Events & Locations: In a factory or on a double-decker

At many events the setting plays a key role. The FAMAB Award is presented for events staged in existing venues, venues designed specifically for the purpose and even mobile venues. 

The Mercedes factory in Sindelfingen turns 100: On the stage road actors and exhibits moved against the backdrop of a panoramic projection. (Photo: FAMAB Award)
The Mercedes factory in Sindelfingen turns 100: On the stage road actors and exhibits moved against the backdrop of a panoramic projection. (Photo: FAMAB Award)

To mark its 20th anniversary, Ravensburg agency d-werk developed a special space for its creative works: The agency turned a dilapidated garage in its inner courtyard into an “archive with rough edges”, as a kind of monument to its own work. Certain that extraordinary things can only be achieved in a team, everyone at d-werk got together to create something new. What had been a shabby old garage in the courtyard became a building with a remarkable facade. The aim was to work together to create something that would run counter to fast-moving trends – in much the same way as the founders renovated an old brush factory and made their own office furniture when they set up d-werk in 1994. It’s this pioneering spirit, so often lost in everyday life, that binds people together more effectively than just about anything else.

The archive they created was then clad in 2.5 tonnes of steel. It preserves twenty years of d-werk’s work and is also used for research and presentation purposes. The daily access to experience this provides is reflected by an “interactive facade” consisting of magnetic sheets. Successful pieces of work are presented on this, creatively showcasing the creative work of the agency’s staff. The concept won d-werk the golden apple in the Best Employee Event category. “Simple and charming” was the verdict of the jury, which also praised the intelligence of the solution. “Rather than just coming up with a one-day event, the team worked together on an enduring anniversary project.” 

Airbnb tour: To create its globetrotter coach, the company completely stripped down, refurbished and rebranded a 40 year-old Büssing bus. (Photo: FAMAB Awards)
Airbnb tour: To create its globetrotter coach, the company completely stripped down, refurbished and rebranded a 40 year-old Büssing bus. (Photo: FAMAB Awards)

A recently completed factory hall was the venue for “A Hundred Years of Mercedes-Benz” in Sindelfingen. The largest Daimler site opened there in 1905. An official ceremony was held there at the end of March 2005 to mark the start of the centenary, which was celebrated with numerous events. A theatre format brought to life the anniversary motto – “People who create the future” – in a very special way: At the centre of it was coachbuilder Wilhelm, born in 1893, who joined the company in 1915. He encountered numerous colleagues, real and virtual, vehicles and events spanning a period of a hundred years. A carefully composed, unusual sequence of stories played out on stage, together with protagonists and suitable exhibits. Even “steel colleagues” were prominently represented: The media show included a choreographed performance by two industrial robots with huge LED screens in front of a 36-metre panoramic projection – and interacting with the people and vehicles on the stage. 

A staff choir formed especially for the ceremony provided the musical accompaniment. For its portrayal of the past, present and future, the show received the Silver FAMAB Award in the Best Corporate Event category. “Despite the level of technical effort involved, the event revolved around people, and it was charming how they were integrated,” stated the jury. “The route to the future was presented by means of intelligent storytelling. It was history marketing par excellence.” 

d-werk turns 20: The dilapidated backyard garage was transformed into a “building” with a special façade. (Photo: FAMAB Awards)
d-werk turns 20: The dilapidated backyard garage was transformed into a “building” with a special façade. (Photo: FAMAB Awards)

Airbnb, an Internet platform for booking private accommodation in large cities, won Gold in the Best Consumer Event category. The company still sees considerable potential for increasing awareness of its brand in medium-sized cities. The idea was to create a campaign that would show what is most important to many travellers: individuality, discovering the world in a unique way and a sense that you are at home wherever you happen to be in the world. The Airbnb double-decker for modern-day “explorers” was a core element of the campaign, which was designed to provide a tangible experience of the online brand Airbnb. The mission was to awaken an enthusiasm for travel with Airbnb in as many people as possible. The explorer bus was a 40-year-old Büssing vehicle that had been completely gutted, refitted and branded. It was decorated uniquely with items bought at flea markets all over the world and on digital platforms. 

Guests were able to immerse themselves in a unique Airbnb world in the revamped bus. As well as experiencing the brand presentation, the target group of travel enthusiasts came into contact with the Airbnb host community – in workshops, for example, or on a Lindy hop dance course or a walk with alpacas. Anyone gripped by travel fever could configure their own dream trip on the iPad app and enter it in a competition. “Authentic and geared to suit the target group,” concluded the jury. In addition, partners were made brand ambassadors. The efficiency aspect was also emphasised: “The double-decker’s trip selection efficiency ensured successful customer acquisition and an ideal cost-benefit ratio” (www.famab-award.de).

Author: Peter Borstel

This article was published in TFI issue 1/2016

 
 

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