Customer: Landesbauernverband in Baden-Württemberg e.V.
Time frame: July – September 2022
Location: Stuttgart – Bad Cannstatt
- Marketing communication
- Client Content Integration
- Realistic real-time rendering
- Interactive Solution
The Landesbauernverband in Baden-Württemberg e. V. (LBV) represents around 33,000 farmers from Baden-Württemberg. 20 independent district farmers’ associations represent the interests of the farming profession at regional level.
For the 101st Landwirtschaftliche Hauptfest at the Cannstatter Wasen, an eye-catcher was to be created for the exhibition stand of the Landesbauernverband, which at the same time would bring the topic of “Agriculture in Baden-Württemberg” closer to the visitors of the trade fair in a lively way. In order to present the content to be conveyed interactively, mld digits developed the “BWbauernhof”, a mini-city that takes up different areas of agriculture – complete with a farm, stables, vineyards, forests, fields and a meadow orchard. Visitors can interact with the application via a touch screen and learn about a wide variety of topics – with text, images, and animations.
The Landwirtschaftliche Hauptfest is a public fair for adults, students, and families with children but also a trade fair for farmers and the agricultural industry. The application therefore had to be designed in such a way that it appeals to different age groups and can be used by them independently and unsupervised.
In addition, it was important that the individual buildings, the surrounding landscape and the agricultural areas were designed to reflect the character of the region.
To meet these challenges, the interactive application was kept very simple in terms of usability and played via a touch screen in combination with a computer. The various topics can be selected via clickable info points, and the content is deliberately formulated simply and illustrated to be understandable for children as well. The info points themselves can be switched off via a button to better explore the farm landscape with all its details.
The farm landscape was designed in low-poly style and special care was taken to make the buildings resemble typical regional architecture. The many small details and animations encouraged visitors to spend a long time with the application and brought a smile to many children’s faces. During the nine-day trade fair, around 150,000 visitors were able to experience Baden-Württemberg’s agriculture in this interactive way.
What’s so special about it?
- Real-time rendered application with stylized look in low-poly style
- Gamified communication of agricultural topics
- Applicable for a wide range of age groups due to simple user interface and information
- Unsupervised use of the application possible during the trade fair
- Many small details invite to explore
(translated into English)
The customers are thrilled with the implementation. LWH project manager Ida Hartmann and colleague Andrea Bauer are pleased with the successful collaboration with mld digits: “Our ideas were implemented directly, and attention to detail was also paid. The farm and the surroundings are very realistic and modern in design. The small animations, some of them hidden, add a special charm and delighted the visitors. In case of questions or problems in advance, mld digits was a reliable contact person. It took only a few weeks from the first conversation to the completion of the application. In addition, we received regular insight into the progress of the project.”