Welser Profile is the specialist for individual solutions in the area of cold roll profiling. The film “smartXellence punching and cutting” shows the production process for two customized components which are produced in various lengths in the same production process, thus clearly showing Welser Profile’s outstanding competence in the individual production steps of punching and cutting.

Objective:

The “smartXellence” brand stands for Welser Profile’s comprehensive expert knowledge and technological leadership in metal forming and machining. In the course of the brand’s launch, Welser Profile’s broad palette of manufacturing techniques was descriptively presented in the form of scenic impressions corresponding to the individual steps in the production process. In order to ensure confidentiality and protect technical know-how, a visual language was developed to represent the technological stages of production in a “virtual factory” without revealing internal secrets.

Intended uses:

The films are used at trade shows, in the internet, in digital signage and in personal sales talks. In such instances the medium of film is at its best, ensuring that the message is always presented completely and technologically correctly, remaining in the minds of the viewers through its emotional appeal.

At the US International Film & Video Festival, planB won the Silver Screen Award in the category “Environmental Issues” for its animated movie short about the global power management corporation Eaton.
This is the second award for the animated movie short on the subject of renewable energy, which in 2011 won the Gold Dolphin in Cannes. “It’s fantastic that the film has also received such great recognition here in America, where Eaton has its headquarters,” said Patrick Hein, Communication Manager of PDCD Eaton.
On 20 January 2012 the founder of the US International Film & Video Festival, Lee Gluckman, presented the coveted trophy to the Managing Director of planB Advertising Agency, Gregor Jasch, who was in Los Angeles to attend the NAMM Show. The presentation took place at the Sky Bar in the glamorous Mondrian Hotel, where the founder of the film prize and Gregor Jasch hit it off immediately. Founder Lee Gluckman observed, “The unique thing about our festival is that the judging of all the entries is international. We send out different entries to different judges all over the world. This eliminates the opportunities for vote trading.”
Founded in 1967, the US International Film & Video Festival is a leading international event worldwide; it honors outstanding business, television, documentary, entertainment and industry productions in the area of film and video. Every year the jury selects eleven winners from among hundreds of entries from all over the world.

Eaton approached planB in autumn 2010 with the commission to position the company as the trailblazer for the safe use of renewable energy in the European market. A strategy planning process gave birth to the idea of an integrated campaign to be fully narrated in an animated film. Jasch says, “It is yet another sign that we are on the right track in using our strategy planning process as our foundation.”
www.filmfestawards.com

Before the skyline of Los Angeles, Lee Gluckman (US International Film and Video Festival) presents the Silver Screen Award for Eaton to Gregor Jasch (planB Advertising Agency). Jasch: “Emotional storytelling creates trust and distinctiveness and is remembered longer.”

gold for planB in Cannes

Today, energy generation through photovoltaic power stations and wind plants as well as with water and biomass is used globally.

So that this generated energy from environmentally friendly production processes can be used safely, Eaton developed safety components for the industry as well as for private households.

Today, Eaton products are used in various applications: for direct current and alternating current, for reliable protection and monitoring devices and separators, for automation systems, in monitoring, regulation and control technology for feeding into the grid as well as for switching devices that become active if the situation allows it.

Eaton approached PlanB in fall 2010 with the task to position Eaton as forerunner for the safe usage of renewable energy on the European market.

After a strategy process the idea arose that the campaign should be realized classically as well as below-the-line:
Using the forces of nature for energy production with the experience and security of Eaton
People used to believe in mythology. Today they believe in safety.

Various natural forces defined life on earth from the beginning. Man learned to adapt his life to the natural forces – and to protect himself from them when necessary
In order to relate to these natural forces, wind, water, sun and earth were given mythological and manlike forms and were called Aiolos, Poseidon, Helios and Gaia.

In contrast to those days, natural forces can be used safely thanks to the research and development of Eaton. The future belongs to renewable energy – and Eaton offers technologically safe and reliable solutions.

People used to believe in mythology – today in safety!

Task:

Eaton is a global power management company with safe and sustainable solutions for electrical, hydraulic and mechanical performance. The task: to establish issue leadership for the “electrical” field within the sector of renewable energy.

Idea:

People used to believe in mythological gods who ruled over powers like the sun, wind, water and the Earth and were often unpredictable in their dispensing of favour. Today the forces of nature can be safely used thanks to product solutions from Eaton.

Strategy:

During the strategy phase, extensive workshops were set up with the client which focused on “brand”, “product”, “customers” and “competitors”. This led to the development of “insights” which served as a launch pad for the process of idea management.

