After two years of cooperation with EDAG aeromotive, we can now look back on the projects implemented together with the specialist for air mobility. As the lead agency for marketing & communication, we have accompanied the Ingolstadt-based service provider from the aerospace sector from its first communicative steps, through the many different measures implemented of our model-based branding process, to the joint development of a corporate vision.
"At the beginning of the cooperation, the initial focus for us as an agency was to create the necessary infrastructure for EDAG aeromotive, so that we could implement targeted communication measures", explains project manager Michael Angermüller. "By designing a professional homepage, we gave the client a figurehead that clearly presents the essential information about the company, its services, references, and career opportunities to the relevant target groups such as customers, potential applicants, and the public," Angermüller explains. With the news portal set up, the website also forms the base for regular communication about the company's developments. The periodic communication about, among other things, current as well as newly won projects, internal developments and the various entry possibilities is a main component of the branding process of CUBE brand communications. With the regular reporting, we pursue the goal of creating transparency with regard to the company's development towards our clients' target groups.
In order to achieve the jointly defined goals (increase brand awareness & employer branding), a communication strategy was implemented using various marketing channels: In addition to public relations work, appearances at trade fairs and communication via the website blog, relevant updates on EDAG aeromotive were also distributed via the social media channels facebook and LinkedIn. EDAG aeromotive's employees are the central starting point for increasing its attractiveness as an employer. Together with EDAG aeromotive, platforms and measures have been defined which are aimed at the needs of the employees: as sponsor of the ERC Ingolstadt, EDAG aeromotive regularly raffles off unique spectator seats among its employees on its own fan balcony in Ingolstadt's Saturn Arena. Unusual team events such as excursions to the Jochen Schweizer Arena for body flying or the annual summer party (including virtual reality experience and a visit to the beer garden) are also organized in line with employee preferences.
"It is a nice confirmation of our performance as a marketing agency and at the same time a sign of confidence that we were able to support EDAG aeromotive, after the obligatory tasks in the initial phase of the cooperation, in strategic issues such as the development of a corporate vision," says Managing Director Dr. Michael Schilhaneck, describing the positive development of the cooperation. According to Schilhaneck, this is the highlight of the collaboration.
We would like to thank EDAG aeormotive for the trust they have placed in us, and for the partnership and cooperation over the last two years!
At the beginning of the Corona pandemic, the management team focused on the health of CUBE employees, securing business operations and regular communication with the team about the approach during the crisis. While the immediate needs were successfully mastered, our Managing Directors also consciously looked into the future with the goal of strategically developing our agency. In this very intensive phase, the management team defined a new strategic business field with the future field of (driving) programs for the new leading technologies of the automotive industry.
The new leading technologies provide innovative products and features in the automotive sector. However, these are not (yet) selling themselves. Potential customers must first be convinced of the added value and gradually introduced to the new technologies. Equally innovative new offers and marketing forms are needed to overcome this hurdle. From the point of view of CUBE brand communications, every marketing and communication instrument of the automobile manufacturers will have to make its contribution, and consequently also a platform such as Driving Experience. While the previous focus was on emotional, dynamic brand experiences for customer loyalty, in the future the instrument will also have to contribute to new customer acquisition and sales promotion by communicating the new technological added value and LEAD generation. Doing the new without leaving the old - that is the current challenge of the Driving Experience industry! Exactly here we start with our considerations and are currently working on the marketability of a corresponding basic program, which will be expanded modularly according to market approach. The challenge is big, because the solution requires the combination of different expertises: Driving Experience, eMobility, ADAS, Big Data, Digital Services, as well as marketing and brand understanding. Through our membership in an innovative group of companies with startups in the new leading technologies, we serve these interfaces and have implemented them in our cross-functional everyday work for a long time.
The Corona crisis has hit our entire society and the working industry very hard. The effects are particularly far-reaching, especially for the event industry. As an agency for brand communication with major projects in the event sector, we at CUBE brand communications are directly affected by this. However, we also see this crisis as an opportunity to develop our agency.
