Page 151



[sport event]

StaplerCup Objective: with the StaplerCup, Linde MH wants to demonstrate its products’ quality, solidity and functionality. It should generate appreciation of forklift truck drivers and their work, strengthen customer loyalty and raise awareness of the relevant safety aspects. Creative idea and description: in 2005, Linde MH was looking for a marketing platform for forklift trucks and their drivers. It wanted to highlight technical and driving skills in a serious sporting event, using a tricky course to showcase all the potential and the advantages of Linde’s forklift trucks. The solution was the StaplerCup, which more than 1,500 forklift drivers entered in its first year alone. The successful event was expanded in 2007 to include an international title. The StaplerCup comprises 27 regional heats in Germany, which are hosted by authorised Linde dealers, and national qualifying competitions in the other participating countries. This series of heats culminates in the final held in Aschaffenburg (Germany) in late September each year in front of approx. 15,000 spectators. Germany’s best forklift truck driver is determined, national teams from around the world (2012: 14 countries) compete against each other in the International Championship, and company teams battle it out in the Company Team Championship. Staging and set design: a temporary tarmac layer covers the cobblestones on Aschaffenburg’s Schlossplatz for the final, so that all the entrants enjoy the same good competition conditions. The space is covered with a ‘Magic Sky’ of 30 m in diameter (surface area: approx. 707 mÇ) to minimise the impact of the weather. Covered grandstands for thousands of spectators result in a great stadium-like atmosphere. The Schlossplatz as

the venue and its vicinity to the River Main give the event an extra special flair. Media Mix: regional and national media are reached through standard pr about the qualifying heats and the final. 2011 results: 535 publications with media penetration of 3,685,240,323 in Germany alone. B2B and key account communication by incorporating Linde’s authorised dealers into the regional championships, Company Team Championship, etc. The same corporate design and branding at all of the events. Results: the StaplerCup gives forklift drivers a very positive public profile. More than 10,000 drivers have taken part in the competition since it started in 2005. Some 10,000 to 15,000 spectators watch the final every year. Linde MH is already the market leader for electric forklift trucks in Germany.

[ DATA SHEET] Country: Germany Organiser: Linde Material Handling GmbH Client: Linde Material Handling GmbH Date: Since 2005. Yearly preliminary rounds: April-August; Yearly Final: Late September (2011: September 22nd24th/2012: September 20th-22nd) Target: forklift drivers, general public Participating Countries: Winners of the national championships in China, France, the Netherlands, Austria, Sweden, Slovakia, Spain, the Czech Republic, the UK, Hungary, Latvia, Lithuania and Estonia Location: Germany: 27 regional heats and a final in Aschaffenburg


European Events Annual 2012  

The European Events Annual is a publishing showcase for all the enrolled projects by agencies and companies in the European Best Event Award...