Ad of the Day | Jung von Matt Launches the IAA Mobility 2021 Into a New Era

Aug. 05, 2021

No stranger to brand transformations, Jung von Matt NEXT ALSTER propels the IAA MOBILITY 2021 onto the global stage with an international campaign designed to reposition the traditional car show as a symbol for the future of modern mobility.

Beginning with the pitch winning tagline “What will move us next.”, the statement sets an umbrella context for all communicative assets and motives. The line embodies the idea that visitors, brand and stakeholders will discover the future of mobility at this year’s IAA MOBILITY. Simultaneously “What will move us next” evokes a feeling of FOMO – arousing curiosity and inspiring engagement.

The heart of the campaign: the parody mockumentary “Doggy Dronecare” launches this week to drive tickets sales in what’s been a challenging 18 months for large scale events. The long format online film points people to explore the real future of mobility in a comedic and entertaining fashion. Directed by Hochkant Film’s Matthias Thönnissen – famous for McDonalds “Pommes Wald” - the director uniquely captures the subtle situational humor behind the ups and downs of innovation and start up life.

IAA MOBILITY Head of Communication, Lutz Meyer says:

“This campaign is a multifaceted approach to a complex story: the new IAA MOBILITY embodies all forms of mobility. Thus, we have to communicate a wider range of mobility topics, like cars, bikes, connected mobility services, within one campaign. It is the relaunch of the IAA MOBILITY brand and the communication of a new home, Munich, too.”

 

Jung von Matt NEXT ALSTER was awarded the relaunch of the IAA MOBILITY, in partnership with fischerAppelt, in a pitch in November last year and has since offered a full service rebrand of the campaign and communication assets. In addition to “Doggy Dronecare”, the fully digital global campaign consists of future moving image assets and a wide range of online iterations, Spotify ads, radio, print, OOH as well as a new motif pool and full package of social media assets.

Playing on the IAA MOBILITY’s iconic visual element of the arrows, the campaign is literally about pointing people in the right direction. “How we move is so diverse, creatively we wanted audiences to consider what mobility is not – directing people to find the real future of mobility in Munich. Imagine a mobility commercial for without showing a car – we are very grateful to have a client who is brave enough to tell this kind of charming, humorous story.” says Elizabeth Herold, Creative Director at Jung von Matt NEXT ALSTER.

Creative Partner, Joachim Kortlepel, whose expertise was behind the captivating global opening campaign of Hamburg’s Elbphilharmonie, doesn’t shy away from the strategy of re- launching mega events like the IAA MOBILITY.

"We are transporting the new focus of the IAA MOBILITY to target groups worldwide with the claim "What will move us next". We needed to revamp the brand, develop key visuals, radio spots and digital ad motifs, and designed a humorous way to stage the claim emotionally with “Doggy Dronecare."

 

The campaign has been a seamless collaboration with the team behind the IAA MOBILITY.