SNACK by Income is a new way to think about insurance, where users accumulate bite-sized protection through everyday spending. But how do you make an unfamiliar concept click in seconds? At a trade show, the answer wasn’t explanation. It was experience. We designed a booth that brought micro-insurance to life through tactile, visual and instantly relatable moments.
The booth was designed as a day-in-the-life journey, with six distinct zones that each showcased how SNACK could fit naturally into everyday spending habits. This approach allowed visitors to explore at their own pace, while also offering multiple touchpoints for NTUC Income to engage visitors through personal conversations and product discovery.
The layout takes reference from the position of the booth in relation to the entire hall. The circulation informs the booth’s vantage points and high value positions. Based on programmatic touchpoints, 6 zones were created for the booth.
To invite visitors to come in to understand a new product, the booth is shifted inwards to create a welcoming front.
To balance out the space, the units are shifted and positioned to create a central focus suggesting a flow of experience.
The form is them rotated to capture the vantage points of the entire exhibition hall, considering main traffic flow, surrounding programmes, etc.
The unit blocks are then shifted to create a throughflow.
The blocks are staggered to create a more welcoming vantage point.
The eventual booth took the form of a tall podium block with a standalone L-shaped wall to assert the SNACK presence from afar and invite guests to meander through to explore the concepts of SNACK at the different areas of the booth.
The eventual booth took the form of a tall podium block with a standalone L-shaped wall to assert the SNACK presence from afar and invite guests to meander through to explore the concepts of SNACK at the different areas of the booth.
Our booth kept visitors talking, whether they were grabbing coffee at Drink & Cover, shooting hoops at Play & Cover, or SNACK-ing at any of its other participation zones. Once they were engaged, they were drawn in to the booth’s core: a product demonstration and networking area. Over the course of 5 days, visitors learnt how insurance could be introduced into their lifestyles, using their newly gained knowledge to choose the right SNACK for them.
