Yellow turns Otto Systems into an airline
Otto Systems commissioned the strategic creative agency Yellow to design its booth for Drinktec 2025 in Munich. The Basel-based agency eschewed the usual presentation of operating machinery and instead transformed the booth into an airport terminal with exclusive «flights» to the company’s headquarters.
Drinktec is the world's most important trade fair for the beverage and liquid food industry. For Otto Systems, a presence at this leading trade fair is a matter of course. However, the cost of setting up a complete production system in Munich and operating it for five days is out of proportion to the benefits.
Otto Systems and the strategic creative agency Yellow therefore decided to take a different approach. They concentrated the trade fair appearance on the essentials: Relationship management and network expansion. Yellow developed an airline metaphor as the central story. The trade fair stand was transformed into an airport terminal where professionals from all over the world could meet and discuss their next destinations.
Instead of presenting machines, Otto Systems offered exclusive "flights" to Uznach, where the new PET series was presented to interested parties under real factory conditions in the TechCenter at the headquarters. Private shuttles took customers directly from the trade fair to Switzerland and back. The supposedly long distance did not deter the international audience - the response clearly exceeded expectations. In-depth discussions about specific projects were held in the familiar surroundings of the TechCenter.
Stefan Zatti (CEO) and Reto Bamert (Head Global Sales) were responsible at Otto Systems. The implementation was carried out by Yellow, the stand construction by Heilmaier Messedesign.
