Model Makers Fair Vienna: Stratos Jump

Client: Reed Messe Vienna
Brand: Model Makers Fair Vienna
Agency: Ogilvy & Mather
Category: Most effective use of social media marketing
Country: Austria

The Vienna fair currently competes with 33 model making fairs. The premier fair is in Leipzig with approximately 100,000 visitors and a media budget of €86,000. The Vienna fair is "David" compared to Leipzig's "Goliath" with 25,000 visitors and a media budget of only €1,200.

Vienna needed to create buzz with richness of ideas and creativeness. That buzz should boost the relevance and popularity of the Vienna show and steal Leipzig's thunder.

Objectives

Marketing Objective:

  • Increase in the number of visitors by + 20% (from 25,000 to 30,000).

Communication Objective:

  • In October, during the run-up to the fair, creativity beyond classical media should create buzz and build excitement for the upcoming fair.

Target market