A turnover exceeding three million Euros, 50 employees and over 1000 events in over 10 countries: Just a year after its launch in January 2018 the owner-managed and internationally active agency CUBE brand communications has already secured one of the leading positions in the field of communications agencies. “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”, explains the agency ́s founder Frank Fichtner regarding their winning formula.
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 maintenance and logistics of the premium vehicle fleet. Furthermore, the agency provides support regarding international driving experience programmes (e.g. Audi ice experience), selected marketing schemes (e.g. promotions involving FC Bayern München) or organizing the deployment of Audi ́s concept car, the e-tron Vision GT (e.g. Race Taxi for the Formula E). For Audi Sport customer racing the startup is in charge of the event support for the 24 hours of Spa at the Nürburgring.
CUBE brand communications is however also an established partner in the field of brand communication for other stakeholders in the automotive branch. For example, as the leading agency of sports marketing for the renowned electronic engineering SME BFFT Fahrzeugtechnik. 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 companies (e.g. brand launch consultancy of EDAG BFFT Electronics) as well as for startups (e.g. comprehensive brand management of digitalwerk, e.telligent and IP Camp).
“We have a very successful first year behind us, now it is time to take it to the next level”, states Dr. Michael Schilhaneck, co-owner and managing director of CUBE brand communications. Key success factors are the employees. “Staff orientation which aims at a healthy work-life-balance and community building is a vital part of our corporate philosophy. This includes flexitime accounts as well as regular team events”, as per Schilhaneck. “We have really arrived in the market. Now we are looking to the future. The signs are pointing undoubtedly to expansion.”
The aerospace service provider BFFT aeromotive is sponsor of ERC Ingolstadt, an ice hockey club of the first German division, since the 2018/19 season. In this context, CUBE is responsible for the acquisition of rights as well as the conception of the sponsoring activation and also implements the sponsoring measures throughout the entire ice hockey season.
For the aviation specialist from Ingolstadt, we were able to win a very special sponsorship: on the BFFT aeromotive fan balcony, the employees of the aviation service provider enjoy an unique view of the ice rink in the Saturn Arena. The balcony is located directly under the stadium roof and is the highest spectator area in the arena. There’s no better view! BFFT aeromotive raffles the coveted tickets for the fan balcony internally to its employees both during the DEL main round and during the playoffs at selected matches. Through sponsoring with the 2014 champion, BFFT aeromotive is also represented with its own branding areas in the home venue of the ERC Ingolstadt.
We would like to thank BFFT aeromotive very much for the trust they have placed in us and wish all employees a lot of fun at the ERCI matches in the fight and the championship in the DEL.
The Audi driving experience has launched a first-class campaign together with the sports marketing of the automobile manufacturer in the scope of the sports sponsoring at FC Bayern Munich. The campaign provides a unique Audi brand experience for VIP customers. After the journey to the driving experience centre in Neuburg/Donau in a specially selected vehicle by Audi on demand, customers can expect pure driving pleasure in the various driving modules (handling course, dynamic surface, off-road course) of the Audi driving experience centre.
Afterwards, a visit to the Allianz Arena, stadium of the German soccer record champion FC Bayern Munich will round off the breathtaking experience with the Audi brand perfectly. In this context, Audi driving experience uses the most prominent advertising platform in German football to present its wide range of services in the stadium environment and especially in the business area of the Allianz Arena. The various driving experience modules are also communicated through supporting activation measures in online and print media of FC Bayern Munich.
In this context, CUBE brand communications is responsible for the integrated event organisation as well as the support of VIP customers in the driving experience centre in Neuburg. On site in the Allianz Arena, we also implement the various promotion campaigns for the Audi driving experience.
The Audi e-tron Vision Gran Turismo has regularly created a sensation since its introduction at the Audi driving experience center in Neuburg/Danube. Audi is using the electric racing car, once designed for the PlayStation, as a racing taxi within the context of the Formula E. In this way, the premium manufacturer enables its customers and guests to experience e-mobility as co-drivers on spectacular city circuits of numerous metropolises.
Following its appearances in Rome and Paris last season, the Audi e-tron will be on display for the first time in the 2018/2019 season at the E-Prix in Hong Kong in March. Another event is planned for Sanya in China. Between the races, Audi will present the one-off as a show car at various events such as the Audi Sport Night. CUBE brand communications controls the scheduling and organises the transport of the individual car.
The HR Excellence Awards are among the most prestigious awards in human resources management. Every year, German industry leaders such as Daimler, Deutsche Telekom, Ernst & Young, Porsche and BMW compete in various categories in the field of human resources.
