The Challenge
Prime100, who are renowned for their functional pet diets developed in collaboration with leading veterinary specialists and nutritionists, recognised the need to significantly enhance their presence at national exhibitions and events. Their existing exhibition stand, while functional, no longer fully supported their expanding strategic goals. Prime100’s objective extended beyond simply showcasing products; they aimed to further amplify their message about optimal pet nutrition, reaching both industry professionals and passionate dog owners across the country.
Prime100 Roadshow,
from 2023 to 2025
from 2023 to 2025
The Solution: Versatility and Engagement
To achieve this, Prime100 partnered with Crowd Culture in 2023, tasking us with the design and creation of a highly versatile and impactful stand. The key requirement was a stand capable of seamlessly adapting to both B2B (business-to-business) trade shows and B2C (business-to-consumer) exhibitions.
At B2C exhibitions, a crucial element involved providing consumers with product samples, creating an engaging and efficient distribution system. The overall vision was to create a dynamic and inviting space that communicated Prime100’s core values and product benefits while leaving a lasting impression on every visitor.
The Process
Prime100 tasked Crowd Culture with designing an engaging stand for samples and products, aiming to captivate event attendees and spark brand conversations. Our Creative Director, Glenn Barrington, led a collaborative design process, taking the time to fully understand Prime100’s needs to ensure the outcome was practical, adaptable, and visually striking.
The result was a versatile 3Mx6M dual exhibition and trade show stand, engineered for maximum product visibility and interactive engagement. This stand has now been deployed 14 times nationally, proving the value of its smart design at events such as The Dog Lovers Festival, various Pet Shows, and the Australian Veterinary Association exhibitions, significantly boosting Prime100’s brand visibility and market presence.
Key Design Elements of the Stand
The dual exhibition and trade show stand incorporated several custom features designed to create an interactive, memorable, and highly functional event experience:
- Interactive Arcade Quiz Game: Developed specifically for veterinary B2B trade shows, the custom-built quiz engaged professionals with questions about dog food types and nutritional knowledge, sparking meaningful conversations and brand connection.
- Central Sampling Hub: Sampling was a core objective. A strategically positioned, open-plan fridge unit in the centre of the stand displayed Prime100’s full chilled product range, an uncommon and attention-grabbing feature at industry exhibitions. This encouraged visitors to engage directly with the product.
- Integrated Media Display: A front counter with a recessed TV played engaging video trailers, showcasing product benefits and brand storytelling.
- Organised Product Display: Rear shelving neatly presented the dry stock range, with products arranged in colour-grouped columns for visual clarity.
- Striking Over-Height Branding: A lit fabric banner extended from the standard 2.4 metres up to 3.4 metres high, cutting through visual clutter on the show floor and ensuring Prime100’s branding stood out from surrounding stands.
- Balanced Visual Design: Despite accommodating multiple display and interactive elements, the stand maintained a clean, open feel. The use of a white and red primary palette, combined with organised product groupings, avoided a cluttered appearance while still delivering maximum impact.
The Results
Since its debut, the stand has consistently drawn strong crowds at all 14 events it has attended. The combination of interactive experiences, clear branding, and highly visible product displays has made it a focal point on the show floor, successfully attracting both casual pet owners and industry experts.
Prime100’s goal to better showcase their samples and products while creating opportunities for meaningful conversations has been achieved at every event. Since 2023, the stand has been live 14 times across 10 B2C exhibitions and 4 B2B trade shows, reaching audiences in six major Australian cities including Melbourne, Sydney, Brisbane, Gold Coast, Perth, and Adelaide. Its versatile design has allowed it to transition seamlessly between B2B and B2C events, ensuring maximum value from the investment and delivering a consistent brand experience nationwide.
A key factor in this success has been the trust Prime100 places in Crowd Culture to deliver the stand on numerous occasions and in multiple locations. Our role is to assist our clients in achieving their business goals, and Prime100’s confidence in our ability to bring their stand to life each time is a reflection of the strong working relationship we have built together.
The success of Prime100’s stand is also a reflection of the trusted partnership between Prime100 and Crowd Culture. Since 2023, Prime100 has returned to us for multiple events across the country, confident in our ability to deliver a high-quality stand that performs in diverse environments. Their ongoing commitment to working with us is a testament to the stand’s effectiveness and to the shared belief that great design can be a powerful driver of brand growth.
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