Touched By Advertising

This year’s Haptica exhibition brought a growing area of marketing practice and merchandise to life in Bonn.

For the uninitiated, haptic advertising looks to appeal to all the senses, particularly touch. Haptica live, now in its fifth year, took place at the World Conference Center Bonn in March, bringing together as many of the facets of haptic advertising in one day, as possible.

This year saw a new attendance record of 175 suppliers, up from 142 suppliers last year, presenting their novelties and trends to the audience. They ranged from grills, by Weber-Stephen, porcelain creations by Seltmann Weiden or sound systems of JBL by Harman, as well as regional specialities from the farmyard shop or Fair Trade items from all over the globe. Classics such as ballpoint pens, ties and calendars or niche products like incense smokers and envelopes made of cotton, were all available to the visitors from marketing and buying departments, advertising agencies and the promotional product trade.

Visitor numbers were also up by around a third at 1,946 compared with 1,494 last year. It was particularly busy in the morning, with the rush of visitors slowing down in the afternoon. In addition to product presentations at the stands of the exhibitors, there was a well-attended lecture programme, during which speakers from the marketing sector outlined their experiences in dealing with haptic advertising.

The chief editor of Yps, Christian Kallenberg, set off on a cult journey back in time to triops and catapults to underline the significance of on-packs for the success of the magazine. Recruiting measures with the aid of haptic advertising were also part and parcel of the lectures of Nico Rose of Bertelsmann, Andrea Pflanz from East Saxon Sparkasse Dresden, and Ronny Ullrich of Cromatics. Katrin Schütterle from goDentis talked about ‘Health Care with the Aid of Gamification and Haptic Anchors’. Finally, Peter Schönberger, the executive director of Cologne ice-hockey team, the Kölner Haie reported on the great significance that merchandising has for the ice-hockey club from the cathedral city.

The media team of Haptica organisers, WA, had collected 20 creative examples of campaigns from all over the world for the established Best Practice Special Show. These included the smallest rinsing bottle in the world, a ballpoint pen made out of old bullet cartridges for Reports Without Limits and a masons’ calendar that had to be smashed out from under a coat of cement. All underlined the creative potential that haptic advertising holds.

Equally inspiring was the exhibition of the 49 award winners of the Promotional Gift Award 2017. The conclusion of the event saw winners receiving their trophies at a special awards ceremony.

Other elements of this year’s show included a Facebook photo campaign, branded ice-lollies and the issue of a new free fact brochure, Facts-to-go, as well as the results of a survey about promotional products.

Haptica live ’18 will be staged on March 21, 2018 at the WCCB.

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