THE WORLD´S SMALLEST EXHIBITION STAND by BBDO Dusseldorf, Proximity Germany for Yello Strom

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THE WORLD´S SMALLEST EXHIBITION STAND

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Industry Energy & Water Utilities
Media Promo & PR, Case study
Market Germany
Agency BBDO Dusseldorf
Executive Creative Director Carsten Bolk
Agency Proximity Germany
Executive Creative Director Ingo Zacher
Released January 2011

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: YELLO STROM
Product/Service: ENERGY PROVIDER
Agency: BBDO GERMANY
Agency: BBDO PROXIMITY
Date of First Appearance: Jan 22 2011
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Sebastian Hardieck (BBDO Proximity)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Executive Creative Director: Carsten Bolk (BBDO Proximity)
Executive Creative Director: Ingo Zacher (BBDO Proximity)
Junior Copywriter: Martin Knipprath (BBDO Proximity)
Junior Art Director: Milena Hirschochs (BBDO Proximity)
Junior Art Director: Simone Müller (BBDO Proximity)
Managing Director: Dirk Bittermann (BBDO Proximity)
Account Director: Liselotte Schwenkert (BBDO Proximity)
Account Executive: Katrin Spiegel (BBDO Proximity)
Agency Producer: Bernhard Burg (BBDO Proximity)
Head of TV: Steffen Gentis (BBDO Proximity)
Art Buyer: Joana Uhlaczky (BBDO Proximity)
Media placement: Exhibition Stand - Messe Stuttgart - 22.01.2011
Insights, Strategy & the Idea
The challenge was to make “Sparen am Strom” more popular (“Sparen am Strom” has a double meaning in German: On the one hand it is a fictional city name, on the other hand it means to save money on electricity). Because of the double meaning, we decided to promote “Sparen am Strom” during a large tourism fair. We wanted to invite the people “to move” to “Sparen am Strom”.
Creative Execution
From Alaska to Zululand, the world’s most well known holiday destinations present themselves at the fair. And who else? Sparen am Strom. And how? With the world’s smallest exhibition stand. So we placed the tiny exhibition stand right in front of the power sockets all over the venue.
Results and Effectiveness
Small but mighty. Despite its size, the presence of “Sparen am Strom” caught the audience’s attention in a big way. The exhibition stand was used in January 2011, at Europe’s largest tourism fair “CMT” in Stuttgart. More than 220.000 visitors came to the fair and many of them noticed the exhibition stand.