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Since Mercedes-Benz sponsors the German national football team, the brand’s proximity to soccer marked its appearance at the IFAT 2016 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.
einsagentur Schäuble GmbH
Stefan Waidmann, Mechthild Waidmann