EGGER ROADSHOW TRUCK by PLAYFRAME for Fritz Egger

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EGGER ROADSHOW TRUCK

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Industry Wall & Floor Coverings
Media Design & Branding
Market Germany
Agency PLAYFRAME
Designer Melanie Ickert, Sebastian Häusler
Released March 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: FRITZ EGGER
Product/Service: WOOD BASED MATERIALS
Agency: PLAYFRAME
Date of First Appearance: Feb 15 2011
Entrant Company: PLAYFRAME , Berlin, GERMANY
Concept/Creative Direction: Patrick Boltz (PLAYFRAME)
Concept/Art Direction/Project Management: Romy Korndörfer (PLAYFRAME)
Interface Design: Nadine Thieme (PLAYFRAME)
Designer: Sebastian Häusler (PLAYFRAME)
Designer: Melanie Ickert (PLAYFRAME)
Project Management: Katharina Buckl (metaio)
: Thomas Kienzl (KOMMERZ DI KIENZL KG)
: Michael Schwebius (Schwebius Gestaltung)
: (Eilers Fahrzeugbau)
Media placement: Road Show / Exhibition - Kiev, Ukraine - 28 February 2011
Describe the brief from the client
EGGER, one of the leading manufacturers of wood based materials in Europe, wants to be more present in the markets and get to know the customers, especially in the Eastern European countries. The key objectives were to present the EGGER brand in an explorative and entertaining mobile showroom, but also bring the EGGER world to the doorstep of the customers.
Describe the challenges and key objectives
A truck with an expandable showroom area was built, roomy enough to present products and innovative solutions as well as providing space for day-long trainings and seminars. Under the the claim "Discover the world of EGGER", the visitors are prompted to explore and interact with the presented information offers.
Many digital installations like the "Sustainability Cycle" or "Virtual Design Studio Flooring" offer experiences combining different techniques like augmented reality, videos and software applications. Mixed reality applications give a deeper insight of using materials and decors while planning a house. With the "Material Archive", visitors can check different products and get informed via 3D animated movies.
Describe how you arrived at the final design
On about 70 square metres, it is still a complex challenge to plan an inspiring brand experience plus decor and product presentation. Several topics had to be duscussed: the philosophy of EGGER, their attitude towards ecology and sustainability, product specific solutions and their processing, and the design competence in decor design.
PLAYFRAME developed the concept of the truck and its content, but also gathered a team of specialists to fulfill the task: architects, promotion truck experts, programmers of augmented and mixed reality media installations, motion designers, video-teams, interface designers, and many more.
Give some indication of how successful the outcome was in the market
The roadshow started in Februrary 2011 and will travel all over Europe until December 2014. The first trainings started in Romania, and visitors were impressed by the highly entertaining and yet informing concept of the truck.