At Seawork Expo, Sona Insurance turned its stand into a World Cup-inspired penalty shootout, giving marine-industry decision-makers a reason to stop, play and connect.
The experience captured 163 leads in two days, generated repeat visits through the live leaderboard, and helped Sona begin a relationship that led to a major new client.
Project impact
Qualified leads captured in two days.
Figure major marine client secured.
Industry visitors at Seawork Expo.
Objectives
Sona Insurance needed a memorable way to stand out among hundreds of exhibitors, attract the right marine-industry decision-makers, and turn exhibition footfall into valuable new business.
Give visitors a fast, fun penalty shootout they could play on the stand.
Use the live leaderboard and prize draw to capture contact details from engaged visitors.
Create friendly competition that encouraged visitors to return and improve their score.
Give the Sona team a natural opening for meaningful conversations about specialist marine insurance.
Insights
At a busy B2B expo, a simple interactive game gave Sona a clear way to stand out. It turned a specialist insurance stand into a destination that visitors actively chose to approach.
The live leaderboard turned the game into a daily competition, with the top scorer winning an official England shirt. That simple reward gave visitors a reason to return, compete and submit their details, substantially increasing lead capture through gamification.
Most importantly, the experience made lead capture feel like part of the fun rather than a form to complete. Every prize entry created a qualified opportunity for post-event follow-up.
Performance
Sona turned its Seawork stand into a high-energy destination for marine-industry decision-makers. The penalty shootout created a natural reason to stop, play and start a conversation with the team.
The experience combined competition, prize entry and lead capture in one simple journey, building an engaged pipeline during the exhibition and creating opportunities for valuable post-event follow-up.
Leads captured within two days.
Major new marine client secured.
Industry visitors attending Seawork Expo.
The daily England-shirt prize drove repeat play and lead capture, helping Sona stand out against the thousands of visitors attending the expo. The result showed how an SME can turn a crowded expo into a focused new-business opportunity.
Outcome
Sona showed that an SME doesn't need the biggest stand to make the biggest impact, just a smart, memorable experience that turns footfall into conversations, qualified leads and new business.
Case Studies
