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[July 2009]
BAU 2009 Wins Award for B2B Communication
BAU, the world-leading trade fair for architecture, materials and systems, has for the first time won Germany’s top award for B2B communication. The 'GWA Profi' award was presented at the end of June for the marketing campaign for BAU 2009. Following on from the Econ Award, this is the second coveted accolade BAU has attracted from the German advertising sector.
The GWA Profi award is organised and presented by GWA (Gesamtverband Kommunikationsagenturen), the German association of communication agencies. It is regarded as a kind of Oscar for the German-speaking advertising sector. This award for BAU is also in recognition of the work of the creative agency wob München. For BAU 2005 wob developed a brand new advertising campaign for the fair, featuring futuristic animal motifs. The idea was to symbolise the BAU slogan 'The Future of Building' and underpin BAU's claim to be an innovations engine and ideas generator for the sector. It was an early expression of BAU's focus on themes like sustainable, energy efficient, environmentally conscious and resource efficient building.
For BAU 2007 the imagery was further developed and for BAU 2009, too, the exhibition management kept to this recipe for success, in close cooperation with wob, but this time using designs from the world of plants. The jury, a Who’s Who of the German communications industry, was very impressed and nominated the campaign for first place in the category 'Services'. In their summing-up statement, the jury said: "BAU has established itself as an international technology driver which presents the latest high-tech materials and innovative material connections. Since the start of the campaign BAU is perceived as the first ideas generator for the sector, as an event that really does map out the future of building, both in terms of design and function – how it could look, and how it will look”. BAU, said one jury member, had "set new standards in the communication of trade fairs in Germany".
ENDS