The eighth national VCI Open Day (German Chemical Industry Association) was attended by approximately 300,000 visitors throughout Germany. In Leverkusen 25,000 of them took the opportunity to take a look behind the scenes and to obtain first-hand information.
As an integral member of the VCI Bayer chose the title of “Better Life“ for its communicative focus with the aim of conveying how its products contribute directly or indirectly to improving lives. The visitors to the open day would become “Better Life“ ambassadors and help strengthen the Bayer brand.
Innumerable projects have already proven that the chemistry between Bayer and facts and fiction is good. For this project we took over the development of overall event concept for the main site at Leverkusen as well as for the satellite appearances at ten other Bayer subsidiaries. Apart from the selection of topics and the editorial implementation, the tasks included logistics and the coordination of all areas.
With regard to editorial work, we oriented ourselves on the travelling exhibition “Science For A Better Life“ and the principle of assigning topics to letters of the alphabet we had previously developed for Bayer. The result was a parlour game with ten adventure stations each dealing with an important topic for Bayer.
All stations featured a strict triad: firstly, a Bayer product or field of research such as oncology; secondly, a catchy, symbolic title for the corresponding station such as “intruder”, and thirdly, an action, for example, archery. In combination, these three features add up to the message “precise weapons against cancer“.
Three more letters and their meanings were ”B“auen (building) – Bayer insulating material is used in the energy-saving house of the future; “L“ebensfreude (lust for life) –a pantomime shows how close laughing and crying are to each other and how Bayer pharmaceuticals help to alleviate pain. „F“ahrspaß (joy of driving) – peddle-powered go-carts symbolise environmentally friendly driving and the electric cars used to transport Bayer materials.
The ten stations impressively illustrated how many fields of our everyday lives Bayer products play an important role in – and often without our knowledge. This core message was conveyed in an approachable, easily understandable way.
At the centre of the game, a 600-metre-square organically designed pavilion accommodated a large lounge with a stage. This was used to present a music and entertainment programme mainly performed by Bayer clubs thus emphasising the social commitment of the enterprise and also served as a place for discussions: every hour a talk show dealt with various, sometimes controversial topics to overcome prejudice. This makes a better life, too.