Best Booth at the Show

The 2008 messaging strategy for Rohm and Haas centered on the theme, ‘Making the Impossible Possible’ – which was an evolution of the previous year’s campaign, aimed at countering misconceptions that Rohm and Haas was a large, conservative player, rather than the market’s leading innovator.

That’s Nice helped Rohm and Haas reinforce its messaging strategy and bolster its corporate image through an award-winning booth at the 2008 American Coatings Show.

The booth concept focused on the theme ‘Making the Impossible Possible’ paired with the question, “What can we make possible for you?” The strategy was to engage customers and prospects directly, to pursue partnership opportunities for Rohm and Haas developing new products with customers.

The booth structure featured a “tunnel of innovation,” providing access to the receiving areas of the booth. Flat screen monitors in the tunnel ran a dynamic motion graphics animation that highlighted many potential architectural and industrial applications for Rohm and Haas’ coatings technology.

Receiving and meeting areas included real turf and other features to inspire application-driven environments. Rohm and Haas personnel could engage visitors there to discuss needs and opportunities, and take them through online presentations. This was another strategic focus – to make the endeavor largely paper-free and environmentally friendly.

Various branded premiums were also handed out to booth visitors at the show, promoting ongoing recall of the Rohm and Haas presence and message.