Challenged with a small, hard-to-get-to booth at the 2013 Greenbuild Conference and Expo in Philadelphia, CalStar needed to create a sense of anticipation and drive traffic to its space. Statistics show that 76% of trade show attendees come with an agenda and a shortlist of exhibitors they plan to visit, so reaching them prior to the show was critical. C Squared developed a turnkey design sketch contest that invited attendees to create an entryway or courtyard using CalStar bricks or pavers as the main material. We pre-promoted the contest to key target audiences through electronic media, on trade websites, e-newsletters, and special media outlets, and provided branded cocktail napkins and pencils to reinforce the CalStar brand. Not only was this campaign a huge success, it was also honored with a Bronze M Award in the B2B campaign category.