Implementation:

FILM

The narrative of the campaign – and the issue of renewable energy – is vividly shown in a short animated film.

ADVERTISING

Individual advertising designs were developed for the four segments: sun, water, wind and Earth.

POSTERS

POP posters generate interest in the theme of renewable energy.

DIRECT MAILINGS

Individual mailings for the particular theme.

PRODUCT FOLDER

Title page and introductory information on the subject of renewable energy for the photovoltaic product field.

THEME FOLDER

Introduction to the entire field of renewable energy and Eaton’s commitment to this important market of the future.

CAMPAIGN BOOKLET

The sales brochure introduces the campaign.

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Moving Image

Task: Developing a Technology Brand with downstream communication activities.
Idea: As part of the strategic development process, developing the “SmartXcellence” Technical Brand.
Implementation: The collective Know-How of Welser Profile was developed into a range of films, produced using CGI-technology. These document, in an extremely vivid and sensitive manner, how the collective expertise and experience of Welser Profile are used in the profiling and processing of metals, such as, for example, Roll Forming, Cold Rolling and Profiling techniques, process optimization, thickness optimization (grooving and thinning, as part of an integrated manufacturing process) bending, welding and finally, component assembly into the completed end products.

www.welser.com

Corporate Publishing on the iPad

Description

This innovative and interactive app is the ultimate guide to AKG’s highly acclaimed Perception series. It allows vocalists, drummers, guitarists, keyboard players and producers a unique and comprehensive insight into the technical prowess of the Perception range with a host of wicked functions and super cool, slick visual imagery dedicated to different music and recording environments. These include, headphones, wireless, live, studio, amp miking, podcasting, rehearsal, strings, wind instruments, hihat, kick drum, percussion, vocals and voice over. The app is also fully integrated with Facebook and Twitter and any section can be copied, pasted and sent by email. Sound amazing? What else would you expect from AKG?

Features:

1. Applications: a comprehensive and interactive guide for vocalists, musicians, performers and producers to the AKG Perception series – in short the what? The where? The how?
2. Products:  a visual tour through the AKG Perception product family with detailed product descriptions and specifications for wireless, live, stage, and headphones. It includes a distinctive function to find the optimal recording equipment for any recording or music setting.
3. Series: users can browse magazine style through the AKG Perception range. A table of contents guides you through the complete Perception series and includes details about product descriptions, specifications, applications and accessories.
4. History: a brief look at some of the important milestones in AKG’s history. This includes a round up of some of the products that have made AKG great since 1953 and includes for the first time a chance to see, in 360 degrees, some of the products which, according to Billboard survey in 1990, featured in every US recording studio.
5. Videos:  a must for any aspiring artist, this section contains an invaluable collection of practical and informative videos showing how the Perception series is used both live on stage and in the studio and how to take care and get the best out of your equipment.

Load the AKG Perception iPad app here

Find out more, about the feedback of our clients…

www.akg.com

Bramac Roofing System International

Campaign

Brief:
Product launch of the new Bramac Montero Roofing System. The rugged surface enables gradual snow melt and protects against roof avalanches.

Idea:

As the successor to Bramac’s Alpine roofing tile, Montero emulates the modern mountain guide in every way: reliable, dependable, tough and rugged.

Implementation:

Key visual personification of market identity for new Bramac Montero. Roll out of classic campaign to explain product using radio and TV spots, sales competition/promotion, print, POS and viral marketing (together with comedian Richard Weihs).

“We are looking forward to new applications on the iPad, we are looking forward to an ongoing partnership with planB and we are very  happy with the results so far.”

Alfred Reinprecht, Vice President AKG Acoustics

Campaign:

Task: During the course of a structural expansion, the Blumenhotel/Tirolerhof recognized their need for brand development, and of offering a unique and distinctive hotel experience.

Idea: A quote from Johann Wolfgang von Goethe: “Anyone who knows themselves and others will recognize: the Orient and Occident are no longer separate.“ The Alpen-Kawanserai combines traditional Austrian hospitality with a modern interior design, and focuses both toward achieving an Inner Balance, inspired by the holistic, Eastern approach to Body, Mind and Soul.

Implementation: Defining and developing the strategic focus with decision-makers, helping them shape their new brand personality. Designing and producing the text-brand logo for Alpen-Karawanserai – Time Design Hotel, developing the focal points for the overall design of the brand and the services offered, in addition to several key aspects of interior design. Formulating and implementing the key messages for both printed material and the Internet, as well as producing a series of seminar events with the title “Inspirations”.

www.alpen-karawanserai.at