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Driving fun, the latest innovations in the automotive market, and at the same time, a platform for experiencing and discussing new mobility – that was the IAA 2019.

The new concept, including redesign with a campaign, came from MUTABOR. One of the crowd-pullers was the IAA Experience, which we planned and implemented, giving the former trade fair a unique festival character. On the E-Move Track, the Test Drive, the Offroad Course, the Heritage Area and the Kids World, visitors experienced mobility with all their senses.

New target groups are expecting event formats beyond the classic exhibition. For this reason, the German Association of the Automotive Industry (VDA) relied on four different pillars at the IAA 2019: In addition to the IAA Exhibition, the classic exhibition, visitors to Frankfurt also had a Career Platform and a new IAA Conference as well as the IAA Experience. Here, the VDA focused above all on »Mobility« experience.

For the first time, the IAA Driving Experience took place openly on the exhibition grounds. Music, moderation and a festival-like media production made it a crowd-puller. Mobility became an experience and a shareable event, where every target group could find their shareable moment suitable for social media.

The new IAA Conference

What started as the New Mobility World in 2017 was transferred to the IAA Conference in 2019, which we developed together with the Evenson agency – including a new image. As a space for dialogue and a stage for international speakers, the IAA became a platform for future mobility.

The new IAA Conference

What started as the New Mobility World in 2017 was transferred to the IAA Conference in 2019, which we developed together with the Evenson agency – including a new image. As a space for dialogue and a stage for international speakers, the IAA became a platform for future mobility.

IAA in new corporate design and with a new campaign

The cohesive guidance system and the color codes from the corporate design gave the experience locations an outstanding look. Even formats, such as the off-road course, were given a new, urban appearance. On the new E-Move Track, visitors had the opportunity to try out »new mobility.«

The campaign idea: Everything is »DA.« at the IAA. This is how the former fair positions itself as a Happening. Questions and keywords about mobility activated the individual target groups to discover the whole world of mobility at the IAA. E-Mobility? Experts? Emotions? Everything »DA.«