In the sector of experiential marketing, our scope of services was very limited when we were commissioned as lead agency of the Audi driving experience center due to the temporary closure of the customer center. After the restart, our team will gradually increase the activities again. Also the project planning of our second major project in this business area as exclusive event partner of Safety Park South Tyrol was influenced sustainably. After we made the foundation for the independent marketing of brand-neutral Driving & Riding programs last year, the market approach is now delayed due to the prolonged crisis in Italy. Only in our division of brand building we have implemented the planned marketing & communication services for our clients e.telligent, digitalwerk and the INSTART group almost without restriction. In the high-tech working environments, our customers were less affected by the Corona pandemic. So we were able to continue working almost without capacity restrictions.
"First of all the most important thing for us in this difficult situation was that all our employees are in the best of health," explains Managing Director and co-owner Dr. Michael Schilhaneck. In order to best protect the health of the team during this time, the management developed a comprehensive hygiene concept right at the beginning of the crisis. The concept included the protective measures to be observed in the office premises and also regulated the presence and absence of individual employees. Thanks to the laptops and smartphones and our digital working structures, the transition to the home office wasn’t a challenge.
"At the same time as ensuring the health of our employees, the management's focus was on safeguarding our business activities," says founder and Managing Director Frank Fichtner, looking back on the initial phase of the Corona pandemic. The signs of the crisis were recognized early and the company reacted immediately to the negative development of the situation by applying for short-time work for a large part of the team, Fichtner continued. The rapid decision to use the short-time working model was a central factor in the continuation of business operations.
From the beginning on the management also attached great importance to regular communication within the team in order to create transparency as well as understanding for this exceptional situation. "Given the fact of the continuously changing framework conditions, our task was to take away the team's worries and fears regarding the unprecedented short-time work situation", Dr. Michael Schilhaneck explains the communication rounds. Fichtner finds also words of praise for the staff: "At this point, I would like to express great praise for the team's patience and discipline during this extreme situation. Every member of staff recognized the seriousness of the situation and behaved in an exemplary manner. This shows how well we function in this hard time." Fichtner was very pleased with the positive entries on the employer assessment platform kununu: "This is the confirmation that we did the right thing during this difficult crisis."
One aspect of crisis management that should not be underestimated was that during this time, the Managing Directors consciously turned their attention to the future, in order to work intensively on the development of CUBE brand communications. In addition to further trainings of selected employees, a new strategic agency business field was identified. This is the future-oriented field of (driving) programs for the new leading technologies of the automotive industry. The aim of the programs is to contribute the acceptance of new products and features in the target groups.
CUBE brand communications has access to various exclusive sports marketing rights. For example, fan balconies, fan sofas, boxes, business seats and behind-the-scenes access in the Bundesliga, the DEL (German Ice Hockey League) or various motorsport racing series (including FC Bayern Munich, FC Ingolstadt 04, ERC Ingolstadt, ADAC GT Masters, Lamborghini Super Trofeo Europe, TCR Europe, TCR Italy). So far, the opportunities have only been used in the B2B sector, for example for VIP customer events, company incentives, teambuilding measures or as part of management workshops. Since the beginning of the year, these have now also been marketed for B2C customers. Bookings are mostly special private celebrations such as birthdays, weddings or anniversaries.
Today, two years after the launch of our agency, we will have look back on the projects we as CUBE brand communications could realize since January 2018. But not for long, to revel in the past is not our thing! Rather, we consider futuristic topics and goal-oriented action by each individual to be the central components of our DNA.
Our start in the agency business in January 2018 could not have gone better: by winning the commission as lead agency for the Audi driving experience center, we were able to directly win a premium project for the agency. Over three million euros in sales, 50 employees and a total of more than 1,000 events in over 10 countries: this performance in the first year of the agency almost catapulted us into the "Big 50" of the largest German marketing agencies (rankings by W&V, Horizont and the German Association of Communications Agencies GWA). Rank 51 in 2019 motivates us all the more to make the leap into the field of the largest independent marketing agencies in the coming years.
