CD, campaign, brand staging – new dimensions at LEITZ
LEITZ, the global market leader for professional wood and plastic processing tools, had set itself high goals for the lead trade fair Ligna 2019 in Hanover, Germany. With its 140-year company history, the corporate Group represents high reliability and quality of its products and services.
With the campaign “Solutions in new dimensions”, LEITZ formulates its claim as a global solution provider. These dimensions – efficiency, productivity, flexibility, sustainability, reliability, quality and knowledge – should be communicated to the visitors at the world's leading trade fair in a sustainable manner.
Therefore, the KECK team not only developed the concept for the exhibition design according to the company's new CD, but also created a holistic communication architecture. The design principle of the “Moving Layers” was used to visually link the brand and dimensions with the detailed themes and product worlds. The existing logo cubes were perfectly integrated into the concept.
Communication was additionally stepped up through the media presentation of the dimensions, the resulting customer benefits and LEITZ’s performance promise. The transition between the two LEITZ worlds at the exhibition stand – from the exhibition world to the communication world – led through a media brand tunnel. For this purpose, KECK developed the target group-specific and CD-oriented video animation.
After experiencing the animation, which was held mainly in a blue-black tone, the visitors experienced a complete change of ambience upon entering the warm, wooden tones of the communication world. The sophisticated ceiling construction took up the “Moving Layers” principle again and rounded off the overall presentation.
According to the LEITZ team, the international audience greatly appreciated the overall customer-oriented approach rather than an overall technical approach, as had previously been the case. The fact that the concept also scored well in terms of cost efficiency, flexibility and sustainability due to its outstanding scalability was the desired conclusion for the marketing team.