SEMA is the largest tradeshow for after market car parts in North America. Even though UPS had a presence at SEMA for years, were a partner and a sponsor, they often got the question: “What are you guys doing here?” There were tricked out package cars and contests to win high end tool cabinets but nothing that really broke through. In 2016 we proposed a drastic approach for the the normally conservative logistics partner:
Yes, SEMA attendees are business owners. They deal with spreadsheets and invoices and overhead. But they’re also car guys. They like to get dirty and be creative. We finally had a campaign that reflected the SEMA attendee.
That year, UPS met their audience where they were, in more ways than one. The campaign was a hit, with attendees coming up to take pictures of the booth. But also, UPS put a focus on getting more sales reps on the floor, going to other booths, rather than waiting for guests to come to them. They approach has paid off with multiple contracts signed at the show. UPS has repeated this model the past 3 years with continuing success.
I concepted and pitched the tattoo idea. Once it was signed off on by UPS I created the artwork and directed the booth execution.
I couldn’t find stock photography that matched my idea, and we didn’t have the budget for a model. So my husband stepped in to model for us and we did a photoshoot in our kitchen.