Roadshow marketing collateral

Our approach to this roadshow marketing collateral helped INEOS build their story around the benefits of a hydrogen-fuelled future.

Background

INEOS has been spreading the word about hydrogen as a new source of energy and how it can lower emissions across our economies to help decarbonise many aspects of our lives – from transport to homes to industry.

But INEOS realises that more investment is needed, both from the government and the private sector, to establish the infrastructure that will support the hydrogen economy in the UK.

To raise awareness, our client embarked on a UK-wide roadshow that would culminate in the UN Climate Change Conference (COP26) in Glasgow. A roadshow like no other, it would be powered by the very source of energy our client was promoting: a zero-emission hydrogen bus, the Hydroliner (built by Wrightbus), with an exhaust that only emits water.

Challenge

Visiting many UK businesses and various key events on their way to COP26, including the Conservative Party Conference in Manchester, INEOS needed our help to build the story by designing a set of supporting pieces and create maximum awareness of the initiative.

Thank you to the Prime Minister, Ministers and MPs for their time in Manchester to talk about hydrogen powered transport and industry. [2/2] pic.twitter.com/0Tfs8MXvNH

— INEOS (@INEOS) October 6, 2021

The different locations would require different space solutions and a set of strong roadshow marketing collateral designs. Overall, we would need to produce:

• Conference stand for the Conservative Party conference
• 12pp booklet to accompany the conference
• 4pp booklet to accompany a Roundtable event in Strathclyde
• 2pp leaflet for Inovyn (a division of INEOS)
• Mini exhibition at Inovyn in Runcorn
• Mini exhibition at INEOS Grangemouth
• INCH magazine – with a focus on the net zero target
• 7m x 3m film backdrop for the Strathclyde event

Solution

Starting with the conference stand, we took into consideration its orientation at the various locations along the way, with the design always giving prominence to the key messaging around hydrogen as fuel of the future to attract attention straight away.

We also took into account that the INEOS hydrogen-powered car would be part of the exhibition, so the backdrop maximises the use of striking imagery and dark colour tones to stand out in the space.

We kept copy on the stand to a minimum, highlighting the benefits of hydrogen in a few impactful bullet points, the perfect trigger to generate conversations and buy-in from key industry and government stakeholders.

Below, the then Secretary of State for Transport Grant Shapps inspects INEOS’s hydrogen powered vehicle.

As part of this roadshow marketing collateral design project, we also produced an information booklet and another edition of INEOS’s corporate magazine – INCH.

Filled with information about the advantages of a net zero future, the design of the magazine engages from the cover, with images and large headings often taking over two pages. The scale of some of the design features mirror the magnitude of what the adoption of hydrogen as as a fuel can achieve.