Triple E was planning the most ambitious launch in its 30-year history: the inspired 'universal building system', ModTruss. It had the potential to revolutionise the theatre staging, set building, stage machinery, scenery, construction and event markets.
The Fifth Estate had three months to create a full branding and promotional campaign, building a buzz and establishing the brand before launch.
ModTruss was officially launched at the ABTT Theatre Show at London’s Alexandra Palace, on an Art Deco-inspired theatre structure designed for Triple E by architect Konstantinos Korakakis and constructed from the new ModTruss product range.
We launched a teaser campaign before launch, slowly revealing parts of the unique ModTruss structure via cleverly designed social media graphics and well-placed ads. We ensured the right publications received and published increasing amounts of information as the launch drew closer, and managed enquiries from the media as the buzz grew.
Pre-launch, we designed complete branding for the product under the umbrella ‘Triple E’ and created a range of promotional items including T-Shirts, notebooks, and ties. A who’s who of the industry attended a seminar managed by us, and the press event where eager journalists discovered the product.
We also produced a number of promotional videos, which were shared on social media, gaining more than 4,000 views over one weekend, and a microsite specifically for the product.
At the ABTT Theatre Show Awards – the culmination of the launch event tradeshow – ModTruss was awarded ‘Engineering Product of the Year’.