At the IAA 2019, Audi presented new car models and recent technologies- and the whole trade show concept was as innovative as its exhibits. The new rule of trade fair communication requires thinking beyond the physical boundaries of the stand and includes social media as a key component. That's why we created a stage for moments to truly experience and subsequently share, instead of the ordinary classic trade fair design.

The Audi Content Pop Up: Massive shopping window installations became the perfect backdrop for Audi's current highlights and unique visitor selfies. QR codes provided the matching AR filters for postings on various social media channels and created unforgettable moments both on- and offline. The result was an inviting and interactive trade fair design that turned the customer journey into a content journey. User-generated content helped to spread the brand message beyond the boundaries of the trade fair – in a measurable way.

The new rule of trade fair communication requires thinking beyond the physical boundaries of the stand and includes social media as a key component. That's why we created a stage for moments to truly experience and subsequently share, instead of the ordinary classic trade fair design.

We used a classic but at the same time extraordinary insight that is just as old as brand advertising itself: the fascination of spectacular, impressive shopping windows. And we staged this insight absolutely Audi-like: life-size and interactive. The result – the Audi Content Pop Up. The perfect background for breathtaking Audi innovations and striking visitor selfies.

Exhibiting at the IAA – the Mecca of the industry’s leading trade fair – was an enrichment itself. But we brought the game even further: Audi became perceptible for the approx. 600.000 visitors – they had the chance to truly experience the brand. By taking selfies and posting them on social media, people integrated Audi into their personal everyday life – and thus, a special and sustainable connection between brand and consumers was created.

Exhibiting at the IAA – the Mecca of the industry’s leading trade fair – was an enrichment itself. But we brought the game even further: Audi became perceptible for the approx. 600.000 visitors – they had the chance to truly experience the brand. By taking selfies and posting them on social media, people integrated Audi into their personal everyday life – and thus, a special and sustainable connection between brand and consumers was created.