While other brands kept their advertising inside one conference room of the hotel, we sought to make a much bigger and more unique impression by reminding attendees morning, afternoon and night about the stunning GE stainless steel refrigerators. What better venue to grab consumers’ attention at the trade show than six high traffic metal elevators that no one in the hotel could possibly just “pass by”? By adding just a few stickers, the elevators magically morphed into refrigerators, creating a seamless optical illusion. Making the idea even more organic and experiential, we used the “capacity” message inside the elevator to tell riders that “The GE Profile Refrigerator is bigger than you think.”

The Dallas Anatole Hilton was sold out during the installation, filling 1,606 rooms. As a result, at minimum, the elevator installation was viewed over 15,000 times, over the course of three days. It was noted that many stopped in their tracks while others did double and triple takes. One event participant was even heard as he entered the elevator, “Hey, where’s the beer?”