‘Do something cool’ was the brief from Imperial Logistics to the company building its stand at this year’s SAPICS Conference.

Old school still rules was demonstrated on the stand when digital agency Base2 and Interactive Activations company Monster Media created a giant Tetris game which proved a winner.

Clinton Young, creative director at Base2, says, “We wanted to do something different for this stand and thought gaming was a great enticer.”

Born in 1984, Tetris has come to be one of the most successful games around, winning ‘Best Game of All Time’ in 1997 and more recently; surpassing 132 million paid downloads on mobile in 2011.

The Annual SAPICS Conference is designed to offer practical and relevant information by providing delegates with outstanding world-class educational presentations, the highly collaborative Africa Café; selected meet the speaker sessions, real world case studies and interactive workshops.

Young adds, “Imperial’s catch phrase is fast moving, forward thinking, so naturally Tetris was the perfect fit. We adapted Tetris for a video wall at the stand, the game was built as a motion sensitive experience where players could rotate and move Tetris blocks using only gestures. This was an absolute first for this environment and a very exciting addition to this stand.”

Jacques Roos, managing director of Monster Media, “ It worked phenomenally, reaching the objective it had set out to – creating talkability and brand awareness.  In the nearly three days that the stand was up for, over 100 individuals played the Tetris game, and overall 350 games were played.”

Michelle Neilson, marketing executive at Imperial said, “The creativity and insight of both teams ensured that the brand experience was an unforgettable one and also ensured the concept won stand of the year at this year’s event.”