GERMANY – Vok Dams stages AEG’s new brand
At this year’s IFA in Berlin, the motto “AEG Reloaded” immersed guests in a unique event experience, where the brand presented itself in a new premium look and its trade show appearance created a sensation in the segments kitchen and textile care.
A traditional brand, newly aligned in a modern manner: this is how AEG presented itself at the annual event. The sophisticated and innovative realignment, as well as products that set new standards, ensured a strong and prominent brand experience with appealing and inspiring story telling.
However, the national and international top-clients of AEG could see (and experience) this new brand for themselves prior to the trade show. Together with the Berlin office of Vok Dams, agency for events and live-marketing, a superlative event was designed and implemented. The motto “AEG Reloaded” immersed guests in a unique event experience.
First, guests were taken to the event location by boat, travelling on Berlin’s beautiful waterways. At the location of the former AEG factory a special event venue was created – the first event ever to take place at this historic site.
After the presentation and instruction into the new product developments in textile care, dishwashing and cooking, guests could get into action themselves. Here, everybody was able to experience the new technologies first-hand and as closely as possible.
The evening culminated in a cooking show with a leading London-based celebrity chef.