Case · Daxx
Trade fair communication and event production for the launch of Daxx at Prik & Tik in Leuven: from the first email to the aftermovie.
The question
For 35 years, Jamadata has run Belgian drinks wholesalers. In 2027, Daxx takes over. For the customer that is not a launch but a leap: after decades on the same system, you mainly want to know your till and invoicing will still work tomorrow. The first October fair, in Kortrijk, produced not a single appointment. The question for Prik & Tik in Leuven: how do you turn a visit into a conversation that hands over trust?
The idea
A trade fair is not a day but a chain. What you win at the stand starts weeks earlier. So we kept communication and production in one pair of hands: the same message and faces, from invitation to article. First what stays familiar, then what is new, without promises the product cannot keep. Not a casual visit, but twenty minutes about your business.
The execution
On daxx.be we built an appointment tool: pick a twenty-minute slot and the person you want to meet, and you immediately get a confirmation with a calendar invite. The newsletter went separately to customers and Prik & Tik members, and followed behaviour: a personal email for those who clicked, a reminder for those who did not, a "see you Monday" for those who booked. A countdown button ran on the site, video and posts on social media. At the fair we shot photos and film. Then came the article, an aftermovie in three formats and footage for the next fair.
01 — Before
A booking tool with twenty-minute slots and a confirmation with calendar invite. A newsletter per audience, followed up on what people did. And a fair video in which the product owner extends the invitation in person.
Fair video · 16:9
02 — During
The stand held a complete till with the new system behind it. Anyone with a slot got a tailored walkthrough. We captured the whole day in photo and film.
Aftermovie · 16:9
9:16
“Daxx is much more modern. Not just the look is new, but the way of working too.”
03 — After
Three days later the article was live on daxx.be, with images from the day. The aftermovie came in 16:9, 4:5 and 9:16, and the fair photos went straight on to the next fair in Waterloo.
Article on daxx.be
Social media
The posts repeated what the emails said: twenty minutes, a fixed time, a familiar face. After the fair, the same images went straight on to Waterloo.
Before the fair · 4:5
After the fair · 4:5
At the stand
Visitors used the touchscreen themselves, saw customer prices on the display and followed an order through to the dashboard.
Reflection
The team was busy all day: all 38 conversations were booked. Not just the emails: Prik & Tik brought its own members and Kortrijk had taught us what fails. Visitors did not come to browse. They came for a time, a name and their own business on the screen. Whoever switches also chooses the people guiding the switch.
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