The 2012 edition of Intermat (Paris, 16th-21th April), the International Exhibition for Equipment and Techniques for Construction and Materials Industries, was a great success for MB S.p.A..

The Vicenza-based company set up 4 display areas, two indoor and two outdoor. Following the 2011 success of Samoter, where MB amazed everyone with its Burlesque show, at Intermat the company set up a real life indoor stage where Pole Dancing shows by Italian champion Valeria Bonalume took place five times a day. The shows were full of energy, designed to entertain the public and, above all, to liken the movements, physical strength, technique, dedication and professionalism of the athlete to the cutting edge products of MB.

Outdoors meanwhile, MB set up a large demonstration area where visitors could witness the crusher buckets, screening buckets and the new Mb-L crusher bucket at work; this latest creation is adapted to buckets, mini buckets and backhoe loaders, meeting with a success that was far beyond anyone's expectations.

It was also at the Intermat tradeshow that the new worldwide campaign by photographer Angelo Gigli was presented. "Try me, feel the difference" plays on the ambitious pairing of the flagship product of the company with the playful and supernatural world of superheroes.