Company

SMS MEER is a division of the SMS group – the world market leader in plant and mechanical engineering for the steel and non-ferrous metal industry. 3,200 employees work for SMS MEER at sites in Europe, Asia, North and South America as well as in the Middle East region. The headquarters of the family-run company are in Monchengladbach, North Rhine-Westphalia. This is the nerve center for the highly modern production of pipeline tubes, tracks for high-speed trains, gearbox parts of the Mercedes S-Class and gigantic wind turbine towers.


Task

For SMS MEER, a company that operates internationally from its base in Monchengladbach, Düsseldorf Airport is the first point of contact for many of its customers. During major trade fairs in particular, the group wishes to leverage Düsseldorf Airport’s attractive communication options. Firstly, to welcome its customers in the special SMS MEER way, and secondly, to start raising awareness of the innovations awaiting them at the trade fair stand even as they arrive. As the majority of trade fair visitors travel to Düsseldorf by air, the target group match is particularly high.


Solution

The SMS MEER product range is even more eye-catching when presented in the form of moving images. The company therefore relies on the innovative DUS AD WALKs offered by the Airport Advertising team. The promotional ads consist of five consecutively arranged 40 or 52 inch TFT screens located along the passenger walkways in the pier shopping malls. Using cutting-edge, fascinating video sequences, SMS MEER was able to present its product range to customers, suppliers and other industry players on their way to Tube&Wire 2012 in Düsseldorf, right after they landed. The results were highly successful. Even before arriving at the trade fair, the company managed to thrust its product range into the focus of its target group. According to the SMS MEER team, the DUS AD WALK is "a good form of advertising for everyone who wants to reach an international audience."