Desired Outcome

The Smead Manufacturing Company identified the need to embed their product information (filing systems) in the minds of Office Depot retail store managers as well as The Business Service Group. They wanted these two audiences to exit their booth with the product knowledge and confidence to more effectively service the Office Depot customers and to drive sales.

Actions and Tactics

"Welcome to Organization U"

"Organization U" was an audience participation game show presided over by a "live" female host (Jill) and her old mentor, an exuberant "Professor Pillip LePyle", an expert in the Smead product line as well as extraneous trivia.

Professor Le Phyle, a full figure computer animated character (AniMate) was developed specifically for the Smead presentation and The Business Service Group. Professor LePhyle engaged the audience in the game show while quizzing them on Smead's products.

Outcomes Fulfilled

The Smead booth was acknowledged as the most popular and populated among all the booths at the show. There was standing room only as the Office Depot audience flocked to participate. More importantly, the game show succeeded in focusing the Office Depot audience on the variety of product solutions Smead offers to their retail customers.