Thousands of construction professionals have taken to Las Vegas for CONEXPO-CON/AGG to view the industry’s newest technology and products. The Caterpillar North Hall exhibit is a must-see, touting a customer-focused video experience using 3D projection mapping.
THE CHALLENGES
When preparing for the show, Caterpillar faced several challenges. How do you demonstrate the power of impressive equipment within the confines of a trade show floor?
Also, Caterpillar is far more than just machines. With Cat® Connect, they offer a holistic approach to solving their client’s toughest problems. So how do you communicate a multi-faceted approach to customer solutions? And how do you do it quickly, in a hectic trade show environment?
3D VIDEO PROJECTION MAPPING
Together with Caterpillar, we found the answer in projection mapping. Instead of using a two-dimensional video, Cat is projecting video on to a four-sided 3D object, custom designed for this exhibit. This is the first time Caterpillar has ever used projection mapping to communicate their brand message.
Rising seven feet tall, spanning 12.5 feet wide, the custom-built video structure sits at the center of the Cat exhibit. The projected video demonstrates the four Cat Connect areas: equipment management, productivity, safety and sustainability.
WHY IT WORKS
This structure is ideal for a trade show setting, because it allows visitors to find the message most relevant for their needs. The structure showcases three different types of jobsites — quarry, road-building and residential construction —geared towards different types of customers.
Its dynamic shape encourages attendees to spend time exploring the many ways Cat Connect improves productivity and profitability. The video itself engages the viewer with animations, further highlighting the benefits of Cat technology.
The structure corresponds with large video screens above. The interplay between the large screens overhead and the video projection object creates a striking visual across the trade show floor.
This unique video approach demonstrates Caterpillar’s commitment to providing the right combination of products, technology and services to helping customers become more successful.
