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Bosch Rexroth is one of the world’s leading specialists in the fi eld of drive and control technology, supplying more than 500,000 customers with tai- lored solutions for driving, controlling and moving. Bosch Rexroth develops, produces and sells components and systems in the technology fi elds of elec- tric drivers and controls, industrial and mobile hydraulics, linear technol- ogy, assembly technology and pneumatics.


osch Rexroth sought a new approach to showcase its integrated solutions to meet the specialized technology needs of its clients. The event message needed to

reach all stakeholders, including senior management and operations and the for- mat had to be suitable for rolling out in- ternationally in the future. Together with the leadership team of Bosch Rexroth, MCI created three event formats, each one tailored to a prime target audience, as modules of a general live communi- cation concept. “Discover Day”, “Future Night” and “Info Day” formed the three

elements of an integrated campaign, design to communicate a consistent message to Bosch Rexroth’s execu- tives, manufacturing personnel and their clients.

MCI’s design approach for “Discover Day”, “Future Night” and ”

“Info Day”

embodied creativity and innovation at the heart of Bosch Rexroth’s message. To clearly position the company and raise awareness and visibility, MCI branded each event individually designing logos, taglines, a clear communication structure and an overall concept emphasizing their position with regard to innovation and market leadership.

The 2010 “Discover Day”, a conscious departure from their previous event for- mats, focused on clients who are leaders in construction and procurement and centered on a programme devoted to product education and lead generation. Through emotional, on-site orchestration and target-oriented, integrated communi- cation of the company’s core values and messages, “Discover Day” built brand identity and helped the client deliver on its promise of industrial in- novation and leadership, establishing a shared vision across the full extent of its target audiences. “Discover Day” took place concurrently in four regional centers across Germany, namely Euskirchen, Leipzig, Stuttgart and Munich.

could attend their choice of 20 different product presentations which enabled attendees to move freely between exhibi- tions; a transfer area, to discuss specifi c solutions with Bosch Rexroth repre- sentatives; and a product exhibition. Silke Lang, Marketing, Sales Middle-Europe, Bosch Rexroth commented;

“Our challenge was to create a single, integrated event concept that

addressed customers at different levels, and in different target groups. MCI leveraged their extensive international

experience into a persuasive strategy, then brought that strategy to life with a

For each “Discover Day” venue, MCI delivered the creative design and logisti- cal support for a touring display that helped reinforce the company’s leading market position as a provider of drive and control systems to a wide variety of industrial installations. In each location, MCI reconfigured an old industrial facility to accommodate fi ve different learning stations: a walk-through area that posed challenging questions about clients’ prod- uct needs; a large, catered networking area; a pick-up area where participants

high degree of fl exibility and professionalism.”

Further “Discover Days” are planned for Austria and Switzerland. MCI also helped design and brand “InfoDay”, for manufacturing personnel to understand the importance of technical training in a sophisticated production chain, and “FutureNight”, for executives to discuss leadership, business strategies and market drivers. These events will be rolled out in 2011.

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