Eichborn is the publisher with the fly logo. Humorous, brave and unconventional. To strengthen the publisher’s positioning at the Frankfurt Book Fair, and to drive the public to the company’s exhibition stand, we used the Eichborn logo, the fly, and created a new form of advertising:flyvertising. Or more precisely, the first fly banner in the world. We equipped 200 real flies with ultra light banners. The line on the banner read: ‘Eichborn. The publisher with the fly. Hall 4.1. Stand E146’. We released the flies from the Eichborn exhibition stand, from where they conquered the whole exhibition hall.
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