What they were up against.
Take a global brand with multiple service categories, 80 unique machines and boots on the ground in more than 100 countries worldwide. Add the fact that every dealer and agent sells the brand with a different strategy, perspective and even different marketing materials. What do you get? A unique and daunting marketing challenge, which was what European machinery giant Ammann was facing in 2015.
A proud, 150-year-old, six-generation family brand was grappling with a disjointed message. To rebuild the brand’s voice from the foundation, they came to Yamamoto. We understood solving their problem wouldn’t be easy—with hundreds of stakeholders in diverse environments around the world, Ammann needed a powerful, centralized brand that could resonate on a global level.
What we did to help.
We started by reimagining their brand look, image system and guidelines. Cohesive and bold, it would carry Ammann’s powerful message to every corner of the globe. We then created a consistent message to play out in practice, not just theory. We developed blueprints and design plans, revamping the lobby design for every new and refurbished Ammann location internationally—from production facilities to rep and sales offices and even showrooms. To extend the new look and perspective, we created a 24-page brand magazine and new Ammann brand video carrying the now unified message to the people.
Digitally, we completely redesigned their web presence from the ground up with 300 pages in 13 languages to solidify the true scope of the new Ammann. The brand’s mission of reinvention will culminate at BAUMA, the industry’s largest tradeshow, where Ammann will be represented with a meticulously planned engagement experience, as well as a 5×5 meter video presentation.
Work we did:
- Brand/Strategic
- Planning
- Image System
- Messaging
- Sales Tools
- Experiential/Environmental
- Design
- Video
- Collateral System
- Digital
- Tradeshow/Event
- Theming
What happened next.
The website has eclipsed 32,000 monthly hits, far surpassing the 11,000 from the previous website. Since its launch, the site has also generated an impressive 300 unique leads per month. In addition, Ammann had more than 580,000 booth visitors, 1,700 active event participants and an audience of 10,000+ at the BAUMA trade fair in Munich, Germany, resulting in nearly 2,000 leads in only seven days.