Rio Tinto Groundbreaker Exhibit - Perth Royal Show 2016
2016 signified 50 years since the first shipment of Rio Tinto iron ore left Dampier bound for Japan. Rio Tinto wanted to take this opportunity to celebrate this milestone with their employees and the wider Western Australian public, showcasing the company’s involvement in the community and the innovative nature of their business.
A 1,750sqm exhibition at the Perth Royal Show, created by The Brand Agency, included as part of their Groundbreaker campaign, highlighting milestones over the past 50 years.
Idea and execution
Designed as an educational and interactive exhibition, Royal Show patrons were able to engage with and learn about Rio Tinto’s history. The display had six different areas, each offering very different experiences. They included Building our State, Growing Strong Bonds, Inspiring Future Minds, Respecting Our Lands, Kicking Big Goals and Working Stronger Together. Key attractions included a Komatsu dump truck, which was so large it had to be constructed on site, a nature play area and an innovation zone with bicycle powered video simulation, 3D printing, robot trucks and virtual reality headsets.
During the week of the Royal Show over 35,000 people visited the Rio Tinto exhibition and 4,316 completed entries into the competition were received. 1,488 people had a photo with the dump truck printed and posted to Instagram using the hashtag #riotinto50 which had a cumulative social reach of 86,000 across the week.
- Outdoor and Ambient