Client: Axis Communications | Event: Security Expo 2024 | Location: ICC Sydney | Industry: Security & Video Surveillance
Front and Centre: Axis’ extensive security solutions portfolio
With the goal to expand the market’s understanding of the solutions they offer, Axis Communications’ participation at the Security Expo 2024 held at the Sydney International Convention Centre (ICC) from 21 to 23 August proved that their extensive portfolio goes beyond physical security solutions.
Donning the colours that reflect the brand’s forward-thinking energy, the 9x12m booth highlighted not only Axis’ segment-driven business approach but also the smart solutions it offers to envision a smarter and safer world.
The combination of well thought out features like tech pods where Axis products were on display, wall-mounted smart TVs for product demonstrations, along with the consistent branding all around the booth, contributed to the overall tech-savvy and digitally advanced look of the stand, truly embodying the identity of Axis as an industry leader.
Challenges
Driven by their goal to introduce their solutions that go beyond video surveillance and speakers, Axis Communications ventured into the Security Expo 2024, the most established trade event for Australia’s security industry.
Axis wanted new customers to understand that as a network technology provider and an industry leader, their portfolio extended across access control systems, intercom, audio systems, and intelligent analytic solutions.
Specifications for the show:
- Create something new and exciting while maintaining brand consistency.
- Inform new customers what Axis does and communicate its scope of offerings.
- Implement a segment-driven approach to highlight Axis’ wide variety of solutions.
- Create a ‘wow’ factor and surprise existing customers and competitors with something they have not seen before.
- Look digitally advanced and savvy while making sure that the setup is completed on time.
The Build
Strategically located near the hall’s café area where there is heavy foot traffic, Axis Communications’ open booth was accessible from all sides and designed to maximise visibility and interaction with guests and stakeholders.
The stand’s centrepiece, a triangular double-sided hanging banner bearing the company’s logo on all sides against a white backdrop with yellow accents, can be easily spotted even from afar. Like the northern star, the Axis banner served as a guide and an open invitation to all the attendees of the expo.
Stepping onto the white gloss-raised floor tiles, guests were then greeted with a three-sided storage hub with each side showcasing different solutions and products Axis offers, such as video surveillance cameras, access control, intercom, audio systems, and intelligent analytic solutions.
In each corner of the booth were standalone pods, allowing guests and visitors to explore the solutions available to them.
Multiple wall-mounted TV screens were also installed in different areas of the booth where visitors could watch the live feed of security cameras mounted on the pods inside the booth. Employees of Axis were also present to demonstrate their products to potential partners and customers.
Features
Seats for Networking:
Across the product display area was a space for networking, accentuated with plant boxes. This area was designed to provide a space to further foster Axis’ relationships with existing clients and customers and provide opportunities to network with potential clients and new customers.
Refreshment Areas:
Trade exhibits can be a bit tiring because of all the walking and exploring. As a strategy to attract more guests and invite potential partners, Axis offered free refreshments to stand visitors. With an ice cream cart conveniently located beside the seating area and a coffee station capturing visitors on the opposite corner of the stand, these refreshments were a welcome delight for all those attending.
PODS:
As a video surveillance solutions provider, Axis’ range of products includes surveillance cameras, intercom, and audio systems among others, and a great way to showcase these was to have them on display and in action in the two Axis pods.
Aside from the dedicated pods for Axis, there were additional pods around the booth that were shared among its partners Wasabi, DDI Labs, F Group, PowerStack, VisualCortex, and BriefCam. With the goal to provide each an equal level of visibility and exposure, Axis dedicated three shared pods for their partners which allowed them to highlight their own products and solutions.
With adequate space to accommodate multiple groups of people at the same time, the pods served as platforms for Axis and its partners to showcase each of their solutions, providing guests an immersive experience of their own respective technology ecosystems. Through this effective strategy, the Axis stand at Security Expo 2024 became a melting pot of different brands offering a wide variety of technologies and solutions.
Storage:
In a display of expertise in exhibitions, Expo Centric cleverly designed storage spaces inside the pods to seamlessly blend into the design without drawing any attention. These spaces served as storage for hospitality items, marketing collaterals, and staff’s personal belonging.
Results
Going into the expo, Axis wanted to increase the awareness of their security solutions beyond physical solutions. Complemented by Expo Centric’s expertise in the exhibition industry, Axis was able to showcase the solutions it offers and highlight its vision to uphold cybersecurity and sustainability.
Because of the carefully thought out and well-designed exhibition stand, Axis was able to draw in a record number of crowds. They were also able to conduct regular tech talks about their solutions as there was an adequate space to accommodate guests and visitors, all while they enjoyed free refreshments.
Axis Communications’ successful participation at this year’s expo, which drew a crowd of approximately 4,000, further cemented its reputation as an industry leader for network and video surveillance.
