Case Study: Cummins and Eaton at Brisbane Truck Show 2023


Cummins and Eaton are leading companies in the trucking industry, specialising in engine and powertrain solutions. Cummins is known for its innovative engine technologies, while Eaton focuses on developing advanced power management solutions. Both companies have a strong presence in the market and are recognised for their high-quality products.


The Brisbane Truck Show is a prestigious exhibition that brings together truck manufacturers, component suppliers, and industry professionals. The event provides a platform for companies to showcase their latest products and technologies to a large and diverse audience. The 2023 edition of the show was highly anticipated, attracting thousands of attendees eager to explore the latest advancements in the trucking industry.


Cummins and Eaton collaborated to create impressive exhibition stands that would effectively showcase their respective offerings while highlighting their partnership. The key objectives for Cummins were to connect their stand with Eaton’s, establish a good balance between engine displays and discussion areas, create a hero piece area for showcasing their newest offerings, and provide ample space for merchandise display and purchasing. Eaton’s brief included connecting their stand with Cummins’, creating three distinct areas to showcase their products, and incorporating existing elements such as carpet and client-owned fabricated display covers.


Cummins worked closely with their European division to develop custom engine display sections that featured a curved and flowing design. The stand incorporated large rigged banners to create a visually stunning backdrop. Additionally, the stand included a large AV content display to engage and inform attendees. Eaton focused on re-structuring their previous year’s stand and utilising existing custom elements. They incorporated plush broadloom carpet, three custom display covers with LED foot lights, a custom reception counter with a 3D logo, and specification boards floating on display units. The stands were built with precision and attention to detail to ensure a seamless presentation of both companies’ products and offerings.


Cummins faced the challenge of seamlessly connecting their stand with Eaton’s to display their partnership effectively. They also had to find the right balance between engine displays and areas for engaging conversations. Creating a hero piece area that showcased their newest offerings in the best light was another challenge. Additionally, they needed to allocate enough space for merchandise display and purchasing, especially when queues formed. Eaton’s challenges included connecting their stand with Cummins’ to demonstrate their partnership visually and establishing three distinct areas for attendees to inspect and discuss their offerings. They also had to incorporate existing elements, such as carpet and client-owned fabricated display covers, into the design.


Cummins’ stand featured curvy walls that added a dynamic and modern aesthetic to the space. They had a custom timber counter and merchandise area, as well as custom display pods with fabrics and TV content to showcase their products effectively. Greenery features were incorporated to represent their tagline, “Destination Zero,” emphasising their commitment to sustainability. The stand also had a large storage space to assist with merchandise storage.

Eaton’s stand featured plush broadloom carpet that added a touch of elegance to the space. Three custom display covers with LED foot lights were utilised, creating an eye-catching and visually appealing presentation of their products. A custom reception counter with LED foot lights and a 3D logo on the front served as a focal point. Specification boards floated on display units, providing informative details to attendees. The stand also had a long fabric graphic wall that added depth and visual interest.


The highlight of Cummins’ stand included two 3D logos, a large LED screen for captivating visual content, and large double-stacked hanging banners that drew attention from all angles. The plush broadloom carpet added a luxurious feel to the space, enhancing the overall aesthetic.


The Cummins and Eaton exhibition stands at the Brisbane Truck Show 2023 were a resounding success. The stands attracted a total of 2023 visitors, with an impressive 74% conversion rate of attendees showing genuine interest in the products and offerings. The average time spent on the stands was 14 minutes, indicating a high level of engagement and interest from visitors. Both companies effectively showcased their products, established a visual connection to highlight their partnership, and met the objectives outlined in their initial briefs. The exhibition stands created a memorable brand presence, leaving a lasting impression on attendees and contributing to the overall success of the Brisbane Truck Show 2023.

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