Challenge
As manufacturers of components for display
technologies, Philips Components, LG Philips LCD and LG Electronics planned to exhibit together at the Society of Information Display (SID) Tradeshow in Boston. Philips planned to install a large island booth that would feature the newest products from Sunnyvale and South Korea. The three companies asked NIA Creative to develop a unifying theme and graphics designed to appeal to a large audience of C-level management and technical engineers.

Philips wanted visitors to the booth to come away with an understanding that all Philips companies, divisions and partners work together to provide OEMs with all the components needed to achieve one seamless, integrated solution with an extremely rapid "time to market."

Recommendations
NIA Creative recommended banners and graphics that used the individual corporate colors and married the three companies with a "family" look and feel. NIA recommended high impact graphics and vivid imagery that tied the present production capacity of the three Philips companies to the future products of their customers. Exhibits were designed with graphic representations of how each of the companies could contribute components to integrated solutions.

Solution
After a stimulating brainstorming session, NIA created the theme "Where it all comes together" based on the company's "One Philips" strategy. Posters, banners and exhibit graphics were executed with a family look & feel that demonstrated the integration of the three companies while maintaining their separate identities.

Results
All three Philips companies were thrilled with the
exhibit. Visually, the booth was stunning to see,
resulting in heavy booth traffic throughout the show. Lead generation for the event was significantly higher than Philips had anticipated, and also significantly higher than NIA had hoped.

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