HAPTICAlive19 slider - HAPTICA live ’19: A good feeling

D – Look & Feel was the motto of the HAPTICA® live ‘19 on March 20, 2019. And there was plenty to look at and feel for the according to the official attendance figure 1,840 visitors (previous year: 1,803 visitors) of the meanwhile seventh edition of the “Experience of Haptic Advertising”. 198 exhibitors (previous year: 193 exhibitors) presented the novelties, bestsellers and highlights of their line-ups at the World Conference Center Bonn (WCCB). Brand-name companies, famous specialists, global players with full ranges, niche suppliers and trendy start-ups not only presented what is en vogue among the classic products such as textiles, writing instruments, drinkware, electronic gadgets, cuddly toys or sweets, but indeed surprised the guests again and again with totally new product ideas – whether edible coffee mugs, personalisable sneakers or foldable seat cubes, notebooks whose pages can be written on again after being warmed up in the microwave or chocolate that helps plant trees. Alongside individually designable solutions, the trend towards more sustainability also caught the eye. The organisers, WA Media, paid tribute to the latter with the newly published Green Guide.

The German-language lecture programme proved to be a crowd-puller once more: During the lecture by Michael Geiseler, Fisherman’s Friend, all 200 seats were occupied, but the three other lectures met with great interest as well. Two further programme items of the HAPTICA® live also delivered ample inspiration. For example, 17 international cases were exhibited in the Best Practice Show that was as usual decorated with great love for detail and which illustrated the creative potential of haptic advertising in an exemplary way: from the Matryoschka doll, which vividly demonstrated the phases of a transgender child, through to the lolly that simultaneously serves the purpose of winning over stem cell samples in the fight against leukaemia. The 44 award winners of the Promotional Gift Award 2019 were not displayed in showcases for the first time this year, but instead presented in an open format, which enabled the visitors to actually try them out and experience their haptic qualities instead of just looking at the award-winning items. Following tradition, the award winners were also presented with their trophies at the HAPTICA® live in the scope of the entertaining award ceremony.

HAPTICAlive19 02 - HAPTICA live ’19: A good feeling
HAPTICAlive19 11 - HAPTICA live ’19: A good feeling
The exhibitors and visitors unanimously praised the multitude of interesting discussions, the prevailing communicative and harmonious mood, the consistently implemented CI of the event that was aligned on the corporate colours of WA Media and not least the feel-good atmosphere that was enhanced among other things by small comforts such as a coffee bike and the HAPTICA® ice Lounge, diverse prize draws of the exhibitors or the possibility to take over the leading role in a flipbook. Overall, the quality of the visitors seems to have improved further. The event has evidently succeeded in giving the visitors from the marketing and procurement departments, agencies and the promotional products trade the feeling for the power of haptic advertising.

The concept, which is unique within the industry, that allows promotional products users to register directly for the event – without needing to be invited via a promotional products distributor – has also established itself. Around two thirds of the visitors are end users, the remaining third are distributors. The quota of first-time visitors was 55%.

The next edition of the HAPTICA® live is scheduled to take place on March 18, 2020 once again at the WCCB. A detailed report on the HAPTICA® live ’19 will be published in eppi magazine No. 128 (April 17, 2019).

// Dr. Mischa Delbrouck



Exhibitor opinions:

The aisles were already full at half past nine and we were very busy. In spite of the varying quality of the visitors, we received several promising enquiries and projects that we can address jointly. Our location close to the stage was an advantage for us, because a wave of visitors descended upon our stand after every lecture. We forgot the odd organisational detail in the run-up to the show, but thanks to the flexible handling on-site everything went very smoothly.

A crowded stand and plenty of interesting discussions – we were impressed by the show. Since we only sell via the trade, we suggested a distributor to the industry customers, who weren’t invited to attend by a distributor. Finally, the spectrum of exhibitors is exciting – we got to know several new companies. The stage programme in the morning didn’t disturb us, however the award ceremony of the Promotional Gift Award is rather loud.

We have been on board as an exhibitor at the HAPTICA® live from the beginning and always enjoy participating. We were very busy again this year and held very many nice, good dialogues. There is plenty of interest and we registered many concrete enquiries.


Visitor opinions:

The number and selection of exhibitors is perfectly aligned and I very much enjoy coming to Bonn every year. The HAPTICA® live is a creative show with a very special spirit that doesn’t exist at other shows. I found the focus on sustainability really good, the exhibited examples of best practice are extraordinary and it is fun being able to examine and feel the products live.

This is my first time at the HAPTICA® live and I find the event very interesting. Everything is so clearly designed, not cluttered and one meets ups with many exciting producers, including both old acquaintances and new companies. Haptic advertising particularly plays an important role in the field of football: Merchandising has an emotionalising effect, one can reach an amazing amount of people via storytelling and make our business tangible.

The HAPTICA® live is the only larger show we attend – we can find everything here, compactly and clearly presented. We discover something new every year here, i.e. in the smartphone accessories segment. Furthermore, it is exciting that the focus is placed on the theme sustainability – three years ago the segment was hardly represented.


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Photos: Jens C. Friedrich, Thomas Gebhard, Sabine Klüser, Beke Milas, © WA Media

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