My favourite Tendence whets the appetite for the Tendence exhibition, which opens its doors in Frankfurt am Main from 30 August to 2 September and is one of Europe’s leading order platforms in the second half of the year.
The campaign takes advantage of the multifarious possibilities offered by direct marketing and online communication, and makes use of social-media channels, such as Facebook and Twitter. At the heart of the B2B campaign is an innovative microsite at www.myfavourite-tendence.com.
“The innovative and multi-faceted appeal of the microsite awakens users’ interest in an unusual way. Moreover, it generates numerous impulses designed to prompt them to discover a variety of new aspects to the fair,” says Yvonne Clemens, head of marketing communication/advertising of the Ambiente, Tendence and Nordstil consumer-goods fairs, Messe Frankfurt.
On the microsite, short films, games and cartoons illustrate the different aspects of Tendence as a design and trend platform. Microsite visitors can choose their favourites from the various features, vote for them and share them via Facebook. It is worth returning to the microsite every now and then as entertaining new features will be added over the weeks up to the fair, to put users in the mood for visiting.
The eye-catching microsite is being accompanied by an advertising campaign in more than 20 countries, as well as by the Tendence promotional materials, which are available to exhibitors for their own advertising and visitor invitations. The concept, copy and layout of the digital tour of discovery are the work of advertising agency Wirz & Hafner Werbeberatung, Frankfurt am Main. The implementation and technical support is the responsibility of blueend web:applications AG, Wiesbaden.
