Together with Samsung at the IFA. Experience marketing on point!

Project

IFA

Client

Cheil Germany / Cheil Worldwide / Samsung

Period

2016-2006

Sector

Electronics

Category

Exhibition
Event
Media

Format

Offline campaign
Press conference
Reception
Gala
Show
Party
Product presentation
Exhibition
Installation in public space
Hospitality
Travel logistics
VIP service
Shuttle

Services

Concept, Strategic Project Management, Experience Architecture, Branding, Media, Planning and Management, Logistics and Storage, Rollout, Personnel Service, Event and Advertising Production, Documentation, Artist Management, Location Management and much more

Years of partnership

The IFA 2006 in Berlin was the beginning of a long and collaborative cooperation with Cheil Worldwide Germany and Samsung. We were involved in a wide variety of projects in the fields of events, trade fairs, promotion and media. Over the years we constantly expanded our fields of activity resulting in us taking over the project management in partial areas.

As a prelude and on the first days of the fair, Samsung every year organises exclusive events, press conferences and galas  which we planned and organised in cooperation with Cheil. Especially the galas were conceptually transferred into motto & guiding idea and comprehensively supervised in all phases by us.

In 2012-2014 the “Unpacked”-Event in the Berlin Tempodrom was added as an event highlight. In 2014 it took place parallel in New York and Beijing and could be watched by everyone via livestream. A particular challenge for the project management was the coordination of the meticulously planned process and the interaction within the international team which led to the great success for all participants through joint interaction.

“Experience marketing”

In Hall 20 we always provided fascination in technology and design until 2013, and created eventful moments on behalf of Cheil/Samsung. The focus was on the “smart” convergence of the different product worlds (smartphone, tablet, TV, etc.). In this context, we implemented product presentations, styling shows and outstanding show acts.

In Hall 5.1, we also accompanied other experience areas : The “Samsung Premium House” combined high-end technology with design and made the living environments of the “residents” easier with intelligent software. A “Smart Home Area” and a “Bubble Washing Machine Show” rounded off the Samsung product presentations. Our absolute highlight: The Samsung Cooking Show with celebrity chef cook Stefan Wirtz.

Since 2014 Samsung has exclusively occupied the entire upper level in the “City Cube Berlin” whereby we continued to support our customer Cheil with our many years of trade fair experience.

At IFA times, we furthermore scored particularly well in the Out of Home Media and Promotion segments.

We always ensured maximum visibility from the airport to the city centre to the exhibition grounds. Special highlights for us were always the realisation of the giant poster installations at Tegel Airport, Potsdamer Platz and City Cube as well as the construction of the walk-in giant washing machine at the South Entrance of Messe Berlin 2013. In addition there were activation measures in the public space with mobile advertising campaigns, presentations, temporary buildings, promotion and pop-up stores in City West, Alexander Platz and other prominent locations in Berlin.

Events – 10 years IFA Gala dinner

Exhibition – 10 years IFA with Samsung

OOH – 10 years IFA Outdoor advertising

Conferences – 10 years IFA Keynotes

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