United Technologies Corporation (UTC) is a leader in the aerospace industry. With more than 200,000 employees and $60B in revenue, their portfolio of businesses spans geographies, markets and customer relationships. UTC tasked Firstborn and sister-agency MKTG to develop a high-impact, interactive digital experience to showcase its brand positioning and breadth of products at the 2018 Farnborough International Airshow. The biggest event in the industry, Farnborough attracts over 73,000 attendees, including UTC’s most important purchase decision makers—air framers, airlines, MRO centers, international military delegations, government delegations and suppliers. From tip to tail, we had to establish UTC and its aerospace businesses as an industry leader by using engaging digital technologies to showcase and elevate the company’s innovative products, data-driven platforms and robust service solutions. Visitors were greeted by a floor-to-ceiling video wall projecting inspirational images of aerospace technology in action. They could learn more about specific products and systems offered by Pratt & Whitney and UTC Aerospace Systems by simply touching one of six, interactive multimedia pillars. These free-standing, digital learning hubs provided detailed information, videos and 360 ̊ models of UTC’s latest aerospace offerings, including jet engines, military ejection seats and more. We delivered an engaging experience that clearly articulated and elevated UTC’s offerings to a diverse range of attendees.

A 28-foot curved wall acted as a marquee narrative moment, drawing attendees in with animated content that promoted UTC’s brand promise for the aerospace industry and set the tone for the exhibit. Three interactive display screens throughout the space delivered relevant, targeted, product details—acting as a sales aid to steward discussion between UTC’s marketing team and prospective clients. By scanning fabricated 3D plane models with an iPad app, attendees could also unlock an AR experience to earn more about UTC’s commercial, military and business offerings.