With the aim of linking customers and friends of the company even closer to the brand, philosophy and history of the company, Liebherr combined the celebration of founder Hans Liebherr’s 100th birthday with the grand opening of the construction equipment enterprise’s new logistics center in Oberopfingen, Germany. Hence, an integral concept had to be created for two events at the same location in a period of just 24 hours – yet for different target groups and audiences of different sizes.
While the anniversary celebration was to be emotionally charged to honor the lifetime achievements of Hans Liebherr, the grand opening of the logistics center focused on facility marketing and the portrayal of Liebherr Logistics’ services. One particular challenge was the huge difference in the number of guests that the company expected to attend its events. A total of 200 guests had been invited to the event on day one, while around 1,400 customers, construction contacts and neighbors were expected on day two. For both events, the key to success proved to be the integration of local partners and suppliers, for instance the caterers and the musical entertainment as well as the in-house production work and manpower on hand at the event venue.
The plan-j-team achieved the amazing feet of completing the overnight conversion from the anniversary celebration to the grand opening event set-up in just eight hours. The many years of collaboration between client and agency proved extremely helpful in this regard – the employee of the plant in Oberopfingen were on hand to help with everything, which made the event cost effective and also gave them the opportunity to demonstrate Liebherr’s logistics capabilities in a highly authentic setting.
The ambiance at Hans Liebherr’s 100th birthday celebration was emotional and quite intimate. Among the highlights were the large-scale photos of the company founder and the very personal tone of the speeches. The Kirchdorf/Iller Music Club provided the perfect musical backdrop.
The program highlights of the grand opening event included all-day plant tours on the premises covering around 75,000 square meters and in the halls boasting 47,000 square meters of floor space. The musical entertainment featured the County Youth Marching Band Biberach and the Walk-a-tones Band along with – of course – the fleet, including the Kamaz Racing Truck, which is equipped with a Liebherr engine and once participated in the Rally Dakar. In Oberopfingen it quickly became an absolute hit with the audience.