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After an eight-year absence, the print industry’s biggest event, drupa, returned in 2024. Emota was tasked with making its client Ricoh stand out, using the brand’s tech to create a high-impact interactive world.

Challenge

Every four years, everyone who’s anyone in the print industry heads to the Olympics of printing, drupa. The exhibition showcases the latest and greatest tech and thinking to a huge audience of industry professionals. 

Ricoh needed to wow audiences with a standout presence that showed off their tech and portfolio of products. To create truly purposeful connections that drove sales and generated leads, it needed to be more than merely a flashy demo opportunity. 

Primarily, Ricoh wanted to showcase its ‘HENKAKU’ (transformational innovation) philosophy to attendees.  

Solution

Emota took the HENKAKU philosophy and created an entire world for attendees to explore: the HENKAKUVERSE. Through experiential strategy, concept, stand design, event production, graphic design, 3D animation, film, content strategy, and execution the HENKAKUVERSE blended the virtual and physical worlds. 

With print, software and services technology represented by animal avatars that highlight their characteristics – the Jaguars, Dragon, Owl and Harpy Eagle – this created a rich creative canvas informed by Ricoh’s Japanese heritage.

Using game design engine Unreal, 3D renders of the booth were placed within a virtual jungle populated by Ricoh’s animals, to create imagery and footage for an integrated marketing campaign – including direct mail, social media assets, and an enigmatic teaser film. 

At the show, visitors were mesmerised by a 1,300msq structure shrouded in walls of floating dragon scales. At the centre, an eight-metre-high entrance portal to The House of HENKAKU, and a seven-minute live performance that brought ‘Co-innovation’ to life. A cinematic opening set the scene, before a live performer – a sorceress – conjured magic on the forced-perspective screen. 

Surrounding the house, a renowned Japanese artist created murals depicting a manga interpretation of the show within, providing an impressive display and selfie moment.  

Visitors could book a performance, attend as part of a tour, or slide into the show on the half-hour, every half-hour. This engine of engagement drove flow and dwell time, with a theatre audience of over 4,000 people over 11 days.

On the stand, visitors could also:

• -Explore the Co-innovation Hub inspired by Japanese Zen gardens

• -Browse extensive printed samples at the Applications Bar

• -Discover the latest print technology with stunningly wrapped printers

• -Attend small group product demonstrations, augmented by key messaging, bespoke films and eye-catching content totems

• -Engage with innovative interactive displays for Software, Professional Services, and -Explore Inkjet Innovations, including 3D printing and sustainable testing solutions

• -Have important conversations in a VIP hospitality area overlooking the stand

Sustainability 

With a footprint 30% smaller than previous years, Ricoh showcased key solutions and Co-innovation case studies, helping staff communicate client benefits effectively.

Informed by Emota’s EnviroPlan approach, the agency used fully recyclable Xanita Structural Cardboard to build 60% of the components from the dragon-scale ‘walls’ to welcome desks. 

Today, much of the stand has a home at Ricoh’s European offices, with planned reuse for future congresses already in progress. 

Result

With no physical show since 2016, this year’s Drupa was the time for Ricoh to reassert themselves. Results include:

• -Smashed attendance targets by 49%, with 7,465 unique visitors over 11 days despite lower drupa attendance overall

• -97% of visitors returned to the stand

• -Attendees visited the stand an average of 4 times, spending 1hr17 on the stand across their visits

• -3,092 leads were collected, more than double the target

• -Achieved 210% of target sales

Eef de Ridder, VP Ricoh Graphic Communications, said: “Fantastic job, extremely proud and great teamwork.”