DJI
DJI – IFA Brand Experience
Year: 2019
The Challenge
In 2019, DJI, a leader in user-friendly drones and aerial photography systems, sought to enhance its presence at the Internationale Funkausstellung (IFA) in Berlin. The challenge was to create an engaging booth that would not only showcase DJI's advanced technology but also provide an immersive experience for attendees, emphasizing the brand's ethos: "With DJI, YOU CAN."
The Idea
We developed an innovative trade fair and communication concept that prioritized interactive brand and product experiences. It's all about the possibilities for experiences, not about the tech itself. The booth featured an open design with generous area coverage, allowing visitors to freely explore DJI's offerings. A key element was a large flight cage positioned in front of a colored LED wall, enabling live drone demonstrations and placing each drone at the center of the presentation.
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The How
Content Production: We utilized a vast array of breathtaking DJI footage to emotionally establish the three product worlds. Format-filling kinetic typography elements communicated the guiding principle "YOU CAN" and created context for the product categories. The result was a visual branding that holistically connected space, products, and visitors within the context of the brand promise.
Interactive Experiences: The booth was designed to integrate fans, interested parties, and end customers by providing hands-on experiences with DJI's products. The flight cage allowed for live drone demonstrations, while the LED walls showcased footage captured with DJI products.
Architectural Design: Studio Sasch as leading architecture partner orchestrated large individual components that brought the brand and product into focus without further distraction. Essential elements: the flight cage, the LED wall, and the drone table.
The Outcome
Enhanced Engagement: The interactive design and live demonstrations captivated attendees, providing a memorable and immersive experience.
Brand Perception: By focusing on experiential engagement rather than technical specifications, the booth reinforced DJI's position as a forward-thinking leader in consumer electronics.
Scalability: The newly conceived booth concept created an individually scalable brand world that consistently subordinated itself to the product experience, ensuring its continued use in DJI's future trade show appearances.
Why does it matter?
The DJI booth at IFA 2019 exemplified how a brand can effectively engage its audience by creating immersive experiences that go beyond showcasing products. By allowing attendees to interact directly with the technology and emphasizing the creative possibilities enabled by DJI's products, the booth embodied the brand's promise: "With DJI, YOU CAN."
