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.

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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.

With our first activations in the gaming industry, we have directly set up two extraordinary event formats for our customers in the Brand Building sector on the largest platforms of the scene.

As part of our commissions for the technology Startups e.telligent and digitalwerk, we organized two-day team events for the companies at Gamescom, the world's largest entertainment trade fair, and the established tournament series ESL ONE: CUBE's responsibilities ranged from the conception of the event format to its implementation (e.g. travel planning, hotel management, event support, organisation and supporting programme) and post-event reporting for both startups. Due to the holistic event organization, we ensured a smooth process both at ESL ONE in the LANXESS Arena, which was sold out with 16,000 spectators, and at Gamescom.

The selection of the events was not arbitrary, but based on the feedback from the annual employee surveys conducted by CUBE. The surveys are part of the model-based branding process that we follow at the technology startups e.telligent and digitalwerk. These surveys are used to analyze the interests and hobbies of our customers' employees, among other things. The survey identified the topic "Gaming" as a widespread interest among employees at both e.telligent and digitalwerk. Based on this feedback, we designed two special event formats around two highlights of the gaming scene: the team events at Gamescom and ESL ONE.

We would like to thank e.telligent and digitalwerk for the trust they have placed in us during these events and look forward to implementing further formats in the up-and-coming gaming industry.

In September 2019, the entire automotive industry looked towards the 68th International Motor Show (IAA) in Frankfurt am Main. The IAA brings together the best automobile brands, new players in the industry, start-ups and suppliers and is regarded as the leading international mobility platform. For the Audi driving experience, the motor show thus offers the best environment for presenting the diverse range of driving experiences.

At the Audi driving experience stand, visitors to the world's most important motor show not only received detailed information about the many different driving experience programs and the various training offerings. The contact persons on site also informed the guests about the various possibilities offered by the AUDI AG Driving Experience Centre in Neuburg / Donau.

The Audi driving experience center offers the best conditions for product presentations, meetings or conferences. True to this year's IAA motto "Driving tomorrow", the newly published Audi driving experience catalogue provided an overview of the driving experiences during the 2020 winter season. The highlight of the trade fair appearance was the outdoor taxi rides. On a parcours, the Audi driving experience enabled the guests to experience the driving experience in an Audi e-tron and an Audi Q7 up close.

As part of its appearance at the IAA, CUBE brand communications supported the Audi driving experience by presenting its range of services at the trade fair stand.

More information about the Audi driving experience can be found here.

The signs for CUBE are clearly pointing to growth. The agency proves this by winning a new multi-year project: from September 2019 we will act as official Safety Events Partner for the multifunctional driving and traffic safety centre Safety Park in Bolzano. The client is STA - Südtiroler Transportstrukturen AG.

With the commissioning of the Safety Park Bolzano, we are not only expanding our Experiential Marketing division with another major project. As we are acting as an independent marketing partner for this project for the first time, we are also expanding our range of services in this division. The aim of the partnership is to increase the utilization of the Safety Park. This partnership also aims to increase awareness of the entire plant beyond the South Tyrol region.

On this basis, founder and managing director Frank Fichtner sees a clear mission for the agency: "Within the framework of the partnership, the central goal of CUBE is to develop the Safety Park Bolzano into a well-known, brand-independent and internationally accessible driving, riding and incentive platform". In addition, Fichtner is positive about the future: "The project is another milestone for our agency and we are very much looking forward to the new challenge as a Safety Events Partner. Our many years of experience in the field of Driving & Riding will help us with this task".

We are looking forward to the future cooperation with Safety Park South Tyrol.

 

 

Image source: STA/Arnold Ritter