For the 6th time the Abu Dhabi Sustainability Week (ADSW) took place and attracted over 38’000 attendees, representing the largest sustainability gathering in the Middle East. WECONNEX was present throughout the week at the SWISS Pavilion and introduced the extended NEXUS Concept to interested contacts.
The fair is “dedicated to furthering our understanding of the major social, economic and environmental trends shaping the world’s sustainable development” and strives to tackle the world’s pressing issues in energy, water and environment.
Original Marketing-Approach
Lars Willi and Adrian Rutishauser were on site to awaken interest and explain the NEXUS Concept to potential partners and interested investors and organizations. Besides spreading our approach and increasing our network, WECONNEX attracted attention with an innovative guerilla marketing strategy.
We introduced the NEXUS Spiders (actually they are helmet holders for backpacks), which represent the connecting function of a NEXUS Center. During the exhibition, they were used as an offline marketing tool endorsing visitors to to visit the Swiss Pavilion – and, in the best case, engaging them in a conversation about NEXUS.
Collaborative Presence at the SWISS Pavilion
WECONNEX did not occupy a booth within the Swiss Pavilion alone, but shared it in the sense of the NEXUS idea with the Sustainability Platform of WIPO Green as well as with Swiss Fresh Water presenting its water treatment systems. Also ennos with their innovative solar water pumps and Telma AG and their brand new silver disinfection systems were present with brochures and small exhibit goodies at the NEXUS Booth. Like this, we were able to present a showcase of a holistic infrastructure concept.
The Swiss Pavilion itself featured more exhibitors e.g. CleantechAlps, MAN Diesel & Turbo, powerblox and energy depot and was supported by Switzerland Global Enterprise, Yodelhub and T-Link.
There was a collegial spirit and the Pavilion convinced with the Swiss brand and the mix of exhibitors at the booth. We experienced engaged discussions and insightful exchanges with a broad diversity of contacts dominantly from the Middle East and Africa and enjoyed the creative and inspiring atmosphere at the fair.
Source: nexus ch
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