The world record makers
Review: It’s not about the brand, it’s about what moves it. New brand appearance Meyer Burger at international events around the globe.
When a customer is bursting with passion and excitement and simultaneously is launching top-notch technology, then subpar ideas just aren’t enough.
“They have to be showcased”
First there is enthusiasm. The new brand presentation was initiated by a shift in the global strategy of Meyer Burger.
The existing claim contained the risk to be misunderstood, especially in the main market of China. The technology was complex and the machines were large – too large for an event or a sales talk in the meeting room.
So back to the beginning and start with the brand.
Due to and despite of seven years of cooperation, it was possible to reinvent the appearance without provoking a break in the past.
It was about 4 levels:
Consulting, Creation, Planning & Execution
Meyer Burger (Switzerland) AG
Shanghai & Munich
250 qm & 150 qm
1 – Be relevant and inspire emotionally
With Creating Champions, we developed a core statement that applied across all levels and to all target groups. Using key visuals with genuine, international employees and partners, we were able to authentically convey Meyer Burger’s uniqueness and charge it emotionally.
2 – Eyecatching and activating
The technological power in the form of a PV-module, with world record performance, continued to function as an eye-catcher and attracted interested parties. We strengthened this lever and placed the module in the holistic context of the entire value chain through a combination of analogue staging and AR application.
3 – Individual customer journeys
Through the combination of communication, technology and architecture, we were able to offer the many different target groups individual orientation, added value and immersive experiences along their journey.
4 – Agility above all
The concept had to work globally in different markets of different sizes. For this we designed a modular architecture that was both small and large, with a strong impact and recognition, but which allowed for maximum efficiency and flexibility in project management. We developed our technology accordingly and extended it into a sales app.