Howdens | Founder's Day Expo
Trade Show
Trade Show Activation
Branded Environments
Customer Engagement
Southport
2025
We partnered with Howdens Southport to elevate their "TradeFest 2025" event with a high-energy Scalextric activation designed to maximize customer interaction. The project featured a bespoke track installation complete with custom-branded barriers and buildings to reinforce the client's visual identity within the showroom. The activation successfully engaged nearly 100 attendees over a four-hour period, fostering a lively atmosphere and driving meaningful interaction between staff and trade customers.
Summary
We were invited by Howdens Southport to provide the central entertainment for their "TradeFest 2025," an event designed to celebrate and engage their loyal trade customer base. To align with the corporate environment, we designed a custom circuit complete with Howdens-branded barriers, gantries, and scenic buildings. Over the course of the four-hour event, the installation attracted a steady stream of nearly 100 visitors, ranging from professional tradespeople to family groups. The activation served as a dynamic social hub, fuelled by local street food and a competitive "Fastest Lap" challenge. One dedicated participant completed an estimated 500 laps to secure victory, highlighting the addictive nature of the experience. The winning time of 5.32 seconds set a high benchmark for the day. Ultimately, the event successfully combined nostalgia with brand engagement, creating a memorable experience for the client's key stakeholders.
Challenge
The primary challenge was to integrate a high-energy entertainment zone into a functioning trade showroom without disrupting business operations. We needed to engage a diverse demographic, ranging from professional tradespeople on a tight schedule to families attending with children. Additionally, maintaining high energy levels over a four-hour window required a setup that was instantly accessible yet challenging enough to encourage repeat attempts. Managing the flow of nearly 100 guests required a system that prevented congestion while ensuring everyone had a fair chance to compete. We also needed to ensure the branding felt cohesive with the Howdens identity rather than an external add-on.
Solutions
We delivered a bespoke track solution that visually integrated with the showroom through custom Howdens branding on barriers and gantries. To drive engagement across the four-hour window, we implemented a structured "Fastest Lap" competition that incentivized repeat visits and extended dwell time. We utilized a six-car setup to maximize throughput, ensuring that wait times were minimal despite the steady footfall. The track layout was designed to be intuitive for beginners while offering enough technical depth to challenge the most competitive drivers. This approach successfully transformed the space into a buzzing networking hub, facilitating organic interaction between the sales team and their clients.