With our new major project as exclusive event partner of Safety Park South Tyrol in the field of experiential marketing, we have reached the next evolutionary stage in this respect. On the premises of the Road Safety Center in Bolzano, we will in future offer tailor-made, brand-neutral Driving & Riding programs for international customers. While we have been active in the Driving Experience environment mainly as a service provider up to now, in Bolzano we will take on the role of an independent organizer. The Safety Park South Tyrol not only impresses with its high-quality terrain and the resulting versatile marketing opportunities. Due to its location in the middle of the unique Dolomites with connections to their top-class hotels and restaurants, we also work there in a premium environment.
Our second division, Brand Building, also recorded two exciting projects when the agency was launched. The team took over the role of lead agency for sports marketing from the renowned electronics specialist BFFT Fahrzeugtechnik, and also advised the international development service provider EDAG in mid-2018, as part of the brand launch of EDAG BFFT electronics. The Brand Building division focuses on comprehensive marketing and communication services for SMEs and start-ups. With the two technology start-ups e.telligent (eMobility) and digitalwerk (Autonomous Driving, Data Management), the team's customer base includes future-oriented start-ups. The overriding goal of both technology start-ups is to position the companies as specialists in their niches and as attractive employers. This includes both the conception of marketing strategies and their communicative implementation. The basis of the approach is the model-based Push2Pass branding process developed by CUBE brand communications.
Two eventful years. Two years in which we were able to lay the foundations for the further growth of CUBE brand communications, in order to be able to step on the gas for the coming years. Because our development lies only ahead of us. We know exactly where we want to go. Consistent expansion of the two focal points of Experiential Marketing and Brand Building. Goal-oriented action is simply part of our DNA.
Mulled wine reception, 3-course Christmas menu, partying into the wee hours and an internal (!) aftermovie: The year 2019 ended for all CUBE colleagues with our annual Christmas party!
At the beginning of December the managing directors invited all agency employees to Hofstetten Castle to end the past year together. Before the managing directors reviewed the year, the mulled wine reception in the castle forecourt put all colleagues in the mood for the upcoming evening. Fire bowl, Christmas songs as well as the delicious mulled wine created a Christmassy atmosphere. The rich 3-course menu was followed by a very special event: During the quiz "Give the child a name" we got to know some of our colleagues even better. In the run-up to the Christmas party, every employee had the opportunity to send in a child's picture of themselves, which was then shown as part of a quiz at the Christmas party. All CUBE employees were able to participate in the quiz digitally via Smartphone App and guess which colleague is behind the children's picture. Laughter was guaranteed! The quiz turned out to be one of the highlights of the evening.
Afterwards the party was (almost) unlimited. Our short version:
DJ / Berliner Luft/ Dancefloor / Photobooth / Fog machine / Midnight snacks / Ayy Macarena / finest tunes / Polaroid pictures / Munich Mule / Bass / Spotlight / Aftermovie
Become part of our team and you will be part of the next Christmas party. Have a look at our job offers!
The Audi driving experience offers impressive high performance events throughout the year. Not only the various driving events in summer, but also the driving events during the winter season promise unforgettable moments with high-performance vehicle models from AUDI AG.
The Audi driving experience has activated a special platform for a promotional campaign aimed at addressing target groups. The exclusive incentive and driving events of the Audi driving experience were presentedin the business areas of the football stadiums in detail during selected Bundesliga matches of the Audi partner clubs FC Bayern Munich, FC Augsburg and FC Nuremberg. The highlight of the promotion campaign was the winter catalogue 2020 with driving programmes with the new Audi e-tron and the new experience of the Audi ice experience in Finland with Mattias Ekström.
CUBE brand communications has successfully participated in the international pitch „Exclusive Event Partner Safety Park South Tyrol“. The agency from Ingolstadt will offer tailor-made, brand-neutral Driving & Riding programmes for international customers in the driving safety and driving experience centre in Bolzano.
