Exhibition Marketing at Mobile World Congress

Brief: To deliver a bespoke 36m2 exhibition stand that would communicate the client's brand values and give them the wow factor to stand out from their competitors. We also had to provide them with appropriate meeting and storage spaces to operate efficiently during this week-long event.

Location: GSMA's Mobile World Congress, FIRA, Barcelona

Solution: We spent time with the client, asked all the important questions, and built an extremely detailed exhibition brief before going out to tender to find the right stand designer. We then worked very closely with the brilliant designer to ensure that all of our client's needs were met and their expectations were exceeded. At the same time, we were in talks with the exhibition organisers to locate just the right spot for our client in the exhibition halls, and we handled all of the stand-booking paperwork and administration. 

We also worked hard to ensure that everything that went onto the stand, from furniture to lighting, was carefully considered and fitted with our client's corporate image. The brief was more about providing a great space for meetings than engaging walk-by business, but nevertheless we wanted the brand to stick in people's minds. We also wanted to stand out from the crowd in order to get plenty of press coverage. 

Bluwan stand at MWC     Bluwan multi-touch table

One of the ways we did this was to hire in an amazing product - a multi-touch table which functioned in a similar way to a giant iPad, but built into a table, and capable of processing more than one touch at a time. This was pre-loaded with the client's graphics and video content, and proved to be incredibly successful as a means of engaging with potential clients and members of the press alike. 

Challenges: The administration involved in exhibiting at such an enormous trade show (240,000 m2) was complex and time consuming, and coordinating all of our different suppliers meant that we had to be extremely organised and detail-oriented. In fact, our numerous spreadsheets and task lists became something of a running joke with some suppliers, but at the end of the day everything ran smoothly and got delivered on time and on budget. Our role onsite was to supervise the handover of the stand, and deal with unforeseen problems. Due to an issue between the lighting and the multi-touch table, this did lead to us rushing around Barcelona on a Sunday afternoon trying to find LED lightbulbs. Which, of course, we did. 

Favourite moments: It was great when the CEO inspected the stand and was really happy with the quality of all the finishes, and we loved seeing a huge number of people taking photos of the finished product. It was also great to hear that it generated plenty of well-deserved good publicity for our client.  

Client meeting room


  • I would really like to thank you for all your hard work. We were very happy with the service, your absolute professionalism, attention to detail and recommendations.
    Marketing Director
    Engineering Company

  • Animo’s team were brilliant. They are all a pleasure to work with too - patient, cheerful & diplomatic. I can't recommend them highly enough.
    Marketing and PR Company

  • Many thanks for organizing and running a great day. I was really pleased with how things went and feedback from our sales partners has been very positive. Thank you for all your hard work!
    UK Sales Manager
    Sat Nav company

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    International Removals Company

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    Telecoms Company