Canter Launch Training

Daimler AG


Planning and realization of the European premiere of the new Fuso Canter truck. The launch training concept included product and marketing workshops, dynamic test drives and an atmospheric evening event.


Target group

1.500 European dealer and distributors as well as about 200 trade and economic media representatives.


For the European presentation of the new Canter TF the agency Siegelwerk created the ‘Canter Campus’.

The area on the Reithaus Ludwigsburg’s terrain facilitated an intensive and foremost practical encounter and involvement with the new compact truck.

In a back to back rhythm the 60 daily guests went through a well-matched, rotating programme: opening and vehicle reveal, interactive workshops, professionally escorted test drives, informative exhibition areas and an extraordinary evening event.

The product was supposed to convince by itself – presented and staged in an adequate, authentic ambience.

In seven weeks’ time the dealers, distributors, opinion-multipliers and trade press could get a comprehensive picture of the new Canter TF’s particularities and features.