Gamification for Mobiliar

The aim of the interactive activation is to appeal to young people emotionally and bring them closer to the Mobiliar brand in a fresh, humorous and surprising way. Gamification and adrenaline included.

The Mobiliar stand at the Energy concerts not only functions as a contact point for invited guests, but also as an experience area for all visitors. With a clear focus on the target group of 14 to 26-year-olds, a positive brand experience is created. Our task here was to translate the new youth campaign into live marketing.

The collaboration with made Marketing on the development of our new stand concept was extremely productive and inspiring. Many thanks to the whole team for the fantastic collaboration.

The claim "Safe, whatever comes" served as an anchor for the content and was picked out as an emotional essence and made tangible. This creates a direct link to the overarching brand message - reinterpreted for the physical space. The activation thus ties in seamlessly with the campaign and extends it authentically into the live area.

All our requirements for the functional aspects were carefully considered so that the stand is not only functional but also visually appealing.

Whether it's "The crowd escalates with every bass drop" or "Euphoria and energy in the air" - the statements are as individual as the visitors themselves and make the Mobiliar appearance a likeable love-brand experience.

The central element is the popular photo activation, which has been expanded this year to include an interactive game: In the style of the well-known "fridge poetry", visitors use magnetic words to compose their own greeting message within 60 seconds - directly on the photo wall. The photo is then triggered and handed over with the personal message as a souvenir.

The furniture container

Mobiliar presented itself at Energy Air in the Stockhorn Arena Thun with a container presentation. This provides an ideal space for gamification experiences. Thanks to the flexible solution, the activation can now take place outdoors regardless of the weather. The containers appear in the matching Mobiliar branding and ensure a strong presence.

Customized stand design

For the Mobiliar project, our creative, game design and construction team was able to draw on a wealth of resources. The stand design was specially tailored to the challenging conditions in the Hallenstadion Zurich - meticulously planned in CAD and implemented with precisely fitting modules. The furniture also came from our in-house workshop: individually manufactured, high-quality workmanship and precisely color-coordinated with the fresh youth colors of Mobiliar.

The customized branding highlights our brand and attracts the attention of visitors.

Stand visualizations/CAD design

Furniture design from the made workshop

Game design as an experience booster

For the activation, we developed a playful format that combines speed, creativity and humor - perfectly tailored to the young target group. The task: to form cool sentences with given youth words within 60 seconds. Together with Gen Z experts from Mobiliar, we created a specially curated dictionary with around 80 terms - from aura to cringe.

As soon as the buzzer was pressed, the countdown began: the ticking of an alarm clock in the sound design built up subtle stress, while lighting effects and a finale visible on the screen with a 10-minute countdown increased the tension. The snapshot was taken directly after the final bell - including a personal greeting message on the photo.

Particularly noteworthy is the creative integration of the gamification approach, which promotes activation in an innovative and appealing way.

Blick behind the scenes

Implementation:

• Concept development
• Game design and programming
• Stand design and construction
• Visualizations (CAD)
• logistics
• Assembly and dismantling
• Briefing and support on site
• Temporary storage of stand material