Case Study: NGEN boosts Canada’s global presence at Hannover Messe with AndSo

NGEN generates over 4 million media impressions with AndSo

The customer, NGen, a non-profit accelerator for advanced manufacturing, faced the challenge of leading Canada's high-profile co-hosting duties at the Hannover Messe industrial tech event during a tense trade war, requiring a campaign to reshape global perception. The vendor, AndSo, provided strategic branding and experiential marketing services to present an "Unexpected Canada" as a technological and cultural powerhouse.

AndSo implemented a comprehensive solution centered on the "Unexpected Canada" vision, which included designing multiple pavilions, interactive activations, a culinary program, live concerts, and an extensive advertising campaign. The results were immense global press coverage, estimated in the hundreds of millions of impressions, and the successful securing of dozens of new international partnerships for Canadian industry.

NGEN