Mercedes-Benz Fair Stand IFAT 2016
Daimler AG, Mercedes-Benz Vertrieb Deutschland, Berlin
einsagentur Schäuble GmbH, Karlsruhe Waidmann/Post GmbH, Braunschweig
Since Mercedes-Benz sponsors the German national football team, the brand’s proximity to soccer marked its appearance at the 2016 IFAT trade fair. The stand area was converted into a stadium including typical elements such as a grass pitch, a platform and a scoreboard. The staging was completed by the vehicles on display, which posed as players with individual skills in a strong team (German for team: “Mannschaft”). Thus, visitors encountered a coherent image, which inventively took advantage of the sport’s emotional appeal to highlight the exhibits.