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Two men looking at a Caltex Delo interactive display inside the purple neon-lit Astron Energy tunnel.

Astron Energy Mining Indaba

Client: Astron EnergyCategory: Pop-upLocation: South Africa

Challenge

Astron Energy is a relatively new player in the mining industry (under its current name). It’s too early for the brand to rely on long-term partnerships to secure lucrative mining industry deals, so we needed to focus on positioning Astron Energy as a credible and reliable partner to the mining industry.

The Astron Energy value chain spans the whole spectrum - from refining raw materials to manufacturing to distributing end products directly to industry players (and providing round the clock support).

We realized this was a powerful proposition to lead with.

Smiling woman standing behind an Astron Energy counter displaying promotional gifts in small clear boxes.

Connection

We wanted to offer delegates an opportunity to immerse themselves in the full value chain of Astron Energy, from Refinery to Delivery . By experiencing the full scope of Astron Energy’s integrated value chain, delegates would understand why Astron Energy is a reliable partner at the core of progress.

We built a museum experience inside a tunnel, with interactive stations to engage delegates in each of the four pillars of the value chain: Refining, Manufacturing, Delivery and Support.

With support from Astron Energy’s technical teams, we brought to life the actual processes that turn crude oil into fuels, and base ingredients into high-quality lubricants. An interactive touch screen allowed delegates to explore the Astron Energy’s wide delivery range, and another screen highlighted how the company supports their customers.

Woman interacting with a digital touch display inside the neon-lit purple tunnel of the Astron Energy exhibition stand.

Experience

The initial client brief led the strategic and creative teams through the concept phase, guided by the project managers on feasibility and the Astron Energy technical team provided critical information to ensure accuracy of the interactions.

Production is managed closely with the project managers sourcing the best suppliers and facilitating briefings with the creative studio, samples for approvals and event set-up and management.

Two men engaged in conversation in front of the orange Astron Energy stand at a trade exhibition.Two men looking at a Caltex Delo interactive display inside the purple neon-lit Astron Energy tunnel.

Buyability Impact

The Mining Indaba is the leading African mining conference, welcoming 10 000+ delegates around the world annually.

Amplified the Narrative
Told a clear and memorable story through From Refinery to Delivery, a phrase which was adopted in media releases.

Drove qualified leads
We were visited by over 1 000 delegates, who were rewarded with giveaways at the stand. 15 meetings were conducted with prospective clients.

Created interest in the brand
Over 63 000 people visited the dedicated microsite for Astron Energy’s Mining Indaba stand, driven through paid and social media, which started the storytelling.

Results

  • 1.5K Giveaways from the stand
  • 15 Meetings set up
  • 63K+ Unique visits to the microsite
  • 10.5K+ Delegates with eyes on Astron Energy
Wide view of the bright orange Astron Energy exhibition stand with "From refinery to delivery" text on the exterior wall.

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