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Die Mobiliar 2025

Activation for Mobiliar

For its sponsorship presence at the Energy Events, Mobiliar relies on gamification.

Client: Die Mobiliar
Year: 2025
Format: Sponsorship presence with stand and experience container
Location: Hallenstadion Zürich and Stockhorn Arena Thun
Services: Sponsorship activations, Gamification

At a glance

Mobiliar's sponsorship presence at the Energy Events, with a stand in the Hallenstadion Zürich and an experience container at Energy Air in Thun
Target group 14 to 26, the new youth campaign «Safe, was immer kommt.» translated into live marketing
A game with buzzer and countdown, building sentences from given youth slang words in 60 seconds, plus a photo activation with a personal message
Concept, game design and programming, CAD stand design, construction, logistics and on-site support from one team

The goal of the interactive activation is to emotionally engage young people and introduce them to the Mobiliar brand in a fresh, humorous and surprising way. Gamification and adrenaline included.

The activation on video

At the Energy concerts the Mobiliar stand serves not only as a meeting point for invited guests but also as an experience space for all visitors. With a clear focus on 14 to 26 year olds it creates a positive brand experience. Our task was to translate the new youth campaign into live marketing.

Entrance of the Hallenstadion Zürich with two red Mobiliar beach flags in front of the lettering «We stage great emotions» — The stand in the foyer of the Hallenstadion Zürich, below the LED wall of the NRJ Star Night

The claim «Safe, was immer kommt.» served as the anchor and was turned into an experience. This creates a direct link to the overarching brand message, reinterpreted for physical space.

The Mobiliar container

At Energy Air in the Stockhorn Arena Thun, Mobiliar presented itself with a container. It offers an ideal space for gamification experiences, and thanks to the flexible solution the activation can now take place outdoors, whatever the weather.

White glass container with an illuminated Mobiliar sign and an orange campaign banner «Wir versichern Late-Night-Poet» in front of the Stockhorn Arena Thun

Open container by day with a red Mobiliar flag, coloured cubes and promoters inside — The container at Energy Air: by day, at dusk and at night

Container at dusk, lit from inside, with words such as «Energy Air», «Vibe» and «Headliner» on the outer wall — The container at Energy Air: by day, at dusk and at night

Tailor-made stand design

Our creative, game design and construction teams had free rein for the Mobiliar project. The stand design was tailored to the demanding conditions in the Hallenstadion Zürich, meticulously planned in CAD and built with precisely fitting modules.

Stand visualisations / CAD design

CAD rendering of the stand with grey walls, screens reading «Wir versichern Zukunftshoffnungen», a disco ball motif and coloured cubes — CAD visualisations from the planning phase, with visitor flow and queue

CAD rendering with a green photo wall, one person in front of it and figures waiting at the entrance — CAD visualisations from the planning phase, with visitor flow and queue

Game design as an experience booster

For the activation we developed a playful format that combines pace, creativity and humour, tailored to the young target group. The task: build cool sentences from given youth slang words within 60 seconds.

As soon as the buzzer was pressed the countdown started. The ticking of an alarm clock in the sound design built subtle pressure, while light effects and a visible ten-second finale on the screen raised the tension.

Particularly noteworthy is the creative integration of the gamification approach, which promotes the activation in an innovative and engaging way.

— Laura Keene, Project Manager Sponsoring & Live Marketing, Mobiliar

Behind the scenes

Making-of

Scope

Concept development
Game design and programming
Stand design and construction
Visualisations (CAD)
Logistics
Set-up and dismantling
Briefing and on-site support
Interim storage of stand material

«The collaboration with made Marketing in developing our new stand concept was extremely productive and inspiring. Many thanks to the entire team for the fantastic cooperation.»

Laura Keene Project Manager Sponsoring & Live Marketing, Mobiliar

Credits

Client: Die Mobiliar
Services: Sponsorship activations, Gamification
Location: Hallenstadion Zürich and Stockhorn Arena Thun
Year: 2025
Topics: live-marketing, energy-events

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Rachel Manetsch

Rachel Manetsch
Co-owner, innovation and concept development

+41 79 337 21 08
rachel@mademarketing.ch