At this year’s HR Excellence Awards, we succeeded in leading the vehicle technology developer BFFT to a Top 3 ranking in the category “Employee Engagement & Collaboration (SME)” with the extraordinary employer branding campaign “BFFT fan collection”. The campaign initiated by CUBE aimed at the strong identification of BFFT employees with their employer.
The collection comprises 36 lifestyle products that are adapted to the employees’ leisure behavior. Products such as the SIGG drinking bottle, flip-flops, headphones and bath towels enable employees to express their attachment to BFFT.
The result: If one compares the results of the Statista European Football Benchmark survey with the results of the “BFFT fan collection” campaign, it can be noted that a BFFT employee identifies himself more than twice as strongly with his employer as a football fan identifies himself with his favourite club.
On the way to the final, we accompanied BFFT Fahrzeugtechnik from the creative conception of the lighthouse project through the challenging application phase to the creation and presentation of the pitch deck in the scope of the final presentation in Berlin.
More information about the HR Excellence Awards can be found here.
In cooperation with the Safety Park in Bolzano and the renowned BMW motorcycle partner MTR Tour, CUBE has launched a multi-faceted motorcycle program. The individually combinable modules of the “GS Riding Experience” include technical and off-road trainings on the areas of the Safety Park Bolzano as well as various routes and gravel tracks of the impressive mountain world of South Tirol.
The program is always accompanied by a tour guide and is aimed at riders of all levels. Furthermore, it always offers an extensive supporting program. During the exclusive tour stops, participants get to know the culinary diversity of South Tirolean cuisine, gain insights into traditional wine cellars and spend the nights in exclusive resorts. If required, participants can rent all GS models from the BMW motorcycle fleet via CUBE.
… and again something has happened at CUBE. This time we could further expand our internal structures: with the move to a modern office at the headquarters of BFFT in Gaimersheim/Ingolstadt (Germany), we have created ideal working conditions for managing our customer projects in the best way.
The colleagues that are currently working in the light-flooded rooms are responsible of the startup group projects with the companies Digitalwerk, IP Camp, e.telligent and INSTART Consult. Furthermore, they also support BFFT within the scope of the assignment of the automotive engineer. Due to its ambience and equipment, the office in mint condition offers optimal development opportunities to achieve the maximum regarding the projects.
t finally starts again: in April the Audi driving experience starts into the 2018 summer season. Until the end of October, Audi will be offering unforgettable driving experience events on its handling circuit in Neuburg / Danube again. The spectrum of driving events ranges from various Audi training experiences such as offroad training with the Audi Q7, compact and intensive training to dynamic Audi Sport experiences with the Audi R8.
Due to our assignment by Audi driving experience as the lead agency, we are responsible for the following areas: event management, guest support, fleet management, participant management, customer service, mechanics/logistics and marketing/multimedia.
Further information on the Audi driving experience program is available here.
Sponsoring plays a central role in marketing and communications at BFFT Fahrzeugtechnik. Unlike other companies, the vehicle technology developer from Gaimersheim/Ingolstadt (Germany) uses this marketing tool especially for recruiting and unique employee campaigns. The sponsorships are deliberately designed to the interests and hobbies of the employees, which are collected in an annual employee survey.
It is obvious that the topic of “motorsport” is very popular among employees of a company in the automotive industry. BFFT has obtained a very special sponsorship for this, because the electronic engineering company sponsors Fabian Vettel, the younger brother of the former Formula 1 world champion Sebastian Vettel.
In addition to purchasing sponsorship rights, CUBE is also responsible for activating the sponsorship with the young driver from Heppenheim. The activation results in unique experiences such as the joint cart race, in which the employees were able to compete with the up-and-coming talent. In football, CUBE takes over the same scope of responsibility for BFFT at the German football club FC Ingolstadt 04 in the second division of German Bundesliga.
The company from Gaimersheim enables its employees to experience the matches of FC Ingolstadt right next to the pitch. This is possible due to the award-winning BFFT fan couch. The employees can watch every single action on the pitch very close. BFFT regularly raffles off the coveted places to its employees, fans and customers.
We thank our client BFFT for their trust in our services. Moreover, we wish the guests of the electronics specialist many exciting matches in the Audi Sportpark as well as spectacular races on the track.
Further information on the sponsorships of BFFT Fahrzeugtechnik can be found here.
The driving experience events of the Audi on the professional handling circuit in Neuburg / Danube undoubtedly have a very special appeal. With Audi’s winter training sessions, some of which take place on pure ice, the car manufacturer is expanding its repertoire to include further extraordinary driving events during the winter season.
Impressive snowy landscapes in Finland, Sweden and Austria offer ideal conditions for testing the handling of Audi models on icy surfaces. As an agency, we support AUDI AG during the months from January to March in the areas of mechanics/logistics and on-site guest support.
Further information on the winter program of the Audi driving experience is available here.
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