The Swiss family business Avesco, now in its 6th generation and active throughout Europe in the fields of construction machinery, energy systems and construction technology solutions, has developed a new brand positioning together with Day Partners. The aim was to formulate the company's own entrepreneurial attitude more precisely, to sharpen its profile in the market and to further develop its communication with customers and potential employees in a coherent manner.
Positivity as an entrepreneurial decision
The development of the positioning was based on a comprehensive analysis of the corporate culture, the company's own competencies and the perception of external target groups. In a multi-stage process, central internal company convictions that characterize Avesco's self-image were identified. It emerged that, in addition to technical expertise, it is above all a positive, solution-oriented attitude that shapes day-to-day activities. Characteristics such as openness, accessibility, trust and confidence are key to the company's identity.
Following the analysis, an overarching positioning was formulated. It expresses the fact that Avesco combines economic objectives with value-based corporate management: Positivity is seen as a driver of progress within the company - both in dealing with challenges and in working with customers, partners and employees.
"For us, positivity is an entrepreneurial decision," explains Group CEO Mario Meier: "It enables us to make constant progress and is based on our expertise and many years of experience. We always look to the future, with the will and ability to take responsibility and solve seemingly unsolvable challenges for our customers." This attitude runs through all business areas and strengthens Avesco's market position in a competitive environment.
Providing authentic insight
The strategic foundations formed the starting point for two films that were created as part of the collaboration. The cross-business corporate film uses the word "yes" to illustrate how Avesco works with customers and how challenges are tackled on a day-to-day basis. The employer branding film is aimed at potential new employees and - based on the same basic idea - provides insights into the working environment and the basic attitude of Avesco.
Both films were realized with the film production company Mint Mediahouse and the director Lorenz Klapfer. A conscious effort was made to ensure an authentic portrayal. Philipp Pongracz, Head of Marketing at Avesco: "We didn't want to show a staged façade, but rather Avesco as it is: accessible, pragmatic and with a clear yes to progress."
Specialized in partnership-based cooperation
The collaboration between Day Partners and Avesco took place in a close, equal exchange, which is what the agency founded by Annette Häcki and Marcel Walzl (both previously Jung von Matt) at the end of 2023 specializes in. Since then, DAY Partners has used its collaborative approach to support companies such as FIS, BKW and the international brand Prolicht alongside Avesco.
"In every project, we see ourselves as a joint team in which everyone involved contributes their skills and perspectives - and these are taken seriously by everyone," explains Annette Häcki. As a result, both the positioning of Avesco and the development of the films were created in close collaboration between the agency and the client or film production. The films are now in use and can be seen on the Avesco website and other company channels.
Responsible: Julia Ewers (DAY Partners), Tobias Gruber (Sandgrain), Annette Häcki (DAY Partners), Lorenz Klapfer (Director), Michael Mair am Tinkhof (Mint Mediahouse), Mario Meier (Group CEO Avesco), Philipp Pongracz (Head of Marketing Avesco), Marcel Walzl (DAY Partners)
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In the hectic pre-Christmas period, the many Christmas adverts are once again competing for attention and the well-intentioned Christmas cards are piling up in the wastepaper basket. In order to stand out from the crowd, construction machinery dealer Avesco, which is primarily known for the US brand Caterpillar, came up with the concept for a special kind of Christmas campaign.
The Christmas campaign consists of presenting something that has never existed in this form before: probably the biggest Christmas güetzi in Switzerland.
"We want to surprise our customers with something special, put a smile on their faces and attract positive attention - in our industry and beyond. In the recipe video, we show how spectacularly we baked this Güetzi: With the help of our machinery," says Avesco Marketing Manager Philipp Pongracz.
The CEO of Avesco, Marcel Rüfenacht, guides us through the film with a good dose of self-irony as the boss in the baking studio.
Integrated measure: digital and as a Christmas present
The Christmas campaign is designed as an integrated measure: it is played out with the video on social media and the giant 26-centimeter-diameter Güetzi are sometimes presented to customers as a Christmas gift.
In addition to raising awareness among existing and potential customers, other aims of the campaign are to strengthen the emotional bond with the Avesco brand and to convey the tongue-in-cheek message that the company does not take itself too seriously and also implements unusual projects for its customers with courage and boldness.
The idea for the Christmas campaign originated at Avesco, which refined the concept together with the Bern-based video production agency Boff. Avesco's in-house construction machinery mechanics made the special baking utensils, such as a drill whisk, dough kneading attachment for handling excavators and a large excavator cookie cutter.
Responsible at Avesco: Philipp Pongracz (Head of Marketing, Concept/Idea). Responsible at Boff: Yves Farine, Alejandro Ortega (video production).
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