Show-Stopping Experiential

The Challenge:

When legacy manufacturer Dana Corporation set out to launch its electrified drivetrain division on a global stage, it needed more than just a booth. It needed a bold branded moment that showcased Dana as a serious player in the electrification space.

How we ACTIFIED:

We activated a fully immersive experience at IAA that blended Dana’s manufacturing legacy with its electrified future. Anchored by a show-stopping, DJ-synced Circuit-Tree and a new brand theme line, “The Power Behind the Power Ahead”, we gave Dana a space that pulsed with energy.

Then, we amplified the experience with interactive digital tools: an iPad-based portfolio and a Total Cost of Ownership calculator, helping OEMs and suppliers explore the real-world value of electrification. The solution moved visitors to in-booth iPads, kiosks and Dana.com. Allowing valuable interaction and connection to decision-makers before, during and long after the event.

The RESULT:

From booth to business case, JRT helped Dana electrify the room, engaging thousands of the IAA’s 145,000+ attendees. It opened doors with OEMs, suppliers and fleet buyers. And it began to position Dana as a force in the global EV movement.

  • Activating a distinct brand identity while maintaining Dana’s OEM credibility.
  • Amplifying demand with precise market targeting and rigorous go-to-market strategy and execution.