NFZ IAA 2018

Daimler AG


Concept, planning and organization to highlight the FUSO eCanter and Hybrid within the scope of the IAA Commercial Vehicles trade-fair appearance of the Daimler Corporation.

Target group

Exhibitors, trade audience and journalists.






On behalf of Daimler AG, Siegelwerk developed for the FUSO IAA trade fair appearance the highlight presentation of the Hybrid and the eCanter, a battery-powered 7.49 t truck. With the core message 'FUTURE TRANSPORTATION NOW' and as part of the 'Ready to deliver' campaign, the vehicles were presented at the trade fair.

The FUSO eCanter is Daimler's first fully electric light truck that was produced in series. Specially developed for urban distribution traffic the eCanter plays a decisive role in achieving the environmental goals of customers and society. The suitably developed claim 'Ready for more green' was staged by a unique plant installation. The green oasis in the middle of the technically focused fair attracted the attention of the visitors. Directly under the glowing plant curtain, the infographic on the glass floor attachment gave the visitor an insight into the vehicles technology.

For the Hybrid the task also was to visualise the vehicules fuel savings of up to 23%. With reference to the Japanese origin of the brand, Siegelwerk designed an origami tree with an illuminating LED strip which was also an eye-catcher for visitors at a distance.

In addition to the two highlight productions, Siegelwerk planned side events and formed an outdoor area for the test drive. Further Siegelwerk set special accents on the booth and designed all communication media, including brand ambassador bags, a magazine with topics on the current FUSO Canter models, origami folding blocks with FUSO patterns and much more!