The IFA in Berlin is one of the world's most important trade fairs for consumer electronics and home appliances. In 2025, it was once again the central meeting place for international brands, innovations and an expert audience.

For our customer Midea, we provided a large team of 100 brand ambassadors who ensured a professional and seamless brand presence throughout the trade fair.

The focus was on active product advice and visitor engagement. Our brand ambassadors presented the latest home solutions from Midea and explained them in direct conversation with trade fair visitors — including washing machines, vacuum robots and refrigerators: products that are not only technically convincing, but also need to be explained clearly and tangibly in a personal exchange.

Qualified stand personnel are crucial when it comes to products that require explanation. We specifically prepare our teams to explain complex functions in an accessible way, highlight key advantages and respond to individual visitor questions. The focus is not only on product presentation, but above all on turning interest into concrete purchase intent.

An assignment of this scale requires precise organisation in the background. We managed the coordination of 100 brand ambassadors entirely digitally — from deployment planning to time recording. Through clear structures and defined responsibilities, we maintained a consistently high quality standard throughout.

The result: a consistently professional presence at the exhibition stand, a high level of visitor interaction and a strong Midea brand presence at one of the most important industry platforms worldwide.

IFA 2025 has once again shown that a convincing trade fair presence is not only built on products — but on the people who present them.

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