Customer case /

Hiab in Zaragoza - Black is Back 2

A year after the success of the 'Black is Back' event in their hometown of Hudiksvall, Hiab's management contacted us again to take the next step.

"I feel so proud!"

A year after the 'Black is Back' event in their hometown of Hudiksvall, Hiab contacted us again. The results of that event had not only brought Hiab closer to being the market leader in the world, they had also beaten all sales budgets several times over. Now management wanted to take the next step.

CHALLENGE. Hiab is one of the world's leading suppliers of cranes for trucks. Their sales force and dealers stretch across the globe. Management wanted to bring the sales force together again to show how the company had been working on quality assurance and sustainability, and to showcase new additions to the range.

At the time, one of Hiab's factories had just undergone a major transformation - from traditional industry to a modern, clean and tidy operation. We saw valuable symbolism in locating the event here to support the purpose and objectives. Zaragoza, Spain, was an obvious location for 'Black is back 2'.

SOLUTION. Every event has challenges that require creative solutions: in Zaragoza, this was finding a good place to showcase the new products in the range - they are huge in size! In an industrial area, close to the factory, we finally found a hotel and conference facility that could accommodate all 150 participants and at the same time showcase the products in a stylish exhibition.

Participants were able to familiarize themselves with the new electric cranes, try them out and learn all about them in various workshops. In addition, we provided socializing opportunities and dedicated time to strengthen the company culture, two important objectives of the event.

RESULTS. Black is Back 2″ was as successful as stage 1 in Hudiksvall a year earlier. It was also clear that the event created a special sense of pride in the brand, not only among the participants but also among those working at the Zaragoza factory: they had never experienced anything like it before!

"I feel so proud", said the factory manager, who was proud of Hiab and of the honor of welcoming management, salespeople and partners to their factory.