With more than 20,000 attendees coming to see the latest in robotics, smart systems, and digital transformation, Rain Engineering needed a presence that worked from any angle, at any moment, to draw attention to their MES implementation services.
Manufacturing Execution Systems touch everything: factory floors, machines, data, schedules, people. On a busy show floor, messaging must be a quick read that stops someone mid-stride. This campaign wasn’t designed to teach MES. It was designed to invite a conversation about it.
Direct, provocative with a little swagger, and incomplete by design. The answer doesn’t come immediately. It hangs, until the follow-up appears: Our Customers Are.
It’s an invitation that says "You can be too." Visitors finish the thought themselves, then take the next step to understand what it means.
The video content was built around people, not dashboards. Shop-floor environments. Tablets in hand. Teams reviewing data, making decisions, and moving product. MES was intentionally shown as something that supports real people doing real work.
Ninth Street Marketing led the strategy, content design, and video production, along with evaluating and testing a modular LED system suitable for tradeshow use. The setup was staged and tested locally to validate scale, spacing, and sightlines before Automate.
The video runs just over a minute, and was designed so anyone walking up—at any moment—could engage immediately. Provocation transitions to proof. Proof leads to what makes Rain Engineering different. Then the cycle repeats. Short statements for quick read. Clear visuals, and nothing that lingers too long.
Team members walking the floor wore Are You This Good? shirts—turning people into moving prompts. Giveaway shirts leaned further into tone: Do Better / Suck Less. Bright. Direct. Provacative.
LinkedIn content supported the campaign before, during, and after the show. The same language. The same visual cues. The same posture. The digital campaign echoed the booth.
Rain Engineering’s CEO also spoke at Automate, reinforcing the booth presence with perspective on MES adoption and integration.
The booth stopped people mid-walk. The video held attention without demanding it. The message gave sales teams a natural opening instead of a pitch.
Just as important, the campaign created a foundation:
We turn strategy into execution that performs across brand, digital, and exhibit floor experience.
