With 400,000 visitors over three days, the Swiss Federal Wrestling and Alpine Games Festival (ESAF) is Switzerland’s biggest sporting event. At this year’s event, we were given the opportunity to present the energy supplier Primeo Energie as the main partner with its own sponsorship appearance.
Pitch won
As part of a pitching process, Primeo Energie was looking for a creative idea for its promotional stand at ESAF. The focus was not on the products and services, but rather on Primeo Energie as a mediator of energy and emotions. The 125-year existence of the company was also to be taken into account. We picked up on the focal aspects of the company’s new image campaign “Your emotion. Our energy.” and harmonised them with the kinetic energy released during the ESAF’s sports competitions. We met the customer’s expectations with the concept “Moving Moments” and succeeded in winning the pitch for the conceptualisation and implementation of the promotional stand.
Energy in focus
The 300m2 promotional stand consisted of a viewing tower with LED display, which was an eyecatcher and also served as a meeting place for visitors, and three circular areas with interactive elements. The ESAF visitors had to use their own energy to set these elements in motion in a targeted way. The #stromimblut (meaning “electricity in the blood”) station comprised a large wheel that was driven by the visitors themselves and was linked to a competition. The campaign keyword #krafttanken (“recharge” in English) was underscored by a spray spiral and a uniquely designed steel water dispenser, offering visitors the necessary refreshment. A swing, which picked up on the idea of #powerofsharing, served as a further eyecatcher. Three visitors had to swing in sync to light up an oversized power plug.
Sustainable appearance
The three interactive elements were provided with a roof of “clouds” as protection from the weather – three air cushions were specially produced for this. The overall trade fair appearance was given the Primeo Energie branding, so that the brand presence was also shown off to best effect in aerial photos. Sustainability in construction and the choice of materials was important to the client, so some of the elements used had already been utilised at the Tour de Suisse 2022. Following the ESAF, the promotional stand was finally carefully dismantled so that a large proportion of the objects there could also be integrated into Primeo Energie’s future appearances.
