepts for and deliver two sustainable exhibition stands to help launch its new brand identity at three major trade events.
Ei Live! is the UK’s biggest smart home technology trade show. The two-day event, at the Farnborough Exhibition Centre in Hampshire, brings together the industry’s leading manufacturers and suppliers of AV and home automation innovations with an audience of smart utility and AV system installers, electrical contractors, architects, developers and interior designers.
Webro also wanted smaller stands to transform its shell scheme space at Connected Britain and Alltrade 2022. These exhibitions, held at the Business Design Centre, in London, and Epsom Downs Racecourse respectively, brought together buyers, sellers, influencers and thought leaders across the UK’s connectivity value chain.
The Solution
Transforming Webro’s shell scheme space was the big creative challenge for both Connected Britain and Alltrade.
To overcome it, we removed the supporting pole and fascia of the shell scheme system to open up the space, before creating custom seamless branded graphics on the two back panels. We also integrated an LED screen playing video content we created.
To draw visitors in at Connected Britain, we created a small cube-shaped branded plinth, which Webro’s team could use to give live demonstrations of its products and technology.
As the space for Alltrade was a bit bigger, we added in a bespoke curved table, which also served as a welcome desk and demo area.
Our solution for Ei Live! was to create a visually stunning sustainable modular exhibition stand to reflect Webro’s new brand identity and draw in the crowds. The stand consisted of three open sides and a feature wall to give the stand an inviting and open feel.
The wall featured bespoke overhead lighting and seamless printed fabric graphics showcasing Webro’s new branding, colourways and strapline. It also had an integrated LED screen and we hid the electrics for the screen and lighting behind the wall to the stand neat, safe and clutter-free.
We also integrated a bespoke, curved table, along with a free-standing, four-sided display unit to showcase some of Webro’s most popular cabling products.
The Impact
Our stands made a huge visual impact at the three shows, , with thousands of delegates visiting them over the course of the events.
Webro’s distinctive red and white colourways, live product demonstrations and interactive video content proved a major draw, creating plenty of networking lead generation opportunities.
Like with all the events we work on, our detailed planning and project management helped ensure a stress-free experience for the Webro team.
We took care of everything, from pre-build and installation to takedown. All they had to do was turn up and enjoy the events, without having to worry about any aspect of their exhibition stands.
Testimonial
“Having undertaken a full rebrand at Webro towards the end of the summer, we pinpointed three autumn events that we wanted to use as the main launchpad to showcase the new corporate identity. Having worked with Joe and the team at Ei in the recent past in previous roles, I knew that they would be the ‘go to’ partner for us to optimise the impact of the new branding across the stands.
“Of course, as expected they did a fantastic job of bringing our new branding and visual identity to life, helping us unveil it to maximum effect at the EI Live!, Connected Britain and Alltrade shows.
“We’ve never been one to follow the pack, and that’s why I love working with like-minded partners who challenge the rules – and Ei certainly did that. We were delighted with their creative approach to the brief for both events and the high quality output of the design and build. Our spaces looked amazing and helped us to stand out from the crowd in three jam-packed exhibition halls.
“When I came into the role, shell scheme stand space had already been booked. I’m not a fan of shell scheme, and I’m always looking to do things differently, to find a better way, to be disruptive. Making your stand space visually appealing so that it stands out is always a challenge, but the team at Ei pulled it off by keeping things simple to really open up the space we had available, and to make the most of our displays by ensuring that they were accessible and interactive. We had countless fantastic comments on both the new branding and the new approach to our stand build.
“As always, the Ei team were great to work with throughout. They remained professional, personable, and supportive, which helped to ensure that everything ran seamlessly at each stage, so we could enjoy stress-free, successful events. The upshot was highly engaged visitors and stand staff, great on-stand conversation, and premium quality leads that have since converted quickly into substantial sales”
Chris Mellor-Dolman
Head of Marketing, Webro