What We Did
  • Concept Development
  • Brand Messaging & Storytelling
  • Trade Show & Event Design
  • Videography
  • Illustrations
  • Outdoor Advertising
  • Digital Marketing
SANY ConExpo

SANY Steals the Show: From Vegas Oasis to Sophisticated Southern Experience

Every three years, the city of Las Vegas, Nevada, becomes the who’s who of heavy equipment during North America’s largest construction trade show. CONEXPO-CON/AGG is the premier event connecting construction professionals from every sector, and it’s a major opportunity for SANY America. While SANY has been a fixture at CONEXPO for over a decade, 2023 was a critical year for the brand. With a prime booth location and key sponsorship and advertising opportunities secured, SANY turned to Porchlight for help concepting and executing a branded experience that would stand out in a city full of construction equipment.

With two key questions in mind, our strategy team got to work on high-level concepts. Knowing that SANY’s central brand message is “Made for America,” we questioned how this promise might be experienced. At the same time, we wanted to explore the context of CONEXPO to understand what impact the massive scale and oasis setting might have on SANY’s brand experience.

Here’s how we pitched it to SANY: While other companies may try to be “Vegas-y,” we want to think big and authentically SANY. While we ideated four unique concepts, all of which were big and experiential, the clear winner for SANY was “Welcome to Peachtree City,” a theme which involved designing a sophisticated Southern experience in Las Vegas.

As this theme took shape, our copywriters got to work translating SANY’s “Fully Loaded is the New Standard™” tagline into branded vernacular and tone of voice that encompassed everything from heavy equipment and componentry to entertainment and customer service. Our team even wrote and illustrated a custom coloring book for the event to help make the kiddos feel at home.

 

 

Meanwhile, our design team created a visual aesthetic that was uniquely SANY, transforming everything from social media graphics to billboards – and even the trade show tent itself – into a refreshing, local and exclusively SANY experience. A particularly awesome design feat included a tri-screen digital ad, which appeared on the exterior of the Resort World Hotel and Zouk’s Night Club in downtown Las Vegas. The ad, which was filmed and produced by Porchlight, included a 3D segment.

 

We asked the Porchlight team to help us create an event like no other, and they delivered. They created a CONEXPO experience for SANY America that made everyone at ease. It brought our values and brand messaging to life with more success than we imagined.

Thanks to Porchlight, SANY America had its most successful CONEXPO experience to date. The “Welcome to Peachtree City” theme was a concept that delivered on so many levels, from the big screen to social media to the booth design and the kids coloring book. Porchlight delivered an experience that was uniquely SANY, and people responded.

For years, SANY America has worked to define what it means to be Made for America, and with Porchlight’s creative ideas and execution, we really nailed it at CONEXPO this year. Porchlight helped us bring Peachtree City to Las Vegas to show the construction industry that we aren’t just Made for America, we’re a brand Raised in Georgia. Porchlight created an experience that was compelling and refreshing. Frankly, it was badass. We couldn’t be happier with the results and the positive feedback we received during and after the event.

Gabriel Weiss

Marketing Director

SANY America

 

For almost a year, Porchlight and SANY worked closely together to bring the Peachtree City theme to life. And the partnership could not have been more successful.

Here are a few of the results:

26
Booth machines sold during the event.
1,375
Leads collected at the show.
46,000
Total views on YouTube.
80,187
Total visitors to the booth.