BMI at Bouwbeurs 2019 Utrecht

BMI is the new company after the merger of Icopal and Monier. Icopal is well known for their portfolio in flat roofs, whereas Monier has a strong reputation in tilted roofs. The objective for the project was to introduce the brand and build awareness at the Bouwbeurs, the most important bi-annual trade show for the construction industry.

We created a visitor journey starting with a teaser: ‘Win a trip to the Roof of the World’. This message was repeatedly being presented at billboards outside the building. At the stand, visitors were invited to participate in a Virtual Reality quiz. Challenge was to name all six roof types which the visitor was able to see in 360˚ in the VR goggles.