After rebranding and on the way to becoming an international “brand”. This is where a 60th anniversary is the perfect fit. The focus of the 60th anniversary is to activate and motivate employees and partners und turn them into genuine brand ambassadors. Make them into fans of the brand who identify closely with the brand essence “PASSION” and pass it on to others. The event enhances identification and a feeling of community in the international team.
In a venue that underwent several changes during the day, the event kicked off with an absolute surprise: FEINMETALL employees and guests who had been expecting a classic and rather old-fashioned gala event, stepped into an extremely cool off location, that became the perfect project backdrop and party venue to generate a unique brand feeling.
The production is compact and compelling. From WOW Moment 1: The premiere of the brand new company song, through WOW Moment 2: Participants are successfully coached to become the biggest band in the world (electric guitars, E-bass guitars, drum sets, vocals), to WOW Moment 3: where they are the main characters in a music video of their own brand song and in which they do a live performance of the company song. Simply unbelievable!
Just as difficult to imagine: How much love and detail and extra miles were invested in advance to translate this extraordinary idea into action, dramaturgically, musically and technically! It quickly became clear: Surprise accomplished! More fun, emotion and identification with the brand is simply not possible! The event sustainably enhanced the identification and the feeling of togetherness of this international team.
The event was also the starting point for an international social media campaign for employer branding. The most important part of the social media campaign: Voluntary brand ambassadors help to perform the company song as a music video in the international subsidiaries. Parts of these videos were then included in the final music video. At the end of the anniversary year the FEINMETALL music video celebrated its global debut with participants from around the world.