Challenge: 8 Weeks to design and build the biggest, most cutting edge, interactive exhibit in the world. Winntech boosts STC’s new brand identity with an unquestionably revolutionary exhibit experience.

KANSAS CITY, November 4th, 2009 — The Saudi Telecom Company (through its advertising and marketing agency of record, Leo Burnett, Riyadh) presented Winntech (a full-service 3-dimensional and interactive experience agency in Kansas City, MO, USA) with an incredible opportunity to leverage STC’s new brand identity, and the active demonstration of many “Near Future” technologies, to thoroughly excite consumers and business partners at the recent GITEX show in April. This show was the perfect venue for establishing STC as the dominant communications and entertainment content purveyor in the entire Middle East. In fact, it was specifically an opportunity to begin shifting marketplace perceptions by repositioning STC as a credible and envied technology and thought leader–soon introducing Saudi Arabia to the most fully-interconnected rich-media user experience available anywhere in the world. Winntech accomplished the following goals with only EIGHT WEEKS from first contact to show opening in Riyadh—half way around the world!

1) Design and fabrication of a truly cutting-edge exhibition stand. Architecturally sophisticated, strikingly beautiful, inclusive, celebratory, interactive, surprising, true to the new brand, and FUN!

2) Development of AUTHENTIC and INNOVATIVE interactive demonstrations for both current and near-future technologies. The stand had to meet the stated goal of getting actual Saudi consumers to TRY OUT the latest products and services--making it fun, and helping them to understand how much MORE they can be getting out of their communication and entertainment experiences.

3) Production of a theatrical quality live presentation that gave consumers a realistic glimpse into the “Near Future”—featuring state-of-the-art 3-screen convergence technologies that will soon make it amazingly easy to stay completely connected to family and friends, and to share real-time access to all of their entertainment content (movies, music, games, etc.) across an integrated technology platform (enabled by IMS), so that this content can be enjoyed at home, in the office, or on-the-go.

4) Total crated weight of under 170,000 pounds, with no crate longer than 120”, in order to ensure that the exhibit could be shipped on a single, dedicated Saudia Airlines 747B cargo plane from the USA to Saudi Arabia (at a freight cost of nearly 1 million USD).

Simultaneously, the Stand needed to serve several more “pedestrian” requirements—namely the appropriate zonal space allocations to responsibly accommodate QITAF (customer loyalty), VIP reception/refreshments, private meeting offices, CSR (corporate social responsibility) area, international expansion zone, etc.

In answering to all of these simultaneously important goals, Winntech prepared a GITEX stand design and scripted an authentic and inspiring attendee experience that is unquestionably revolutionary.

The job was both very large (24,000 square feet on two levels) and INCREDIBLY complex. Beyond this, it had to be accomplished in record-breaking time (eight weeks from contract to show opening). Barrett Prelogar, CEO: “This job took many of us nearly to the breaking point (emotionally, physically, financially, etc.). But in the end, we accomplished something that could not likely have been done by any other company in the world in such short order.”