Concept Summary

The goal of Covestro's K 2022 campaign was to represent a paradigm shift in trade show appearances. It went beyond the norm, highlighting the company's dedication to sustainable growth, global collaboration, and innovation. Comprising three key components - Space (the digital event platform), Stage (the physical trade show appearance), and Meet the Innovators (an accompanying mini-series) - the campaign created a versatile hybrid platform that engaged a diverse audience. The design of the campaign was a testament to Covestro's core values: courage, curiosity, and colorfulness. At its core, the campaign served a vital purpose: to facilitate collaboration, knowledge sharing, and networking on a global scale with a broader target group. The Space component served as a digital hub, housing Covestro's rich content. Meet the Innovators showcased cutting-edge solutions, while the Stage, located at the K fair in Düsseldorf, acted as the epicentre for forging new connections and initiating future collaborations. The campaign made a mark: • +3000% visitors compared to previous K Fairs. • 700 new connections. • 83% inspired to collaborate. • 69% increased knowledge. • Engagement rate 6x higher than 2019 •Dr. Christopher Stillings, Head of Color & Design, noticed expanded reach with the Meet the Innovators series. Dr. Christian Haessler, Global Circular Economy Program Head, saw K 2022 drive circular economy progress. Covestro's friendly brand stood out, reshaping perception. K 2022 was more than an event; it embodied "Crafting connections with you," fostering collaboration, sustainability, and global reach in the pursuit of a circular economy.