Overview
At the “Auto Service Show,” where Sankyo Reel exhibited, we handled the total production end to end, from formulating the exhibition concept to booth design, content development and construction. Through multiple rounds of interviews, we carefully examined the alignment between the overall theme of the exhibition and Sankyo Reel’s corporate theme. Taking into account industry trends and visitor attributes, we clarified the objectives and key messages of the exhibit and then designed a strategic exhibition concept.
The theme of this year’s Auto Service Show was “Maintenance Equipment Moving Forward with Next-Generation Mobility.” Sankyo Reel’s corporate theme for fiscal 2025 is “Stage Up Project: Drawing Out Creativity.” Reflecting the requests gathered through our interviews, such as “an open circulation design,” “promoting interaction and co-creation” and “boosting visitor motivation (sparking enthusiasm),” we set “YAGURA” as the exhibition concept. “YAGURA” was designed not as a mere exhibition space but as a place that generates natural interaction among visitors and with Sankyo Reel, as well as the co-creation of ideas. Down to the details of circulation, spatial composition and staging, it was intended as an experience in which visitors actively engage and share their enthusiasm.
Production
Through to construction, from the booth design stage onward we held thorough meetings on every production process, including how products would be mounted, panel artwork submission and procurement of various materials, and advanced production in a well-planned manner. By conducting detailed checks at each stage, we faithfully reflected the design intent and exhibition concept while maximizing quality, safety and staging effect. We also discussed fine adjustments to materials and construction procedures as they arose, pursuing a space where visitors could experience the booth intuitively and comfortably. By accumulating each of these careful steps, we raised the level of completion of the exhibit and achieved an exhibition that conveyed Sankyo Reel’s brand value to the fullest.
Content Development
We also developed the “Sankyo Reel General Election” as participatory content for visitors. Visitors voted for the products they most wanted or found most interesting, and the results were announced on the final day. In addition to identifying popular products, this created a mechanism for collecting visitors’ needs, requests and suggestions for improvement together with a survey, to be leveraged in future marketing strategy. The voting and survey mechanism not only encouraged visitor participation but also motivated product managers to put more effort into promoting their own products.
In addition, the “Sankyo Reel Stamp Rally” let visitors spin a digital gacha after collecting stamps within the booth. While adding a sense of playfulness, it encouraged visitors to circulate through the booth and helped increase attention to each exhibition area.
We also enriched the stage content with talk shows and product introductions by young employees, bringing the company closer to visitors while enhancing the staging effect of the exhibition as a whole. Through this series of initiatives, we realized not just an exhibition appearance but a “participatory brand experience” in which visitors actively engage and enjoy the experience.
Client: Sankyo Reel Co., Ltd.
01. Research & Analysis
◯ Interviews
02. Production
◯ Booth design
◯ Construction planning
◯ Panel and design production
◯ Content development (voting, digital gacha, staging, etc.)
◯ Video production
03. Operations
◯ Regular meetings for verification and improvement (PDCA)
◯ Compiling and preparing reports
