Trade fair stand IAA commercial vehicles

Focussing on customer orientation

Communication for the trade fair stand following the motto „Closer to you”: Customer and driver orientation plays an outstanding role in the commercial motor vehicle industry.

Therefore, the key to a successful trade fair stand lies in demonstrating closeness with the truck drivers as well as industrial authority and technological leadership. The mere physical and spatial presence of 51 commercial vehicels created a „heavy" task for the use of any kind of communication tool.

This challenge was met with a variety of communication tools in clear, continuous design: 20 interactive exhibits as well as technical presentations, work shops and films, in close dialogue with the existing architectural concept. Architecture: Heide & von Beckerath, Berlin

Clients in their daily work environment were at the center of communication measures

The communication concept of the trade fair stand emphasised the core message of the Mercedes-Benz brand and enabled fair visitors to explore the solutions offered by Mercedes-Benz Commercial Vehicles to their wishes.

  • Development, design, planning and execution of the communication concept for the exhibition stand in close cooperation with the existing architecture
  • Development, design, planning and execution of digital and analog exhibits
  • Media staging of the entrance tunnels to the stand
  • Accompanying measures: design invitation flyer as well as stand flyer
  • Concept and execution of the show on the stand

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