The Briefing

The Autosalon—an icon in the automotive world—faced an uncertain future after a three-year break. In a landscape shaped by post-pandemic challenges and supply chain disruptions, FEBIAC needed to reintroduce the event with a bang. Their task: not just to bring people back, but to captivate a younger, first-time audience while celebrating 100 years of automotive history. FEBIAC turned to AddRetail to craft a campaign that would weave together elegance, innovation, and emotional connection, ensuring that the return of the Autosalon felt like a personal invitation to every visitor.

The Story

Reviving the Autosalon was not just a challenge—it was a thrilling adventure. AddRetail, with its creative energy and strategic insight, teamed up with FEBIAC to make the 100th edition of the Autosalon a truly special event. The theme "100 sensations, 1 show" wasn’t just a tagline—it was a promise of wonder, blending past, present, and future into an unforgettable experience.

From the outset, we knew the key was not just showing off cars, but evoking the feelings they inspire. Cars are more than metal and engines—they’re freedom, excitement, and memories waiting to be made. The event space became a playground for visitors, where every corner offered a new sensory delight, from cutting-edge technology to nostalgic tributes to classic models.

AddRetail brought the Autosalon to life across digital and real-world touchpoints. From social media to ticketing, every step was crafted to create a smooth, engaging experience. The result was magical: the streets buzzed with excitement, and influencers amplified the campaign's message, ensuring it reached far and wide. Visitors didn’t just come to see cars—they came to feel them, to engage with the magic of innovation, and to relive their love for the road.

The numbers speak for themselves: 271,000 visitors in just 9 days, a media return of €1.785 million, and 80% of leads coming directly from our campaigns. This wasn’t just an event—it was a love letter to the automotive world, written with passion, precision, and a touch of magic. The Autosalon didn’t just come back—it came back with heart.

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