Title	UNILEVER METRO EXPO 2016
Brand	UNILEVER
Product/Service	UNILEVER TRADE AND UNILEVER FOOD SOLUTION
Category	B03. Use of Exhibitions / Installations
Entrant	UNITE Moscow, RUSSIA
Idea Creation	UNITE Moscow, RUSSIA

Name	Company	Position
Olga Matveeva	Unite	CEO
Liliya Iskhakova	Unite	Account Director
Olga Klementyeva	Unite	Account Manager
Natalia Maslova	Unite	Art Director
Irina Zakharenkova	Unite	Creative designer
Elena Kolosanova	Unite	Junior Art Director
Artem Shkirenko	Unite	3D Designer
Olga Ostrova	Unite	Production Manager
Dmitry Mukhametzyanov	Unite	Production Manager
Sergey Tumanov	Unite	Head of Purchasing Department

The Campaign

The main creative idea was a street food thematic zone for Unilever Food Solutions and an innovation concept for Unilever Trade. The street food was chosen because this concept reflected an easy character, opportunities and adventures, quality products and novelty. The other concept for Unilever Trade was chosen because it reflected innovative possibilities, experience, and original innovative solutions.

Campaign Success

The activity was located at Metro Expo, a specialized exhibition of the closed type. The area was more than 192 m². The agency created and developed two different zones. Unilever Trade was an area with an interactive gallery. This area included three zones: food, interactive zone and HPS. All the zones included interactive screens with key visuals of different brands, and a collage with logos and brand slogans. The most unusual and innovative furniture part of that area was a robot-consultant; it welcomed customers and told them about the main activities. Unilever Food Solutions was a kitchen zone for master-classes and lectures. There was also developed totally creative photo zone. It looked like a huge burger and attracted a lot of customers. Another main activity for the customers was a photo booth, that looking like a huge bottle of tabasco with a built-in iPad.

Describe the success of the promotion with both client and consumer including some quantifiable results

• Unique zones allowed Unilever to stand out among other exhibitors • The project was the in the «Silver Mercury» Russian Marketing Award • Unilever Company got 140% more contracts signed compared to 2015 • The company’s brands were promoted in the B2B market and a lot of new potential partners were attracted • Interactive and spectacular the activities attracted a lot of consumers. • Main activities allowed raising brand recognition and highlight the brands’ benefits

Explain why the method of promotion was most relevant to the product or service

The main activities of Unilever Food Solutions let the Unilever Company get more significant contracts for promotion of its brands in the B2B market and attracted a lot of new potential partners. Interactive and spectacular, the activity attracted a lot of consumers. Activities which were suggested by the agency allowed raising brand recognition and highlight the brands’ benefits.

Two stands were created for two focus areas: Unilever Trade and Unilever Food Solutions. The areas were designed according to the concept ideas and Unilever goals – attract customers and drive sales. Edutainment activities and innovation solutions let Unilever share product information and cutting edge technology. Target audiences were consumers and potential business partners.