Mission:
CEWE is Europe's leading photo service provider and manufacturer of personalised photo products. The best-known product is the CEWE photo book, which is available in many variants and is ordered around 6 million times a year. How can we reach the target group throughout Germany with an exclusive brand experience and get even more people excited about CEWE's product diversity and quality?
Solution:
With the CEWE Roadshow, we bring the most beautiful photo moments into movement! Because you simply have to experience the unique CEWE product variety and quality live. The CEWE Truck - a walk-in showroom with a roof terrace - is travelling throughout Germany and stopping off at selected trade fairs, photo events and major events. We have developed a customised activation concept to appeal to both discerning amateur photographers and end customers. A pool of trained promoters and team leaders accompanied the roadshow throughout the year and was supported by precise logistics and material planning. To ensure that everything ran smoothly, all hotel and travel arrangements for the employees were also organised centrally.
Success:
The precise coordination contributes significantly to the success of the roadshow and the optimal presentation of the CEWE brand. So far, around 180 days of operation have been successfully completed, with an average of around 800 visitors per day visiting the CEWE Truck. Despite the sometimes weather-related challenges in the summer months, the attractiveness of the truck was always maintained thanks to a flexibly changing design, which was adapted to the respective conditions in both summer and winter. Highlights such as the 24-hour race at the Nürburgring, the Leipzig Book Fair and the CMT in Stuttgart were visited, further increasing the reach and success of the roadshow.
