Look! Up in the air!
Friedrichshafen famously is home to the Zeppelin Museum, which includes a full-scale model of the Hindenburg, so it's no surprise that some enterprising companies will play on that theme to get attention.
A supplier of surface treatment technologies to the consumer and industrial markets, Wagner (Markdorf, Germany) made sure its name dominated the skies over Fakuma. Back down on earth, however, they were nowhere to be found in the exhibition halls.
Odd? Maybe, but the company got plenty of attention via the blimp, including here, without even exhibiting.