SERVICE
Product Messaging / Product Campaign / Film Direction / Film Production / Photography / Motion Graphics / Graphic Design
CLIENT
Hiab
YEAR
2023
Hiab is famous for making machines that lift and move heavy loads. To make the most of the equipment, they have developed ever smarter services and solutions. Our task was to creatively package and launch the HiPerform brand as an umbrella for all of their smart solutions.
First, we held stakeholder workshops and interviews to establish the key customer segments and their biggest needs. Based on this, we developed the concept, “Take a load off”, and a series of videos, photos, segment specific messaging, and website content.
To communicate Hiab’s digital savvy we developed a motion graphics style that is at the same time fresh and undeniably true to the iconic Hiab brand.
The HiPerform relaunch was a resounding success, featuring a concept that is not only impactful now but also adaptable for the future.
What I appreciated most was how the MacWell team was genuinely eager to understand our business and needs, making the collaboration effortless. Excited for what the future holds.
What I appreciated most was how the MacWell team was genuinely eager to understand our business and needs, making the collaboration effortless. Excited for what the future holds.
– Sabrina Avanidis, Global Marketing Manager at Hiab Services
Benefits, not features.
Once we had identified the key segments, we focused on finetuning the specific customer benefits and messaging for each of the key segments.
For the launch campaign of HiPerform, we created a series of videos featuring our hero, the Trucker. He simplifies the complexity of the smart solutions in a way that is understandable to all.
Once we had identified the key segments, we focused on finetuning the specific customer benefits and messaging for each of the key segments.
For the launch campaign of HiPerform, we created a series of videos featuring our hero, the Trucker. He simplifies the complexity of the smart solutions in a way that is understandable to all.
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