After many years as a content agency for different trade shows and exhibitions held at Stockholmsmässan, Stockholm’s leading event venue, we received a challenging assignment from Stockholmsmässan itself: to create a trailer film concept that could be used for all trade shows, regardless of the type of event. The trailer films needed to work on social media and as a TV ad. The overarching goal was to increase the amount of advance online bookings, to promote awareness of the venue itself, and establish visitor contact with events at an early stage.
Because our proposal needed to be as flexible as an exhibition hall, and could contain everything from yoga products and chocolate to lawnmowers and sheds, we went for a simple and logical solution: we started with an empty exhibition hall.
With motion graphics we built a fictitious world inside the exhibition hall. The aim was to capture the specific offering and unique feel of each event.
We filmed a fixed shoot of the 400-metre long hall one evening when for once it was empty for a few hours. The groundwork was done. Then the building got underway. With motion graphics we built a fictitious world inside the hall, unique for each event. The aim was to capture the specific offering of each event, its atmosphere and ambience. With 3D/2D objects, music, sound effects and narration, we put content and context in the hall and gave it life.
We produced six trailers in 2016. They had immediate effect. The very first trailer, for Stockholm Furniture and Light Fair, made several actors at Stockholmsmässan want to get involved in the project and develop their own trailers. With the concept in place, the next trailer, for Nordiska trädgårdar (Nordic Gardens), hit one million views. You can watch two of the most recent films here. The Chocolate Festival and Hem, villa och bostadsrätt (House, Home and apartments), were held on the same weekend, and we’re happy to report that advance online ticket sales jumped 21.8 per cent on the previous year.