At the Brisbane Truck Show 2025, Chevron came to make a statement. As a major show sponsor, their presence carried weight. But with a less-than-ideal floorplan position at the back of the hall, they needed a stand that would fight for visibility and deliver real marketing returns.
Expo Centric delivered exactly that: a 9x7m dual-brand powerhouse that gave Caltex Lubricants and Caltex StarCard equal, high-impact presence. With precision zoning, seamless tech integration, and lead-focused design, we turned a challenging location into a high-performance brand engine built for traction, engagement, and measurable impact.
Strategic Context
Chevron approached BTS 2025 with two core challenges:
- Balance the voice and value of two distinct brands (Caltex Lubricants and Caltex StarCard) without sacrificing clarity
- Drive serious traffic and engagement despite being placed in a low-visibility zone at the back of the show floor
As the largest stand among their competitors and their only truck industry trade show every two years, this BTS appearance was their key opportunity to connect with the market, elevate brand presence, and capture new leads.
Core Objectives
Chevron’s marketing goals were clear:
- Showcase innovation with Delo 600 ADF
- Drive StarCard signups through onsite offers and interaction
- Build a qualified database via in-stand digital capture
- Amplify social reach with a share-worthy space
- Create visibility where none was given
This wasn’t just another activation; it was a campaign hub, designed to educate, convert, and grow brand equity under less-than-ideal conditions.
Execution Highlights
We were engaged as the end-to-end partner, from concept through install, with one job:
turn a low-traffic location and complex brief into a lead-driving, brand-building machine.
Here’s how we executed:
- Strategic Zoning: Equal 50/50 layout for Lubricants and StarCard, with clear navigation, signage, and messaging splits
- Engagement Architecture: iPad-led stations, embedded product displays, and lounge areas designed to slow visitors down and spark conversations
- Content With Purpose: Digital screens, StarCard offers, and motion visuals were deployed not just for branding, but to start sales conversations
- Traffic Magnets: Bold, rigged signage, sharp sightlines, and a premium finish drew attendees in from across the hall
Marketing and Brand Impact
The stand didn’t just look good; it performed:
- Biggest Among Competitors: Chevron claimed scale and presence, helping override its back-of-the-hall disadvantage
- Lead Generation First: 4x digital iPad stations placed in flow-critical zones captured data at scale
- Social and Visual Hooks: Strategic lighting, media-ready design, and signage drove organic photo sharing and brand recall
- Traffic Engineered: Despite the back-wall position, the stand pulled in visitors through height, light, and energy
- Campaign Consistency: Every asset, screen, and branded moment aligned with Chevron’s broader marketing strategy
The Marketing Takeaway
Chevron’s BTS 2025 stand turned challenges into campaign wins. For marketing teams chasing real results, here’s what it proves:
- Big Shows Deserve Big Plays – One shot every two years? Chevron made it count.
- Impact Beats Location – Back-of-hall didn’t matter when the stand pulled crowds.
- Two Brands, One Clear Story – Lubricants and StarCard shared space without splitting focus.
- Sponsorship, Amplified – Their major sponsor status was matched by major presence.
What This Project Proves
You don’t need the best spot on the floor; you need the right partner.
Chevron came in with a complex brief and a tough location. Expo Centric turned both into an advantage. With smart design, seamless flow, and brand-led engagement, we built a stand that performed where it mattered.
For marketers chasing real results, this project proves that clarity and creativity cut through any challenge, from location to lead gen.