The Safety Park South Tyrol is a driving safety and experience centre with various dynamic surfaces, handling courses and off-road tracks as well as a "racy" kart track. The adjoining conference rooms and restaurant also ensure a first-class quality of stay.
If you then take exquisite location factors such as 300 days of sunshine, one of the most beautiful alpine natural spaces in Europe, top gastronomy and hotels as well as perfect infrastructural connections, the result is a location with unique event possibilities. By winning the bidding, CUBE brand communications as event partner of the Safety Park South Tyrol enters into an exclusive marketing partnership lasting several years with the aim of implementing tailor-made Driving & Riding programmes for different international target groups.
The offers are aimed equally at manufacturers of cars, motorcycles and commercial vehicles as well as their suppliers. Customers from corporate business and the leisure industry are also addressed. The portfolio ranges from marketing and sales-based events and classic corporate incentives to testing and driver trials.
"We want to take innovative steps in Bolzano and, among other things, translate forward-looking technologies such as driver assistance systems and electromobility into tangible programmes," explains agency founder Frank Fichtner, adding: "At the same time, of course, we also have all the classic adrenalin-based driving and riding formats in mind.
"For us, the long-term partnership with Safety Park South Tyrol marks the next step in the evolution of our still young company history. While we have so far mainly acted as a service provider in the driving experience segment, the role in Bolzano is a different one. On the one hand as an independent organiser, on the other hand with a much wider range of event formats," Fichtner continues.
CUBE brand communications is an owner-managed newcomer agency with a turnover of over three million euros, 50 employees and more than 1000 events in more than ten countries that already ranks among the top communication agencies.
"As the lead agency of the Audi driving experience center, the largest driving experience center of AUDI AG, we already bring a great deal of experience in the implementation of highly professional driving experience programs to our partnership with Safety Park South Tyrol," emphasizes Dr. Michael Schilhaneck, co-owner and managing director of CUBE brand communications. This ranges from event management and customer consulting to guest support and staging technology to mechanics and logistics.
"Premium is the outstanding attribute of the entire location in Safety Park South Tyrol. Its unbeatable advantage is undoubtedly its embedding in the grandiose Dolomites with its almost unlimited leisure and outdoor possibilities, with culture, gastronomy and the hotel industry on an absolute top level. More class is not possible", says Schilhaneck. All in all, these are the best conditions for unique events on two, four or more wheels.
"By winning the bid, CUBE is taking another important step in its development," summarizes Schilhaneck. "We are therefore looking forward to the partnership with the Safety Park South Tyrol with enthusiasm.
Increasing motivation, strengthening employee loyalty and promoting internal communication: the benefits of team events are manifold. Employee incentive events also play an important role in the range of services offered by our Brand Building division.
However, the CUBE Brand Building Team does not create event concepts for our customers at will. They are based on the results of our regular employee surveys of our customers. In the first phase of the model-based branding process that we pursue with our clients in the field of brand building, we conduct analyses in the form of quantitative employee surveys. Within the scope of these surveys we identify the hobbies and interests of the employees. The employee takes part in the survey conveniently online via smartphone, tablet or PC. Based on the feedback, our brand building team designs event formats tailored to the needs of the employees.
Both start-ups and corporates have benefited from our event concepts and their implementation to date. The range of team events extends from active (body flying, company runs, etc.) and passively attended sporting events to events in the field of eSports / gaming and cultural events.
"Thanks to the regularly conducted employee surveys, our event concepts meet the tastes of our customers. They serve as a basis for the conception of tailor-made employee incentives", Dr. Michael Schilhaneck explains the recipe for success of the team events and adds: "As an important communication instrument and component of a model-based branding process, the employee events contribute significantly to the development of a strong employer brand.
A strong brand doesn't just emerge overnight. In our brand building division, CUBE brand communications puts brands on the fast track. How? Our brand building team pursues a model-based branding process in the development of marketing strategies and their communicative implementation for startups and SMEs. CUBE has more than ten years of expertise in the field of brand management. With two of our customers, the automotive startups digitalwerk (specialist for ADAS Tools & Frameworks) and e.telligent (eMobility & Energy Data), we have already been able to apply the branding process in different extents.
