To present the Mercedes-Benz trucks at bauma 2010 in their natural habitat and, simultaneously, showcase them in a manner that is aesthetic, emotional and distinctive, an unusual idea was developed: visitors were to become part of the concept and, as soon as they entered the stand, found themselves on a construction site. The basis for the design was a full-scale construction site layout plan with real trucks instead of the generic models that are normally used. Orange tag clouds on the floor pointed out the special requirements that the vehicles have to meet and communicated the product benefits. Painted in an elegant champagne colour, the vehicles incorporated the luminous highlights of the stand, which had an otherwise rather dark appeal, and thus conveyed the company’s high demands. The result was a stand which, through simple graphic means, both consistently combined the down-to-earth identity with a premium atmosphere and successfully showcased the brand’s claim “Trucks you can trust” in a highly authentic manner.
Statement by the jury
»This is a highly successful trade fair presentation, from the use of colours, the graphics implemented into the floor, to the selected materials and the layout. The vehicles are thus at the centre of attention and brand recognition is increased. The result is a unique staging that immediately catches the eye.«