The Tech Open Air (TOA) is europe’s largest interdisciplinary technology festival. The trendy event taking place in Berlin draws up to 15,000 visitors every year – the ideal place to establish contact with one’s target group as a technology company. T-Systems also wanted to position itself there in 2018 as a partner for innovative technology solutions with a target-group-orientated offer. The objective was to promote interaction and to strengthen a positive image with interesting hands-on experiences.
Phocus Brand Contact developed the Magenta Urban Garden for this purpose, situated in the outdoor area of the old broadcasting centre. The event space framed by containers offered the festival visitors a place to relax, learn and create. In the Maker Space, visitors could design their own digital chair and received a Johan Stool as a thank you, produced on site with a CNC lathe. The Open Lab offered various workshops about topics such as Blockchain and Distributed ledger technology. The open space with a bar positioned in the middle served as a place to relax, work and network. Apart from an overall communication concept for the TOA, the event was accompanied by a wide social media campaign on Xing, Facebook and Twitter