mac staged the new appearance of KÖGEL & HUMBAUR at the IAA Transportation
mac. brand spaces won the pitch for the new concept of the trade fair appearance and staged the two brands Kögel and Humbaur on almost 1,400m² in Hall 27 of the Hannover Messe. ‘With a progressive, open and inviting stand design, we have created an ideal platform for the two brands Kögel Trailer and Humbaur to impressively present the innovative strength, the sustainability strategy of the companies and in particular the new products,’ says Alexander Ody, Director Business Development at mac.
The creative team at mac developed a customer journey centred around the impressive presentation of an absolute world first: the world premiere of the new ‘KÖGEL COOL LIGHTSHELL’ cooling trailer. As part of a spectacular unveiling event with press representatives and guests, the lightweight trailer appeared to float across the stage, skilfully staged by the media.
In order to bring the topic of refrigeration to life and generate cross-media reach, a visitor magnet was created with a steaming dry ice snack, which transported the topic of ‘refrigeration’ and the Kögel brand to social media in a tasty but surprising way.
In addition, mac relied on digital product information systems that provided visitors with interactive insights into the product world of Kögel and Humbaur. ‘The entire development of the digital touchpoints and the software behind them came from us,’ adds Ody. ‘This shows once again how we offer innovative and customised solutions for our customers.’
The concept for the two combined trade fair stands emphasised sustainability and CO₂ reduction. ‘We were able to advise and inspire the customer with our sustainability expertise from conception to communication,’ explains Ody.
‘Dispensing with large-scale floor structures as part of the concept and solutions such as reusable flooring from our own stock and the cradle-to-cradle flooring material Rewind Dilour create a measurable impact.’ With this step, Kögel clearly set itself apart from the competition and demonstrated its attitude.