Liqui-Moly at Automechanika

by • June 26, 2015 • EventsComments Off on Liqui-Moly at Automechanika2480

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AUTOMECHANIKAFrankfurt: Automobil Extravaganza

“THE sheer size of it blows you away”, says Alex Morrison, Liqui-Moly Australia’s Retail Product Manager. “You walk and walk and walk, then look at the map and realise you’ve covered only a small fraction.” Automechanika is all about the staggering array of products, as it provides businesses unrivalled access to the worldwide aftermarket industry. Heck, there was even a dedicated Aussie section featuring a dozen homegrown brands. Getting noticed amongst the sea of 4600 other exhibitors requires a very strategic approach and Liqui-Moly was definitely one of the higher-profile companies in attendance – what else would you expect from Germany’s biggest and most popular oil brands (as voted by three of Germany’s most influential motoring magazines). Unlike a number of other stands, Liqui-Moly’s approach was restrained and sophisticated, featuring a very open, very social atmosphere complete with a complementary kitchen and free-flowing cold beer on tap!

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While Liqui-Moly had their full product range attractively displayed, along with significant new product presentations/demonstrations, their overall approach was friendly and low key, even if they were there to do business. “This relaxed vibe was a real winner,” says Alex. “The Liqui-Moly stand was never quiet. It was always packed with people, unlike the obvious and embarrassing lack of foot traffic on some of the more intimidating stands.”

Via a dedicated green screen set-up, Liqui-Moly’s photographer was able to drop the photos onto a range of backgrounds to create a treasured piece of Automechanika memorabilia

Via a dedicated green screen set-up, Liqui-Moly’s photographer was able to drop the photos onto a range of backgrounds to create a treasured piece of Automechanika memorabilia

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With free beer on tap and a commercial kitchen pumping out fine food, it was little wonder the Liqui-Moly chill-out zone was a favorite Automechanika place to do business

Distinctive Liqui-Moly bags were specifically designed to accommodate the large 2015 glamour calendar. With 7500 given out over the five days, these highly-visible bags were everywhere

Distinctive Liqui-Moly bags were specifically designed to accommodate the large 2015 glamour calendar. With 7500 given out over the five days, these highly-visible bags were everywhere

meguiars_sema_liqui_moly_automechanika_23WHAT IS AUTOMECHANIKAUnquestionably the world’s biggest trade fair for the general automotive aftermarket, Automechanika Frankfurt is actually one of 14 auto fairs held around the world. However, with its total display area of 578,000 square metres (6.22 million square feet), Frankfurt is by far the largest. Held bi-annually, Frankfurt 2014 attracted a record 4,631 exhibitors along with 140,000-plus visitors over five days. With around 50 percent of visitors hailing from 173 different countries and 80 percent of exhibitors coming from 71 different countries, Automechanika is a truly global gathering.

Story CRAIG PARKER | Photos LIQUI-MOLY GERMANY

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