The Mobile World Congress is not enough

An additional milestone in the exceptional collaboration between Yahoo and marbet: attendance at the 2016 Mobile World Congress in Barcelona.

The Mobile World Congress is not enough: Another milestone in the collaboration between Yahoo and marbet: marbet’s team of experts was able to demonstrate its capabilities for communication in space with an additional trade fair stand for Yahoo at the leading European trade fair for mobile communications and services (MWC 2016) held at the end of February. The Munich-based marbet team adapted the trade fair stand concept created by marbet for the dmexco 2015 to the needs and communications goals of the MWC 2016. Once again the Y-factor was the most important feature of the Yahoo stand: Interactivity and interaction between brand and guest, paired with infotainment and inspiration.

The booth concept, implemented for the first time at dmexco, again received outstanding recognition in Barcelona – just like it had in September 2015 in Cologne. A survey of guests at the trade fair confirmed that attendance and quality of the meetings were at correspondingly high levels. This time, the project was commissioned directly by Yahoo! Inc. headquarters in Sunnyvale, California – after marbet had scored a clear win following the international pitch that took advantage of brand and customer knowledge from its previous work. “A wonderful follow-up project that the team was able to secure thanks to an exceptional customer relationship on the part of Creative Director Simon Stahl as well as a clever strategy combined with a functional and lasting design created for the dmexco 2015 project,” concluded marbet managing director Ingo Schwerdtfeger.

The important point was for Yahoo to go toe-to-toe in Barcelona, presenting itself in a self-assured and appealing manner. The goal to convey to attendees from the very start: You are welcome! The stand radiated authenticity and enabled the state-of-the-art presentation of Yahoo’s new technologies. In order to make this possible, marbet divided the two-storey, 155 square metre, stand – designed and built in conjunction with DIMAH Messe + Event GmbH and the Media Resource Group – into different user environments: conversation spaces, lounges and meeting rooms, an “Experience Area” for interactive product testing, the “Discovery Plaza” for discovering visionary applications for the future and the centrepiece, the “tree of confidence”, symbolising the importance and history of Yahoo in the industry, in the centre.

In the “Discovery Plaza”, attendees could test one of Yahoo’s innovative recent developments, the Virtual Reality Flickr VR App, both interactively and intensively using the “Samsung Gear VR powered by Oculus”, for example. “Our collaboration was excellent. marbet is one of the best teams we have ever worked with. We look forward to continuing this partnership,” stated Dana Viltz from Yahoo! Inc. As a follow-on project, marbet has already designed an appearance at the “Online Marketing Rockstars Festival” in Hamburg for Yahoo’s social network, Tumblr. The next project is already on the starting block: The concept phase for Yahoo’s attendance at the dmexco 2016 is already under way.

Ingo Schwerdtfeger, managing director at marbet, was just as enthusiastic about his team’s work: “In Barcelona, we were particularly able to demonstrate marbet’s brand equity – namely ‘local agency, global reach’: this means managing international, sophisticated projects with very personal and level-headed passion from design to realisation. In this case, with exceptional support from our Spanish colleagues in Barcelona”.

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