RETROSPECTIVE AND OUTLOOK
Anyone who thinks "tractor" first when they hear "Fendt" has probably never been on a camping holiday. Because among campers and caravanners, Fendt-Caravans caravans are the ultimate.
In 2020, the company, which actually belonged to the Fendt Group from 1970 to 1997 and therefore bears its name, is celebrating its 50th anniversary. For management, this was the occasion to review and sharpen the profile and appearance of the brand, which is still successful in the market but no longer entirely up-to-date.
After an agency screening in which we were able to bring our entire brand development and management expertise to bear, Fendt-Caravan decided to embark on this long and exciting journey with us.
WHO ARE WE ACTUALLY?
Brand development processes are not a walk in the park, but a marathon. They require perfect preparation, plenty of time, energy and consistency, and involve a lot of people. In autumn 2018, we began by systematically interviewing senior employees from all areas of the company, dealers, customers and non-customers. The aim was to obtain as comprehensive a picture as possible of the current situation: How is Fendt-Caravan currently perceived? What does the brand stand for? What are its strengths and weaknesses? What is the internal and external view? In parallel, we analyzed the market, competitors, target groups, important trends, etc. The extensive data material was evaluated and assessed in several workshops led by our brand experts.
AND WHO DO WE WANT TO BECOME?
The development of the brand image is then like distilling the "spirit" from the "mash." This happened step by step, through ever greater condensation and concentration.
At the end of this long process, accompanied by many discussions, a brand model for Fendt-Caravan finally emerged, derived from the company's DNA and serving as a guiding vision for the future.
FROM PAPER TO HEARTS
Brand development is a WE process. To become "alive," the brand image must be anchored in the minds and hearts of everyone who shapes the brand. And first and foremost, these are the employees. A task not to be underestimated—after all, it is about translating the often theoretical-sounding messages formulated in marketing speak so that they are understood on the broadest basis. Our idea was to recruit employees from all areas of the company as "translators" for their colleagues. Under the motto "One of us. One like us," we searched for volunteers through casting—and were able to select 18 women and men, young guns and old hands, from the many applicants. A great omen for our project! Each of our protagonists was professionally photographed for a mega poster and given a statement (agreed with them) that derives from the brand image. Four of the protagonists were introduced in more detail in film clips, which also always establish a connection to the brand image, in their professional and private environments.
PREMIERE! PREMIERE!
The posters and film clips were to have their premiere at a brand event to which all employees were invited. The key visual for the event was a metallic puzzle piece that was sent out with the invitation. The deliberately down-to-earth event itself, which incidentally took place about a year after the brand process was initiated, was a success that even surprised management. A panel discussion, moderated by the agency, conveyed the reasons, process and results of the brand development process in a relaxed, vivid way. The unveiling of the mega posters and the screening of the film clips then generated enthusiasm and ovations. And when everyone was finally asked to assemble their puzzle pieces from the invitation on a large wall to form a motif, there was a great rush. A specially published newspaper with the telling title WIR!, which summarized the most important points for everyone once again, was in great demand. The first goal, to get employees on board with the brand development process, has certainly been achieved. But the process is just getting started—and we will continue to accompany Fendt-Caravan with great pleasure!
AWARD-WORTHY
For our work, we were honored twice with the German Brand Award 20:
"WINNER" for revitalization of a traditional brand in the category "Excellence in Brand Strategy and Creation – Internal Branding & Brand Academies"
"SPECIAL MENTION" for revitalization of a traditional brand in the category "Excellence in Brand Strategy and Creation – Employer Brand of the Year"
"Thank you, thank you, thank you!" and "Congratulations" also to our partners:
Rampant Pictures, Ulm (Photography)
RT1 Filmproduktion, Augsburg (Video Production)
Mader Werbetechnik, A-Lauterach (Puzzle Wall and Puzzle Pieces)
vollkommen kreativ | Werbeatelier, Lindau (Mega Posters and Mirror Stickers)
