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Caterpillar had a problem. Their technology products, largely intangible in nature, are some of the most impressive in the industry and thus, required significant focus for the 2023 CONEXPO show. Øuterkind embraced the challenge to create a highly immersive Technology Hub for the show, that broke with tradition and immersed attendees with interactives and opportunities to learn in an entirely new way.

Caterpillar wanted to use CONEXPO as the launch point for the new VisionLink suite of technology solutions, and thus Øuterkind was tasked with bringing a creative approach to the trade show activation. First, we created a Technology Tunnel, designed to interact with each attendee through motion sensors that moved each digital landscape forward or backwards, based on each attendee's movement into and out of the Hub.

To demonstrate the real-world applications of VisionLink we created six individual modules housed within the VisionLink Cube, a 7-Foot tall display that fully immersed each attendee on their personal journey through the technology's application to their business. In addition to the activation onsite at CONEXPO we created a mobile display in partnership with Ford that traveled to a series of Las Vegas locations throughout the week of the show, introducing construction professionals to the new VisionLink.

Another impressive technology from Caterpillar, Cat Command, was a focus point at the show. We developed The Pay Dirt Challenge experience where equipment operators (trained and un-trained) could test drive equipment in North Carolina and Arizona respectively, all from the comfort of the driver's seat at the Technology Hub in Las Vegas.

Safety sits at the center of all Caterpillar products and was an important aspect to communicate to attendees at the show. We developed a multi-sensory interactive that brought Cat Detect to life from the operator's perspective using motion-sensor lighting and directional audio technologies.

Last but certainly not least, we supported the construction community at the show with customized Caterpillar gifts that each attendee received at the conclusion of their experience at the Technology Hub.

14,000+ Attendees to the Technology Hub, more than double the participation from the prior year (2020) CONEXPO activation.

10+ minutes of average dwell time per attendee.

500+ Direct Caterpillar Dealer leads generated.

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