Wolffkran More Giving lift to an iconic business that pioneered the tower crane Brief TO BRING TECHNICAL PRODUCTS AND SERVICES TO LIFE BY MARKETING THEIR UNIQUE POINTS OF DIFFERENCE TO A KEY MARKET SEGMENT AT THE BAUMA CONSTRUCTION FAIR. WOLFF Tower Cranes is arguably the preeminent tower crane manufacturer in the world, with a broad portfolio of integrated services. Responsible for some of the most iconic buildings in the world, and at the forefront of technical innovation and product design to build more safely, economically and efficiently – reducing the impact on the environment and budgets. WOLFF take part in the Bauma Construction Fair every two years, which gives them a platform to showcase their products and services to businesses from across Europe. Medicine Man was approached to create a marketing campaign to increase visitors and to articulate their offering to key market segments. Client: WOLFFKRAN Services: Digital, Strategy, Campaign SECTOR: Construction Approach Understanding the vision and ethos of the Wolffkran business Fundamental to the development of integrated communications pieces was to understand the vision and ethos of the WOLFF business. We went the extra mile to visit the factory in Germany and interview senior leadership to understand the drivers behind the passion and pursuit of lifting excellence. Our background research gave us a unique insight into how best to deploy our efforts. Firstly, we recognised that we would need to clearly define each of the products and services, setting out a value proposition for each. Having done that, we would then need to coalesce each separate offering into a larger story that represented the values of the business – all of which would be supported by creative to be marketed at key industry events. Once each product and service had been defined, we used existing brand language to bring each offering to life. A series of ‘tags’ were designed based on the WOLFFKRAN logo – a flexible solution that played on the brand history and provided a platform for the future. These tags put a simple name to each offering, and made it much easier for sales teams to refer to product lines and services. For the MORE campaign we took inspiration from Wolffkran’s exhibition stand. The existing stand had a memorable look – elegant black with accentuated red structural elements; geometric, constructivist, and very reminiscent of Bahuaus and Swiss design in its sharpness, directness and simplicity. We explored a solution that amplified these characteristics, building upon the virtues of the existing brand and the BAUMA stand. We deliberately increased the size of the word MORE over the WOLFFKRAN logo to emphasize the lock-up as a campaign rather than a brand offering. To achieve a balanced composition, we used an outlined font, that decreased the visual weight of the word MORE and at the same time was suggestive of structure, cranes, and stages of construction. Replacing the letter O with the plus sign reinforced the meaning of the MORE word and nicely echoes the silhouette of a very simplified crane. We created a supporting motif based on the shape of the ‘plus’ sign – adding layer by layer the sign becomes a structure. Fine red lines resemble crane beams and acquire a cdepth that makes the result interesting and very fitting with the existing experience inside BAUMA’s stand. It is likely that many visitors have been inside the stand in previous editions, and recalling the visuals from the stand plays both on memories and familiarity. We were confident that by giving the existing design a refresh, we could achieve the best results. The campaign ran across different channels – from banners and billboards to digital EDMs and events. Many of the final touch points were to be developed over in Germany by internal teams and other partners. MM put together a range of different applications to make sure the original look and feel was preserved when deliverables were developed by other teams. A key supporting asset for the campaign was a microsite, designed and developed by Medicine Man. The microsite could act as a key touchpoint for attendees, who could sign-in to access additional activities and information about WOLFFKRAN. Most importantly, the microsite allowed us to track the effectiveness and response to individual campaign pieces. Results FOR THE FIRST TIME WOLFF HAD A CLEAR MARKET LEADING ‘COMPLETE LIFTING SOLUTIONS’ OFFER THAT WAS BACKED UP BY MULTI-CHANNEL MARKETING COMMUNICATION ASSETS. WE COULD EMPLOY THESE INTO THE VARIOUS CAMPAIGNS TO RAISE PRODUCT, SERVICE AND EVENT AWARENESS. Let’s Work Together We are always happy to hear from you. Do you like what you see? Get in touch with us to discover our services and solutions for your business. Get Started