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Boeing Exhibit
for the 2015 India Innovation Summit


SAVING THE BRAND

In September 2015, a small but effective leadership team acted rapidly to execute an exhibit that not only showcased the Boeing commitment to the Indian aerospace industry, but prevented a major functional escape at a key corporate-sponsored event in India.

PROCESS

THE PROCESS MAP

Facing a challenging five-day deadline ahead, a small but effective leadership team representing critical functions came together to turn the exhibit into a success, mitigating a major functional escape.

The team aligned stakeholders and led the enterprise through the following process:


Together. Building the Future.

"ONE BOEING" BRANDING: CONSISTENT LOOK AND FEEL
How do you execute in five days what normally takes months? By thinking differently and finding a way, through teamwork and leadership.
By repurposing approved content, team members knew they would have the consensus needed to save Boeing money and save them time.
We adapted "Together. Building the Future."—a corporate advertising campaign theme—as the perfect framework for the India exhibit.

MAKE IN INDIA
A crucial element needed to align Boeing with the government of India was the incorporation of the India Prime Minister’s “Make in India” initiative, which is about not solely manufacturing in India, but truly innovating.




EXECUTION

AS A HARD, FAST DEADLINE APPROACHED IN FIVE DAYS...

The team was firing on all cylinders, each person responsible for specific tasks that would feed into the machine that would deliver an on-time, on-budget, on-brand experience for our audience.
Taking the doodles and drafts provided, the team reimagined the flow and design of the exhibit space and delivered branded content that effectively reflected Boeing’s consistent and de-cluttered messaging for India.

Click on each image to see the Before & After creative:



QUOTES

  • "We moved from state of hopelessness to hope".

    Ashok Gajapathi Raju, Civil Aviation Minister

  • ‎"The exhibit area was inaugurated by BDS CEO Chris Chadwick and the Indian Minister of Civil Aviation Ashok Gajapathi Raju, who also appreciated and showed immense interest during a tour of the exhibit area.”

    Prat Kumar, President, Boeing India

  • ‎"Of all the conferences, summits, and events that I have attended in India, this one was absolutely the best of the best!‎"

    CJ Collins, FAA Senior Representative to South Asia

  • ‎‎"The work you put in towards exhibit branding and helped us highlight the key initiatives of Boeing in India that are contributing to the growth of the aerospace sector."

    Ashmita Sethi, Communications Director, Boeing India

RESULTS

The exhibit exists at the flashpoint where vision and commitment meets marketing objectives to influence global business. On a grand stage, the team performed at a high level, truly exceeding expectations.


6

Days for concept planning and design as well as internal/external approvals.

60

The India exhibit came in at just 60% of the initial estimated budget.

43,000

Number of organic impressions on Twitter.

45

Number of minutes Boeing Chairman Jim McNerney spent at the exhibit.

300

Number of key stakeholders/visitors to the exhibit.

40

Number of Indian university students engaging with the Boeing brand at the exhibit.

90

Boeing employees experiencing and participating in the exhibit.

CJ Collins

FAA Senior Representative to South Asia.

"Of all the conferences, summits, and events that I have attended in India, this one was absolutely the best of the best!‎"

Amitabh Kant

Secretary, DIPP

"Boeing's future defence & civil aviation market is in India. We must create an aerospace ecosystem to ensure manufacturing here."

Ashmita Sethi

Communications Director, Boeing India

"The work you put in towards exhibit branding and helped us highlight the key initiatives of Boeing in India that are contributing to the growth of the aerospace sector."