Gaining attention with camouflage!

When Cybergroup takes its trade fair team to the PSI this year, one lucky colleague from Cars will be able to go to the trade fair with them, which is one of the coolest things you can imagine: Exclusively for the Camo Project of the Ford Lifestyle Collection, two showcars have been foil coated, and a whole collection has been based on this. In just six weeks, a special range has been developed based on the stylish Camo Design, with all the articles including details of this print.

During the PSI 2019, Ford and Cybergroup will present this project as a best practice on a special area in Hall 12, in the transition area between PSI and PromoTex. The whole presentation of the Camo Collection perfectly covers the overlap of the three trade fairs being held at the same time: The two vehicles and the accessory wall reflect the visual communication for which the "viscom" trade fair stands, while the specially developed Camo Collection covers the focal point of the PromoTex and PSI fairs. The final presentation on an area of 70 m² within the Distributor Village will set new benchmarks in terms of presenting brand values in a cool and unique way.

As part the cooperation between the three trade fairs, PSI has created a platform on which the trade fair participants can do interdisciplinary networking.  The special "Marketing innovations" area provides an insight into the future of marketing with appealing speeches and live demos of trends and innovations. The whole world of advertising and sales comes alive. Specialists from marketing and advertising will get new impetus for all key areas of their business.

On the third day of the trade fair, Kurt Reinhold, Head of Vehicle Personalisation Marketing at Ford of Europe, will look at the Camo Project by giving a speech on the joint best practice area, with the slogan "Gaining attention with camouflage". In an exciting presentation he will provide background information about the cooperation between Ford and Cybergroup, but in particular he will describe the development of the cool design and its implementation as an innovative concept based on the new Ford Performance Parts product range. The design was first implemented on the Ford Mustang and then adapted for the Ford Fiesta ST. For the further development of the project, Ford then relied on its long-term merchandising partner Cybergroup. The further creative steps finally led to a unique presentation at the PSI. Trade fair visitors can find out details during the speech via cool images, new products and extraordinary insights about the shooting at the Nürburgring and other events. The project shows, in a unique manner, how a brand not only gains attention, but in doing so can break new ground.