ZOLL Grabs Attention at Trade Shows with a Custom-Branded Claw Machine
Shawmut helps transform a nostalgic arcade favorite into a high-impact tradeshow attraction that attracts attendees and elevates booth engagement.
In the competitive environment of trade shows and industry conferences, standing out can be difficult, especially in the medical technology space.
For ZOLL, a global leader in medical devices and software solutions, the goal was to create a memorable experience that would bring attendees into the booth while reinforcing a key marketing message. The result was an unexpected crowd-pleaser: a fully branded claw machine that combines nostalgia, interaction, and eye-catching design.
Working closely with Shawmut Communications Group, ZOLL transformed a standard arcade machine into a mobile marketing asset that now travels to trade shows across the country.
“We’re a very corporate company in the medical field, so this was something new and different for us,” said Taylor Wallace, Marketing Manager at ZOLL. “It’s not always easy to grab attention at a trade show, but this claw machine turns heads.”
The Challenge
The idea originated from ZOLL’s “Grab ZOLL” campaign, a marketing initiative designed to make emergency care training solutions feel accessible and engaging.
“We were playing on the language of ‘grab’—like grab an Uber or grab a tissue,” Wallace explained. “We started thinking about how we could bring that concept to life, and the idea of a claw machine came about.”
While the concept was simple, executing it was anything but.
The project required transforming a uniquely shaped arcade machine into a polished brand experience while maintaining a premium, professional appearance. Because custom claw machine wraps are far from an everyday request, the team needed a partner willing to collaborate, troubleshoot, and think creatively.
“We’ve worked with Shawmut for years on a variety of projects, including trade show materials and inventory management,” said Wallace. “We knew we were going to ask them to help with an odd project, but they were more than up for the challenge.”
The Solution
ZOLL developed the creative artwork while partnering with Shawmut’s production and installation experts to bring the vision to life.
The machine was wrapped using Nekoosa VinylEfx Smooth Silver, a specialty adhesive-backed material that provided the sleek, high-quality appearance ZOLL was seeking. Before production could begin, the team worked through detailed measurements and installation planning to ensure the graphics would fit seamlessly across the machine’s surfaces.
Shawmut’s installers carefully applied the graphics to create a finished product that looked polished from every angle.
“This was a completely custom project, so you can imagine the measuring and installation process was unique,” Wallace said. “Everyone at Shawmut was incredibly patient and responsive, and the turnaround was quick.”
The collaboration extended beyond production. Shawmut’s sales and installation teams worked closely together throughout the process, helping refine the concept and ensure the final product delivered the desired effect.
The finished claw machine now travels nationwide in a custom-built shipping crate, allowing ZOLL to deploy it at distributor meetings, industry conferences, and trade shows throughout the year.
The Benefit
The impact was immediate.
Attendees are naturally drawn to the familiar arcade experience, creating opportunities for meaningful conversations and product demonstrations. Visitors can test their skills for the chance to win prizes ranging from ZOLL-branded socks and t-shirts to gift cards and other giveaways, all packaged inside colorful capsules.
“It’s been incredibly well received,” Wallace said. “We’re drawing people into our booth much more quickly, and it really enhances the overall quality of our presence at events.”
The nostalgic element has proven especially effective, helping ZOLL connect with attendees in a way that feels fun and approachable while still reinforcing the company’s professional brand.
“We always try to keep an interactive element at our trade shows because you want to engage people,” Wallace said. “We’ve done demonstrations and giveaways before, but this really elevated what we do.”
The claw machine will appear at more than a dozen events this year and has become one of ZOLL’s most popular marketing assets.
“We’re actually arguing over who gets it when we have trade shows at the same time,” Wallace joked.
For ZOLL, the project demonstrates how creativity, collaboration, and expert execution can transform an unconventional idea into a memorable brand experience—one that attendees remember long after the trade show floor closes.
“Everyone loves claw machines from when they were kids,” Wallace said. “It’s familiar, it’s fun, and it’s eye-catching. There’s no question it helps us stand out.”