Light + Building 2022 Campaign: Breaking new ground
Messe Frankfurt
Light + Building is the world's largest trade fair for lighting and building technology. On average, over 2,700 exhibitors showcase the newest trends, solutions and innovations from the fields of lighting, electrical engineering and home and building automation. In 2018, Light + Building set numerous records with more than 220,000 visitors from 177 countries flocking to the exhibition in Frankfurt am Main. PUNKTUM has been responsible for the 360-degree communication concept development since 2015.
Task
Develop a key visual and claim in English that conveys the main themes of the trade fair. In 2020, the task was to develop an English claim, an overarching key visual, and three distinct visuals and claims for specific target groups. All visuals should harmoniously integrate the new corporate design of Messe Frankfurt.
Solution
The overarching visual reflects the main themes of the fair: Light, building technology, urban smart technologies and e-mobility. Capturing the innovative character and pioneering spirit of Light + Building, the claim "Breaking new ground" piques visitors' and exhibitors' curiosity. Since the various target groups have an aesthetic, business or technical focus, we tailored images to highlight their focal points: Light and design, operational efficiency, and smart building technologies. With the target-relevant claims "Trend-predicting", "Future-proof", and "Intelligent", we underline the core messages while including the motto "Breaking new ground".
Campaign visuals
Four images were used throughout the online and offline communication for both overall and target groups. We also developed the visuals in landscape format for web and social media applications.
PUNKTUM understands our markets and target group like no other agency. They always captivate our exhibitors, visitors, and trade associations in a surprising and extraordinary way. Their international expertise is a further plus for our diverse target groups. The great personal and competent support we have received over many years is the foundation of our continued success.
Markus Lengyel, Marketing Communications Technology, Messe Frankfurt Exhibition GmbH
