Our client, the world’s leading provider of lithography systems, wanted a tradeshow strategy with maximum visual impact to carry ASML’s messaging and also extend the customer experience beyond the tradeshow floor.

Working with the tagline “The Immersion Pool Becomes An Ocean,” Impress created an ocean environment at the booth, complete with oversized salt water aquarium, larger than life booth graphics, presentation video and extended messaging. We planned, organized and promoted a two-day, off-site customer luncheon reception, carrying the theme, branding and messaging from the booth.

The booth and luncheon generated extreme “buzz” factor among customers, the press, and ASML executives. ASML’s booth was voted “Best Messaging Metaphor” by a highly influential industry analyst.