MAN Truck Generation Launch
„Simply my Truck“
“Simply my Truck” — this is the feeling drivers and customers were meant to associate with the new MAN Truck Generation. MAN Truck & Bus unveiled the new MAN Truck Generation to the world in the Spanish port city of Bilbao. The reveal event was also broadcast as a live stream on MAN’s YouTube channel.
Marketplace Deep Dive
In four thematically structured zones, visitors were able to explore the extensive innovations of the new truck generation firsthand. At the heart of the experience was the high-quality visual staging of key vehicle characteristics, features, services, and the overall design. The exhibits offered a playful approach, providing in-depth yet concisely prepared information along with rich multimedia content.
All exhibits featured intuitive navigation, inviting visitors to interact with the content. The total of nine interactive exhibits we developed included augmented reality applications, several touch walls—some with control tables—a holographic display, and a 360° touch table.
Optimised Uptime
A highlight was a playful application in which users guided a “real” miniature MAN truck along the exhibit’s displays, using it to navigate through the application.
MAN SmartSelect
At the heart of the interactive application was the original MAN SmartSelect, which users could test hands-on. The exhibit itself was designed like a tutorial: on the display, users were given comprehensive insights into the intuitive operation of MAN SmartSelect.
Holographic Display
A holographic projection brought the new truck generation to life in an unusual way: the truck could be rotated using hand gestures. With the camera function, users were also able to project themselves next to the truck and take a photo. A QR code then allowed them to download the image directly to their smartphone.
Event Manual und Toolbox
With the custom-developed event manual and toolbox, the graphics, show elements, and exhibits of the central launch event can be reused for follow-up events worldwide, ensuring a consistent visual identity. Access is provided via MAN’s brand portal: within the toolbox, applications can be downloaded directly or customized language versions can be requested.