Development of an exhibitor campaign for mailingtage. The aim was to position the trade fair clearly as a trade fair for cross-media dialog marketing and to attract new exhibitors.
The trade fair communication was based on a new key visual which symbolized a cross-media handshake between analog and digital. Potential exhibitors were sent a mailshot which they were told to “hit hard”. A blow to the market line then caused an air bubble to appear - followed by the statement “This is where cross-media dialog begins” and the respective Internet address.
After entering the address or scanning the QR code, an animated 3D video began to play. This showed a domino effect, where all media forms acted hand in glove: a ball starts rolling—and links classic print media to online and mobile communication.
“Start the customer dialog ball rolling ...”
on the hearts of the target group
The mailshot, video, and microsite brought the message of the new trade fair straight to the hearts of the target group: cross-media is an experience - and mailingtage was unequivocally repositioned.
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