challenge

DNA Group wanted to make a splash with their digital switches at the International Boat Exhibition (IBEX), a showcase for new product introductions in the boat industry. But how could DNA showcase their products without stuffing a 40’ yacht into 10 square feet of booth space?

solution

A digital flotilla! Genuine DNA keypads controlled virtually every function of the digital boats. The 3D boats sprang to life as customers controlled the bilge, livewell, trim tabs, lights and hatches. DNA’s booth was the only product showcase at IBEX where every button actually controlled a function.