Altitude by Geotab “Rush Hour Game” Trade Show Exhibit

Altitude by Geotab provides observed freight movement data that helps transportation planners make more confident, evidence-based decisions. While its insights are incredibly powerful, they also present a familiar challenge: data platforms can be difficult to understand at a glance, especially in the fast-moving environment of a busy tradeshow.
Our objective was to make Altitude's value instantly tangible. Rather than telling attendees how the platform removes uncertainty from freight planning, we created an experience that let them feel it.
Inspired by the classic puzzle game Rush Hour, we designed a giant, playable version that challenged attendees to untangle gridlock under pressure. The experience mirrored the real-world decisions freight planners face every day, transforming an abstract conversation about mobility data into a hands-on demonstration of why better insights lead to better outcomes.
The activation was intentionally designed to stop traffic—both literally and figuratively. Timed gameplay, competition, and prizes attracted attendees from across the tradeshow floor, while the game's mechanics naturally opened the door to conversations about congestion, bottlenecks, freight movement, and the role of observed data in transportation planning.
Beyond the game itself, we developed audience messaging, creative strategy, booth experience planning, landing page content and design, and worked alongside production partners to ensure every touchpoint reinforced the same strategic idea: replacing guesswork with defensible, real-world freight insights.
The result was a booth that became a destination. Instead of asking attendees to interpret charts or product features, we gave them a memorable experience that demonstrated Altitude's value in seconds. Complex technology became intuitive, conversations became more meaningful, and visitors left with a clear understanding of how Altitude helps planners solve real transportation challenges with confidence.