HAPTICA® live ’17, Bonn
Advertising that impresses
Inspiring, informative and inventive, lively and likeable, effective and efficient – the fifth edition of the
HAPTICA® live on March 22, 2017 at the World Conference Center Bonn once again proved to be a gain
for all friends of haptic advertising. The concept of presenting as many of the facets of the marketing
discipline haptic advertising to users and distributors, bundled on one day, obviously meets with great
interest on the market: In this way, the organiser, WA Media GmbH from Cologne, was able to register a
new attendance record. 175 suppliers (previous year: 142 suppliers) presented their novelties and trends
to the audience. Whether grills by Weber-Stephen, porcelain creations by Seltmann Weiden or sound
systems of JBL by Harman, whether regional specialities from the farmyard shop or Fair Trade items from
all over the globe, whether classics such as ballpoint pens, ties and calendars or niche products like
incense smokers and envelopes made of cotton – the entire palette of haptic advertising options was
offered to the visitors from marketing and buying departments, advertising agencies and the promotional
product trade.
The visitors’ interest kept pace with the growth in the number of exhibitors: 1,946 visitors attended the
event (previous year: 1,494 visitors), which corresponds to an increase of over 30%. It was particularly
busy in the morning, whereby the rush of visitors slowed down in the afternoon.
In addition to the product presentations at the stands of the exhibitors, the well-attended lecture
programme, during the course of which speakers from the marketing sector outlined their experiences in
dealing with haptic advertising, was very convincing. 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 onpacks for the
success of the magazine. Recruiting measures with the aid of haptic advertising were part and parcel of
the lectures of Nico Rose (Bertelsmann), Andrea Pflanz (East Saxon Sparkasse Dresden) and Ronny Ullrich
(Cromatics), whereas Katrin Schütterle (goDentis) talked about “Health Care with the Aid of Gamification
and Haptic Anchors“. Finally, the Executive Director of the Cologne ice-hockey team, the Kölner Haie,
Peter Schönberger, reported on the great significance that merchandising has for the ice-hockey club
from the cathedral city.
The WA Media team had collected 20 creative examples of campaigns from all over the world for the
established Best Practice Special Show. Lovingly decorated and staged, the smallest rinsing bottle in the
world, a ballpoint pen made out of old bullet cartridges for Reports Without Limits and a masons‘
calendar concealed under a coat of cement, underlined the creative potential that haptic advertising
messengers hold.
Equally inspiring: The exhibition of the 49 award winners of the Promotional Gift Award 2017. The
crowning conclusion of the event comprised of the winners receiving their trophies in the scope of the
award ceremony of the Promotional Gift Award.
The manifold and diversified offers of the “Experience of Haptic Advertising”, which also included a
Facebook photo campaign, branded ice-lollies or the issue of the new free fact brochure, “Facts-to-go”,
through to survey results about the promotional product, went down very well as one can see from the
numerous visitor statements (see below).
The HAPTICA® live ’18 will be staged on March 21, 2018 at the WCCB.