Until recently, the archive material of the Automechanika fair was locked away in the northeast tower of the ‘Festhalle’. Now, everyone can explore this wealth of interesting information on the internet at www.automechanika-experience.com. Detlef Braun, Member of the Board of Management of Messe Frankfurt: “Our aim was to create a digital world that brings to life the 43-year history of Automechanika. Content marketing is currently much in demand and an elegant way to communicate brand content.”
Visitors can take the title of the website – ‘The Automechanika Experience’ – literally. Thus, as car drivers, they navigate through a metropolis and stop at a variety of places where films and images from the last 40 years are to be found. They include impressions of the first Automechanika fairs outside Germany and several oddities that are sure to surprise even Automechanika experts.
The project has been realised in cooperation with Schaller & Partner (http://www.schaller-partner.de) and 3spin (http://www.3spin.de). Designer Thomas Hoger: “The technical challenge was to transform classic archive material into an interactive and interesting experience. To this end, we created a modern city in the visitor’s browser, in which we bring old photos to life by using effects and animate numerous motifs in the form of 3D models.”
Following Automechanika Racer, automechanika-erleben.de/automechanika-experience.com represents another step in the digital marketing strategy of the international Automechanika brand and is one of the digital services offered by Messe Frankfurt under its ‘Dexperty’ label.