Automation Anywhere: “The Little Book”

Looking to pack a big punch with a small footprint?

In the age of grandstanding and super-sizing, there’s something refreshing about small. Small is not desperate or ad hoc. Small is not second-rate. Small is mighty. Small is smart. And smart begins with strategy.

The Automation Anywhere space needed to make a big impact in a small space, be highly mobile and easy to set up, and build brand awareness. This experience would be making its way around the world, to some of the biggest tech and shared services shows in Chicago, London, France, Singapore, and more. Drawing attendees in to a compact 10-foot-by-10-foot or 20-foot-by-20-foot spot with only one monitor was both a challenge and a risky choice. But it was one we were thrilled to take on.


Automation Anywhere gained global attention for “The Big Book” and “The Little Book,” two differently-sized version of the same design — complete with embedded screens — that towered over the heads of trade show visitors. But Automation Anywhere’s bread and butter, Robotic Process Automation, is a quickly emerging industry with new, smaller shows popping up all the time — many of which can’t accommodate such a massive tome. So the question became: How to bring large-scale buzz to a 10-foot-by-10-foot space?


Enter, “The Big Book” and “The Little Book.” One fit for a 20-foot-by-20-foot space and one for a 10-foot-by-10-foot space.

Towering yellow book covers framed the pages within — pages that offered impressive stats about client success with Automation Anywhere technology.

One embedded monitor on a static-page allowed AA staff to hold in-booth presentations for thousands of attendees (not all at once). Another page was completely mobile, with two powerful statements on either side written above a frame visitors could pose within — taking photos and engaging with the statement that resonated most with them. It allowed them to quite literally insert themselves into the pages of history. The pages read:

“I run the processes that run the world”

“I work with bots.”

“Where will you start?”

The books were lightweight, mobile, playful, and engaging at every angle. At some of the smaller shared services shows, the book stood out like an engaging beacon. At the larger tech shows, it was the site of an oversized book surrounded by AV-studded exhibits that stole the attention of thousands and boosted Twitter engagement by 860%. 

Who says print is dead?