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MUTABOR gives it full throttle for the IAA: Re-branding + repositioning – during these days the campaign »On.« started.

The IAA is developing into one of the most extensive automobile events in the world. From fascinating new models to cross-sector career opportunities. From inspiring driving experiences to inspiring keynotes. MUTABOR translates this offer into the guiding theme of the IAA 2019: »Beyond Mobility«

The campaign idea: Everything is »ON.« at the IAA

The campaign works with keywords, which looks like a long list of experiences. E-Mobility? Experts? Emotions? Everything is »ON.«. This approach is how the trade fair positions itself as a happening and does not fit into the typical communication strategy of the vehicle manufacturers. Questions and keywords about mobility activate the individual target groups to discover the whole world of mobility at the IAA. In it, the repositioning and re-branding, also by MUTABOR, is visually expanded.

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MUTABOR (lat): I’m going to change