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Happy Birthday.

An anniversary campaign for Theben.

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STRATEGY
Anyone who turns 100 has a lot of stories to tell. So does Theben. Just like at the workshop we held - in true Corona fashion, with mask and distance - at Schloss Haigerloch in May 2020. It was all about the company's anniversary, a refresh of the brand identity, and measures revolving around the celebrations in the wake of the pandemic. But how does one celebrate when it's not even foreseeable whether anyone will be allowed to come at all? And even if so, who?

An anniversary logo, an anniversary brochure, and a packaging design for special editions of the long-selling theben-timer 26 had to be planned, designed, and realized. And then, Paul Sebastian Schwenk, CEO of Theben AG, pulled out a postcard from his great-grandfather. It was the nucleus of our Theben 100Y Anniversary Campaign.
"Dear parents, we hope you are well ..." that is how the card from the company's founder to his parents begins, announcing - one year before the official entry into the commercial register - the founding of his company. For us, this was the perfect opportunity to start Theben's anniversary year - 2021 - as early as December 2020. With an invitation to all the festivities that Theben was planning.

But how do you invite people to celebrations that may not even take place? By creating an online platform through which all celebrations are organized. What takes place when - and in what setting. The microsite 100.theben.co.uk keeps customers, employees, and partner companies up to date. And in addition: Everyone can design and upload their own greeting card there.

Each with their own unique Theben moment. While the first cards were already being sent in by mail or digitally, we developed an anniversary brochure that - two-in-one - can easily be reused as a pure image brochure when reprinted. The image pages themselves form the basis of the image ads for selected specialist titles.

The various promotional measures - the postcards, the anniversary brochure, and the microsite - were flanked by the packaging design of the Theben Timer Special Editions. Everything is joined together by the anniversary logo: Theben 100 YEARS Building Automation.
  • THE ANNIVERSARY CAMPAIGN MAKES HISTORY EXPERIENCED THROUGH STORIES – WITH LOTS OF THEBEN MOMENTS THAT CONNECT EMPLOYEES, CUSTOMERS AND PARTNERS WITH THEBEN. THE RESPONSE: OVERWHELMING.
  • "Honestly, we didn't expect this kind of response.“

    "Friends congratulated us. Old customers. Employees. People from the neighborhood. People from all over the world. Schindler Parent's anniversary campaign was – quite something. And also very touching."


    Paul Sebastian Schwenk, CEO, Theben AG