THESE GUYS

The event business has been playing a role in the marketing mix – unfortunately a side role. And the discussion is always the same: Budget requirement is high, and yes, it’s fun, but what is the impact? The answers here are usually not that convincing.

And this is where we come in. With our US start-up ‘THESE GUYS’, we have dealt intensively with this problem and developed solutions that make events just as measurable as online marketing.

But how do we make sure the world knows about it? Well, we moved all-in! And there's no better place to do that than Vegas.

As an agency, we were responsible for the booths of Volkswagen and CARIAD at CES 2023. And besides our actual job, we saw our chance to present our first two products.

At CARIAD we tested our product ‘FLOW’. Using innovative tracking technology, we analyzed the behavior of guests. This way we were able to determine how many guests were on the booth, which exhibits were visited how often and for how long, where the guests entered and left the booth etc.

At Volkswagen, we tested our ‘NEURAL’ product. Using EEG technology, we tracked subconscious reactions to the show and determined whether excitement level was high enough to be stored in their long-term memory.

In addition an important factor for our success was our start-up brand 'THESE GUYS' from SCHACHZUG. Especially in the USA we have realized many projects and made good friends. But there was a problem. Nobody in the US can pronounce the name 'SCHACHZUG". Instead, we heard 'These Guys from..., you know from Germany' in almost every call. So we thought, well then - 'THESE GUYS'.

This narrative was the ultimate door opener. We constantly heard "What are those guys doing?" and got into good conversations. In parallel, our work as a creative agency kicked in, making Volkswagen No. 1 brand in the coveted first 36 hours of CES and allowing CARIAD to score in the Best of CES Award (9th place out of 3,200).