night sky over the Spanish Sierra Nevada as an added bonus Their task was to immerse themselves entirely in the Astra Universe for one and a half days At the mission briefing in the Mission Control Centre a circular showroom with impressive 270 degree media screens the participants were prepared for their upcoming mission There they learnt all about the product and its innovations After that they put the vehicle through its paces on a race track in the lunar landscape The proj ect posed many challenges for construction and logistics Featuring a water and electricity grid with a total length of 15 kilometres the entire camp was built in just four weeks time A stringent concept that was refreshingly dif ferent from conventional vehicle launch events praised the jury The lunar land scape of the Sierra Nevada was the perfect set ting a trip to the moon instead of a conven tion centre Uniplan the agency who staged Mission Astra won the coveted Golden Ap ple in the Best Corporate Event category at the 2016 Famab Awards for this event For the opening of its 50th German store in Kaiserslautern Swedish furniture maker Ikea chose an entire city as its venue According to the motto Brighter Better Louder the company brought the concealed river Lauter back to the surface The course of the underground stream which runs right through the city centre was traced with various spectacular and creative instal lations fashioned out of fabrics furniture lights plants and home accessories In addi tion a beach club was created and events were staged right in the city centre The re sponse to the campaign was overwhelming and made the Ikea opening in Kaiserslautern its most successful opening of the last few years The trade press were in raptures and there was at least one news item or article a day in the local media Moreover Facebook Co generated invaluable publicity Thou sands of images and videos of the population and the colourful goings on were shared liked and commented on in the social media And the activities met with a good re sponse not only in the public at large The experience driven approach also wowed the jury of the Famab Awards Ikea demonstrat ed impressively with this campaign how you can use their products to personalise your own home pointed out the experts in the jury The motto Brighter Better Louder was not an advertisement for Ikea but a lov ing homage to the city of Kaiserslautern The concept of this summery event was devel oped by Grabarz Zweite Werbeagentur and the live communication implemented by the agency Initialwerk For this they received the gold award in the Best Ambient Guerilla Buzz Event category at the 2016 Famab Awards in Ludwigsburg last November www famab de awards PB 30 FOCUS TradeFairs Internation al 1 2017 Mission Astra 250 aufblasbare Kugelzelte ein 4 000 Quadratmeter großer Dome und eine Rennstrecke schufen die inspirierende Kulisse Mission Astra 250 inflatable bubble tents a 4 000 square metre dome and a race circuit provided an inspiring venue Ph ot o F am ab A w ar d

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