Mflax

mFLAX is a generic term for an elastic textile product to cover car wing mirrors for advertising purposes. The name Mflax is made up of m for mirror and FLAX for flags (German: Spiegelfahne).

Technology

mFLAX is an elastane-polyester mix designed to fit different types of mirror shapes. Compounded by an integrated nanostructure it was invented in Switzerland and is fixed with hooks and elastic bands that allow it to securely grip vehicle side-view mirrors.

Claim

mFLAX was awarded by Handelsblatt the most innovative idea in Germany among start-ups in 2009. The product is an eye-catching elastic material approved by DEKRA (Deutscher Kraftfahrzeug-Überwachungs-Verein, Germany) and DTC (Dynamic Test Center, Switzerland) which turn the side-view mirror into advertising space, fan article, or gadget. The original idea is patent-registered and follows new Ambient Media trends.

The mFLAX is a product that turns the side view mirrors of vehicles (cars, trucks, subways, etc.) into advertising mediums - a new, promotionally effective campaign medium (B2C) that guarantees high awareness (contact quantity) and range. mFLAX can be printed individually with any type of logo, advertisement slogan or image, and thus offer versatile possibilities of use in branding, advertising, communication, and in the fan sector.

The companies behind the product are Transporting Ideas GmbH (Europe) and Katerco LLC (USA), based in Berlin and in South Carolina. The CEOs and founders are Moritz v. Bockum-Dolffs, Moritz Graf zu Stolberg and Kater Heine. The companies focuses on innovative products and solutions. The idea of mFLAX was born in Switzerland and is patent-registered.

Transporting Ideas GmbH was awarded the WECONOMY award in july 2009, a prize organized by the renowned Handelsblatt for innovative entrepreneurs. The WECONOMY Award selection committee consists of nine heads: Professors, Entrepreneurs and Handelsblatt Journalists and considers four criteria: conclusiveness of the business idea, entrepreneurial thinking, innovation and motivation.