Just one year since it was founded and already the newcomer agency CUBE brand communications finds itself being ranked at 51st position of the top independent marketing agencies and therefore just missing out on a spot in the Big 50 of the German agency sector. Responsible for the scene´s ranking are the two trade magazines W&V (Werben & Verkaufen) and Horizont, along with the general association for communication agencies GWA. "With our annual result we just fell marginally short of surpassing the initial hurdle of a turnover of 3.3 million Euros. That is unfortunate, however has only just fueled our sporty ambition for the upcoming years. Based on medium-term forecasts, we undoubtedly plan to be mixing up the Big 50 in years to come," says the agency´s founder Frank Fichtner.
CUBE brand communications has only just started in January 2018 and even in its infancy it caused a stir: A turnover exceeding three million Euros, 50 employees and in the sum more than 1000 events in over 100 countries. "We pursue a holistic brand communications approach, which consists of two pillars: experiential marketing and brand building. The focus is clearly on the automotive industry due to our previous experiences", explains Dr. Michael Schilhaneck, co-owner and managing director of CUBE brand communications.
As the leading agency for the Audi driving experience center, CUBE oversees the entire spectrum of operational responsibilities for the largest driving experience center of AUDI AG: From event management and customer service to guest support and presentation technology, right up to mechanics and logistics of the premium vehicle fleet. Furthermore, the agency supports Audi regarding international driving experience programs (e.g. Audi ice experience), selected sports marketing schemes (e.g. promotions involving FC Bayern München or the FIS Alpine Ski World Cup) or organizing the deployment of Audi´s concept car, the e-tron Vision GT (e.g. Race Taxi for the Formula E, road shows). For Audi Sport customer racing the startup provides event support during the 24 hours races in Spa and at the Nurburgring.
CUBE brand communications is however also a strategic partner in the field of brand communications for other stakeholders in the automotive branch. For example as the leading agency of sports marketing for the renowned SME BFFT Fahrzeugtechnik (= automotive engineering). This comprises the sponsorships for the local football club FC Ingolstadt 04, the ice hockey club ERC Ingolstadt as well as the up-and-coming racing driver Fabian Vettel in the Lamborghini Super Trofeo Europe championships. Additionally on the agenda are strategic developments and their respective communicative execution for major corporations (e.g. consultancy and brand launch of EDAG BFFT electronics) as well as for startups (e.g. comprehensive brand management of digitalwerk, e.telligent and IP Camp).
After a very successful initial year the revs are pushing towards the future. "The goal is to grow in size by obtaining new exciting projects", expresses Schilhaneck. Besides professional and sales-related competences, the young agency also excels at establishing a lively and value-orientated corporate culture. "This healthy startup spirit is an essential feature. We are a strong team with a pronounced staff orientation aiming at community, identity and work-life-balance. Motivation becomes the driving force of success", explains Schilhaneck and concludes with a wink: "The topic of rising amidst the Big 50 gives us all an extra boost!"
The fact that the worldwide unique freeski event Audi Nines lives progression is again more than clear this year: for the first time, the revolutionary event format is taking place simultaneously at two different locations. The focus of the event series continues to be on the combination of performances by the freeskiing world elite on uniquely designed circuits with breathtaking media productions. The new Audi e-tron completes the futuristic setup in the Ötztal (Austria) and was available to world-class athletes and numerous guests for test drives. CUBE brand communications supported the premium automobile manufacturer in coordinating the vehicle fleet and in briefing the athletes on Audi's new vehicle model.
Community. A value that we at CUBE live from the beginning across all business areas of our agency. Since our start in January 2018, we have been promoting our team spirit through regular, special events and have experienced a lot since then. The spectrum of our events ranges from sports events (visits to DTM races or matches of FC Ingolstadt 04 in the Audi Sportpark as well as the ERC Ingolstadt in the Saturn Arena) and active events (e.g. company runs, escape room) to joint after-work evenings in the office or, if the weather is good, in the beer garden. In addition to our summer party, our Christmas party is the highlight of the year. "It was important for us to ignite a special team spirit right from the start of the agency. We do not carry out our activities and events arbitrarily but select the events according to the interests of our employees", Dr. Michael Schilhaneck, Managing Director of CUBE, explains the concept of the team events. We certainly do not lack ideas for future events. The many different interests and hobbies of the team offer a multitude of possibilities to continue implementing very special events. We are looking forward to it!
New season, improved driving pleasure: The implementation of three brand-new models in 2019 into the Audi driving experience´s catalog, leverages its already existing plethora of motoring experience events to the next level. The R8 V10 Coupé performance quattro within the Audi sport experiences package lets motorsport fans feel the impact of centrifugal forces up close and personal along the up to 2,2 km circuit in Neuburg. The premium brand from Ingolstadt will also be introducing a fully electric vehicle as an option to its offroad course for the very first time: Faithful to the motto "Elektro has gone Audi." the e-tron showcases participants the limits of a vehicle with slanted-driving maneuvers and steep descents, amongst other things. The breathtaking driving dynamics of the Audi RS5 Coupé are brought to life by the various Audi driving experiences. Within the framework of embodying the leading agency to make the brand Audi come alive, we oversee the operational responsibilities of event management and marketing (Neuburg), guest support, fleet management, participant management, customer service, mechanics/logistics as well as presentation technology/tools.
Further details about the Audi driving experience program can be found here.
Demanding driving maneuvers on icy courses beyond the Artic Circle: Just one of the unique Audi brand experiences which has crystallized from the premium car manufacturer´s winter program. Audi Sport GmbH lets you choose from a selection of high-performance vehicles like the RS 4 Avant, RS 5 Coupé and R8 Coupé V10 plus, to really battle the winterly terrain. During the months January to March, participants could send that snow flying. The solid compound of Skandinavia´s dreamlike winter wonderland and the breathtaking driving opportunities amidst its landscape, truly lays down the foundations for a new dimension of four-wheel enjoyment. During the whole duration of the winter program, we provide Audi with support in the areas of on-site guest support and mechanics/logistics of the vehicle fleet.
The new Audi e-tron Vision Gran Turismo was presented to the world public at the Audi driving experience center Neuburg in April. Originally developed exclusively for virtual races on PlayStation 4, Audi is turning the new racing car into reality. Fans can now also experience the Audi e-tron Vision Gran Turismo as a race taxi at all European Formula E races and at numerous other events.
Among others, the Audi professional racing drivers Mattias Ekström, Daniel Abt and Rahel Frey as well as the inventor of the virtual racing game Gran Turismo, Kazunori Yamauchi, were present at the event. First, the new racing car was driven virtually in the Playstation game Gran Turismo, before the car was presented in a festive setting and rehearsed. The "Bild" test driver Stefan Voswinkel attests: "The acceleration puts everything, really everything in the shade, what I had up to now under my butt (source: www.bild.de).".
The new electrically powered vehicle has three 200 kW electric motors each. Two on the rear axle, one on the front axle. Individual components from the future Audi e-tron will be used. The system output is 600 kW. The Audi e-tron Vision Gran Turismo accelerates from 0 to 100 km/h in less than 2.5 seconds.
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