At both companies the CUBE brand building team has successfully completed the first two phases of the Push2Pass branding process. In the first phase of the process, the marketing and communication goals of the technology startups were defined through extensive analyses. In phase two, we laid the foundation for successful marketing: the relaunches of the corporate designs created a new, futuristic look for the startups e.telligent and digitalwerk. "With the new corporate design, we are finally able to present ourselves to the outside world as modern as we work. It was very pleasing that our team could concentrate completely on the core business during the development of the corporate design by CUBE", says a satisfied e.telligent CEO Dr. Christian Matzner. Derived from the target analysis in the first phase, we implement a multitude of communication measures for the technology companies in phase three. The range of services extends from internal communication to above-the-line (e.g. press releases: e.telligent & digitalwerk) and below-the-line marketing activities (e.g. full organisation of the CONNECTA 2019 trade fair appearance) to online marketing measures (e.g. social media content creation).
In the final phase of the model-based approach, we create a comprehensive monitoring of all communication measures. The tracking of the services ensures that we always offer our customers measures that are optimally tailored to their needs. In addition to the identification of new marketing instruments, the aim of monitoring is to adapt and optimise existing marketing measures.
We are pleased to accompany the two innovative startups e.telligent and digitalwerk on their way to strong brands and to implement many more cases with them.
Since September 1st CUBE brand communications has been event partner of the Safetypark Bolzano, a unique traffic safety centre in the north of Italy owned by Südtiroler Transportstrukturen AG.
On the occasion of its 25th anniversary, STA AG invited a total of 200 guests of honour and partners to a symposium in the old Trenitalia-Remise in Bolzano. In addition to presentations by Deutsche Bahn and RFI, we, as the new event partner , were also able to share our insights on the subject of driving safety.
Under the title "Quo Vadis Autonomous Driving" our presentation showed the already existing technical solutions in the field of driver assistance systems, however, the main focus was on the technologies of the future. The question of how driver assistance systems and driving experience can be combined also plays a central role in the driving events we organise and thus has a great influence on our mission in the Safety Park Bolzano.
Would you like to learn more about our work at the Safety Park Bolzano?
All information about our new multi-year project will you find here.
As an agency for brand communication, our Brand Building division specialises in the conception and target-oriented implementation of holistic marketing and communication strategies for start-ups and SMEs. Overall, we can draw on more than ten years of expertise in brand management. The Push2Pass branding process, which our team follows, is aimed at building and developing strong corporate and employer brands.
The Push2Pass branding process describes a model-based process with four phases. In a first step we use detailed analyses in the form of interviews with the management as well as questionnaires for team members as a basis for the development of a marketing strategy. The targeted questions create a uniform understanding between the client and our brand building team. Among other things, CUBE analyses the brand core as well as the short, medium and long-term goals of the customer.
Depending on the existing marketing and communication activities of our clients, we lay the foundation for periodic communication in the second phase: we develop contemporary corporate designs for our clients, create websites based on the graphically redefined identity and prepare the companies history communicatively on the website and social media channels.
The third phase serves to implement the communication instruments defined in the marketing strategy vis-à-vis the relevant target groups. The frequencies of the marketing measures are defined in the marketing strategy and vary according to the customer's objectives. Our services in periodic communication range from internal communication, above-the-line (e.g. PR, media cooperations, customer newsletters) and below-the-line marketing activities (e.g. sponsoring, events, trade fairs) to online marketing (e.g. social media content and advertising) and media (e.g. photography, graphics, video).
The detailed monitoring of each of our measures completes the Push2Pass branding process. By tracking our activities (e.g. Google Analytics, employee surveys, scientific theses) we ensure for our customers that we always use the optimal instruments to achieve their goals.
The Push2Pass branding process has the great advantage that CUBE can individually respond to the customer's goals. Depending on the needs of the customer, our brand building team focuses on relevant parts of the branding process and is not tied covering the entire process.
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