That Time When We Saved the Auto Show

AutoRAI, Amsterdam Motor Show, Amsterdam, Netherlands

The ask was simple – save AutoRAI.

Organizers of the Amsterdam Motor Show posed a three-part challenge: develop a new concept for the upcoming automotive exhibition, reduce the cost of participation by 80%, and make sure every visitor enjoys an overview of every available make and model.

Working with the AutoRAI, kubik proposed a revolutionary way to execute an auto show, making the event financially viable to the participating auto brands while maintaining an engaging experiential event experience for attendees.

kubik’s out-of-the-box solution for this auto show combined cost-efficiency with brand consistency, delivered in an innovative and inspiring setting. Inexpensive and plentiful shipping containers as a universal building block for the entire event activation.

kubik proposed a completely new experiential event design exhibition concept: A new profile for the show based on a level playing field for the participating brands. Every exhibitor had the same facilities and promotion possibilities for their car displays and kubik created custom trade show exhibit designs based on their corporate identity and visual branding.

This unique automotive experiential marketing concept helped make the Amsterdam Motor Show a success, with more than 290,000 attendees and 95% of exhibitors achieving their goals. The AutoRAI was also able to extend this automotive event to the Dutch audience for the following several years.

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