On the Radar: How UVEye’s Unicorn Drives Trade Show Excitement

Trade shows are crowded. Competitive. Expensive. Every booth promises innovation. Every brand is trying to stand out to the sea of overwhelmed and tired attendees.

For AI-driven vehicle inspection company UVEye, standing out meant not just thinking creatively. It meant creating a unicorn.

UVEye calls its technology an “MRI for cars.” It provides AI-driven technology that transforms how vehicles are inspected in dealerships, fleets, and service centers. By combining advanced computer vision and machine learning, UVEye delivers automated, fast, and highly accurate vehicle diagnostics.

What’s a unicorn got to do with any of that? Yaron Saghiv, Chief Marketing Officer, and Antonette Desiervo, Head of Events, filled us in on how the mythical creature that revved up UVEye’s trade show and social media marketing engines.

Q: How did the unicorn idea come about?

Yaron Saghiv

It started with a simple observation at a trade show. We noticed another booth giving away plush toys, and people were grabbing them nonstop. We thought, what if we created something memorable that attendees would actively seek out? 

A few years ago, we rolled out the UVEye unicorn at the National Automobile Dealers Association (NADA) Show. It’s one of the biggest automotive conferences in the world, and we needed something to help us stand out. The unicorn did just that. People immediately and enthusiastically responded to the character.

Nearly four years later, people still come to our booth asking for a unicorn to take home with them. We gave out 1,100 unicorns at this year’s NADA Show, including limited-edition unicorns wearing orange hoodies. If you walked the show floor, you probably saw someone carrying a UVEye unicorn. 

Q: Why a unicorn specifically?

Yaron Saghiv

The unicorn (AKA the “UVcorn”) represents rarity and innovation, something unique in a crowded field, just like UVEye. It fits our company culture, how we build together. Actually, our AI-powered vehicle inspection systems often feel almost magical when you see them in action. The unicorn became a playful extension of that idea. And also when we were fund-raising towards 2025 there was the ‘unicorn startup valuation’ context.

But beyond symbolism, it was about creating an emotional connection. Trade shows can often feel transactional, but the unicorn is delightful. It lowers barriers and makes it easier for people to start a conversation.

Q: At NADA’s 2026 show, you took it a step further with a life-size unicorn. What inspired that move?

Antonette Desiervo

Once the unicorn became synonymous with UVEye, we started asking ourselves how we could elevate it. So we took it to another level by introducing a life-size mascot.

It immediately became a focal point. People were lining up to take photos. It created energy around the booth. In a hall full of technology displays, this larger-than-life visual stood out.

From a marketing perspective, it amplified everything we had already built. The plush unicorn created familiarity. The life-size version created spectacle. It became an experience that attendees wanted to be part of.

Q: How has the unicorn extended your reach on social media?

Yaron Saghiv

Attendees take and post pictures. They tag us on Instagram and leave comments on Facebook. We had different types of swag related to the UVcorn including the plush toys, children’s books and also a human dressed mascot. It becomes organic content that travels far beyond the event itself. In automotive tech you don’t always get that kind of shareable moment. 

It also creates continuity across channels. When someone sees the unicorn at a show and then again on LinkedIn or X, it reinforces brand recognition. Over time, that consistency builds real equity.

Antonette Desiervo

We’ve seen people actively look for the unicorn at events based on what they’ve seen on social media. They come in wanting a unicorn for their kids or for themselves, and will often post photos long after the show’s over. A lot of people have started a UVEye unicorn collection and get a new one every year. 

People seek us out to get these things. That’s no small thing in a show as large as NADA. So, the character feeds our digital presence and creates a lot of buzz around our booth. 

Q: How has the unicorn shaped your broader trade show strategy?

Yaron Saghiv

Trade shows are a significant investment, so you have to think strategically about how you create impact. The unicorn is a consistent brand anchor across events. It’s recognizable, it’s shareable, and it gives us continuity year after year.

In an industry that can be highly technical, adding a bold and playful element actually reinforces our innovative identity. It shows our customers that we’re confident and comfortable standing out.

Most importantly, it’s been a huge engagement driver for us. Our booth traffic has increased, opening up opportunities for our sales and product teams.

Q: What advice would you give marketers trying to break through at trade shows?

Antonette Desiervo

Think beyond the obvious. Everyone has large screens and polished presentations. The brands that win are the ones that create an experience that’s authentic and memorable. 

Also, consistency matters. When you repeat something year after year, it builds awareness and brand equity.

Q: What’s next for UVEye’s unicorn?

Yaron Saghiv

The UVcorn is part of our trade show identity now. It’s proven its value as a differentiator. Going forward, we’ll continue evolving how we activate around it and use it to amplify visibility on the show floor and beyond. We also use it in our social media and website and it is really a company identity and mascot which everybody loves.

UVEye is a fantastic example of a company that commits just as much to marketing innovation and creativity as it does to its technology. Reach out to us to learn how we can help you think the same way.