The teaser for the exhibition stand

Steeltec has developed a new type of steel. It is said to be exceptionally resilient, strong and robust. But it looks like conventional steel - and even for Steeltec, it remains to be seen what new areas of application the engineers will find for it. Frame Eleven visualized the production process and the effectiveness of the new steel in a film.

Werbewoche: Why did the client decide to produce this elaborate film for the trade fair presentation?
Marc Haas: We produced a product film for Steeltec ten years ago. The company still uses this film for trade fair appearances and other communication measures. It proved to be an effective door opener to get into conversation with customers. Steeltec therefore commissioned us to produce another film for the launch of its new steel product. The film looks elaborate and we really did invest a lot of work, that's true. But it must also be said that a film of this quality is possible today with much simpler means than ten years ago. We can now realize a film like this in-house from A to Z and thus keep the budget within reasonable limits.

What were the challenges when it came to teaching technology?
The product surpasses all previous steel products in terms of load-bearing capacity because Steeltec uses a newly developed production process. The  not be too precise. Because the competition is listening (and watching). Another challenge was that it was still unclear how the steel could be used. Steeltec's customers are mainly engineers. They need to know that they can use the steel to develop completely new products that are not yet available on the market. The new steel can withstand extreme conditions much better. That is a major advantage. For example, truck suspensions have to be replaced regularly in extreme cold conditions such as in Alaska because they become brittle. Other conceivable areas of application include the railroad industry, refrigeration technology, oil and gas production and wind energy.

Where do you see the potential of your film?
It arouses curiosity. Similar to a movie trailer or a teaser, the film does not explain everything, but serves as an eye-catcher and creates a pull effect. We chose a visual language that is not common in the industry and stands out from classic product films. Fortunately, Steeltec was brave enough to go down this path with us.

Why should companies generally invest in trade fair appearances?
In my experience, many companies have critically questioned or even doubted the effectiveness of their trade fair appearances over the last ten years. However, the trade fair is currently celebrating a revival and is being given a new significance. Steeltec is really looking forward to the trade fair in Düsseldorf because there are new things to discover and other experts will be present. Trade fairs are once again being developed more as worlds of experience and meeting places for like-minded people. It is worth investing specifically in the trade fair presence.

What are the advantages over other communication measures?
With a mailing, you can measure how many customers have opened it, but you don't know why they did so. That's why a conversation at a trade fair may be worth more than a thousand clicks: Because you get to talk to the people who are interested in your products.

What makes a good trade fair film?
It must certainly be relatively short. Trade fair visitors are often overwhelmed by the amount of impressions and, depending on the time of day, quite exhausted. The film has to trigger a decision within minutes: I'm interested in this, I want to know more about it. The advantage of a movie is that it takes away the fear of the threshold and visitors are more likely to stay at the stand because they don't have to explain to a salesperson afterwards why they are not interested in the product. If the film is well received, people are more willing to engage in a conversation at the stand. For it to be well received, it is important that it is fascinating at all times. Not all viewers watch it from the beginning to the end. The enthusiasm for the product must be immediately noticeable in the film.

What is the best way to stage a movie at a trade fair stand?
It has been proven that people almost can't look away from moving images. If a trade fair film is prominently placed at the stand, it acts like a magnet. Such a teaser must be one of the first things people see. It should not be shown hidden somewhere on a small screen. But of course there are various possible uses for films at a trade fair. For example, we have also produced explanatory films for customers that were only designed for iPads and specifically explained the function of an individual product in detail. Or interactive animations that allowed trade fair visitors to find out about the products themselves. We have also created huge 360-degree moving image panoramas that visitors could walk through. There are many ways to integrate moving images into an exhibition stand. It is always important that the staging conveys the message of the product even better.

Should you work on a mass with film music?
Absolutely. The sound certainly accounts for 50 percent of a film's impact. Spoken text, on the other hand, should be avoided in a trade fair film. This is because the trade fair audience is usually international. It is also annoying when statements are constantly repeated.

Can a trade fair film also be used for other purposes - and what adaptations are required?
When we make a film, we make sure right from the start that it can be used for all channels. We generally don't make purely mobile or home screen films or purely trade fair films. The trade fair is often the trigger for making a film - and I think it's a legitimate trigger. However, we clarify with the customer how they can use the film beyond the trade fair. It was clear to those responsible at Steeltec that they wanted to place the film prominently on the website afterwards. The necessary adaptations for further use are usually not complicated.

The last film you produced for Steeltec has been used by the client for ten years. How do you go about making a film work so "timelessly"?
First and foremost, the product must be timeless. This is rarely the case. But it works with steel. The first film we made for Steeltec already showed this. As far as film technology is concerned, our motto is: a real film looks outdated relatively quickly, especially if it contains people, fashion and vehicles. An animated film stays relevant for much longer thanks to its abstraction.

Interview: Simone Isliker