For the launch event "CiTi by Linde", the contracted agency, insglück from Berlin and forklift truck company Linde Material Handling (Linde MH) as the client received the gold EVA award in the Corporate Events category. More than 1,300 guests were present when, on 5 November 2010, this year's awards for the events industry were handed out. In winning the gold EVA award, Linde MH fought off competition from campaigns by Porsche and Audi. The objective of the EVA awards, which include a total of six categories, is to establish live communication as a fixed component of integrated brand communication.

"The marketing concept for the product launch of the CiTi truck was a resounding success. The CiTi truck is a unique and unconventional product, with which we are attracting completely new customers, market segments and developing new applications", explained Dr. Ralf Dingeldein, Head of New Trucks, who accepted the prize on behalf of Linde MH. "Naturally, this meant that at first things were a bit slow to get going", Dingeldein continued. "However, the reports from markets in which the CiTi truck has already been launched are extremely positive."

Linde MH presented a world premiere of the truck under the motto "easy going" in spring 2010: the "CiTi by Linde" makes urban delivery of goods over the final kilometres more efficient and convenient than ever before. The campaign kicked off with a presentation in front of an international audience. The aim of the creative team was to raise the target groups' awareness of problems with which suppliers are faced on a daily basis during the final metres to the destination of the goods. The agency therefore recreated an inner city scenario — "natural environment" of the lift truck. In equal parts informative and fun, a whole day was dedicated to explaining the functions and benefits of the new product. Spe-cialist information and an interactive experience came together to provide the guests with a tangible product experience that also really stimulated the senses. All elements of the event were designed in such a way that they can be used in a modular fashion for launch campaigns in other countries.

What the panel had to say: lift trucks — who would have thought that they could be fun and even sexy! Linde presented its new "CiTi" in a cheeky, interactive way, which was easily accessible to the target group. The smart concept made the innovative step tangible and presented the lift truck more as a design product. Whether being driven around a course, used as a mobile serving and cooking station or demonstrated by actors: the product was always the focus and stole the limelight — you could even go as far to say that it was a little bit sexy!