---
title: "Activation for Mobiliar"
description: "For its sponsorship presence at the Energy Events, Mobiliar relies on gamification."
type: "case study"
client: "Die Mobiliar"
date: "2025-03-21"
format: "Sponsorship presence with stand and experience container"
location: "Hallenstadion Zürich and Stockhorn Arena Thun"
services: ["gamification","sponsoring-auftritte"]
language: "en"
canonical_url: "https://mademarketing.ch/en/cases/gamification-fur-mobiliar"
publisher: "made Marketing GmbH, Zürich"
llms_txt: "https://mademarketing.ch/llms.txt"
---

# Activation for Mobiliar

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

Video: The activation on video, https://player.vimeo.com/video/1082249801

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.

Images (4):
- Foyer of the Hallenstadion Zürich with the Mobiliar stand under the LED wall: coloured cubes, word wall, red pillar and a screen with the Mobiliar logo
- Entrance of the Hallenstadion Zürich with two red Mobiliar beach flags in front of the lettering «We stage great emotions»
- Promoter in a red Mobiliar shirt at the word wall with magnetic words such as «Bruh» and «Alpha», next to the red buzzer on a green pedestal
- Sign «Snap it! Dein Foto mit deiner Message» in front of the stand, behind it queue barriers and the red Mobiliar cube

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.

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

Images (4):
- Open container by day with a red Mobiliar flag, coloured cubes and promoters inside
- Container at dusk, lit from inside, with words such as «Energy Air», «Vibe» and «Headliner» on the outer wall
- Container at night with red and blue interior light, word wall, screen and queue barriers in front
- Young visitors in front of the Stockhorn Arena, with the Mobiliar container and the mountains in the background

## 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

Images (4):
- CAD rendering of the stand with grey walls, screens reading «Wir versichern Zukunftshoffnungen», a disco ball motif and coloured cubes
- CAD rendering with a green photo wall, one person in front of it and figures waiting at the entrance
- CAD rendering of the queue with rope barriers in front of the word wall «Safe, gönnen wir uns heute richtig»
- Isometric CAD rendering of the whole stand with truss, screen, buzzer pedestal and visitor figures

## 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

Video: Making-of, https://player.vimeo.com/video/1082321160

### 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

## Client quote

> 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

_Image descriptions from the galleries; the photos themselves are on the HTML page._