Educate small- and mid-sized food processors at a large trade show about the benefits of using liquid nitrogen and carbon dioxide in large tunnel freezers to efficiently chill food during processing.
The booth needed to entertain as much as educate in order to cut through the monotonous sameness of a trade show. Air Products needed to create a spectacle and so the Cold Zone was born.
Attention grabbing graphics made the booth look like an enormous ice cube. A fog screen cycled through videos of the polar tundra reinforcing the cold theme. Booth workers wore knit hats and scarves. In the center, a chef made ice cream, drinks and other cold dishes using liquid nitrogen.
The goal was to generate 400 unqualified leads. The Cold Zone received 1,300 leads of which 400 were qualified prospects. Air Products sold two tunnel freezers on the spot — something that almost never happens at food industry trade shows.