Schaeffler
We pioneer Motion
Brand Strategy / Brand Architecture / Corporate Design
Silver Bob Award 2021
Accelerate image transformation
The Problem
Schaeffler was perceived as a conservative, old-economy tanker with little innovative power and low emotional connection to the brand.
The Approach
We simply told the truth. Measured by the number of patent applications, Schaeffler is one of the most innovative companies in Germany and a pioneer in many technological fields. With a 360° image campaign, we went straight to the areas where Schaeffler excels — but where this strength is largely unknown.
The idea
By using the brand color green to highlight what sets Schaeffler apart from the competition, we reached our target audience in their personal media consumption rather than in a professional context. In doing so, we achieved a complete shift in Schaeffler’s brand perception.
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