Deutsche Messe: INDUSTRIAL SYMPHONY

Credits & Description:

Category: Best Use of Special Events and Stunt/Live Advertising

Advertiser: DEUTSCHE MESSE

Product/Service: HANNOVER MESSE

Agency: INSGLüCK GESELLSCHAFT FüR MARKENINSZENIERUNG

Date of First Appearance: Apr 18 2010

Entrant Company: INSGLüCK GESELLSCHAFT FüR MARKENINSZENIERUNG, GERMANY

Creative Direction: Christoph Kirst (INSGLÜCK)

Art Direction: Joshua Premkumar (INSGLÜCK)

Senior Project Manager: Mareike Pfohl (INSGLÜCK)

Senior Project Manager: Heike Brandes (INSGLÜCK)

Film, Animation: Ben Schröteler

Film/ Animation: Lars Mylius (VOODOOPOP)

Audio Production: Daniel Eberle (KRANE & RABE)

Robot: (ABB)

Programming: Carsten Scheele (DEPRTMENT OF INDUSTRIAL ROBOTICS AND PRODUCTION AUTOMATION, TECHNICAL UNIVERSITY OF DORTMUND)

Light/ Music/ Sound: Joachim Dennemann (POOL- THE LIGHT CONCEPT)

Lightdesign: Martin Kuhn

Media- and Videotechnology: (GAHRENS & BATTERMANN)

Construction: Mario Grassmann (VARIUS MESSE-EVENT-INTERIOR)

Technical Management: Ralf Schafstall (PRODUCTION OFFICE)

Stage Design: Karim El-Ishmawi (KINZO)

Media placement: Event - Opening Ceremony - 18th Of April 2010



Insights, Strategy & the Idea

The task: staging the opening ceremony of the Hannover Trade Fair, surely the most important technology event in the world.



The target group: 2,600 invited guests, including national and international VIPs from business and politics, CEOs of major exhibitors, opinion leaders, and media representatives.



The challenge: First, presenting industrial technologies in such an exciting way that the guests will be surprised and inspired. Second, creating a positive media response.



Our questions: How can you inspire people who deal with innovation every day? Can we let man and machine interact with each other as never seen before? Can we show that their interaction delivers results to which neither man nor technology are capable of alone?



Creative Execution

Our solution: an “Industrial Symphony.”



A cellist and a genuine, industrial robot—the IRB 1600—play music together. Together with a VJ they present a symphony of impressions from the industries that are present at the Hannover Trade Fair.



Our biggest challenge: converting an industrial robot—one actually designed for welding and painting— into a happy- go- lucky percussionist.



Weeks of programming and comprehensive testing led to the desired success:

A live performance with harmonious interaction of humans, solid industrial technology, and ultra-modern digital technology. A composition featuring sound and images representing the industrial sectors present at the Hannover Trade Fair. An atmosphere filled not only with topicality and modernity, but also with humor and warmth.



Results and Effectiveness



In Germany alone the exhibition and the opening achieved almost 7 billion hits across all media channels. More than 100 television reports in Germany and at least as many in other European countries were counted. There were 2,100 print entries concentrated in the first days of the event. The opening event in particular garnered a consistently positive assessment from the media.



Exhibitors responded that they felt not only spoken to by the event, but that they also strongly identified with the production and exhibition.



A summary of the event’s film documentation is being used by Deutsche Messe AG as part of their marketing campaign.