We had the opportunity to devise and implement a trade fair appearance for RUAG, the technology partner to the Swiss Armed Forces, for “Swiss Skills 2022” in Bern. Around 120,000 visitors drew inspiration from the diversity of the professional world over five days at the Swiss Vocational Championships. As a sponsor of “Swiss Skills”, it was important to RUAG to be present with a sophisticated trade fair appearance, to interest the predominantly young visitors in its range of apprenticeship positions and in itself as a training company.
Storytelling to guide visitors
The stand in the brand’s colours conveyed the values and characteristics of RUAG in a fun way. The school pupils were guided round the trade fair stand on the symbolic “path to success”. The theme of climbing and the safety rope was an overarching storytelling element that ran through the concept and symbolised courage, precision, coordination, and trust in a reliable partner.
Experiencing the brand
The centrepiece of the trade fair experience was a wooden bouldering wall. This could be seen from a distance and was a magnet for young people. Stories about current apprentices, pull-out information drawers and a wall that the young people designed themselves with coloured threads provided additional activation. They were able to match their skills and expectations to the apprenticeships at RUAG, in order to find the training path that was right for them.
Away from digital
We intentionally placed a focus on haptic interaction for RUAG’s trade fair appearance. The reduction to the purely physical experience – far from digital presentation methods – was unique in this form at “Swiss Skills”, making it a complete success.
The trade fair appearance at Swiss Skills captured young people’s enthusiasm.
Felix Graf, RUAG AG
