Guerilla was approached by GARDENA to help them with their GLEE exhibition design. Part of the Husqvarna Group, GARDENA is the preferred brand for millions of home and garden owners worldwide when it comes to garden care. That is because GARDENA offers a complete range of everything you need for your garden – whether it is watering systems, pumps, lawn care, tree and shrub care, garden tools, or soil cultivation.
Today GARDENA is the leading brand for high-quality garden tools in Europe and represented in more than 80 countries all over the world. Our job was to bring a brand of such global reach, with values of well-being, recreation, and fun into just 1 place… the NEC GLEE Exhibition.
Ahead of the early Autumn exhibition, the Guerilla Team worked with GARDENA over the summer months to produce a series of impactful and engaging exhibition materials that would give their brand a real ‘wow’ factor. The objectives were to showcase GARDENA’s new product ranges, clearly conveying the product benefits and unique points of difference for prospective customers (home & garden retailers and garden enthusiasts), as well as promoting the launch of the UK’s Ambassador Programme.
Due to exhibition stand allocations, GARDENA would be positioned along side their competitors so Guerilla had to ensure that the creative for the Gardena GLEE exhibition design really stood out from the crowd.
We proposed a series of disruptive exhibition wall panels that blended the narrative of GARDENA’s expertise and heritage in the garden sector with modernity and passion for life. The creative uses global key visuals to align with the overall brand image but with a simplified and tailored approach to the GLEE exhibition to provide differentiation and key promotion for the UK’s Ambassador Programme.
The roll out for the exhibition materials includes exhibition stand graphics, advertising, banners, product leaflets, an Ambassador specific data capture form and Ambassador acquisition video.