Product category:
Events
News Release from: Drive Productions
Edited by the Marketingservicestalk Editorial
Team on 12 March 2008
JCB brings live performers to
experiential effort
JCB, the maker of construction equipment, has enhanced its experiential marketing by staging a live extravaganza featuring performing artists and its heavy duty vehicles at Conexpo in Las Vegas.
This new experiential campaign was devised and created by Drive Productions This marks the first occasion that JCB will incorporate live performers into its experiential marketing following their world-renowned 'digger dances' featuring a medley of their famously choreographed vehicles
This article was originally published on Marketingservicestalk on 24 Jan 2008 at 8.00am (UK)
Related stories
Cancer Research selects Drive for pop auction
Cancer Research UK's annual fundraising celebrity charity event, featuring an auction of pop art and memorabilia, has appointed Drive Productions for a third year in a row.
Knifedge merges with Bradburn TV
Knifedge, the creative network of designers, film-makers and music specialists, has merged with independent film production outfit Bradburn TV.
Andrews and Wade join production agency Line Up
Live events and video production company Line Up has appointed Lawrence Andrews as senior video producer and Andy Wade as graphics designer
Drive Productions has produced a 12-minute show to be repeated five times daily throughout the duration of the event.
The show will demonstrate the prowess and agility of JCB products, namely the 3CX backhoe loader and Loadall telescospic handler machines.
This highly creative spectacular titled Equilibrium is to feature nine aerialist trapeze artists, acrobats, pyrotechnics, lighting, special effects as well as nine demonstration drivers on JCB machinery.
The show will be supported by a mix of visuals, animation and camera loops broadcast on huge LED screens, flanking the performance arena.
Drive Productions has also produced an action-packed short film as a preamble to the live show, which is to be staged outside the Las Vegas Convention Centre.
Ben Fender, founder and director of Drive Productions, commented: "JCB is one of the UK's favourite brands and enhancing its experiential activity by bringing people closer to their products is an exciting and enjoyable challenge".
Drive Productions was appointed to handle JCB's live show at Conexpo-CON/AGG following the success of the open air motor theatre at the British International Motor Show when JCB vehicles played valuable roles in a highly acclaimed show including special effects, high-tech vehicles and stunts.
• Drive Productions: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
